Ayse on mastery, heritage, and why true beauty takes time
For over 25 years, Ayse has shaped the understanding of blonde in Germany—not as a trend, but as an art form. As co-founder of HaarWerk and the creator of AUTHentic Blonde, she stands for precision, responsibility, and depth in an industry often driven by speed. In this conversation, she talks about her beginnings, the formative power of her heritage, her collaboration with scientists, and why real blonde is more than technique: it is identity, attitude, and trust—in yourself and in your own path.
1. Ayse, you’ve been considered one of Germany’s leading blonde experts for over 25 years. Do you remember the moment when you first felt that blonde was more than just a hair color—almost a personal mission?
Blonde is an art—and within the craft of hairdressing, it is the supreme discipline. It’s not about simply lightening hair, but about deep understanding: of hair structure, pigments, light, time, and responsibility. Creating natural blonde requires experience, precision, and respect for the hair. Blonde doesn’t forgive mistakes—it immediately reveals whether someone truly knows what they are doing.
After more than 30 years of coloring blonde every day, I know this: mastery doesn’t come from trends or technique alone, but from consistency. Blonde is personality—it enhances a person’s character. And the moment I realized what good blonde can do for confidence and presence, it became more than a craft for me. It became my mission.
2. Together with your twin sister, you built HaarWerk into an iconic salon brand. Which values or memories from your shared childhood still shape your entrepreneurial journey today?
My twin sister and I grew up under simple, challenging conditions in a Turkish village—without our parents, but with an exceptionally strong grandmother. She taught us discipline, respect, and the belief that you don’t just dream about dreams—you pursue them.
As twins, we learned early on that we are stronger together: two minds, four eyes, four hands—and one shared will. That bond has carried and shaped us. HaarWerk didn’t happen by chance; it was the natural result of our story. From the very beginning, our goal was clear: to create something with substance. Something that lasts. The values we took from home—trust, solidarity, and belief in hard work—still define my entrepreneurial path today.
Blonde Is Not a Color.
It’s an Attitude.
3. With AUTHentic Blonde, you developed a care line designed to deliver exactly what you felt the market was missing for so long. What was the decisive moment when you said, “Now I’ll do it myself—and I’ll do it right”?
After decades as a blonde expert, I knew exactly what blonde hair needs—and especially what it often lacks. Every day, I saw how much expertise goes into creating the perfect blonde color, and how little suitable care exists to truly support it.
At some point, I could no longer accept working with products that didn’t meet my standards. I wanted to create a care line that doesn’t just make hair look good, but protects the color, strengthens it, and lets it shine. With natural ingredients, it finally became possible to design formulas that work together instead of against each other.
AUTHentic Blonde is therefore not a single idea, not just a shampoo—it’s a holistic system. Today, women around the world use this line because their blonde stays luminous longer, remains clearer, and looks healthier. That’s exactly why I created it.
4. You worked closely with biologists on your product line for years. What surprised you most during this development process—scientifically and emotionally?
Working closely with biologists changed my perspective once again. I was surprised by how precise natural active ingredients can be when they are combined correctly and given time.
Scientifically, it was fascinating—emotionally, it was a process of letting go. I had to learn not to control everything, but to listen: to the experts, to the ingredients, to the hair itself. This experience showed me that true quality isn’t created loudly, but quietly, consistently, and patiently. That’s exactly how AUTHentic Blonde grew—step by step, carried by respect, trust, and the belief that sustainable care goes deeper than any short-term effect.
5. Your line consciously relies on natural ingredients and avoids silicones, parabens, and phosphates. Was this approach more an act of responsibility—or also a quiet protest against the fast-paced beauty industry?
For me, avoiding silicones, parabens, and phosphates wasn’t a bold decision—it was a logical one. Anyone who wants to preserve blonde in the long term cannot weigh hair down or mask it.
For me, it was a question of responsibility—toward my clients, their hair, and the future of our industry. At the same time, it is a quiet counter-movement to the speed of the beauty world. I don’t believe in quick, superficial results. I believe in care that works because it is honestly formulated and truly good for the hair.
6. You speak openly about beauty, self-confidence, and your path as a woman with dual heritage. Which experiences have shaped you most as a person—and how are they reflected in your work?
As a woman with dual heritage, I grew up early on between two cultures—never fully here, never fully there. At some point, I realized that these in-between spaces are a strength. They made me open—to people, to stories, and to all the nuances that make real beauty.
This is reflected in my work. For me, beauty is never one-dimensional. It lives through personality, background, and attitude. Perhaps that’s why I work so precisely: because I know how much identity is contained in the smallest details.
7. When you think about the future: What do you wish for the next generation of women in the beauty industry—and what role should AUTHentic Blonde play in this new chapter?
For the next generation of women in the beauty industry, I wish for more courage for depth: fewer comparisons, more knowledge. Less noise, more substance. Women who lead without bending themselves—and who take their expertise seriously.
In that future, AUTHentic Blonde should play a constant, reliable role. Not as a trend, but as a foundation. As a care line with attitude—one that supports women in showing who they are: clear, confident, and authentic.