About us
Aarhus & Copenhagen, Denmark — est. 2013
Work hard.Style hard.
By Vilain is for the style-conscious man who wants to take his haircare game to the next level — a Scandinavian blend of stylish sophistication, professional dynamism, avant-garde edge, and clean minimalism.
Our story
From a studio apartment to a global brand
Our story doesn't start in a flashy office. It starts in a small studio apartment in Aarhus, selling hair products and shipping them out to everyone interested. Working with many different brands along the way, the two brothers realised something was missing in the market — the products were great, but not perfect.
In 2011, they opened a salon in the heart of Aarhus, which became the testing ground for something new: Gold Digger, which launched in 2013.
More than ten years on, we've had our highs and our lows — and we're proud of what we've built: a premium haircare brand anchored by cult favourites like Gold Digger Wax and Sidekick Pre-Styling Spray. From a studio apartment to a global presence in over 120 countries, it's been quite a ride.
Who we are
Twin brothers, one name, zero compromises
By Vilain was founded in 2013 by twin brothers Emil and Rasmus Vilain Albrechtsen, launched out of their Aarhus salon. The trendsetting brand quickly earned international recognition in men's grooming, and we later expanded with a second base in Copenhagen.
Our name on every label is a promise — of quality with no compromises, and a brand that reflects exactly who we are and where we come from.
Why By Vilain
Made in Denmark, used in 120 countries
We're a close-knit, family-run team, committed to sustainable products made with ingredients sourced and tested in Denmark. Shorter transport distances mean a lighter footprint on the planet — and they let us guarantee the highest product standards while supporting good working conditions for our manufacturers. It's a win-win.
Every formula is developed in collaboration between our Danish R&D team and professional hairdressers, which is why our products consistently deliver the performance we're known for — reaching customers from London to Singapore, and sitting on the shelves of professional salons worldwide.
Our mission
"I see our customers as people we help along the way. And it brings a lot of joy to know that." — Rasmus Vilain Albrechtsen, Co-founder
We're an upbeat team driven by a simple vision: to inspire men to become the best version of themselves and give them the tools to succeed. Whether we're helping you walk into a job interview with confidence, look sharp on your wedding day, or simply giving you a product you reach for again and again — that's what drives us.
The journey so far