“I wanted to understand what strengthens my hair without weighing it down. The more I explored natural ingredients, the clearer it became to me: nature provides everything we need.”
The Story of My choice
My choice was born from a simple realisation: hair care should do more than just look good — it should truly benefit your hair.
During her work as a model, founder Nadine von Flüe was exposed to professional styling, heat, and countless products on a daily basis. Yet genuine hair care was often overlooked. The desire for a more conscious, natural alternative grew stronger and stronger.
"My hair was constantly being styled, but never truly cared for," recalls the founder of My choice. What started as a personal concern soon became a passion: Nadine began exploring natural ingredients in depth. She researched, blended, compared, and tested. What began as a personal interest evolved into a mindful process — a search for what hair care truly needs. And the courage to leave out everything unnecessary.
From this insight, My choice was born – a brand focused on effective hair care without unnecessary additives. Its products harness the power of carefully selected natural ingredients to support healthy, strong hair.
All products are handcrafted in Switzerland. Every bottle passes through the founder’s hands, with meticulous attention given to every detail – from the formulation to the final packaging.
“For me, hair care is more than a routine. It is an expression of self-confidence.
This is the feeling I wanted to share through My choice.”
— Founder Nadine von Flüe
A personal note from Nadine:
Thank you for being here. My hair has always been a source of confidence for me –
and I wanted to share that feeling with other women too.
Because we all deserve to feel beautiful and celebrated exactly the way we were born.
Take care of your hair, and it will give so much back to you. My mission is to help women feel confident, empowered, and radiant every day.
Thank you for your support – it truly means the world to me.
Nadine
