How it all began

Nanna and Kasper have been together since 8th grade. Thirteen years with both ups and downs.

They met in a sports hall in Nanna’s home town of Vesløs, where Kasper played handball and Nanna worked in the hall’s café. From there, their love blossomed: they became a couple, then business partners, and now, 13 years on, they are married.

Since then, they have been together and grown up together. They have shared life’s ups and downs. In 2020, they started a business together with Kasper’s mum, Lotte. It was tough at first; sales were low, and every single order was a huge victory in keeping the business afloat. That was the beginning of what is now Yuaia Haircare. A journey that has put their relationship to the test, but has also given them so much.

Love and hairbrushes

Long before their wedding and their million-turnover business, they learnt one thing: if they were to succeed at anything, they would do it together.

After a few difficult early years, Nanna had an idea. Today, they are married and run one of the fastest-growing beauty companies, with 18 employees and a turnover they could never have imagined back then. Not because it was easy. But because they refused to give up – on each other and on what they were building.

It all started with a problem Nanna faced every day...

Do you know that feeling?

That’s what Nanna did… When you’re standing in front of the mirror and you know… Have you ever stood in front of the mirror with the brush in your hand – and just known that it’s going to hurt?

You take a deep breath, try to start gently from the roots, but after a few seconds the brush gets stuck. You can almost hear it – the little snaps as the hair gives way.

A sigh, a handful of hair in your hand, and yet another day when you find yourself thinking: “Why does it have to be so hard just to brush your hair?”

Perhaps you’ve tried everything. An expensive salon brush, oil on the ends, weekly hair masks. But no matter what you do, it feels as though your hair just gets more damaged, drier, frizzier and duller with every wash.

But what very few people realise is that it’s not just unpleasant. It’s harmful.

Every time the brush gets tangled, the hair fibres are torn, leaving microscopic breaks that weaken the hair a little more each day.

And the longer you use the wrong brush, the more damage you actually do to your hair – no matter how many products you use afterwards.

And it is precisely that feeling – that quiet frustration in front of the mirror – that made Nanna think:

“Surely there must be a better way.”

"Why are some hairbrushes bad for your hair?"

The problem isn’t just what the brush is made of – but how it moves through the hair:

• Stiff bristles and hard materials: They snag and pull at the hair strands rather than gliding through them. This leaves tiny breaks in the hair fibres, causing the hair to snap over time.

• Flat brush heads: They do not follow the shape of the head. This means that the pressure is concentrated on just a few points rather than being distributed evenly

• Lack of flexibility: When the brush does not ‘give way’ with the hair, every single stroke causes minor damage. Many people experience this as pain, but in reality it is the individual hairs that are breaking.

The result?

The hair loses its natural shine, feels dry and becomes harder to style.

And the longer you use the wrong brush, the more damage you actually do to your hair – no matter how many products you use afterwards.

The day the idea was born

“I can still remember it clearly,” says Nanna.

“I was standing in front of the mirror with the brush in my hand, and my hair was tangled again. I looked at myself and thought: It simply can’t be right that it should hurt so much just to brush my hair.”

She’d tried everything – from expensive branded salon brushes to brushes with ‘miracle bristles’ bought online. That’s where the idea was born:

If no one else could make a brush that actually worked with the hair – then she would have to do it herself. Nanna began to investigate why ordinary brushes were so painful.

She realised that it wasn’t just about the material, but about the overall shape and movement. Most brushes were flat, stiff and inflexible – designed to force the hair into place rather than follow its natural movement.

“I realised that the problem wasn’t our hair – it was the tool. We’ve got used to the pain because nobody has really thought through the design of the brush.”

So she started experimenting.

She sketched designs, tested prototypes and experimented with various flexible materials. Night after night, she stood in front of the mirror and tested her ideas – until her hair finally glided through the brush without any resistance.

That day, the difference was so striking that she laughed out loud to herself in shock. For the first time, brushing her hair felt effortless. No pain. No snapping. Just smooth, healthy hair.

“I knew I’d hit upon something right, because if I could feel the difference – then other women would be able to as well,” she says.

How was the Curvy Brush created?

Every single detail has been meticulously considered in the development of the Curvy Brush – right down to its weight, measured in grams, so that the brush sits perfectly and feels balanced in your hand. The way it feels when you use it is no accident – it’s the result of countless adjustments, tests and refinements.

Even the bristles have been carefully selected to offer just the right combination of flexibility and strength. They are designed to be gentle on both the hair and the scalp, yet effective enough to glide through even the most stubborn tangles without pulling, snapping or damaging the hair.

‘We’ve spent over a year fine-tuning the brush so that it meets our high standards. Every little detail has been reviewed several times,’ says Nanna of her invention.

Every curve, every prong, every angle – everything has been carefully designed with a single aim in mind: to make detangling a pain-free, smooth experience, whatever your hair type.

When Nanna and the team at Yuaia Haircare launched the Curvy Brush, they could never have imagined how quickly it would take off. Within a few months, the brush was flying off the shelves – not just in Denmark, but also with customers all over the world. Overwhelmed by the demand and a growing number of customers buying two or three brushes at a time (one for themselves, one for a friend, and one as a gift), the team has now decided to offer limited-edition bundle deals – so you can both save money and secure your brush before the next batch sells out again.

‘We’ve been completely blown away! Demand has been so high that we’ve had to buy a warehouse that’s 10 times the size of our previous one,’ says Nanna, with a slight sheen of sweat on her brow.

This campaign is a golden opportunity for those who’ve been waiting – but it’s also one that’s guaranteed to make the current stock fly off the shelves even faster. Because when customers, hairdressers, bloggers and influencers all call it ‘the world’s best hairbrush’… well, that speaks for itself.

Nanna is so confident in her brush – you get a satisfaction guarantee

When Nanna developed the Curvy Brush, she didn't do it just for fun. She did it because she was frustrated by pulling out hair every time she brushed. And that's exactly why she stands behind her product 100%.

She is so confident that she offers a 30-day satisfaction guarantee with every purchase. If you don't notice a noticeable difference – less hair loss, fewer tangles and a better brushing experience – you can return it, no questions asked.

‘We only want satisfied customers! We believe so much in our product that if you don't like it, you get your money back. That's how it should be,’ says Nanna with pride in her voice.

Because when a product is created with genuine passion, tested on everything from thick, straight hair to sensitive curls – and praised by both stylists and customers – there's no need to hide behind fancy words. The results speak for themselves.