THE EMME JOURNAL

Hair, tools,
Sweden + the everyday.

Practical guidance and the ideas behind EMME — written to be useful, not noisy.

Why your blow-dry falls flat

Small sections, comfortable tension and the right round brush. A simpler approach to building shape and movement into your blow-dry.

Detangling, shaping and finishing ask different things of a brush. A small, considered collection gives each job the right tool.

Diameter, airflow and finish — made simple.

The idea of “just right” behind the EMME collection.

Why cleaning matters, how to protect the materials and when to replace a worn tool.