Portfolio 4 - Luxury Brand Partners 2017

ORIBE

R+CO

SMITH & CULT

V76

IGK

PULP RIOT

The Portfolio No. 04

In the time since our last Portfolio, one thing has become

Technological advancements are also changing how

glaringly clear to me: The speed at which technology is

stylists promote themselves. In the past, stylists used to

changing is exhilarating and scary. However, no matter

hand out business cards and hope to get a client from the

which side of the evolution coin you fall on, it is important

front desk. Now having the ability to build a loyal

to grasp the idea that opportunity lies within this change.

patronage through Instagram speeds up the booking

Adaptation is the hallmark of success in this industry.

process and—actual skill aside—allows you to be your

Owners and stylists who shift their mindsets and revamp

own marketing advocate. And for owners, while it seems

the way in which they go about business have and will

like the high-tech options can be overwhelming, a select

continue to find success, while those who are stuck will

few apps will encourage efficiency in your business. In a

soon find no way to advance and thrive.

recent episode of “Late Night with Tev Finger,” I met

Throughout the retail landscape, consumers are altering

Atlanta salon owner Van Council, who manages his business with ZeeZor, a powerful app that allows owners

how they purchase goods, and competing with big online

to track productivity and detailed sales insights in real

retailers has become a battle of wits. In our world, it is not

time from their phones. While our frame of reference is

uncommon for a client to receive a product pitch from a

constantly changing, and not every new innovation will

trusted stylist and make the actual purchase online.

work, there are some game-changing inventions out there.

Instead of allowing this change to scare you, let it inspire

I implore you to be fastidious in your selection process. We

you. Build your own curated website and become affiliated

are heading into a new tech era that cannot be ignored. If

with Luxury Brand Partners’ LBP-Pro initiative in which

you do not feel comfortable leading the charge, you must

you can link to our online shop and receive a shared-

hire people who can put you at the forefront of change.

revenue stream. The reality is that it does not make financial sense for most salons to manage a shipping room

Here at LBP, we have been doing the utmost to stay

and the around-the-clock attention that online business

ahead of this change while remaining true to our service

requires. By associating with LBP-Pro through a link on

roots. Oribe Hair Care has taken the country by

your website, you will earn back a percentage of sales

educational storm with its 2017 Atelier Tour, R+Co is

while putting in minimal effort. I know many salon

driving brand awareness at an unprecedented rate of 15

owners who have reacted to this shift in purchasing habits

million media impressions per week, Smith & Cult has

by offering effective online loyalty programs to win

diversified its color collection with the addition of the face

customers back.

category, V76 by Vaughn has reached new heights of global

expansion, IGK has the top-selling hair mask at Sephora

As we look to the future, it is important that salons and

and Pulp Riot has built an Instagram following of more

salon owners keep client retention and satisfaction high.

than 500K in less than a year.

While you compete for time, space and advertising

We saw a challenge in the industry and decided to do

online, remember to keep coming up with big ideas. It is not outrageous to think that by 2025 robots will be

something about it through The EmpowHERment

greeting customers, selling products and washing hair.

Project, an initiative that promotes the equal recognition

Clients will be paying in cryptocurrency, and artificial

and mentorship of our industry’s talented women, and

intelligence will be telling you where to best spend your

we are already seeing some amazing results through our

marketing dollars. These are the things we should be

socially engaged community. Finally, to stay current, I

thinking about and preparing for today.

urge you to attend annual LBP events such as Idealogue, where we explore subject matter relating to social

I look forward to all kinds of exciting news in the

currency, specifically how artists, entrepreneurs, brands

coming months and, as always, thank you for your

and businesses stay relevant and invest in digital to drive

continued support.

economic and personal growth.

Without further ado, please enjoy The Portfolio No. 04.

Tevya Finger President, Luxury Brand Partners

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Front Cover: Makeup by Miho Suzuki for Smith & Cult using Book of Sun: Chapter 2 Illumify: Summersault Book of Eyes: Song for Fields B-line: Republic of Splendor The Tainted Flatte: Demon Dazed The Shining: Milk for Hunny Nailed Lacquer: Dirty Baby

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The Future Is Now

fter Luxury Brand Partners opened its sixth office space within a one-block radius, it became apparent that the fast-growing company was bursting at the seams. So, this summer, the team packed up and moved its corporate headquarters just minutes away from the company’s original digs in Miami’s Design District. LBP’s new home occupies all six floors of the architecturally renowned City View Garage, allowing LBP to consolidate into one 20,000-square-foot building. In addition to four floors of office space, there is an entire floor dedicated to the LBP Social Club, which features an employee lounge and activity area, as well as a floor devoted to much-needed conference space.

Ground floor retail—and daily distractors— includes Blue Bottle Coffee, Orangetheory Fitness and Ahana Yoga.

With a year under its belt, The EmpowHERment Project is turning gender inequality in hairdressing on its head.

Last fall, The EmpowHERment Project launched to spotlight a troubling fact and make a positive change: “The hair industry is made of 85 percent women, yet the vast majority of high profile, well-compensated positions are usually filled by men,” explains Lyndsey Bardnell, Luxury Brand Partners’ SVP Strategic Projects and President of The EmpowHERment Project. “As a company, LBP takes pride in bucking the system—identifying critical issues and creating solutions—so we knew we had a responsibility to walk the talk.”

Since its launch, the Project has assembled a council of hairdressers, editors, entrepreneurs and salon owners; developed social media initiatives, including #FollowHerFriday, to highlight female talent in the industry; and instituted #HerPledge, a new industry call to action that commits leaders to contribute meaningfully to the initiative. Heavy hitters such as Candy Shaw and Reuben Carranza are among those who have taken the pledge. Larger, in-person actions such as The Coterie event this fall gathered change makers who are equalizing the playing field. “Our business is rooted in elevating our salon and stylist partners, 90 percent of whom are women,” says Jennifer Lambert, Co-Founder of Swivel, a hair-care app for women of color, and, along with Co-Founder Jihan Thompson, member of the Project’s council. “Their success and ability to earn equal pay and recognition is really important not only from a business perspective, but because we know what talented people they are.” The sentiment is echoed by other council members, such as Maggie Mulhern, Beauty and Fashion Director of Modern Salon Magazine: “I’ve long been confused why so many women underplay their own importance in the professional beauty world. Since the storm of social media, women don’t have to wait for recognition and can now promote themselves, and we want to help them do that.” But, Lyndsey points out, this isn’t only “by women, for p 03/04

women”—men in the industry are key to the Project’s success. “Exclusivity shouldn’t be counteracted with exclusivity,” she explains. “Men have a place in this. Everyone should feel they have a role in promoting gender equality in our industry.” As such, the council includes male members such as Kelly Gorsuch, salon owner of D.C.’s Immortal Beloved and Barber of Hell’s Bottom.

“At the top, you see our industry is a boys’ club, and the ratio is way out of balance,” he says. “My ultimate purpose is to help better the industry, and the Project is really about giving people the confidence and strong mentorship to make those next steps in their careers.” The inaugural Coterie event kicked off Sept. 26 in New York City, and, not coincidentally, more than 60 percent of those onstage were women. The full-day event was structured by The EmpowHERment Project’s three pillars—Ceiling Crashers, Frontliners and Radgals—and shone a light on women and thought leaders making a difference in equality across industries. “The Project means a lot to me as a stylist, salon owner and entrepreneur, but I’m also raising two daughters, so being a positive role model is a priority,” says Alexis Thurston, council member and co-founder of Butterfly Circus and Pulp Riot, who played an integral role in creating and producing The Coterie. “I truly believe you can accomplish more as a united group than as an individual.

When everyone is working towards the same goal, it’s amazing the kind of positive power that unleashes.”

The Portfolio No. 04

Frankie Greek at Idealogue 2016.

BRIGHT IDEA(LOGUE) Going viral at LBP’s annual digital get-down

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n an increasingly interactive and visual world in which consumers demand brand authenticity, there’s no denying the power of social media to make or break a stylist’s career.

Mastering Boomerang and having a killer Instagram is no longer an option; it’s a requirement, and any savvy professional in the beauty or hair industry would be ill-advised to ignore it. As best-selling author and serial entrepreneur Gary Vaynerchuk puts it, “Social media is a slang term for the current state of the Internet, and if you’re comfortable betting against the Internet, then ‘mazel tov.’ But it’s a bad bet.” This new reality was the impetus behind Idealogue, Luxury Brand Partners’ annual social-media and digital event for hairdressers and salon professionals.

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esigned to help stylists thrive—not just survive—in a rapidly changing industry, the groundbreaking event featured a series of panel discussions and TED-style talks. It started as an impromptu roundtable dialogue among a few salon owners after an Oribe Backstage show and has since grown into a full-fledged, two-day educational experience, attracting owners, independent stylists, influencers and everyone in between. Worldclass thought leaders such as Gary Vaynerchuk, author and lecturer Jim Collins and Barneys Creative Ambassador Simon Doonan have used the unique platform to share their hard-

earned advice and life hacks, tailoring their messages specifically to the distinct challenges facing salon professionals. Idealogue has adapted to the changing needs of today’s realities and is one of the only hairstylistspecific events where those attending are instructed to leave their scissors, clippers and product kits at home.

T

he event is a prime example of LBP’s commitment to education and perhaps its most ambitious attempt to disrupt an industry surprisingly slow to adapt. This year, the event, which was held Sept. 24-25 in New York City, once again focused on social media, but it took the message one step further. Featuring talks and presentations by social stars and marketing mavens such as this year’s keynote speaker, best-selling author Seth Godin, Idealogue: Social Currency explored how artists, entrepreneurs, businesses and brands can stay current and grow consumer engagement while getting

Larisa Love at Idealogue 2016.

Gary Vaynerchuk delivers the keynote speech at Idealogue 2016.

measurable business value out of social and digital efforts.

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hile playing the social game can seem intimidating at first, it’s a challenge hairdressers are more than capable of meeting head-on. According to Gary in his keynote speech last year, stylists have a unique advantage in the digital battleground for attention: the visual nature and beauty of their art and craft. “This industry is a piece of cake.

This is real art. This is real talent. This is real passion. Instagram was built for you.”

The Portfolio No. 04

Hair by James Pecis for Oribe using Foundation Mist, Imperial Blowout Transformative Styling Crème and Free Styler Working Hair Spray

We are living in a time of great change. Our business,

our leadership and our community are transforming, and this forces us to react and evolve. In order to gain the support of a new generation of hairdressers, we regularly examine our offerings and alter our services to meet the changing values of our consumers. Change is unpredictable and exciting. Each day we strive to create a memory-grade experience that exceeds client expectation.

That said, some ideas remain evergreen, such as the

importance of technical and personal development. It’s what keeps us relevant, and, if we are lucky, we may find our best selves along the way. This concept of professional and individual elevation feeds into Oribe Hair Care’s educational philosophy, which is captured in The Journey to Mastery.

We are in the second season of The Journey to Mastery

program, and the feedback and attendance have been great. 2017 saw the program expand beyond the U.S., making it the standard in more than 40 countries. We invite you and your team to join in.

This year also brought the launch of innovative, high-

performing products, including Swept Up Volume Powder Spray, Free Styler Working Hair Spray, Featherbalm Weightless Styler, Straight Away Smoothing Blowout Cream and Gold Lust Pre-Shampoo Intensive Treatment as well as shade extensions to our Oribe Beauty makeup collection. Each thoughtful addition to the Oribe portfolio promises to keep in line with our modern vision and brand identity.

As always, we thank you for your kindness, spirit and

friendship. You represent the very best in our community, and Oribe Hair Care would not be the brand it is today without all of you.

Warm Regards,

Daniel Kaner and Tevya Finger Co-Founders, Oribe Hair Care

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NUMERO TOKYO // DECEMBER 2016 // HAIR BY LINDA SHALABI nº34

$49 JUNIO 2017

ARI WESTPHAL

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MARIE CLAIRE MEXICO // DECEMBER 2016 // HAIR BY RIMI URA

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L’OFFICIEL // JUNE 2017 // HAIR BY MARCO BRACA

ARI WESTPHAL EN LOUIS VUITTON

Interview/FASHION/beauty/STYLE/41

Femme FATALE FASHION CANADA // MARCH 2017 // HAIR BY SABRINA RINALDI

Photography JASON KIBBLER Styling MIGUEL ENAMORADO THE LITTLE BLACK CHAPEAU, WORN WITH A SUBVERSIVE TWIST, EMBRACES ITS HARD, DARK EDGE. THIS SPREAD, CLOCKWISE FROM TOP LEFT: HAT: ERIC JAVITS. JACKET, TOP, AND NECKLACE (WORN ON HAT): CHANEL. SHORTS: TOPSHOP. TIGHTS: DKNY TIGHTS. HAT: HEATHER HUEY. TOP AND EARRING (WORN ON HAT): SAINT LAURENT BY ANTHONY VACCARELLO. T-SHIRT: HANES. HAT: CÉLINE. COAT: STELLA McCARTNEY. ALL CLOTHING AND ACCESSORIES: GUCCI. HAT: MIU MIU. DRESS: MUGLER. HAT: GIGI BURRIS. TOP AND NECKLACE (WORN ON HAT): DIOR. HAT: MOSCHINO. TOP AND SKIRT: LOUIS VUITTON. T-SHIRT: HANES. HAIR: BOK-HEE USING ORIBE HAIR CARE/STREETERS. MAKEUP: YUKI HAYASHI USING NARS COSMETICS/STREETERS. MANICURE: CHIHARU NATSUME USING DEBORAH LIPPMANN. MODELS: ANNA HAGOOD/SUPREME, SARAH BROWN/THE SOCIETY. CASTING: SHAWN DEZAN/ MICHELLE LEE CASTING. SPECIAL THANKS: SALT STUDIOS. FASHION DETAILS, PAGE 103.

INTERVIEW // MAY 2017 // HAIR BY BOK-HEE W MAGAZINE // APRIL 2017 // HAIR BY JOHN RUIDANT

HARPER’S BAZAAR // JANUARY 2017 // HAIR BY STEVEN TURPIN

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VOGUE TAIWAN // JANUARY 2017 // HAIR BY ELSA CANEDO

The Portfolio No. 04

VOGUE JAPAN // FEBRUARY 2017 // HAIR BY PHILIPPE THOMILET

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#schonmagazine

VOGUE TAIWAN // MARCH 2017 // HAIR BY JEANIE SYFU

iggy azalea

by jacques dequeker

SCHÖN! MAGAZINE // FEBRUARY 2017 // HAIR BY AKIHISA YAMAGUCHI

VOGUE RUSSIA // APRIL 2017 // HAIR BY RIMI URA

VOGUE AUSTRALIA // APRIL 2017 // HAIR BY SOPHIE ROBERTS

close-up

MARC JACOBS SWEATER; PRADA CARDIGAN AND SHIRT.

vogue.it/moda

THE DREAMERS PHOTOGRAPHS BY JAMIE HAWKESWORTH STYLED BY BENJAMIN BRUNO

photos by

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VOGUE ESPAÑA // FEBRUARY 2017 // HAIR BY MARANDA

michal pudelka

W MAGAZINE // MARCH 2017 // HAIR BY TOMO JIDAI VOGUE ITALIA // MARCH 2017 // HAIR BY PHILIPPE THOLIMET

Outfit yourself for the reality you want—not the one you’re in.

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The Portfolio No. 04

Atelier I attended was great because it took really creative content and showed us how to take it back to the salon and use it on a realworld level.”

was until

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voracious appetite for personal growth and creation is the motivator that propels all artists toward mastery of their craft. It is the defining difference between hairstylists who enjoy unparalleled success and those who settle for the status quo. Feeding this desire for excellence begins with lifelong learning, yet, with countless options for continuing education from which to choose, where does one turn? A good—and comfortable—place to start is close to home, which is why Oribe Hair Care offers top-notch traveling education from the Atlantic to the Pacific via its Oribe Ateliers.

For Michelle Kleppe, owner of Obadiah Salon in Bellevue, Washington, a reawakening drove her to the Ateliers. “I’ve been in the business a very long time and didn’t know how bored I

I started talking to Oribe CoFounders Daniel Kaner and Tev Finger,” she said. Michelle became an early adopter of the Oribe brand; when the team came to court her salon, it didn’t even have product to show—but the excitement was palpable. “They shared their passion for a luxury product line that was backed up with education and inspiration at a really elevated level,” she said. That superior education pulls from Oribe’s heritage—a blending of the editorial, the aspirational and the technical that can then be reworked for real-world applications, whether behind the chair, behind the lens or behind the catwalk’s curtain.

“I like that the Oribe Education Team shares strong editorial looks and then translates them so I can then use what I’ve learned in the salon,” said Kattia Solano, owner of Butterfly Studio Salon in New York City, who flew across the country to attend the year’s first Atelier in Seattle. “It’s a great balance that’s not always shown in the world of education.” Agreed Michelle, “The 2017

Oribe’s runway-to-real-way educational approach is crucial. Thanks to unlimited access to information, today’s consumers tend to be more in touch with trends, but they need—and want—professionals to guide them. For Michelle, the Oribe Ateliers provide the handson tools required to deliver a competitive edge that will keep salons and stylists at the top of clients’ minds. “As a salon owner, attending the Ateliers is important because it allows me to give an amazing inspirational opportunity to my staff. The salon staff needs to be continually inspired so that they can offer our clients current and relevant techniques,” Michelle said. Kattia also takes what she learns at the Ateliers and develops a personalized workshop for her team. “We share all the new styles we’ve learned as well as the different ways of using products—which is important for stylists’ growth,” she said. For both salon owners, actively refining one’s skills, learning new techniques and trends, and finding inspiration through continuing education are the best way to remain relevant in an industry constantly evolving—and the Oribe Ateliers give them the hands-on experience that allows limitless growth. “Continued education is exciting for everyone,” Kattia said. “Education and knowledge is how we stay modern and successful. It’s a win-win for all involved—the salon, the stylists and the clients.”

This season, the 2017 Oribe Atelier tour made stops in Seattle, Denver, Nashville and San Francisco.

IN THE BEGINNING …

The lifelong pursuit of professional betterment is at the core of The Journey to Mastery—an educational program that, by design, has no end. However, like all journeys, this developmental investment does have a beginning. Here, Oribe Educator Ramona Eschbach, who was one of the program’s content creators, explains how each section builds the fundamentals students need to pursue greatness in their hair careers.

Chapter 1: The Essentials “This chapter covers the key foundations. In order to build a style or texture, you need to know where to start and how to break it down.”

Chapter 2: Runway to Salon Chapter 3: Editorial (Ob)sessions “The Runway to Salon classes examine styles pulled from the international runways. The steps are modified to give you practical ways to translate these styles in the salon.”

“These classes offer education on the latest trends and, therefore, change each season. Our educators give a detailed breakdown on how to achieve each editorial look.”

KNOWLEDGE IS POWER It’s said that with time comes wisdom, but what if you possess an urge to pass along all that you’ve learned—and continue to learn—early in your career? Becoming an educator who unselfishly shares the knowledge obtained on one’s personal path takes an exceptional individual. For three rising stars on the Oribe Education Team, the quest to explore, inspire and share is a never-ending pursuit. Gardner Edmunds, Mandee Hernandez and Jami Symons open up about the most gratifying aspects of teaching and the Oribe Education journey.

GARDNER EDMUNDS

JAMI SYMONS

New York, N.Y. @gardneredmunds Years as an Oribe Educator: 1

Calgary, Alberta, Canada @jamisymonssalon Years as an Oribe Educator: 3

What made you want to become an educator?

I love helping people express themselves creatively.

Something special happens when a student has that “aha” moment and their artistry is taken to another level.

What made you want to become an educator?

Simply for the love of education. It’s everything for me to empower another hairdresser with a new technique or approach.

Do you have a mentor or educator you look up to?

I’ve always looked up to Coby Alcantar as an educator.

She took me under her wing at Oribe and has given me full confidence and trust in my ability to perform.

Do you have a mentor or educator you look up to?

I’m inspired by Kien Hoang’s effortless creativity and execution and Christian Ceja-Compin’s dedication and warmth. Ronnie Stam was the first to take me under his wing, and I’ll forever be grateful to him for that.

How do you describe your teaching style?

I’m all about making sure everyone is feeling comfortable and having fun. It’s important to create a safe environment where people can really enjoy the creative process.

What’s your favorite class to teach?

The Oribe Inner Layer Cutting Class. I really believe that learning how to technically texturize a haircut is the No. 1 way to increase its value.

What is a common challenge you help stylists overcome?

Many stylists hold back because they don’t trust their instincts. Cut that hair and be confident in your technical ability! The energy and space you hold behind the chair will directly affect your client’s experience and trust level.

How do you describe your teaching style?

I’m a very down-to-earth guy, and my approach to teaching reflects this. Bringing students up close and adding in a few industry jokes always helps lighten the mood.

What’s your favorite class to teach?

I love teaching the Swift Stitch Styling Class, which is named after the effortless look that James Pecis created on Taylor Swift for the November 2014 cover of British Vogue. Stylists learn how to secure and tighten a look without the use of bobby pins.

MANDEE HERNANDEZ

New York, N.Y. @mandeehasinstagram Years as an Oribe Educator: 3

What made you want to become an educator?

I always valued education, so being able to learn from the best and share that knowledge appeals to me.

Do you have a mentor or educator you look up to?

I look up to so many of my talented colleagues on the Oribe team. They’re rock stars at hair, humble, patient and cool to hang with and learn from.

How do you describe your teaching style?

A bit on the direct side but also very real and personable—I like showing that side of myself so that the stylist can feel comfortable.

What’s your favorite class to teach?

It’s really hard for me to pinpoint a specific one, but I do love teaching ponytail classes and, of course, cutting.

What is a common challenge you help stylists overcome?

Stylists get stuck in the idea of “step-by-steps” and stick too close to the rules. Hair shouldn’t be perfect. Success is all about developing your eye so that you can bend the rules. Don’t be afraid to freestyle.

What is a common challenge you help stylists overcome?

Most students struggle with dexterity and proper execution. It boils down to that old adage, “Practice makes perfect!” During the class I tell students that this is not a race; take the time to do it properly. p 09/10

“IN THIS EDUCATION CONVERSATION, YOU DON’T KNOW WHAT’S GOING TO HAPPEN TOMORROW, BUT THERE’S ALWAYS A PLAN OF EVOLUTION. YOU’LL LEARN AND SHIFT YOUR VIEWS MANY TIMES BECAUSE THAT’S LIFE. THE JOURNEY TO MASTERY IS THE BASELINE, EARLIEST ORGANIZED START OF THIS PATH. GET YOUR BAG AND AN OPEN MINDSET—WE’RE HERE WITH YOU.” —DANIEL KANER, CO-FOUNDER, ORIBE HAIR CARE

GOING GLOBAL T

he Journey to Mastery series has no ending—and now it has no borders. This past spring in New York City, Oribe Hair Care invited top educators from around the world to learn the tenets of The Journey to Mastery through inspirational demonstrations and hands-on sessions led by Oribe Educators James Pecis, Ronnie Stam, Kien Hoang, Nicci Welsh and Davide Marinelli. The goal: to develop a global team of Oribe educators who expertly teach Oribe-style cutting and styling skills abroad while spreading the brand’s enthusiasm for elevating the individual hairstylist and the industry as a whole. For Oribe Hair Care Co-Founder Daniel Kaner, developing a worldwide network of committed, disciplined educators is part of the brand’s backstory and gives the brand a unique perspective. “Oribe Hair Care is carried in 38 countries and growing, and we align with the most ardent believers,” Daniel said. “Instead of sending out salespeople to teach in salons, we can lead with our global ambassadors who can speak to the ethos of the brand and the education that this company is built on.” That growing education network allows Oribe a global platform. Lead Educator of International Training Nicci Welsh sees this as a major coup for those who use the brand. “Having moved from England to Scandinavia, I had to learn a new language and culture. Doing this taught me that there are differences in the ways clients think about their hair from country to country,” she said. “Our global network can help each other fulfill our client needs by sharing experiences of climate and culture differences when using Oribe products.” Though cultures differ, at the International Training, Pecis delivered a message that resonates across all borders and is central to The Journey to Mastery: The more you know, the more you realize you don’t know. To drive this idea home, he aimed his teaching efforts on communicating the Oribe brand to the international audience as one that will never stagnate; it will forever change with the times, which in turn demands that those who use the brand in their practice must evolve, too. “I wanted them to understand who we are now and how we’re changing and developing. That’s an important part of it all—the evolution,” James said. While the allencompassing curriculum of The Journey to Mastery emboldens the stylist with the tools and confidence to succeed on any front, it’s Nicci’s hope that the international educators can deliver these same tools in the hands of stylists back home. “We’re building an amazing global community connected by our love of hair, but it’s the passion of sharing and being inspired by others that I want them to take home,” she said.

Nina Krajco, who attended the International Training event from the Czech Republic, pointed out that Oribe’s educational approach is second to none. “YouTube videos and social media tutorials have elevated the hunger for hair education in the Czech Republic,” she said. “Oribe is one of the few hair care companies that gives you the technique along with the methods of how to use the products to achieve certain looks. People back home are starting to look for that kind of education.” Now they need look no further.

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The Portfolio No. 04

USE IT FOR: Hydration and ultralight hold in fine hair INSIDER TIP: Don’t be shy with it! Use six to 10 pumps on a head of fine hair. For more body, use your fingers during the blow dry, skipping the round brush until the very end.

—ADAM LIVERMORE TRY THIS: Apply Featherbalm from roots to ends on damp hair and rough-dry. When hair is 90 percent dry, wind sections into loops and cradle them in your hands while you blast the loops with a blow dryer. Clip them in place to cool if you want more wave and body, or let them drop and cool naturally if you want less. Either way, you'll get an easy, natural, voluminous look.

—ADAM LIVERMORE

“AN EASY WAY TO LEARN A NEW PRODUCT IS TO UNDERSTAND WHERE IT FITS IN THE LINEUP OF OUR EXISTING PRODUCTS.” —COBY ALCANTAR, DIRECTOR OF TRAINING & CONTENT, CUTTING, ORIBE HAIR CARE

USE IT FOR: Buildable, brushable hold INSIDER TIP: There is a dry factor to this product that gives traction to the hair. The combination of its holding power and dryness works well together to finish the hair—like polishing flyaways at the roots and defining the ends of layers.

—COBY ALCANTAR TRY THIS: Spray a veil of Free Styler all over hair that needs more body. Then brush it out and repeat two more times. This gives the hair body that’s not stiff and texture that’s not sticky.

—ADAM LIVERMORE

USE IT FOR: Grip, volume, backcombing and lacing INSIDER TIP: Move the bottle as you are compressing the pump down.

This will help lighten the distribution of the product.

—COBY ALCANTAR TRY THIS: Choose a section of the hair where you want to see volume at the roots. Then, taking even partings, pump Swept Up onto the roots and massage with your fingertips into the scalp. Or pump Swept Up onto a finished braid and massage it in to open up the plait for a more textured, loose feel.

USE IT FOR: Transforming curly hair into silky straight strands INSIDER TIP: The amount you use depends on the density of the hair.

Start with a quarter size and add more as needed.

—KIEN HOANG TRY THIS: Towel-dry hair to take the bulk of wetness out post-wash, then apply Straight Away from roots to ends. Use a comb to distribute through the hair and de-tangle as you go; this will start setting the hair to go straight.

—KIEN HOANG

DAB’LL DO YA

Combining high-level hair education with powerful products outfits even the most novice hairdresser with skill-elevating ammunition. This year, Oribe Hair Care launched four new stylers, which have been successfully fieldtested at both Ateliers and International Trainings. Here, Oribe Educators Coby Alcantar, James Pecis, Adam Livermore and Kien Hoang break down how these additions will up the styling game.

The Portfolio No. 04

Hair by Garren, Howard McLaren and Thom Priano for R+Co using CHIFFON Styling Mousse and SAIL Soft Wave Spray

“Fashion changes, but style endures.” – Coco Chanel

foundational skills of hairdressing never changes. We have built a global education team of more than 25 artists and are conducting workshops, regional events and in-salon education around the U.S. and throughout our 20 international markets. A focus on references and technique is at the heart of our education and is being enthusiastically received.

I’ve always loved quotes attributed to the timeless Coco Chanel. Her

ability to capture the simple but profound realities of fashion and beauty is legendary, and this particular quote seemed fitting as I reflect on R+Co’s three-year anniversary.

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The past 36 months have been a whirlwind of triumphs, challenges

R+Co’s 40-SKU lineup has won awards from respected publications

e’ve also taken a disruptive approach to product creation and continue to invent cutting-edge products such as BADLANDS Dry Shampoo Paste, the first dry shampoo and texture paste in the world, and AIRCRAFT Pomade Mousse, the first pomade mousse.

Some of our 2017 product innovations include: • CROWN Scalp Scrub – The first luxury scalp scrub to utilize sugar instead of salt or harsh exfoliates to cleanse the scalp, thereby making it safe for everyone, including clients with Keratin or Brazilian treatments and sensitive or oily scalps.

• SKYLINE Dry Shampoo Powder – This is a reinvented approach to dry shampoo powders. Our new packaging allows focused application without the mess of a shaker or brush, and the formulation provides refreshed hair with extra grip and elevation— perfect for second-day or post-workout application.

• FREEWAY Defining Spray Gel – Gone are the days of stiff and sticky spray gels. This product adds volume and control without flaking for soft, bouncy curls with hold or lift and definition for noncurly hair.

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s we prepare to welcome 2018, we remain focused on bringing new-world product advancements while at the same time embracing the classic foundational aspects of hairdressing. As the beauty landscape continues to change, rest assured that R+Co will remain focused on disruptive innovation, iconic education and the savvy beauty junkies worldwide who look to R+Co as an essential part of their beauty routines.

and incredible fun. We have had the honor of becoming the brand of choice for more than 1,200 network salons in the U.S. and have expanded to 20 countries, serving more than 16,000 hairdressers around the world.

Our focus on growing consumer awareness has continued to

accelerate. We have achieved more than 7 billion consumer impressions via print magazines, and our focus on increasing social and digital outreach has delivered unprecedented results. In the first five months of 2017, our influencer outreach program has garnered visibility surpassing the population of Sweden, with more than 10 million reached via social media influencers. R+Co is becoming a player in the world of the beauty-inspired consumer.

such as Allure, Glamour, Nylon , Essence and New Beauty as well as international recognition in Sweden, the U.K. and Australia. While this has been thrilling, what keeps The Collective and the R+Co team grounded is our foundational belief: to create a brand that disrupts and challenges the status quo but always holds true to the premise of great hair and great hairdressing.

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ur approach to the “Craft of Hairdressing” is similar to the message Coco Chanel articulated: Like style, excellence in the Best,

Reuben Carranza President, R+Co

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ELLE // FEBRUARY 2017 // HAIR BY CHARLES MCNAIR

ELLE // FEBRUARY 2017 // HAIR BY CHARLES MCNAIR

V MAGAZINE // JUNE 2017 // HAIR BY DIMITRIS GIANNETOS

V MAGAZINE // MARCH 2017 // HAIR BY THOM PRIANO

GRAZIA // JUNE 2017 // HAIR BY DANIELLE PRIANO

GQ // JULY 2017 // HAIR BY THOM PRIANO

GQ RUSSIA // JUNE 2017 // HAIR BY MOIZ ALLADINA SCHÖN! MAGAZINE // MARCH 2017 // HAIR BY WHITNEY SCHIELD

p 15/16

The Portfolio No. 04

INSTYLE // FEBRUARY 2017 // HAIR BY DENNIS DEVOY

LUCY’S MAGAZINE // JULY 2017 // HAIR BY ALEXIS ALLEN VOGUE // FEBRUARY 2017 // HAIR BY GARREN

MAGAZINE MAGAZINE PARIS // JUNE 2017 // HAIR BY TAKUYA YAMAGUCHI

LONDON CALLING // MARCH 2017 // HAIR BY STEVEN TURPIN

VERA WANG // SPRING SUMMER 2017 CAMPAIGN // HAIR BY GARREN

GENLUX MAGAZINE // JUNE 2017 // HAIR BY ABRAHAM ESPARZA

VOGUE ARABIA // APRIL 2017 // HAIR BY GARREN

The Portfolio No. 04

In three short years, R+Co has become a cult favorite with global beauty addicts, industry insiders and, most importantly, working hairdressers.

Founded by three iconic, forward-thinking hair geniuses known as “The Collective,” the brand leverages the passions and expertise of Garren, Howard McLaren and Thom Priano to celebrate the culture of hairdressing. The founders have stayed true to their mission by focusing on education and staging elaborate live events stateside and abroad. The trio even handpicked and personally trained the next generation of R+Co stylists, a group of the most talented hair pros in the business. We spoke to four lead members of the R+Co Global Artistic Team as they prepare to take their show on the road and share their extensive knowledge with the world.

ANDREAN NOIR

@andrean_noir Director of Content and Training, R+Co Global Education

ROBERT VASQUEZ

@robertvrandco R+Co Lead Educator/ Senior Stylist at Julien Farel Restore Salon & Spa in New York Why did you choose to partner with R+Co? My position with the brand is so personal. Garren and Thom Priano have been my mentors for 14 years. Garren hired me the day I received my beauty license in the mail. He brought me in because I was the guy he wanted in this position in terms of my training and my knowledge.

What drew you to R+Co? When Howard explained the philosophy behind the brand and the products, I fell in love with everything he said. It’s like a family here. Garren, Howard and Thom bounce ideas off of one another, but they also want the opinion of their core team. They know we’re taking everything they say and putting it into the field.

Describe what happens when Garren, Thom and Howard take the stage together. Garren, Howard and Thom are mad geniuses. There’s a flow that happens when they work. They complement one another, and everything appears very seamless. In terms of messaging, the end result is incredibly similar even though they have such different backgrounds and styles.

How does it make you feel to know that Garren, Thom and Howard have picked you as “The Next Generation of R+Co”? I’m incredibly grateful every day. Howard hired me and introduced me to the team as the whip. I have very high standards. It’s a big responsibility when you’re dealing with 20 educators around the world.

What have you learned from working so closely with The Collective?

Even without the products, these men know how to handle hair. They believe in the classic styling of hairdressing and the way you set hair.

Louise Brooks, Rita Hayworth, Marilyn Monroe—so much stems from these women. The principles are based on that type of styling, which includes the roller set and the pin-curl set. They want to keep it relevant and keep it valuable in the industry. No one thinks pincurling hair is cool anymore, but it’s still the way to get some of the best hairstyles. It’s the foundation. It’s where it all began.

How does it make you feel to know that Garren, Thom and Howard have picked you as “The Next Generation of R+Co”? For me, it’s validation. That what I’ve done and what I’m doing is good. I feel responsible to keep their vision alive. I want to be respectful and honor these men because they’ve entrusted me with something very dear and very personal to them. Knowing them, that’s not something they do very easily.

What’s your role on stage? I emcee and lead everything. I put myself in a translator position and try to pull the information out of everyone.

Asking the right questions to make sure the audience gets what it needs is key.

Tell me about your role as Lead Educator. I travel a lot! Every year we do the R+Co Regionals, where we travel to various cities and host two-hour, onstage events with live hair demos. We also teach in-salon classes around the country and all over the world—Europe, Asia, South America—and we teach R+Co Master Classes in Miami.

What makes you unique as a stylist and as an educator? I’m obsessed with historical references. I do a ridiculous amount of research. I love to dive deep into the past and figure out how to make it modern. My latest obsession was with the Renaissance period, and I’ve always loved the Victorian era. My research goes way beyond hair.

What are you most looking forward to on this year’s R+Co Education Tour? Meeting the new hairdressers and the people supporting the brand. That’s one of the most rewarding parts of the job. Going out there and actually talking to them one on one. I like personal interaction. I want to talk to you.

What advice do you have for stylists starting out who want to follow in your footsteps? If this is your passion, never stop climbing. I work seven days a week. I travel globally, then come back to New York to work on my clients. Anyone can be as big as they want to be; you just have to love it and want it.

How do R+Co’s educational philosophy and offerings differ from the rest of the industry’s? Our classes are based on usable techniques for everyday hairdressers, not fantasy and over-the-top styles. We can do that, but we want to give hairdressers tools that are useful in their day-to-day styles that regular clients are going to look for and want.

Sum up R+Co Education in one word, The Collective in one word and your own style in one word. R+Co: Timeless. The Collective: Cosmic.

Me: Attuned.

Sum up R+Co education in one word, The Collective in one word and your own style in one word.

R+Co: Limitless. The Collective: Inspiring. Me: Unique.

SERA SLOANE

@serasloane R+Co Global Educator/ Owner & Founder of Lost Hills Salon in Los Angeles

JERROD ROBERTS

@jerrod.roberts R+Co Global Educator/ First Assistant to Garren/ Editorial Stylist

What’s it like working with someone as influential as Garren? What have you learned from him? My whole approach to hair has changed from working with Garren. He believes in contrasting perfection with minimalism, and this idea has completely changed the way I look at hair. His approach is never more; it’s always less. Knowing where I’m going and how to get there, doing things meticulously, that comes from Garren. With him, it’s never just a hair picture. He takes into consideration the makeup, the styling, the mood, the photographer, the story and the model.

How does it make you feel to know that Garren, Thom and Howard have picked you as “The Next Generation of R+Co”? It’s surreal and very humbling. I’m so inspired by their careers. It’s a wonderful feeling to know that I’m on a similar path.

What makes R+Co different from other hair brands? R+Co is totally geared towards hairdressers. The founders are three working hairdressers, and all the educators still have clients. We haven’t forgotten where we come from. We want to make products that hairdressers feel good about recommending to their clients—products they know will work.

How do your fellow R+Co educators make you a better stylist and teacher? There’s constant collaboration. I’m always asking Robert Vasquez and Andrean Noir what they think. Sera Sloane and I have this amazing onstage chemistry. We play off of each other and have fun. People like to see us having a good time.

What was your best and worst hairstyle? My best hair has been throughout the last couple of years when Garren has been cutting it.

It's always amazing, and I feel like this shaggy bob is very “me.” My most embarrassing hairstyle was when I was in beauty school and I bleached my hair platinum. It was horrible for my skin tone, and my mother hated it.

What was it like to see Garren, Thom and Howard on stage together for the first time?

The first time I saw them together was in Los Angeles when they were doing a Q&A. Garren told a story about growing up as a child, and I actually cried because I was part of something that was much bigger than just the client in the chair. I knew it was up to me to spread the love that R+Co encourages.

How does it make you feel to know that Garren, Thom and Howard have picked you as “The Next Generation of R+Co”?

It’s the truest honor. To work side by side with them and to hear them ask us to spread the message, there’s nothing better than that.

How has The Collective prepared you to be a dynamic onstage educator?

They share personal stories, and that’s really important as an educator. What we do is so personal. You have to be transparent and relatable to the people in the audience, otherwise there’s no point. We are here to share and inspire. The days of not sharing are over.

What is your favorite technique to teach?

I encourage hand styling. I encourage stylists to watch how the products work using heat and just their hands. Trust your hands because they’re your best tool.

How do your fellow R+Co educators make you a better stylist and teacher?

That was one thing that I was missing when I was working on my own. I missed the team spirit, the camaraderie. We are all really kind to each other. We are all able to ask questions. Typically you’re embarrassed to say you don’t know how to do something. We’re always sending each other things, and we’re always in contact. That’s the beauty of being on a team. We just make each other stronger.

What do you see for yourself in the future? I’m excited to continue with R+Co and watch the brand grow. My goal is to be a part of the greater conversation within the industry. I love being on both sides of the business...the fashion side and the product side. I don't think I'll go back behind the chair full time, but I will never stop taking care of clients.

What advice or words of wisdom do you have for someone starting out in the business?

Keep your muses close: Having hair models shouldn't stop in beauty school or apprentice programs. Have someone in your back pocket that inspires you to try things. Also, photograph your work and not just with a phone. Polaroid cameras are amazing at capturing shapes and can reveal something you might have missed.

Sum up R+Co education in one word, The Collective in one word and your own style in one word.

R+Co: Fun. The Collective: Genius. Me: Genuine.

Sum up R+Co education in one word, The Collective in one word and your own style in one word.

R+Co: The future. The Collective: Icons. Me: Relatable. p 17/18

Makeup by Pati Dubroff for Smith & Cult using Book of Sun: Chapter 2 Illumify: Summersault Book of Eyes: Song for Fields The Shining: Marriage No. 2 Nailed Lacquer: Tang Bang

p 19/20

The Portfolio No. 04

This past year has been a time of tremendous growth as Smith &

Golden Sand bronzer, both with a hint of shimmer, give the face and cheeks a vibrant, natural glow. Lightweight, refined powders create a satin-smooth finish and sun-kissed color.

Cult continues to evolve from a niche brand with a fiery soul into a full-fledged color cosmetics powerhouse. Last year, we added exceptional eye palettes, liners and a mascara that has catapulted the category to the next level.

We are following up on our summer launches with a gorgeous

Because these new products were so well-received, we are forging

forward with other color opportunities. We plan to expand on everything from the original brilliant nail lacquers, lip lacquers, matte stains and eye colors to a full palette of face shades. First in the lineup are a highlighter and a superior blush and bronzer combo, which launched this summer.

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he Illumify Shimmering Highlight brightens the whole face in a flash with a high-shine, soft-focus shimmer for all the places on the face that reflect light most beautifully. Delicately formulated with skin-perfecting powders, rich emollients and light-diffusing pigments, this luminous formula is featherweight and gorgeous on the skin.

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nd, because we believe you should look like you’re on vacation every day, we’ve introduced Book of Sun, a blush and bronzer duo that creates a veil of subtle, long-lasting color. Soft Peach blush and

palette for fall and some fun and super-giftable sets for the holidays.

In the nail category, Tang Bang and Fosse Fingers are novel twists on burnt orange. For eyes, we’re launching Republic of Splendor, an eyeliner in evergreen; and Song for Fields, an eye quad of shimmering baby green, silver and gold. Our lip category expands with the addition of Demon Dazed, a lip stain in deep brick red with a matte finish. Milk for Hunny, a puddy pink, and Marriage No. 2, a papaya popsicle, are also being released in our wildly popular lip lacquer formula. And we are re-upping our blush and bronzer set with Book of Sun: Chapter 2, a pairing of rosette and golden taupe.

We are receiving an unprecedented amount of love and appreciation in exciting new markets, most notably Norway, Denmark, Sweden, Russia, Taiwan, Australia, Dubai and South Korea. The brilliant beauty lovers in these countries have taken us in and embraced us, and we are grateful. None of this would have happened without the artistic genius and courage of my creative partner Dineh Mohajer, who stands for independent and unpredictable beauty. We look forward to another year of incredible discoveries and inspired creativity.

With love,

Jeanne Chavez President & Co-Founder, Smith & Cult

The Portfolio No. 04 1. B-Line: Republic of Splendor 2. Nailed Lacquer: Tang Bang 3. Nailed Lacquer: Fosse Fingers 4. The Tainted: Demon Dazed 5. The Shining: Marriage No. 2 6. The Shining: Milk for Hunny 7. Book of Eyes: Songs for Fields 8. Book of Sun: Chapter 1 9. Illumify: Starlings

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Bang It Out

Celebrity Makeup Artist and Smith & Cult Makeup Ambassador Ashlee Glazer has been a beauty junkie for as long as she can remember. She fed her obsession through classes at the Make-up Designory in New York City’s SoHo neighborhood in 2008 and further honed her skills with five years of intense hands-on training at MAC. Eventually, Smith & Cult lured her in. Ashlee can expertly break down a striking smoked-out eye so even the most novice consumers can decode their way to drama. Here, Ashlee lets us in on a few of her colorful—and speedy—secrets.

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How do you break down a high-fashion makeup look and teach it to a client who is more on the run, than on the runway?

You are a whiz when it comes to teaching others how to do the Smith & Cult look. How would you describe it?

Brand Co-Founders Dineh Mohajer and Jeanne Chavez do not believe in rules or boundaries when it comes to the Smith & Cult look—each woman is free to create her own persona depending on how she is feeling or where she is going. The versatility of the palettes and formulas allows and encourages each woman to play. The whole mantra is that every woman has both identities inside her, hence ultimately there is no one Smith & Cult look.

We’ve seen you do a complete smoked-out eye in less than two minutes. What is your speed secret?

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It is a combination of practice and my background working in retail and bridal—both require quick changes.

Get a good grasp on the basics and key features, such as eyes and highlighting your complexion, and, most importantly, work with tools and formulas you trust.

Smith & Cult’s water-resistant mascara, Lash Dance, and quick-dry/long-lasting Nailed Lacquers are two speed secrets that get you out the door quickly.

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I like to form a connection around placement, color and texture to make a high-fashion look relatable. For example, blue eye shadow was all over this season’s runway. Smith & Cult’s eye quad palette Ice Tears has dramatic blues and grays that look good on everyone, and the shimmer adds a sparkle to assist in creating the “runway” look.

How important is it for a woman on-the-go to be able to re-create the looks you teach in the shortest amount of time?

When a look has too many steps, it can become intimidating. I focus on speed and small steps so women can watch and think, “I can do that.” I try not to focus on women “re-creating” a look but, rather, give them a playing field, teach them some tricks of the trade and let them go and be creative and use their inner instincts.

Again, when the palettes and formulas are as strong as Smith & Cult’s, speed is not a factor.

How do the Smith & Cult formulas enable you to create dramatic looks with minimal time commitment?

Dineh and Jeanne created formulas that are made for consumers—they are user-friendly and loaded with pigment. The creamy, long-wear texture of the eye shadows allows for crease-proof application that can easily be delivered with your finger, a natural brush or a synthetic brush. They can also be used wet, which will intensify the pigment faster than layering dry shadow. The glosses can be worn alone or layered over one another, and can even be applied on top of your favorite lipstick. The felt-tip eyeliner applicator is super easy to control for a smooth line. All of the Smith & Cult formulas allow for a quick application with best-in-class results.

Why are you and Smith & Cult a perfect match?

I love being a part of the Smith & Cult family. I was immediately drawn to Dineh and Jeanne and their brand story. I completely identify with their philosophy that every woman is beautiful and that makeup does not define you; rather, you are the artist behind the makeup. Our mutual love for making a client feel as though they have no beauty rules or boundaries makes us a great fit.

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p 21/22

Hair by Vaughn Acord for V76 by Vaughn using Tonic Hair & Scalp, Texture Clay and V Rated Natural Wax

p 23/24

The Portfolio No. 04

I've heard that “timing is everything,” and in some respects that is true.

For example, it has never been more acceptable for men to care

about how they look. When they do, they feel better and they perform better in all aspects of life. It's about confidence, and it is my mission and goal to help spread this feeling in any way I can. I want to use some of the most iconic men and situations that set me in motion years ago to collect this information and think about this word “grooming.” All those years ago, it was what I was doing . . . I was grooming.

I've lived this. It's real and happened naturally for me. It's been my life. And it's all true.

2017 is turning out to be one of the biggest years in the men's

grooming category. It has taken decades for guys to be this comfortable engaging in conversations around grooming.

Educating our customers and continuing to break through these barriers is the opportunity. As stylists, we have the key, and what better place for clients to trust and learn than in our

chairs? Women will continue to be a very important influence and trusted source for the guys in their lives, as they are always looking to suggest and buy for them. Now my clients tell me they feel they are part of something new that continues to grow and remain current.

This summer we launched V76 Pomade, a nourishing, high-

shine, workable hold that easily rinses away in the shower and a welcome addition to our Well Groomed portfolio. Due to popular demand, we created our first fragrance, Blue Cedar Eau de Toilette, which opened the Well Gifted category of V76.

Travel and gifting have been on my mind for a while and have proved big drivers in retail sales. As we look to the future, we plan to utilize our price point and strong packaging in these arenas.

Simplicity. Getting it done without complication or fuss. To the point. An effortless handsomeness. V76 by Vaughn.

It means so much that you trust V76 and continue to follow us on this path. I am incredibly thankful.

Vaughn Acord Founder, V76 by Vaughn

The Portfolio No. 04

V Be Jammin’ Vaughn Acord relates everything back to his first love: music. So when the V76 by Vaughn founder decided to ramp up his education team's creativity and build a well-groomed portfolio, he turned to that love for inspiration.

Thus was born The Jam Session, a time for the skilled group of stylists to come together and riff on new ideas in hair education and brand growth. Each enlightenment session culminates in a gentlemanly photo shoot that shows off the cutting and styling work laid down during the jam (see page 26 for step-by-step how-tos). The team took to the stylish streets of Brooklyn for its most recent shoot, where textured cuts, undone pompadours and wild curls truly sang.

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Brooklyn Jam Session 1. Use a 00000 metal guard to establish the perimeter from lower recession to occipital bone.

2. Once the fade is complete, use the clipper-overcomb technique to soften the edges.

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GET THE LOOK:

MEDIUM SKIN FADE WITH RAZORED CURLS

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3. Using the razor, palm-tobackhand, blend the crown and remove excess bulk.

4. Working from the crown to the front, establish the length and aerating curl, noting that finger angle dictates shape. Twist cut to soften the fringe and promote directional influence on the curl. Throughout this step, incorporate Tonic Hair & Scalp. This weightless, nourishing spray refreshes hair and soothes the scalp.

5. Finish off the style with a combination of Beard Oil and Conditioning Gel Flexible Hold. The end result is a squared silhouette with a lived-in curl pattern.

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2. Soften the parietal ridge by removing any excess weight. The length should go from shorter in the crown to longer in the front.

GET THE LOOK:

3. Once length is established, create invisible layers that support the shape.

RAZORED POMPADOUR

4. Select a focal point and cut the fringe length according to that point.

1. Prep the hair using Tonic Hair & Scalp. Enriched with tea tree and juniper oil, our tonic refreshes hair and soothes the scalp. Using palm-to-backhand, establish the perimeter, making sure to build from a tapered silhouette.

5. Taper the hairline using the clipper-over-comb technique.

6. Finish off the style using a combination of Texture Clay and V Rated Natural Wax. The end result is a classic pompadour with a broken-up yet purposeful interior. p 25/26

Hair by Aaron Grenia for IGK using BEACH CLUB Texture Spray, SPEECHLESS Hair and Body Dry Oil Finishing Spray and RICH KID Coconut Oil Gel

p 27/28

The Portfolio No. 04

When it comes to expectations, this year has blown our minds

away. We introduced the world to a new, innovative brand known as IGK. Guided by the creative minds of Leo Izquierdo, Franck Izquierdo, Aaron Grenia and Chase Kusero, IGK has reached several outstanding milestones in only its first year—from nominations by stylists and salons for the “Best New Styling Line” of the 2017 Stylist Choice Awards by Behind the Chair to blazing new trails as one of SalonCentric’s fastest growing new hair care lines . . . Not to mention the brand being awarded Sephora’s Hot Now with IGK PRENUP, which is the No. 1 Hair Mask at Sephora.

We don't follow trends. We create them. So it’s no wonder

PRENUP has been a game changer for the prestige hair category.

As a matter of fact, if all of the PRENUPS sold during launch month were stacked on top of one another, it would be four times taller than the Statue of Liberty. But who’s counting? Disruption and innovation are part of IGK’s DNA, and our mission is to create products designed to fit the lives and needs of the client no matter

where she lives, where she gets her hair done or where she buys her products. So of course you can expect to see a lot more groundbreaking products to launch in the coming months.

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es, the IGK team has been hard at work. Beyond igniting the product development afterburners, the IGK guys have traveled to more than 15 markets in the first six months of 2017, visiting and interacting with salons, customers and retail partners. The team brought artistry, knowledge and unbound energy to deliver top-notch education. As the pursuit of knowledge is at our core, we believe that all should have access to it no matter where they practice their craft, style their hair or purchase their products.

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he IGK team is incredibly grateful for every one of you who has believed in our vision and supported the brand, and we are excited to bring you even more innovation. What is coming next? Sneak peek: We are looking internationally. So pack your JET LAG and let’s get ready to go to 30,000 FEET.

Sincerely,

Deva Finger President, IGK

The Portfolio No. 04

No Boring Hair. Ever.

The disruptive artists of IGK Hair give their unique take on the three-way

Dubbed as the “New School of Hairstyling,” the four artists behind IGK—brothers Franck and Leo Izquierdo, Aaron Grenia and Chase Kusero—have traveled the globe together for years, creating of-themoment styles for some of the world’s most recognizable “It girls” and “It guys.” Inspired by music, fashion, art, the cities they live in and their jet-setter clientele, the fantastic four teamed up in 2016 to create an innovative new product line that transcends trends by setting them. All of the groundbreaking products are multipurpose and easy to use, many of them designed for application in as many as three different ways to create edgy looks without tools. The lineup reflects the founders’ commitment to creating products that fit the lightning-speed lifestyles of those who frequent their namesake salons in Miami, New York City and Los Angeles. We talked to each of the guys to find out which 3-in-1 product they never leave home without and discover their go-to spots in the culture capital cities they call home.

LEO IZQUIERDO @leohairofficial

FRANCK IZQUIERDO @franckhair

How does BEACH CLUB change the hair game?

BEACH CLUB gives the perfect texture and the perfect beach wave.

It’s like a hairspray and a dry shampoo. It gives your hair shine, but it doesn’t make it oily or greasy, and it never dries it out.

How does RICH KID change the hair game?

RICH KID was the first product that we were thinking about and talking about every day. We wanted something with coconut oil that could create an undone look without tools.

How can you use BEACH CLUB on three different hair types?

You can use it on short hair to finish the look. It will give you texture and shine, and you’ll be able to style your hair with just your fingers.

On naturally curly hair, it removes frizz and won’t dry it out. On straight hair, it controls the fine baby hair around the face. Men can use it as well.

Why is it important to have products in the IGK collection that can be used in multiple ways?

It’s the future. The way people use products has changed so much.

We wanted to create products that can be mixed and used in different ways so it can cover any type of situation.

FAVORITE 3-IN-1: BEACH CLUB TEXTURE SPRAY

How do you and the rest of the founders work together to brainstorm “what’s next” for IGK? Communication is so important. The four of us send group texts about everything we see and everything we need—packaging, names, fragrance, lifestyle, fashion. In one week, we can have 10 ideas, and then we narrow those down to create something amazing.

CITY GUIDE: MIAMI

FAVORITE LOCAL DJ David Guetta, Cedric Gervais and DJ Snake FAVORITE NIGHT SPOT LIV on Sunday nights FAVORITE LOCAL RESTAURANT Marion—it’s owned by my best friend, and the food is wow.

FAVORITE LOCAL SHOPPING Kith FAVORITE PLACE TO GET A DRINK Doheny Room at the Delano WHERE DO YOU TAKE FRIENDS WHO ARE VISITING? I bring them to the Standard Hotel, the Soho Beach House and the SLS South Beach. I also go to the Wynwood Art District. It’s a new neighborhood in Miami, and it’s really cool.

FAVORITE 3-IN-1: RICH KID COCONUT OIL GEL

What do you do on your days off or if you have downtime?

I stay at my house and go in the pool with my son.

CITY GUIDE: MIAMI

FAVORITE LOCAL DJ Cedric Gervais, Steve Angello, Sebastian Ingrosso and David Guetta FAVORITE NIGHT SPOT LIV FAVORITE LOCAL RESTAURANT Komodo FAVORITE LOCAL SHOPPING Chrome Hearts, Alchemist, The Webster FAVORITE PLACE TO GET A DRINK Marion or El Tucán WHERE DO YOU TAKE FRIENDS WHO ARE VISITING? The beach at the SLS South Beach

AARON GRENIA @aarongreniahair

FAVORITE 3-IN-1: CALL TIME STYLING PRIMER How does CALL TIME change the hair game?

We talked about how cool Evian sprays are for the face, so we wanted to create a hair mist with coconut water and coconut oil.

CALL TIME is a toner and a prep.

How can it be used in three different ways?

Apply CALL TIME to towel-blotted hair and let air-dry to get that separated, beachy look. Another way would be to blow-dry it in to smooth and seal the cuticle. It’ll give hair a lot of shine and a tiny bit of texture, but it will feel extremely soft. You can also use it as a style refresher on dry hair throughout the day.

Any celebrity CALL TIME fans?

I use it to refresh Elisa Johnson’s hair. She’s always going to an event or party and usually comes in for a style refresh. I start by misting CALL TIME over her dry hair, then I’ll get inspired and go from there.

CITY GUIDE: NEW YORK

FAVORITE LOCAL DJ If Cedric Gervais is in town, I’ll go see him.

FAVORITE NIGHT SPOT I usually go to dive bars. I’m not into the club scene in New York. It exists, but I don’t follow it.

FAVORITE LOCAL RESTAURANT My brother owns a restaurant and bar in Bushwick, Brooklyn. The restaurant is called Sincerely Burger; it’s gourmet burgers and boozy milkshakes. The sister bar is called Yours Sincerely, and it’s the only full-draft cocktail bar in the U.S. He serves mixology drinks out of a draft line. It’s a sick place.

FAVORITE LOCAL SHOPPING Daniel Patrick, Oak NYC, Rick Owens FAVORITE PLACE TO GET A DRINK Yours Sincerely WHERE DO YOU TAKE FRIENDS WHO ARE VISITING? I take them to Lucky Dog in Williamsburg. It’s a huge outdoor beer garden in Brooklyn. They play great music, and your dog is welcome there.

Why is it importnat to have products in the IGK collection that can be used in multiple ways?

A lot of times it’s because of travel; you can’t bring a lot of things in your carry-on. When we test each product, we make sure it’ll work in several different ways. If you find a different way to use it, we encourage that. We heard that someone is using our PRENUP Instant Spray Hair Mask as a styler.

What is the overall inspiration for IGK? Hair of right now, hair of today. The inspiration is our clients— celebrities and the people we interact with every day. For us it’s important that we do something different. We’re always changing and looking to try new things.

CITY GUIDE: L.A.

FAVORITE NIGHT SPOT Chateau Marmont FAVORITE LOCAL RESTAURANT It has no name; it’s been coined No Name in the Fairfax area. It’s basically like New American— everything from fried chicken to greens.

FAVORITE LOCAL SHOPPING Maxfield FAVORITE PLACE TO GET A DRINK The Beverly Hills Hotel WHERE DO YOU TAKE FRIENDS WHO ARE VISITING? I take them to dinner at Craig’s in West Hollywood so they can see celebrities. People come here and expect to see celebrities. You’re guaranteed to see them at Craig’s.

CHASE KUSERO @chasehair

FAVORITE 3-IN-1: MISTRESS HYDRATING HAIR BALM How does MISTRESS change the hair game?

We needed something to bring instant hydration to the hair. Instead of a traditional oil, we wanted a leave-in conditioner with a new approach.

You can use it like an oil on dry hair at the ends. The product pieces the hair out so you’ll see the separation, which is what everyone wants. The product penetrates the cuticle and rebuilds the hair.

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Y

ear one of the riot is in the books, and it’s been quite the ride.

Just three days after launch, Pulp Riot reached all 50 states and seven Canadian provinces, and, with more than 500,000 Instagram followers, we’ve already become one of the most active socialmedia pages in the beauty industry. The products ooze a high level of craftsmanship and have a spirit about them that makes artists feel good, and we have put on more than 50 sold-out education events, some of which have sold out in seconds.

We attribute our fast growth to the innovative approaches we take toward marketing, product creation and education. We have created a riot that has disrupted our industry, and our contemporaries, including many of you, have embraced us and helped spread the movement.

Magic happens when there are powerful personal relationships

between those who create products and those who use products.

Magic happens when the company inspires the artists, and, in turn, the artists inspire the company. Magic happens when a business

#blonde AF

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helps facilitate an exchange where a stylist in Boston inspires a stylist in Denver who goes on to inspire a stylist in L.A. and so on. Magic happens when a community is galvanized and everyone is a participant.

As a salon owner, I know the hair-color industry needs to be shaken up even more, and that’s what I intend to do. While our bold, creative colors are beloved by the industry, they only reach a segment of your color clientele. This year, we’re creating new products that will make Pulp Riot more accessible to all of your clients. It starts with our recently released lightener and developers and will continue throughout the year with a slate of other game-changing products.

I

want to pause and express a sincere thank you to those who have already become part of the riot. We look forward to strengthening our friendships with you and continuing to change the industry together.

Viva La Riot!

David Thurston President, Pulp Riot

The Portfolio No. 04