Four Reasons Family

Who We Are



We are Four Reasons. The Finnish rebellion in the beauty industry. We walk the front line, championing diversity, and defend everyone’s right to feel beautiful. We inspire and empower people to appreciate themselves as they are – wonderfully imperfect – and we provide tools to strengthen a positive self-talk.

BRAND OBJECTIVE

People’s dissatisfaction with their looks has increased significantly in recent years. Studies show that up to 50% of young people have a negative self-image. The increased use of social media has raised the social pressure related to appearance. Being continuously exposed to the ideals created by society and the media has a negative impact on how young people in particular view themselves and their bodies.

It’s time to take a step forward and defend everyone’s right to feel beautiful.

Read and download Company Brochure >

OUR STORY

We started some 20 years ago from scratch. We grew into the most successful hair product company in Finland by working hard and with a passion. We have swum against the current, boldly done things our own way and celebrated being different without paying attention to beauty ideals.

Our activities are founded on:

#1 the most satisfied customers in the hair salon sector
#2 the most dedicated work community in the beauty sector in Finland
#3 an understanding of our customers that stems from our long experience
#4 the most successful Finnish hair product brand

At Four Reasons, we’re a family – noisy, composed, vivacious, funny, creative, sometimes a little odd. We’re all different. You’ll fit in well.

We believe in the wonderful imperfection of life. We believe in people, passion, authenticity and you. We believe that everyone is beautiful as they are, down to the last strand of hair. These are our four reasons.

We walk the front line, championing diversity, and defend everyone’s right to feel beautiful. We are guided on this journey by responsibility, uncompromising quality, the promotion of social inclusion and an endless enthusiasm for learning something new.

Vision

To inspire and empower people with sustainable products, the best service and a world-wide beauty community.

Mission

Feel beautiful.

Slogan

We Love the Real You

Values

People – Passion – Authencity – You

#1 People

At Four Reasons, we’re a family – noisy, composed, vivacious, funny, creative, sometimes a little odd. We’re all different.

You’ll fit in well.

#2 Passion

We do what we do with passion. It sparkles, grows and breaks the mold. It’s the courage to color outside the lines.

#3 Authenticity

We have the courage to be our real selves and do things our own way. Our products are beautiful to look at and even more wonderful to use. They are carefully made from high-quality ingredients, and they work.

#4 You

We know that life can be wonderful, sad, fun, boring, straightforward and complicated. We want to make your good hair days great and even the bad ones better. We want you to feel at your best just being who you are.

Environmental and Corporate Responsibility

#1

The Right to Feel Beautiful

As a beauty company, our greatest responsibility is to create and diversify a person’s idea of beauty, while inspiring a respect for everyone’s own uniqueness.

We encourage everyone to appreciate themselves as they are and offer tools for creating a positive self-image through marketing communications and preventative charity work.

#2

European Quality and Reliability

All our products are made in Finland and at our partner factories in Europe, which have been granted an ISO 22716:2007 certificate. Our products meet the criteria of the EU regulation on cosmetic products and Good Manufacturing Practices (GMP).

We ensure the high quality of our products and their suitability for use in hair salons by collaborating with Finnish hair care professionals in product testing.

#3

Effective Vegan Products

In 2019, up to 95% of our products are vegan. Our goal is to make 100% of our products vegan by the end of 2020.

#4

Packaging that doesn’t harm the Environment

In our packaging, we use recyclable materials and promote their recycling by package labelling and sustainability communications.

Our goal is to replace all our plastic packaging with recycled and bioplastic or other more ecological packaging materials without compromising the products’ effectiveness and user experience.

OUR SERVICE PROMISE TO OUR CUSTOMERS

Hairdresser

For hairdressers we offer training that takes their skills and special needs into account and strengthens their professional identity, as well as easily accessible, friendly and competent customer service.

With our comprehensive service concept, we help hair salon business owners succeed in producing experiences of beauty, and succeed in their business activities

 

Consumer

For consumers we offer an empowering service experience that includes a personal hair consultation, hair salon services that support the experience of beauty and high-quality products, and competent product guidance.

With our beauty community, we help consumers to identify their strengths, see themselves in a positive light, and love themselves exactly as they are.

 

Distributor

For distributors we offer a comprehensive brand and service concept that includes high-quality products, an international beauty community, and training, marketing and sales promotion services.

With our brand and service concept, we help our partners to implement the brand experience in their own market and succeed in their business activities

Contact Us

We take pride in our personal customer service. Click below to see all contact information you need.

Export Sales & Marketing

Arto Välimäki

Director of International Business

A seasoned professional of the hair styling industry who puts his heart into what he does. A sense of humor that challenges the limits of good taste works as a nice counterbalance to Arto’s cold sales logic.

Arto Välimäki

Director of International Business

+358505596595 arto.valimaki@fourreasons.fi
Titu Salmela

International Marketing Manager

A flower-loving aesthetic with a maternal streak, Titu has a riotous sense of humor and an ability to empathize that is second to none. A bustling fairy godmother of events and dynamo of international marketing, Titu knows the company from top to bottom and is always ready to help.

Titu Salmela

International Marketing Manager

+358405551435 titu.salmela@fourreasons.fi
Mila Wels

Export Coordinator

The small power house of our exports team, Mila is meticulous and efficient, and armed with a sunny disposition. We admire Mila’s stunning sense of style and friendliness – her help is heartfelt. In addition to export documents, she takes care of her co-workers’ sprightliness with supreme confidence: Mila’s stick workout session is the high point of the week!

Mila Wels

Export Coordinator

+358405466974 mila.wels@fourreasons.fi

Export Logistics

Harri Holopainen

Supply Chain Manager

The relaxed and gentle guard of our warehouse, known for his quiet charm. A helpful and skilled systems wizard and master of logistics!

Harri Holopainen

Supply Chain Manager

+358201410400 harri.holopainen@fourreasons.fi

Marketing & Communication

Johanna Strömsholm

Head of Marketing & Communications

An energetic and sparkling bundle of joy who never runs out of ideas. A sharp and goal-oriented, tireless communicator, who also looks after people. The bigger the project, the better!

Johanna Strömsholm

Head of Marketing & Communications

johanna.stromsholm@fourreasons.fi
Henna Haapala

Social Media Content Creator

Henna is a super creative specialist of social media content, an empathetic, funny woman and multi-talent who can handle things both in front of and behind the camera. We look up to Henna’s relaxed attitude towards life, visual acumen, and positive approach to everything. She’s a source of good spirits to everyone around her!

Henna Haapala

Social Media Content Creator

henna.haapala@fourreasons.fi
Marika Hagman

Digital Marketing Manager

“Feet on the ground” persona and calm on the outside, she is actually packed with spunk! A digital and social media guru with a great sense of humor. Marika is pure rock’n’roll.

Marika Hagman

Digital Marketing Manager

marika.hagman@fourreasons.fi
​Mira Suurnäkki

Content Marketing Specialist

Mira is our wonderful goddess of hair, bursting with emotion and never failing to surprise with her endless creativity. This sparkly and cheery persona and talented child of nature is a killer scrivener. A precise and discerning, hard-working bundle of energy!

​Mira Suurnäkki

Content Marketing Specialist

mira.suurnakki@fourreasons.fi
Monna Ranne

Influencer Marketing Manager

The positive and sociable Monna can handle just about any task. An energetic specialist of influencer marketing, she is easy to approach and easy to get along with. Everything will be taken care of – this attitude carries you far!

Monna Ranne

Influencer Marketing Manager

monna.ranne@fourreasons.fi
Veikko Kastemaa

Creative Director

Easy to approach, Veikko has nerves of steel but a good heart. He is the artistic, thoughtful, and wise professional and creative genius behind our marketing team.

Veikko Kastemaa

Creative Director

veikko.kastemaa@fourreasons.fi
Heidi Kaijomaa

On family leave

The efficient and productive Heidi has a knack for languages and the most fantastic ability to keep everything under control. A diligent and systematic colleague endowed with a good sense of humor – a true team player!

Heidi Kaijomaa

On family leave

Product Development

Pia Immonen

Product Specialist

The conscientious and helpful Pia possesses nothing short of a treasure trove of knowledge about cosmetics and their raw materials. The soul of our office wins over everyone with her sunny and warm disposition and delicious cooking!

Pia Immonen

Product Specialist

+358447757522 pia.immonen@fourreasons.fi
Harri Paananen

Product Development Director

A master who prefers keeping a low profile. A charismatic speaker and chemistry wizard whose know-how and training skills are in a league of their own. A thinker with a good sense of humor, Harri is easy to ask for advice (in relation to cars as well as hair)!

Harri Paananen

Product Development Director

harri.paananen@fourreasons.fi

Education

Elisa Cavén

Head of Education

A talented and sunny queen of blond hair and lightening techniques. If there’s something Elisa doesn’t know, she will stop at nothing to find out.

Elisa Cavén

Head of Education

+358407567230 elisa.caven@fourreasons.fi
Antero Lahtinen

Master Educator

A consummate stylist and cutting guru, for whom haircuts are an affair of the heart. The easy-going and considerate “Antsa” is always fun to be around – in addition to hair, you may end up talking diets, for example!

Antero Lahtinen

Master Educator

antero.lahtinen@fourreasons.fi
Harri Paananen

Product Development Director

A master who prefers keeping a low profile. A charismatic speaker and chemistry wizard whose know-how and training skills are in a league of their own. A thinker with a good sense of humor, Harri is easy to ask for advice (in relation to cars as well as hair)!

Harri Paananen

Product Development Director

harri.paananen@fourreasons.fi
Markku Ruotsalainen

Master Educator

A universally loved teddy bear who always puts the needs of others before his own. An approachable, gentle, and encouraging recipe enthusiast who is easy to hug. Outside work, you may be able to catch Markku swimming in icy waters or running!

Markku Ruotsalainen

Master Educator

markku.ruotsalainen@fourreasons.fi
Jonna Karjunen

On sabbatical

A color wizard with a knack for coming up with great ideas, Jonna exudes a love for hair! Our team’s Power Woman, she is a creative visionary with an artist’s soul. Jonna’s values and attitude are what we need to save the world.

Jonna Karjunen

On sabbatical

Adminstration

Jyrki Hakala

CEO

A warm-hearted, inspiring leader. A strong visionary who is also an affable, open-hearted person with a talent for listening. A straight-talking, trustworthy, and fair manager.

Jyrki Hakala

CEO

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