In 1996 International Hair Cosmetics Ltd. UK conceived, created and launched the premium hair care brand AFFINAGE. Originated as a line of permanent hair colour, the AFFINAGE brand grew rapidly to include tone on tone and fashion colours, permanent waves, specialist highlighting systems, bleaching powders, shampoos, conditioners and styling products that have been enthusiastically embraced by consumers and the hairdressing industry. Today, AFFINAGE is sold across Europe, the Middle East, Africa, and the Americas. The AFFINAGE brand is marketed by the International Hair Cosmetics Ltd. UK group of companies. Distribution is achieved through a network of wholesalers and specialist distributors.