own name above the door. You could say Adam Reed London - a curated hair and lifestyle space located in the premises of a former banana and tomato merchant in London’s Spitalfields - is the embodiment of Adam’s character. Not in the least bit flashy or ostentatious, it’s understated, welcoming and entirely non-judgemental. “It’s a quirky, fun, happy place,” Adam enthuses. “More creative hub than traditional hair salon, clients can be as peaceful or productive as they like. There’s space to read and relax, for me it’s a chance to enjoy the simple things and try to rebuild communities too.” The building has been preserved as authentically as possible and Adam has filled it with all the things he loves. There’s original Ercol furniture alongside upcycled pieces, gathered objects that this avid collector has found and fallen for, not to mention a wondrous fashion archive too. “I have tried to take all of the things that I love, from service, to product, to design and incorporate them all into one big happy place that gives you great hair and a big smile on your face,” says Adam. Intriguingly, for someone whose career has been so absorbed with fashion and trends, his new set of ‘guiding hair principles’ avoid getting too caught up with the catwalk and instead just aim to deliver exactly what the client actually wants. “We’re not talking trends,” says Adam. “I just firmly believe there’s no ‘one size fits all’ – it’s all about creating personality in your hair. My heritage has always been beautiful, wearable hair and that’s what you’ll find in the salon.” The formula is obviously working. Vogue describes the salon as “a slice of beauty heaven.” Selecting the right team has been fundamental and Adam turned to a face from his past – Sean Dawson - to stand alongside him as Operations Director. “Sean and I were in the Fellowship for British Hairdressings’ F.A.M.E. Team together many years ago and we’ve always had a great relationship, even though our careers took
different paths.” Adam has also handpicked a team of talent who share his belief of ‘egoless hairdressing’. Described as a “jewel in the crown”, Adam sees something special in Style Director Ryan Steedman, “he reminds me of me. I like that he’s enthusiastic, always listening and learning, willing to make mistakes.” Nurturing new talent is a role Adam approaches with enthusiasm. Acutely tuned to ‘what it takes’ to make it, he’s adamant that how someone works with hair does not necessarily come top of the list. “Listening is so important – it’s the first thing I look for,” Adam reflects. “You can’t ‘learn’ everything you need to know, so much of it is instinctive. It’s great communication that makes the difference.” Citing his own mentors, Adam has an almost endless roll call of influences that inspire him… “Trevor Sorbie, Anthony Mascolo, Guido, Julien d’Ys (a true master), Sam McKnight, Oribe, Sally Brooks… the list could go on.” He’s a huge advocate of the British hairdressing scene too and believes in the power of paying it forward. “I’m the hairdresser I am today because of the time I spent assisting,” he insists. Adam’s dedication to hair, and his obsession with the kit that goes into creating it, has not gone unnoticed. As Editorial Ambassador for L’Oréal Professionnel, he shares a long-standing relationship with this product powerhouse. On why this is a partnership that works so well, Adam surmises, “they’re interested in what I have to say and just let me be me.” Beyond L’Oréal, he’s also often asked to host trend talks, help with new product development projects, to build messages and present exclusive launches. He’s also Global Ambassador for GHD, a role he fulfils with equal relish. Even though he’s had so many endorsements throughout his career, Adam admits he’s never really been hungry for awards. “I don’t seek out
adoration or acceptance in those ways,” he says. Yet one of his proudest moments came when he realised he’d been nominated for Hairdresser of The Year at the British Hairdressing Awards in 2019. “I was blown away – I cried for the whole afternoon when I found out,” he laughs. The images he shot for his collection were raw, un-retouched and reflective of the real him. While he didn’t come away with the prize, he left the Grosvenor House with a big grin on his face. “I didn’t expect to win, but I was proud just to be a part of it,” he confides. More recently he picked up an award in recognition of his launch campaign for the new salon at the British Hairdressing Business Awards. An honour, which again, almost brought a tear to the eye. Adam’s social media is a talking point in itself. Unashamedly candid, he muses on mental health (“If I’ve had a shit day, I’ll show it”), his work and the industry he loves along with a big slice of life at home. “I try to put a smile on people’s faces and not take myself too seriously,” he ponders. That life at home consists of husband Kenny, adopted son Riley and their five rescue dogs. He enjoys simple pursuits – cooking, gardening, reading. And he’ll admit to an irrepressible penchant for adding to his enviable fashion collection. That early fascination with clothes and couture has never waned. Even in his downtime, Adam’s creative brain rarely stops whirring. He confesses to three notebooks he constantly keeps updated with thoughts, notes, doodles, big ideas. It’s clear the dedication to hair has never dimmed. As Adam approaches his fiftieth birthday (two years away, but he’s already counting down), he says he still gets the same buzz from indulging what’s in his mind as ever. “I don’t ever want to stop doing what I do,” he asserts. But rather than throwing new ideas out there recklessly, he aims for balanced growth – a refined approach to moving forward and keeping fresh. He’s as obsessed as ever with discovering new kit, imaginative and endlessly curious about life and learning. For now, he’s throwing everything he’s got into developing the East London salon. It opened up a mere few weeks before the first lockdown and Adam is desperate to get back behind the chair. He misses his clients and all that goes along with daily salon life. But equally, his multi-faceted career shows no signs of slowing down either. Despite being tight-lipped about future plans, you can just tell there are more exciting ventures on the horizon for this very likeable hair visionary, who achieved his aim ‘to do it all’. Hair Biz Year 15 Issue 3
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