Lumene Group is strengthening its focus on the CUTRIN brand as part of a strategic renewal of its brand portfolio. As a result of this shift in priorities, the Promise brand will be discontinued. 

Going forward, Lumene Group will focus its resources even more strongly on developing and growing the CUTRIN brand. CUTRIN is the company’s most important professional hair care brand, and the Group wants to invest in its growth both in Finland and internationally. This will soon be reflected in a refresh of the CUTRIN brand: it will receive an entirely new visual identity and updated packaging, strengthening its position and competitiveness in the market. 

At the same time, the company has decided to discontinue Promise, a hair care brand sold exclusively in salons. This decision is based on a thorough business assessment. Consumer purchasing habits have changed, and demand for the Promise brand has not developed sufficiently to sustain a profitable business. 

Lumene Group will continue to develop and grow its brands LUMENE, CUTRIN, and IDA WARG Beauty, both in Finland and internationally.