Our Story

As the name suggests, Saratonin is all about feeling good.

Founded by internationally trained hairstylist Sara Viklund, Saratonin was created with a simple philosophy: haircare should embrace, rather than limit, your natural hair texture.

Inspired by the energy and diversity of New York City, Sara recognized an opportunity to create something different in the world of haircare. Many traditional products were designed for specific genders or hair textures, often relying on unnecessarily complicated formulas.

Sara envisioned a line that combined nature, innovation, and performance to make beautiful, healthy-looking hair accessible to everyone.

Meet the Founder: Sara Viklund

Born and raised in Sweden, Sara began her professional training in her home country before becoming licensed to work in Europe, Asia, and the United States.

Throughout her international career, Sara has worked with established publications, celebrities, and fashion industry professionals around the world, including multiple shows at New York Fashion Week.

Her global experience has given her extensive expertise across a wide range of hair textures, colors, and styles.

Now based in Manhattan, Sara draws inspiration from the city's energy, creativity, and individuality. Combining her extensive professional training with a team of natural-product chemists, she founded Saratonin to bring her vision of thoughtful, high-performance haircare to life.