Giving silver hair
the care it deserves
Affrenchy offers women with grey, silver or white hair the first French hair treatment designed exclusively for their fibre, by a dermatologist and trichologist who wears that hair herself.
Today the market hands her a product designed for bleached blondes. Affrenchy hands her three things instead: a treatment designed for her, a science that names what she lives through, and a community that celebrates her choice.
Our public mission fits in one sentence: make integrative dermatology open to all. Show that skin and hair mirror the whole body, the plate, movement, sleep, emotions, and share that knowledge freely, every day, with everyone who wishes to receive it.
Four words, kept
These four values govern every decision the house makes: the formula, the tone, the calendar, the price. Here is what each one means in practice.
Freedom
Breaking free from the rule of hair dye and the pressure to conceal one's age. This value gives the brand its name, its signature, free in her skin, proud of her hair, and its Sunday appointment, "Free & Silver".
Authenticity
Naming the biological realities that cosmetic marketing prefers to sidestep. We speak openly about menopause, hormonal balance, stress. Our promises stay measured, and each one stays verifiable.
Elegance
The codes of French luxury, worn with restraint. Nasir Blue and Champagne, a sober wordmark, exceptional packaging. Discretion as a sign of self-assurance.
Transmission
A family house built to last. A mother-and-daughter pair: two generations, two languages, two forms of expertise that complete each other. Transmission is at once our structure and our message.
Four pillars
First pillar
Medical expertise
Dr Maritza Flórez Ruiz is a dermatologist holding a Diploma in Trichology from the Colegio Ibero-Latinoamericano de Dermatología, the medical discipline devoted to the physiology of hair and scalp, as well as an expert Diploma in Exposome and Skin from the University of Barcelona. A rare double competence, and the one that governs the formulation.
Second pillar
Lived experience
The founder is herself the woman we address. She wears her natural grey hair and has lived the transition she now accompanies. She therefore validates the treatment on four counts at once: as a doctor, as a dermatologist, as a trichologist, and as a customer.
Third pillar
Transmission
The mother-and-daughter story stages a meeting between two generations: on one side the clinical authority of a practitioner with twenty-two years of practice, on the other the fresh eye of a SKEMA graduate in corporate finance. That structure embodies the brand's own message.
Fourth pillar
Sharing
Affrenchy sets out to create identity for women with grey and white hair. A cultural movement that questions a hair industry largely built on ageism, and gives a shared vocabulary to women who until now each faced the decision alone.
The product before the product
A decision taken alone becomes an identity the moment it is shared. That is why we began our editorial work in August 2026, well ahead of any sale: to establish the ritual, the face and the voice of the house, and to build trust first.
The value comes first.
Everything else follows, as a matter of course.