NiceHair's Affiliate and Influencer Programs: Two Separate Ways to Work With the Danish Retailer

Short answer

NiceHair.dk has two fundamentally different ways of working with content creators, and they shouldn't be confused. The open affiliate program runs, per NiceHair's own affiliate page, through the network Partner-ads at 7% commission per sale with a 40-day cookie window — anyone can apply to become a Publisher. The separate influencer program runs through the third-party platform DreamInfluencers, is curated (NiceHair itself selects who's admitted), and pays in products and gift cards rather than a fixed commission rate. A third-party program directory (affi.io) also paints a different picture of the affiliate program's network than NiceHair's own page does — a discrepancy this article reports honestly rather than resolving in favor of the more flattering version.

Two doors, not one

Who is NiceHair.dk?

NiceHair.dk was founded in 2009 by Tonny Nielsen Bruun — the story begins, per the company's own "About us" page, in a basement in Esbjerg. The company is today headquartered at Stærevej 2 in Esbjerg Ø and describes itself as having more than 150 employees, with a product range that, per its own information, spans shampoo, conditioner, perfume, makeup and skincare from brands including Redken, Kérastase, ghd, Dermalogica and Ole Henriksen.

Ownership has changed hands more than once: media group Story House Egmont bought an initial stake in 2016, added a further 21% in summer 2021, and took over the remaining part from Bruun in April 2022, per NiceHair's own press release about the takeover. At the point of full acquisition in 2022, Egmont's then board chairman Frank Birkegård stated the goal was "to become Denmark's largest online beauty retailer" — a stated ambition from 2022, not a confirmed status today, and this article reproduces it strictly as a dated quote, not as a current fact. An update appended to the same press release states that Bruun bought NiceHair back on 13 December 2024 — meaning the company is, per its own press page, founder-owned again today. For comparison, the 2020 financial year showed, per independent trade-press coverage from that time, revenue above DKK 330 million and after-tax profit of roughly DKK 10 million — a historical snapshot, not a current figure.

The affiliate program: what NiceHair's own page says — and what a third-party directory says

NiceHair's own affiliate page (nicehair.dk/affiliate/, fetched directly for this research) describes the program clearly: 7% commission per sale generated through an affiliate link, a 40-day cookie window, and sign-up as a Publisher with the network Partner-ads under the "Health and Personal Care" category — free, but with an approval step where NiceHair assesses relevance to its target audience. The page further states a conversion rate "close to 3 percent" and prohibits paid search advertising (Google Ads, Bing Ads, Google Shopping) as a marketing channel — social media such as Instagram, Facebook, Pinterest and X is named instead as the preferred channel.

A lookup on affi.io — the third-party program directory already used as a source tier in the Academy's Pandora and Rituals Cosmetics articles — tells a different story: it marks a "NiceHair.dk" listing with Partner-ads as closed, while a separate "NiceHair DK" listing with the network Adtraction is marked "Opened" (active), with a 7% commission and a 30-day cookie window — plus two older, closed listings (one with TradeDoubler, one earlier Adtraction listing at 9%). NiceHair's own page is a primary source and names only Partner-ads, while affi.io is a secondary directory that may lag behind what's actually active right now. This article therefore doesn't choose between the two versions — it reports both and recommends a creator confirm the current network directly before building content around a specific link.

The influencer program: DreamInfluencers, not Partner-ads

NiceHair's own influencer page (nicehair.dk/influencer) exists under the header "Skal du være influencer for NiceHair?" ("Want to be an influencer for NiceHair?"), but the page is JavaScript-rendered and blocked direct, automated fetching in this research — the same limitation already documented for Podimo's support pages elsewhere on the Academy. The content is instead confirmed via search-indexed reproduction of the page's own text, which consistently describes the following: NiceHair recruits and pays influencers through the third-party platform DreamInfluencers (founded in Copenhagen in 2017), where new campaigns are created with a detailed description of content expectations and campaign period. A creator applies for the campaigns that are relevant, but NiceHair can't guarantee admission — selection happens based on brand fit and other criteria the page doesn't specify further. Beyond ongoing campaigns, selected influencers are periodically invited to events, typically visits to one of NiceHair's brand partners for product inspiration.

Payment, per the same source, isn't a fixed commission rate but varies from campaign to campaign depending on which products are involved and how much content needs to be produced — typically gift cards combined with free products relevant to the campaign. That makes the DreamInfluencers program structurally something entirely different from the affiliate program: there's no tracking-based commission per sale, no fixed percentage rate, and no self-serve sign-up — only application to specific, briefed campaigns.

Decision framework

IF you want a self-serve tracking link with a fixed, published commission rate → the affiliate program via Partner-ads (or possibly Adtraction — confirm which yourself, per the discrepancy above) is the right door.

IF you're a creator in hair care, beauty or makeup and want to be briefed on specific campaign content in exchange for products and gift cards → the DreamInfluencers program is relevant, but remember admission isn't guaranteed.

IF you need predictable, cash income rather than product value → note that only the affiliate program discloses a fixed, cash rate; the influencer program's payment varies and isn't commission-based.

IF you're already an affiliate publisher for NiceHair → that doesn't rule out also applying to become an influencer via DreamInfluencers; they're two separate application routes that can run in parallel.

Worked example (hypothetical)

The numbers below are invented for illustration and are neither NiceHair's own confirmed figures nor a Make Influence customer case.

Assume an affiliate publisher generates an DKK 800 sale in shampoo and skincare through their tracking link: DKK 800 × 7% = DKK 56 in commission for that one sale, paid in cash. Compare that with a hypothetical influencer selected for a DreamInfluencers campaign who receives a product package for testing plus one Reel and one Story, with an assumed retail value of DKK 600 in products — no cash payment. The point isn't which amount is "better": it's that the two programs pay in two different currencies (cash commission vs. product value), and they shouldn't be compared directly unless you convert product value into a real hourly rate for the work involved yourself.

Common mistakes

• Assuming NiceHair's affiliate program and influencer program are the same thing. They run on different platforms, with different access requirements and different payment models.
• Building content around the Partner-ads link without confirming it's still active. affi.io's directory marks it as closed while NiceHair's own page still actively references it — confirm which applies right now yourself.
• Expecting cash commission from the DreamInfluencers program. Payment is product- and gift-card-based and varies campaign to campaign.
• Assuming admission to the influencer program is guaranteed. NiceHair's own page is explicit that selection happens based on brand fit, not application alone.

Make Influence's operational perspective

Make Influence doesn't have a documented customer case with NiceHair.dk. Our general experience is that an open, commission-based affiliate program like NiceHair's gives a creator the most predictable earnings, because the rate and cookie window are published and can be calculated in advance — while a curated, product-based program like DreamInfluencers can provide access to better-briefed, better-paid individual campaigns, but without the same month-to-month predictability. When two programs like these share the same brand but run on two different platforms with two different payment logics, the most important research isn't which one pays more — it's working out which door you're actually standing in front of before you build content or a schedule around the wrong program.

FAQ

Does NiceHair.dk have an affiliate program?

Yes — an open, performance-based program with 7% commission and a 40-day cookie window, per NiceHair's own page. Sign-up happens as a Publisher with Partner-ads.

Are NiceHair's affiliate program and influencer program the same thing?

No. They're two separate programs on two different platforms: the affiliate program runs via Partner-ads with cash commission, while the influencer program runs via DreamInfluencers and pays in products and gift cards.

How much does NiceHair's affiliate program pay?

7% commission per sale with a 40-day cookie window, per NiceHair's own affiliate page. A third-party directory (affi.io) shows the same rate but a 30-day cookie window, attached to an Adtraction listing rather than Partner-ads — confirm the current network yourself.

Why does a third-party directory show NiceHair's Partner-ads listing as closed?

This couldn't be resolved in this research. NiceHair's own page still actively references Partner-ads, while affi.io's directory marks that listing as closed and instead shows an active Adtraction listing — a genuine discrepancy between a primary and a secondary source, not an error this article attempts to resolve in either direction's favor.

How do you become an influencer for NiceHair?

Through the platform DreamInfluencers, where you apply to specific, briefed campaigns. Admission isn't guaranteed and depends on brand fit.

Does NiceHair pay influencers in cash?

Not according to the available source text — payment happens in products and gift cards, and varies campaign to campaign depending on scope and product type.

Can you be both an affiliate publisher and an influencer for NiceHair at the same time?

Yes, apparently — they're two separate application routes with no disclosed restriction against using both.

Is DreamInfluencers a Danish company?

Yes — the platform was founded in Copenhagen in 2017.

Is NiceHair Denmark's largest online beauty retailer?

Not confirmed as a current status. It was the stated goal Egmont's then board chairman articulated at the point of full acquisition in 2022 — not a fact this article reproduces as true today.

Which affiliate networks are generally active in Denmark?

See affiliate influencer marketing in Denmark for a rundown of Partner-ads, Adtraction and Awin — the three networks covering most named Danish programs on the Academy, including both networks named in the discrepancy above.

How does NiceHair's two-program structure compare to Bang & Olufsen's?

Structurally related but not identical: Bang & Olufsen has three routes (a curated, non-cash ambassador program, a performance-based CJ program, and a B2B reseller registration), while NiceHair has two (a cash affiliate program and a product-based influencer program) — but both cases make the same point: a program using a broad word like "affiliate" or "influencer" can cover several genuinely different arrangements.

How do I evaluate whether NiceHair's affiliate program is worth my time?

See how to evaluate whether a retailer's affiliate program is worth a creator's time for the five points applied to other named Danish and international programs.

Is NiceHair's affiliate program open or application-only?

Both: sign-up as a Publisher is free and open to anyone, but NiceHair subsequently approves based on relevance to its target audience. See open vs application-only affiliate programs for the general trade-off.

How does DreamInfluencers's payment differ from ordinary gifting?

It resembles gifting in that payment happens in products rather than cash, but differs in that NiceHair's campaigns are structured and briefed through a platform. See gifting vs paid collaborations for when product-based payment generally makes sense over a cash fee.