About ESTEL
How it all began…
Embark on a fascinating journey to our beginnings and discover the ESTEL Love Story.
Everything began with Lev Okhotin, a chemistry student from St. Petersburg. One day, a French friend told him she was convinced that Russians were incapable of producing a proper hair color. Lev, a passionate chemist, felt challenged and wanted to prove that he could create not only the best hair color in Russia but the best hair color in the world.
Said and done: Lev told his favorite teacher Lydia Pavlovna about his idea and began in 1999, with her support, working on the formula for the perfect hair color in his mother's kitchen. He tested and refined the formula with the goal of creating 15 shades. After three months, he had already developed over 2,000 formulations. Why is it a love story?
"Love and dedication are reflected in many things. At ESTEL, everything revolves around love. You really have to love what you do and do it with all your heart. There is no other way." - Lev
This laid the foundation for the exceptional quality you can rely on at ESTEL.
From Lev's idea to create hair color to the production of the first ESTEL tube, only nine months passed.
But where did Lev draw his inspiration and drive from? The roots lie, among other things, in his hometown of St. Petersburg.
The cultural capital of Russia and also our home has a rich history dating back to the 18th century. It is a city known for its beauty, culture, and splendor - unique, colorful, and inspiring.
The Russian art of hairdressing is well-known among professionals and is appreciated for its excellence and attention to detail. People in Russia place great value on aesthetics. This especially motivated Lev.
"I remembered the young French woman who told me that Russians couldn't make hair dye. I wanted society's recognition, I wanted them to say that ESTEL is the best hair dye in the world.". - Lev
Within a few days, the first product photos for ESTEL hair colors were created. Lev had dyed the hair of eighteen women himself and photographed the results with his camera. Since he could not continue production in his mother's kitchen, he later commissioned the construction of the first ESTEL factory in St. Petersburg.
Lev Achotin is not a typical businessman as you might know him. He is a passionate chemist who strives for the highest quality as his top priority. This naturally also affects our products. Precision and passion for the craft are at the core of all ESTEL products. After the first hair colors, Lev also developed additional products for shiny, beautiful hair: from hair care to styling products to the particularly high-quality haute couture lines.
Levs recipes are still characterized by a deep dedication to quality and an unrelenting pursuit of improvement. It is this unique combination of high-quality ingredients and passion that makes our products so remarkable.
Let's fast forward a bit in our story. A few years ago, the ESTEL Love Story spread like wildfire and reached Europe as well.
We have been present in Europe since 2011 and are very proud that we have established ourselves as a brand during this time. At first, we focused exclusively on hairdressers. Some quickly became enthusiastic and caught the spark of our love story. Lev's high-quality craftsmanship and unique quality are highly valued by many professionals across Europe.
“It is obvious that when you do something for someone you like, you always achieve good results. I laid the foundation of ESTEL in my mother's kitchen - so that all women can trust in good hair color.” - Lev
That was the reason why we decided in Europe to make ESTEL accessible not only to hairdressers but to everyone who wants to do something good for their hair - so that includes you too!
In February 2022, due to the sanctions package, we were no longer allowed to distribute products manufactured in Russia in Europe. We faced an important decision: Should we withdraw from the European market?
For Lev, who had created the first hair color formulas in his mother's kitchen and firmly believed in his vision, this was not an option. He wanted to continue making ESTEL accessible to every woman and stand for the highest quality.
That is why we have decided to establish our own production in Europe.
We had to fight for ESTEL in Europe, and it was not an easy path. But the belief in Lev's creations was stronger than all obstacles. Professionals and enthusiastic customers supported us along the way, and we gave everything to provide them with the quality they are accustomed to from us. We are proud to have achieved this goal.
- Iuliia Reinsberger, Managing Director
Levs' story is shaped by passion, determination, and a strong belief in beauty and quality.
Are you now ready to become part of the ESTEL Love Story?