OUR STORY
Your hair was never the problem, it’s just been misunderstood.
Our Founder
Sarah Åsard is a professional hairdresser with over 20 years of experience, dedicated to textured hair.
She opened her first salon, Urban Hair, in Sweden over 17 years ago, long before textured hair was widely understood in the industry. From the start, her mission has been clear, to educate, elevate, and care for texture with intention.
But her journey with textured hair began long before the salon.
Growing up with high-porosity hair and little guidance, Sarah believed something was wrong with her hair. Products didn’t work. Her curls didn’t look like anyone else’s. And for years, she hid them.
Everything changed when she discovered the importance of porosity, and how understanding it reshaped not only her hair, but her confidence. That insight didn’t just transform her personal journey, it became the foundation of her approach as a stylist, educator, and now, founder.
Over the years, Sarah has trained stylists and students across Scandinavia, worked in session styling and television, and opened a second salon in Norway, always championing texture-first education and healthy hair at every level.
Staunch is the next chapter in that journey a brand built on lived experience, backed by porosity science, and grounded in the belief that healthy hair starts with understanding.
“Healthy hair starts with understanding, not trends. That’s why I built Staunch.”
– Sarah Åsard, Founder.
From Salon to Shelf
Staunch began where real hair lives, in the salon.
After decades working hands-on with textured hair, founder Sarah Åsard knew exactly what was missing from the shelf. Clients needed products that didn’t just style, but truly cared for their hair, products that respected porosity and supported long-term health. Every formula in the Staunch line was born from years of experience behind the chair, tested in real routines, and crafted to meet the needs of textured hair at every stage. We’re starting with two essentials, but our vision is bigger.
Our goal is a complete range that speaks to all the unique needs within the textured hair community, because no one should have to feel left out of haircare. From salon to shelf, it’s care not compromise.
