A Bold Change of Direction Fueled Growth – Family Business Taerosol Returns to Its Roots in Hair Products

Taerosol, based in Kangasala, has long been known for producing technical aerosols. In recent years, the company has shifted its focus to a new market: the hair and cosmetics industry. A strategic change in direction, investments in technology, and the development of its own brands have driven the company’s rapid growth.

Founded in 1963, Taerosol is a family-owned company with roots in hairspray. It all began when the company’s founder, Torsten Jalava, started developing a product at the request of his wife, hairstylist Aili Jalava. This product development laid the foundation for a chemical technology company that would later become a major player in industrial aerosols across the Nordics. “We’re still a strong manufacturer of technical aerosols, but from a growth perspective, a strategic shift was necessary,” says CEO Antti Pirttilahti.

CEO Antti Pirttilahti (left) and Export Manager Ville Toiva. Photo: Antti Moilanen

The move into the hair and cosmetics sector wasn’t a coincidence, but a carefully considered decision. At the time, then-CEO Heikki Jalava recognized the market’s potential, and the company chose to shift its focus toward hair care products. Development of cosmetic aerosols began in 2018, expanding into private label manufacturing by 2021. However, it soon became clear that winning over customers without an in-house brand was difficult: “Securing clients was challenging without a reference product of our own. So, we decided to create our own brand as a way to demonstrate our quality and expertise,” explains Pirttilahti.

A glimpse of the past: technical aerosols and PRF products from decades gone by.

Investments in Branding, Production Automation, and AI Drive Growth

Today, Taerosol has three in-house brands: HEÖ Helsinki, targeted at salons, and the consumer brands Mjuuk and Piiink. The strategy of building proprietary brands has proven successful, with the company managing to double its revenue in less than five years. Pirttilahti expects the turnover to surpass €10 million this year.

The company’s transformation hasn’t been limited to product development and branding. Taerosol has also made significant investments in expanding its production facilities, automation, artificial intelligence, and renewable energy. For example, AI is now used to control label quality. A robot automatically scans products on the production line and detects defective or damaged labels through image recognition. “The AI investment was a major financial decision for us, but a smart one. As production volumes continue to grow, the solution is paying for itself faster and faster,” says Pirttilahti.

HEÖ Helsinki brand products, designed for salons, on display in the company’s showroom.

The production line turns out several thousand units of hairspray and dry shampoo each day.

Thanks to automation and digitalization, the company can already run its production much more efficiently — and with fewer personnel — than many of its industry peers. But the goal isn’t just efficiency: “We also want to free up our staff for more meaningful work. Routine tasks can be handled by machines, allowing people to focus on more engaging responsibilities,” says Pirttilahti.

Kemisti Annastiina (vasen) ja estenomi Ilona Vehviläinen (okea) — Pictured from left: R&D Manager Annastiina Vilppunen and Stability Coordinator Ilona Vehviläinen, members of the company’s team.

Visibility Fuels Growth – From Showroom to Social Media and Consumers

The company’s visually striking showroom in Kangasala serves both as a product display space and a base for influencer marketing efforts. Social media beauty influencers play a key role in Taerosol’s marketing strategy, helping boost brand visibility in rapidly growing markets. The hair and cosmetics industry is currently experiencing global growth. In Finland, the cosmetics market is valued at around €1.1 billion — and in Europe, a staggering €96 billion.

The company’s eye-catching showroom at the company’s facilities in Kangasala.

Currently, exports account for over 40 percent of the company’s revenue, with products shipped to more than 15 countries. Key distribution channels for international markets include cosmetics wholesalers, such as the Swedish retailer Lyko. In Finland, Mjuuk is widely available to consumers through both physical stores and online platforms, including the S-Group and K-Group chains, Sokos Emotion, and Tokmanni.

Taerosol’s success is rooted in its ability to operate with flexibility and agility. The company says it can take a customer’s idea from concept to finished product on the market in just a few months, making it an attractive partner internationally as well. Local collaborations also support this agility, such as the company’s partnership with Sim Finland, a hair product manufacturer based in Ylöjärvi.

“Our clear advantage over others is speed and flexibility. We can take a customer’s idea to market as a finished product in just a few months, which is rare in this business“.

Rita Fagerström, Customer Account Manager for Business Development at Business Tampere, sees Taerosol as a strong example of how continuous development and committed brand work can drive growth: “The company’s determined renewal and focus on sustainability make it a pioneer in its field,” Fagerström notes. Taerosol clearly demonstrates how long-standing experience and the ability to reinvent can combine into competitive growth in the manufacturing industry.