About us

Two countries. One routine.

Rutina was born from a simple conviction: quality, professional hair care shouldn't be a privilege reserved for salon clients. So we combine Italian hair-care tradition with a simple, everyday Lithuanian routine.

The Italian half of this story is made by “Emme Diciotto” — a professional hair-care brand from Senigallia, founded by stylist Mauro Sopranzetti. Its products are born in salons and rest on a simple idea: hair deserves the same attention as facial skin. We select every product deliberately — so all that's left for you is to choose.

My story

How it all began

My own hair was badly damaged once. It was breaking, had lost its shine and looked worn out — I tried countless products until I slowly stopped believing any of them could help.

Things started to change when I found the routine that suited my hair. I wasn't expecting a miracle — I simply decided to try once more and not give up. Little by little, hair care became a small daily ritual I never skipped.

The change

How it all changed

After five months of consistent care I barely recognised my hair — it looked stronger, livelier and far better cared for. Even I didn't expect that kind of change.

I won't pretend my hair is perfect even now. But I'm well on the way, and every month confirms it. For me, hair care isn't a promise of a quick miracle — it's steady, calm care for yourself. That's exactly how Rutina came to be.

Today Rutina is no longer just me. I work alongside the “Emme Diciotto” team of professionals in Lithuania, who will help you pick the product that suits your hair best.

— Kristina, founder of Rutina

This is my personal experience. Results vary and depend on hair type and care habits.

A visible change

This is my own hair — before and after five months of consistent care.

Without the right routine

Damaged by colouring or bleaching
Visible breakage at the ends
Dull, tired appearance

With the right routine

Looks stronger and livelier
Less visible breakage
Glossy, healthier appearance

A personal example. Results vary and depend on hair type and care habits.

Find your routine

What I believe in

Three principles that guide everything I do.

Salon care at home

I choose products inspired by professional Italian hair care — so you can have that salon feeling in your own bathroom, comfortably and at your own pace.
An honest selection

I choose and test every product myself. Only what I would proudly recommend to someone close to me makes it into the range.
The craft of Italian masters

Only lines created by professionals with decades of Italian hair-care experience make it into Rutina. Now you can feel that same care culture in Lithuania.