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Khloe Kardashian’s blonde waves. Kim’s smooth, straight kinds. Jennifer Lopez’s free updo and Meghan Fox’s soaked-search waves and fake infant bangs. We all know and like these trending hairstyles. But what you may not know is the similar hairstylist designed all of these appears to be and helped make these celebs major hair icons: Andrew Fitzsimons. Now, just after 21 many years of undertaking hair (!!!) and making an attempt hundreds of products on his clientele, Fitzsimons has last but not least launched his personal haircare line, Andrew Fitzsimons Hair, at Ulta Attractiveness.
Fitzsimons waited for the correct time to launch the line and labored on it for 4 yrs. He experienced some quite good clients to check it on! “I realized it was not heading to be placing my identify on some merchandise for hair, and let us make very imagery and whatsoever. Which is not who I am as a man or woman,” he tells STYLECASTER. “I want to put in the energy and the time to have messaging in every single factor of the manufacturer from the formulation, the packaging, the imagery strategy, everything had to be my vision of exactly where I think haircare should be heading.”
He is not content with the current internet marketing messages well-liked haircare strains set out and the way they can make women of all ages experience. A person just has to imagine of the detrimental taglines of “taming frizz” and “reducing quantity.” Alternatively, he required the messaging and imagery to be a “contribution to women,” expressing it is “not a thing that is a advertising tactic to exploit insecurities or develop insecurities with women in order to be a company product.”
That includes moving the conversation in a far more constructive course, one particular whole of acceptance. “Basically, forget about every little thing you believe about hair care,” he proceeds. “This is not. This is about identity. This is about acceptance. This is about accepting your pure texture and loving it and owning that the baseline of haircare.”
Luckily, Fitzsimons sees this hair acceptance commencing to turn into a lot more of the norm. “For the first time at any time, we’re observing hair textures that applied to be viewed as unprofessional or unglamorous remaining witnessed like every single other hair texture, which is similarly as experienced, glamorous and lovely,” he claims.
“I enjoy frizz,” he adds. “Let’s conclude the war on frizz.”
This message of legitimate inclusivity also included casting trans and in addition-size models these types of as Charlie Reynolds (aka Peachy) and Kataluna Enriquez in the very first marketing campaign. Someway, Peachy is the to start with as well as-dimension model to be highlighted alone in a haircare manufacturer. In 2022, that is unacceptable.
Andrew Fitzsimons Hair launched Monday with 23 products and solutions throughout 5 collections: Human body Volume, Fantasy Curls, Prism Shine, Virgin Fix and Styling. Every single merchandise is priced at $14, an “accessible” price point that was pretty vital to the hairstylist.
“I needed to make my manufacturer a luxurious brand, even however we’re priced inclusive,” he states. “It was the number one particular prerequisite for me.” This features the brand’s proprietary “AF Bonding Technological innovation.” It’s highlighted in all of its formulation, but it is most intensely concentrated in the Virgin Fix assortment.
“I grew up in a one-mum or dad domestic where there was no extra cash, certainly not for my Irish mommy, who was often the last on the food stuff chain,” he continues. “So, I required to be capable to build something genuinely, truly, truly critical and gorgeous. And for the girls again dwelling that I grew up with to be equipped to afford it much too. And know that I’m employing it on a celebrity for the Met Gala, or a Vogue include and my mom is working with it back dwelling in Eire.”
Fitzsimons selected Ulta Attractiveness as the household for this line, in section, he suggests, due to the fact it’s a “safe house for beauty fans and queer people today.” A new trip to the Herald Square locale in New York City reminded him of that. “It couldn’t be a extra great home for the reason that they consider in the specific identical points that I feel in,” he claims. “And which is why they have been so unbelievably supportive and they imagine in my information, they imagine in in which I feel haircare should really and could go.”
The full line is obtainable now.