Premium Swedish haircare brand Maria Nila has officially partnered with The Salon by Ash Croker, in a collaboration announced by Rogue Beauty, its Australian distributor. The alliance brings together two leaders in conscious beauty, united by shared values of sustainability, high performance, and exceptional salon experiences.

“As proud distributors of Maria Nila in Australia, we take our role as brand custodians seriously, balancing care with a clear sense of purpose,” said Chris Hammond, Managing Director of Rogue Beauty. “Earning the trust of our salon partners means everything to us, and our goal is simple: to connect world-leading brands with Australia’s most exceptional salons.”

For salon founder Ash Croker, the partnership felt natural. “The story behind the brand spoke to me. The products deliver, they’re clean, and the look fits our vibe,” she said. “It aligns with everything we believe in the salon – luxury, high performance, and an affordable price point.”

Sustainability was a key factor in Croker’s decision. “Being a sustainable salon… it’s important that as a business we are doing the best we can – and having a brand that makes sure everything is so ethically sourced and produced makes me proud to be aligned.”

Clients and stylists alike are loving the range. “My team love it – the products do what they say and everything smells incredible,” Croker added. “Our clients are obsessed – visually it’s so appealing and the results are just as impressive.”

We caught up with Ash in salon recently at her VIP Event, where she took her most valued clients through how to care and style their hair at home using Maria Nila. Check out the full Q&A below.

TJ: What drew you to Maria Nila as a brand partner for your salon? 

AC: The story behind the brand spoke to me. The products deliver, they’re clean, and the look fits our vibe. 

TJ: How does Maria Nila reflect what you stand for as a salon? 

AC: Maria Nila aligns with everything we value — clean, conscious, high-performing products that look beautiful on the shelf and deliver results behind the chair.

TJ: Why do you think Maria Nila fits the Australian salon space so well right now? 

AC: Aussie salons are shifting — we want clean, conscious, high-performing products without compromising on style. Maria Nila nails that. It feels fresh, it looks good, and it aligns with how we want to work and what our clients are asking for.

TJ: How do your stylists feel about using Maria Nila behind the chair?

AC: My team love it – the products do what it says and everything smells incredible.

TJ: What kind of results have you noticed with your clients since introducing Maria Nila?

AC: Our clients are obsessed – visually it’s so appealing and the results are just as impressive.

TJ: What’s one thing about Maria Nila that surprised you?

AC: That it’s not in more salons here in Australia – globally it’s all over my socials.

TJ: How does using Maria Nila elevate the client experience in your salon?

AC: It aligns with everything we believe in the salon – it’s luxury, high performance, but the price point is so affordable.

TJ: How important was sustainability when choosing a new brand partner?

AC: We are a big believer of sustainability and the environment. Being a sustainable salon with our waste etc. It’s important that as a business we are doing the best we can – and having a brand that makes sure everything is so ethically sourced and produced makes me proud to be aligned.

TJ: What does it mean to be able to offer your clients vegan and cruelty-free products that perform?

AC: I think it’s so important to offer a range in salon that caters for this. It’s great on extensions and keratin safe.