DLA Piper has advised the founders Rasmus Serup Pedersen and Sofie Jalk Tidemand in connection with their sale of Hairlust to TOCG

Since its incorporation in 2016, Hairlust has specialized in developing and selling innovative products with organic ingredients that contribute to society and the environment through its natural and holistic approach to hair care. As a Danish brand rooted in Scandinavian principles, Hairlust combines a strong online identity with a growing international presence. In addition to operating webshops in several countries, Hairlust’s products are recommended and sold by over 1,000 European retailers, including professional hair salons, pharmacies, beauty clinics, and health stores.

TOCG is a Belgian company that aims to be a leading player in the natural and clean beauty and personal care sector through its buy-and-build platform. By bundling forces with like-minded companies and brands, TOCG stands as a testament to the compatibility of achieving a significant ROI while simultaneously prioritizing and upholding the highest standards in Environmental, Social, and Governance (ESG) practices, including B Corp certifications.

As part of TOCG’s acquisition of Hairlust, TOCG expands its portfolio within this sector, which already includes brands such as Dr. Organic and La Saponaria. Closing of the transaction was completed on 15 September 2025.

A DLA Piper core team consisting of Karsten Pedersen and Andreas Egeblad Arendt has advised Hairlust on this transaction. Thanks to Rasmus Serup Pedersen and Sofie Jalk Tidemand from Hairlust for trusting us with this transaction, as well as to Jon Skjernov, Milan Aloudal-Mortensen, and Signe Bøgholm from EY Parthenon, Erwin Destuyver and Yolanda Hebbrecht from Eubelius, Henrik Juul Hansen, Andreas Brasch Thomsen, and Gustav Secher from Accura, and at last to Henri Vermeersch and Henri Vindevogel for a strong collaboration and for a professional process.

Read more about the transaction here: TOCG opkøber beauty-virksomheden Hairlust, der er blandt de største danske af slagsen | Hairlust ApS