Elena — thirteen years with Helen Seward

I supply Italian professional cosmetics to salons in the Czech Republic, Austria, Slovenia and Estonia. Not through a catalogue and a warehouse, but in person: I bring it, show it, train your team and stay available.

Prague · official Helen Seward distributor · company since 2016

I came to Helen Seward from the inside

In 2013, returning from parental leave, I joined the Russian office of Helen Seward as a sales manager. For three years I worked inside the brand — not reselling it, but seeing how it works: how formulas are developed, what makes one colour different from another, and what a stylist behind the chair actually needs.

Then my husband suggested starting a business with this brand in Europe. That is how the Czech company appeared in 2016. I have run my own business since 2001 — twenty-five years, the last thirteen of them devoted entirely to one brand.

Elena Pro Hair

Why one brand and not twenty

This is a deliberate choice, not how things happened to turn out. A single-brand distributor means exclusivity on their territory: I hold exclusive rights for the Czech Republic, Austria, Slovenia and Estonia.

Thirteen years with one line means I know the product, not the assortment: how a specific shade behaves on a faded base, how much goes on the lengths, what to do when the result drifts. That knowledge does not come from a price list.

That is why I never answer “have a look in the catalogue”. I answer to the point.

How I work

An in-house technologist on direct call

Not “brand support” from a slide, but a person a stylist calls and gets an answer from.

A stylist called: the lightening powder formed lumps when mixed with developer, the consistency was unstable. Our technologist worked out over the phone that the mixing ratio was off, explained how to fix it — and the stylist reached the right result the same day.
Warehouse in Prague, delivery within one working day

Holešovice. Order today, work tomorrow — not in two weeks from Italy.

Exclusive rights in four countries

Czech Republic, Austria, Slovenia, Estonia — a direct contract with the brand, no middlemen.

Training in Italy twice a year

Everything taught in Milan reaches your salon.

Who I work with

Salons, barbershops and professional stores — from a single chair to a chain. Today around a hundred salons across the Czech Republic work with us, and we are starting in Austria.

I do not sell to private customers. There is no retail e-shop and there never will be — Helen Seward professional lines are not sold online at all. If your client wants to take her care home, she buys it from you, in your salon.

Let us get to know each other

Tell me what kind of salon you have and which services you offer — I will reply with the wholesale price list, terms and a suggestion of where to start. I answer personally.

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