Transparent & Environmentally Friendly

The Story So Far

The Beginning

From Stylist to Salon Owner

I’m Ricky Jones, founder of Naedlae Hair Care. I’ve been a professional hairdresser in London for over 20 years. My journey started at the Trevor Sorbie salon in Covent Garden, where I had the chance to learn from some of the best in the industry. Later, I co-founded the multi-award-winning salon Jones & Payne in Shoreditch, where I built a loyal clientele while also focusing on running the business.

A New Passion

The Science Behind Healthy Hair


I’ve always been curious about what goes into the products I use every day. That curiosity led me to study natural haircare formulation for five years, training with different institutions and learning how to create products from scratch. During that time, I saw how many so-called natural products still rely on unnecessary synthetic ingredients. I wanted to do things differently.

The Naedlae Vision

Transparent & Environmental


Naedlae started with one aim — to make natural haircare I could fully believe in. I wanted to create something simple, effective, and transparent. Every product is formulated in small batches using 99% natural origin ingredients, chosen for their quality and how they support the health of the hair and scalp. Nothing is added unless it has a clear purpose.

What’s Next?

Shaping the Future of Natural Haircare


This is still just the beginning. I’ve got plenty of ideas for what could come next — from treatments to styling products and more. But I’m taking things one step at a time. I want each one to be useful, well-made, and something I’d genuinely want to use myself. When the time is right, I’ll be excited to bring something new to the range.