Rebranding ICONIQUE Professional: From Idea to the Fastest Growing Brand in GIVET’s Portfolio
In January 2025, ICONIQUE Professional relaunched as GIVET’s boldest brand transformation to date. The result? A premium hair care brand that has quickly become the fastest growing in our portfolio. The rebrand introduced entirely new European formulations, a refined visual identity, and modern color-coded packaging to make navigation clear for consumers.
The portfolio now includes 42 SKUs divided into six ranges: hydration, repair, volume, blond care, hair growth support and heat protection. A refreshed pricing structure keeps the products accessible while preserving their premium feel. We sat down with three people at the heart of this journey to explore how it happened, why it mattered and what it means for the future.
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A Strategic Decision for Growth
Martin Placek, Chief Commercial Officer at GIVET
Why was ICONIQUE Professional chosen for rebranding?
“ICONIQUE was already an established name in our portfolio, but it needed a sharper edge to succeed in today’s competitive retail environment. At GIVET, we believe in keeping brands fresh and relevant. The decision to rebrand was about elevating ICONIQUE to a new level: premium yet affordable, striking on the shelf, and backed by high quality formulations. In short, affordable luxury.”
What risks did you face, and what gave you confidence?
“Every rebrand carries risk, from potentially losing existing customers to production challenges with new suppliers and formulations. But we were determined. We invested heavily in product development, new brand assets, and a refreshed communication concept. By maintaining uncompromising quality and democratizing price, we ensured the new ICONIQUE could win both trust and market share.”
How does ICONIQUE Professional rebrand reflect GIVET’s broader strategy?
“It is proof of our commitment to building brands that are attractive, competitive, and scalable across markets. Renovating and reimagining our portfolio is not a side project, it is at the core of how we grow.”
Shaping a New Identity
Evgeniia Koltsova, Former Brand Manager and Architect of the Relaunch
What was the process like?
“The relaunch was one of our most ambitious initiatives. We reinvented everything: formulations, packaging, visual identity, and communications. The journey started with a new positioning and purpose. ICONIQUE should empower every woman to feel iconic. We partnered with designers to create packaging that speaks elegance, and we worked with suppliers to ensure professional quality products that deliver real results.”
What belief guided the new ICONIQUE Professional?
“At its heart, ICONIQUE is built on the idea that every woman is iconic in her own way. Great hair is not just about appearance, it is about confidence, strength, and empowerment. Our ranges, with names like Strong Like You or Confident Like You, celebrate this individuality while delivering proven care.”
Were there doubts along the way?
“Yes, especially about how consumers would react to such a big transformation. That is why we tested extensively, both formulas and designs. This gave us validation and built internal confidence that we were moving in the right direction.”
Taking the Brand Forward
Ina Kopecká, Current Brand Manager of ICONIQUE Professional
What was your first impression when you took over?
“My first thought was simply: Wow. It felt premium, lovable, and truly unique. My role has been to bring this renewed brand to life for consumers and partners.”
How is the brand performing?
“We are building awareness step by step, focusing on our bestselling ranges that are already exceeding expectations. Feedback from both consumers and retailers has been overwhelmingly positive. They love the results, the fragrance, and the packaging.”
What are your next priorities?
“Our focus for the second half of 2025 is twofold. We want to continue building brand awareness and invest in future product innovations. ICONIQUE must remain competitive not just today but for years to come.”
Lessons for the Future
When asked what ICONIQUE’s transformation says about GIVET, all three agreed: it demonstrates GIVET’s ability to create, scale, and refresh brands quickly without compromising on quality.
“The biggest lesson? Keep the message crystal clear from beginning to end. Otherwise you risk launching just another average brand. ICONIQUE shows what is possible when you stay focused and work as one team.” — Ina Kopecká
For Retail Partners
ICONIQUE Professional now offers a full professional hair care line with proven efficacy, accessible pricing, and premium design. It is a brand designed to drive both consumer love and retail performance.
“Not launching such a beautiful brand with so much potential would mean missing a truly remarkable opportunity,” Ina adds.
For business inquiries reach at sales@givet.it