SPRING | SUMMER 2020 LOOKBOOK ISSUE 1 | VOLUME 1
CONTENTS From Our Fouder _ 3 Meet Our Artistic Director _ 4 Clean Beauty Q & A _ 5 Creativity in Bloom _ 8 Healthy Hair Begins Within _ 20 Join Us _ 22
MODELS Kat _10 The modern curly shag, inspired by yesterday, yet still so today.
Rianna _12 The 1920's romantic hairstyle with a nod to
natural texture and the best of the brush out.
Diane _14 Crafting Bardot Bangs and framing the face on long lengths.
cropped cut on short hair and a Hayden _16 The disconnect that connects with every gender and texture. bangs, crafting the perfect shape for Raji _ 18 Curly your client and sun drying the hair with the help of Mother Nature.
As a former hairstylist and platform artist, I'm inspired by the diverse creativity of our beloved beauty
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FROM THE FOUNDER
industry. Fast forward decades later as founder of a professional clean hair
care company, it is a joy to present our very first lookbook meant to educate and spark creativity. These pages are guided by our visionary Artistic Director, Alejandra Martinez, who is not only a hairstylist but a salon owner, too. Alejandra has partnered with Innersense Organic Beauty for over 10 years, starting the
day she first brought our products into her salon.
Alejandra embodies all that Innersense Organic Beauty stands for. She believes nature can inspire our beauty industry creatively, keeping the spotlight on wellness and holistic values. Please let these pages ignite a deeper connection with you and your own inner creativity, that magic place inside you that is your own personal blueprint of expressionÂ every day behind the chair. Because this is all about YOU.
Joanne Starkman FOUNDER, INNERSENSE ORGANIC BEAUTY
ALEJANDRA MARTINEZ Our new Artistic Director is a Los Angeles native and a 20-year veteran behind the chair and atop artistic platforms of some of the biggest names in the hair care industry.
The owner of Abloom Salon and Gallery in Phoenix, Arizona, Alejandra embodies the essence of Innersense Organic Beauty. Her sense of nurturing from the inside out, coupled with her holistic approach to beauty, harkens back to the days of our ancestors, when women gathered and shared beauty rituals. Alejandra believes caring for your hair is a symbolic way of caring for a sacred part of yourself. Her salon is infused with creativity, artwork, plants and oils, allowing her beauty guests to time travel and feel the sacredness of their experience. Follow Alejandra on Instagram @abloomsalonandgallery and @alejandra_abloom .
Issue 27 | 234
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Known for her intuitive cutting partnered with classic fundamental foundations, Alejandra’s work is simultaneously timeless and of the times.
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Joanne Starkman, our Founder, and Alejandra Martinez, our Artistic Director.
A chat with our Founder and our Artistic Director: The principles that led her to us, and propel her behind the chair
Where did you get your inspiration for our
How did you come up with the theme of the
Spring/Summer 2020 collection?
The Spring/Summer 2020 collection is largely
”YOU” came about from my deep respect for
inspired by my clients. Here in the Southwest, our
everyone's lineage. I want to honor people and
richly diverse community is looking for hairdressers
their culture. YOU is about celebrating and
who can work with their hair in a way that speaks
embracing your uniqueness, from straight to curly
to their individuality. Our clients want wearable,
effortless and gender fluid looks that allow their unique characteristics to be celebrated rather than
YOU. celebrates YOUR culture. YOUR texture,
Joanne: What’s your approach to hair care?
Alejandra: It's simple: Nourish and cleanse the scalp
hair masks that are rich in vitamins,
simultaneously and hydrate and nourish hair. If
unadulterated oils and aloe. Avoid
hair has seen chemicals or heat from a blow dryer
ingredients that leave a barrier on the hair.
or hot iron, be sure to put the nutrients back in,
Silicones, plastics and synthetic ingredients
whether in the form of a leave in conditioner
make it impossible for your clients‘ hair to
and/or deeply treat hair with penetrating
really receive nutrition.
WITH OUR ARTISTIC DIRECTOR
Joanne: collection and its title: YOU.
Alejandra: Cultural hair and beauty rituals inspire me to think of hair as sharing a story about who we are. Whether
culturally hair is thick and coarse, red and textured
Why does clean beauty make sense behind
or blonde and fine, historically, it speaks to who we
“YOU” reminds us that we can all exist in this world
We can’t put anything on our clients‘ hair that we
exactly as we are. People no longer feel that they
wouldn't put on ourselves. Thanks to Innersense
need to alter their hair texture in order to fit anyone
Organic Beauty, we have products for hairdressers,
else‘s beauty narratives. It‘s an honor to meet my
formulated by hairdressers. This means we have a
clients‘ desire to better understand their own hair,
clean, professional high-performance hair care line
by crafting a haircut that takes their own fabric into
that works for all hair types, textures and scalp and
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Tell me more about this lookbook
PEOPLE NO LONGER FEEL THAT THEY NEED TO ALTER THEIR HAIR TEXTURE IN ORDER TO FIT ANYONE ELSE’S BEAUTY NARRATIVES. It's about embracing your uniqueness, and this goes for EVERY texture, from straight to curly. YOUR CULTURE celebrates YOU! YOUR Culture. YOUR Texture. YOUR Hair.
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Loose yet intentional shapes with a razor and hybrids of the two can be seen on our models. Alejandra used both tools on the same model for very specific reasons.
Nourishment on set For our first-ever lookbook, we set the stage to nourish and encourage our artistry with herbal teas, plant based foods, healthy snacks, curated music, and even yoga mats for anyone who wanted to move or slow down.
SCISSORS & SHAPING Alejandra utilized an array of tools to create blunt and strong shapes with scissors.
CREATIVITY BLOOMS Curating a space for creativity to bloom while providing a deep sense of nourishment is at the heart of everything we do.
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BEAUTY STARTS WITHIN
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OUR WARDROBE INSPO: BRIGHT & FUN The tone and mood of our 2020 Spring/Summer collection is inspired by nature, specifically the petals of a flower. The diverse range in shapes, colors and unique monochromatic blooms speak to our desire to shed light on everyone‘s unique beauty. It’s clean with bold plays on color!
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THE SHAG The modern shag is our current obsession!
GET THE LOOK 1. Start by cleansing the scalp with Color Awakening Hairbath and hydrate with Color Radiance Daily Conditioner. Follow with Sweet Spirit Leave In Conditioner. 2. The hair is now prepped for a razor cut. Next, create the shape! 3. Once the haircut is complete, itâ&#x20AC;&#x2DC;s time to handstyle the hair. See the next page for my step by step.
Kat In the 60s and 70s, hair was romantic, loose, soft and sometimes, dare I say, frizzy! It was rock and roll, wild and lived in. Hairdressers are returning to real hairdressing again: texture now dictates the haircut, not the other way around. ~ Alejandra
Sweet Spirit Leave In Conditioner A lightweight detangling spray to increase moisture
Handstyling: A new way to style the hair
HANDSTYLING 101 Handstyling is a way of styling hair with the use of your hands instead of a round brush or any other iron. It allows you to soften and straighten or enhance texture to give it more body and movement. Here, I wanted to create soft, billowy curls that were reminiscent of Kat’s natural texture. ~ Alejandra
1. Apply a dime sized amount of Inner Peace Whipped Cremé Texturizer to your hands and emulsify. Begin working the product into the hair in sections, starting at the front of the hair at the bangs. Organically, pick up curl by curl, applying another dime sized amount to your hands and emulsifying before applying. 2. Follow this application technique until you have applied it throughout all of the hair. Inner Peace Whipped Cremé Texturizer will create soft, defined curls that are super touchable and bouncy. 3. Apply medium heat with a hair dryer and a diffuser, hovering over the hair while using your hands to twist pieces around the face. Once hair is 95% dry, turn off the heat and softly loosen the shape with your fingers. 4. Apply I Create Waves to the roots for added volume, and define the ends with a tiny bit of Inner Peace Whipped Cremé Texturizer.
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GET THE LOOK
GET THE LOOK 1. Cleanse and condition with Color Awakening Hairbath and Color Radiance Daily Conditioner, using your fingers to detangle hair in the shampoo bowl. 2. Apply Sweet Spirit Leave In Conditioner to hair. 3. Apply a dime size amount of I Create Volume to sectioned hair from roots to ends. Repeat this 3-6 times depending on hair density. 4. Apply 4-8 pumps of I Create Finish throughout the hair without disturbing the curls that have begun to clump together. 5. Use a hood dryer to speed up the natural drying process. 6. Once dry, separate and softly break up the slight cast that formed on the hair. Do this by running your fingers down the length of the hair, and splitting each curl into 2-4 strands to buildÂ the volume without scrunching the hair.
This haircut and style is a personal favorite of mine because there are just enough layers to break up the weight, but not too many layers where the hair can no longer move. ~ Alejandra
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Rianna THE BOB
Brushing out curls is my new obsession, but knowing when, how and on who to do it on makes all the difference. ~ Alejandra
When, Why and How
GET THE LOOK 1. Cut, cleanse, condition and style the hair (see previous page for my step by step). 2. Using a wide tooth comb, begin on the ends of the hair and work your way up. The sections will be determined by the density and curl pattern. Once you have completed brushing, begin to set the hair down while pushing it in place with your fingers and a comb, a natural bristle brush or a combination of the two. 3. Apply a dime sized amount of Inner Peace Whipped Cremé Texturizer in your hands and apply it to any flyaways, then brush the surface once more. 4. Spray 2-4 pumps of I Create Finish for hold and shine.
You automatically time travel to past eras when you brush out wavy or curly hair. This look is classic and romantic. Every curl pattern is different so have fun getting to know all of them. ~ Alejandra
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1920’S ROMANTIC HAIRSTYLE
Framing the face while maintaining one length
GET THE LOOK 1. Cleanse and condition with Color Awakening Hairbath and Color Radiance Daily Conditioner. Follow with Sweet Spirit Leave In Conditioner applied to the ends. 2. Section out the soon to be bangs by using the head shape as a guide. Find the natural slope of the front of the head and locate the natural split near the recession. Move the rest of the hair out of the way. Using a razor on wet hair is ideal for creating this look, however, remember to take natural texture into consideration, starting longer and taking it shorter as you go. 3. Bardot bangs can be as long as the cheekbone and even the jaw line, providing the center of the bangs are just short enough to wear down. The point of connection from the center of the bangs and the sides of the bangs can be achieved either through over direction or gradually going longer without a guide.
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Cutting bangs on hair as long as this babe is so fun, especially when they show you photos of Penelope Cruz and Bridget Bardot. There is an immediate transformation that takes place with this full and wispy bang. ~ Alejandra
How to diffuse without creating a curl cast
GET THE LOOK 1. Apply I Create Waves on the roots and bang areas. 2. Add a dime sized amount of Quiet Calm Curl Control to the hair, focusing on dry, thirsty ends (up to several times if needed). 3. Apply a couple drops of I Create Volume throughout hair and then diffuse dry. 4. For those super long-haired clients, I recommend they lean back and rest the back of their necks on the chair, allowing their hair to hang free. Use the diffuser just on the surface for loose beach waves (no scrunching), which is a natural diffuse dry technique!
I Create Waves A Pink Himalayan salt spray to add texture and enhance waves
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NATURAL BEACH WAVES
Short hair for every
gender and texture
GET THE LOOK 1. Cleanse and condition with Color Awakening Hairbath and Color Radiance Daily Conditioner. Apply Sweet Spirit Leave In Conditioner as a cutting lotion. 2. With a clip, section the top of the hair from recession to recession using a horseshoe section. Use a scissor over comb technique on the sides of the head. This is where you can get creative! 3. Disconnect the hair with a razor, cutting square layers from the back of the ear to the back of the hair. 4. Refine any areas around the ear with your razor and get creative with what you want to see. 5. Finish off by cutting the top of the hair using a razor, again with square layers. Remove weight by carving deeper in a certain area of the hair!
Short hair highlights eyes, cheekbones, ears and really opens up your clients’ style to the world. Short hairstyles shine on every gender, every skin tone, every hair texture and on anyone who has the confidence to rock it! ~ Alejandra
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THE CROPPED CUT
Inner Peace Whipped CremĂŠ Texturizer A styling cream to create hold, separation and texture
Harmonic Healing Oil A treatment oil to increase moisture
STYLING SHORT HAIR GET THE LOOK Short, fluid movement 1. Apply a dime sized amount of Inner Peace Whipped CremĂŠ Texturizer to your hands and emulsify it well before applying it to the top and sides of hair. 2. Twist the hair and find the curl pattern while you apply the product. Apply more if needed once you have found the shape and the part.
3. Spray I Create Finish to the hair to give it hold and shine. 4. Let hair air dry or place under the hood dryer without any manipulation. 5. Once dry, break up the light cast with your hands with one pump of Harmonic Healing Oil.
Raji Customize a curly bang shape for your client
GET THE LOOK 1. Start on dry hair. In the front, create a pie-shaped (triangle) section. 2. You and your client will determine where the bangs live! 3. When cutting, pay close attention to the ends of each strand (no slide cutting or texturizing), just clean cuts on each strand. If the bangs are flat and heavy, you can layer them by elevating the hair.
There are so many roads that will take you to the same spot. Your craft is about how YOU execute the vision with your techniques, trust and confidence. I have cut curly bangs on dry hair, I have cut curly bangs on wet hair with a razor and also with my scissors. I choose my tools based on the mood of the haircut. Get creative and practice on mannequins until you feel confident! This curly bang trend isn’t going anywhere! ~ Alejandra
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SUN DRYING THE HAIR Let Mother Nature do the work
I Create Volume A volumizing lotion for fullness and manageability
GET THE LOOK 1. Cleanse and condition with Hydrating Cream Hairbath and Hydrating Hair Masque. Detangle with your fingers or a curly hair detangling brush before rinsing. Apply Sweet Spirit Leave In Conditioner to the ends. 2. Apply a dime sized amount of I Create Volume section by section, starting at the nape of the neck, moving in organic sections up to the top of the hair. Apply product and drop the section in the exact spot that you want the hair to live once it dries. Continue to apply a dime sized amount to your hands until you have run out of hair.
3. Spray 5-8 pumps of I Create Finish to hair. This will help to create a really soft cast that will be broken up once it has dried. 4. Sun drying hair means that this is the perfect style for summer! It took about 45 minutes to fully SUN DRY. 5. Now it's time to soften the light cast. Take each curl and run your finger along the entire length of the strand from root to ends, splitting each curl into several strands! Do this carefully and with intention. (Please no scrunch the crunch technique!)
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ORGANIC CREATIVITY IN BLOOM The better you learn to read how the hair responds to each cut and foresee how it will dry, the closer you will be to intuitive, organic haircutting. It’s a dance where your eyes lead you to perfect, harmonious shapes that are designed for each person who sits in your chair.
NUTRITION FOR THE HAIR INDUSTRY: CLEAN BEAUTY IS HERE TO STAY What we put inside our bodies is as important as what we put on them. Innersense Organic Beauty embraces a holistic approach to scalp and hair health. I’ve fallen in love – over and over again – with the way these products and their formulations heal and perform on a wide range of hair textures. It’s what’s kept me using the line for the past 10 years. The switch to clean beauty was the best decision I’ve ever made for myself. Join our clean, pure beautiful
my team of stylists and my clients. I love sharing this luxurious, organic line
community of professional
with devoted clients who also care about sustainability and plant-based hair
salons and stylists on
care. I have the best of both worlds, with products that outperform
everything I’ve used in my career.
ARTISTIC DIRECTOR, INNERSENSE ORGANIC BEAUTY
THE IDEAL CANVAS FOR YOUR ARTISTRY
Are you inspired to set your skills to "bloom" with our clean, pure beautiful hair care? We hope so! If you're a stylist or salon owner ready to make the transition to clean hair care behind the chair, please drop us a line at one of the emails on the following page. We hope you enjoyed our Spring/Summer 2020 Collection. We wish you lots of hair love, today and every day!
Joanne Starkman FOUNDER, INNERSENSE ORGANIC BEAUTY
PRESS & PRAISE We‘re honored to be a leader in the clean beauty space. We invite you to learn more at innersensebeauty.com/press.
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BEHIND THE CHAIR
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If you’re a salon or stylist, here’s how to reach us:
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SPRING | SUMMER 2020 LOOKBOOK ISSUE 1 | VOLUME 1