• Shop now

    life isn't perfect

    but your hair

    can be 


  • SHOP NOW

    life isn't perfect

    but your hair

    can be 


What is PHI?

And what does it stand for?

The Greek philosopher Euclides was the first to describe it: PHI, the Golden Ratio, was born and baptised. Priorly, in ancient Egypt however, the principle of this ratio was already put to usein the construction of the pyramids.

La Divina Proportia (the Divine Proportion) is shortly referred to with the Greek letter Φ (pron- ounced as 'fee'). It corresponds with the number 1,618... and is commonly known as the foundation for aesthetic perfection and balance.

Even in nature, we find a great deal of examples of this Φ ratio. For example: the way in which the seeds of a sunflower are bedded in, follow the well-known Fibonacci sequence. As do the structure of a cauliflower, a snail shell, the galaxy and in how leaves of a plant are arranged around its stem.

Φ can also be found elsewhere: for instance in the proportion between the length of the middle phalanx in your finger to that of the shortest and the longest finger bone. Even in the heart rate pattern,visible on an ECG, Φ is present.

Archimedes' spiral, directly derived from Φ, is abundantly used in the works by famous artists such as Leonardo Da Vinci. It can be admired in Leda's curls in the painting Leda and the Swan, but also in the universally famed Mona Lisa.

Da Vinci also had a well founded opinion regarding this particular form of perfection, namely: "simplicity is the ultimate form of sophistication."
At So-Phi we are genuinely convinced that a woman is naturally perfect. A hint of perfume,
a discrete accessory, suffice to accentuate her beauty.

So-Phi. So...Perfect