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Khloe Kardashian’s blonde waves. Kim’s smooth, straight types. Jennifer Lopez’s unfastened updo and Meghan Fox’s wet-look waves and pretend child bangs. Everyone knows and love these trending hairstyles. However what you may not know is similar hairstylist created all of those appears and helped make these celebs main hair icons: Andrew Fitzsimons. Now, after 21 years of doing hair (!!!) and making an attempt hundreds of merchandise on his shoppers, Fitzsimons has lastly launched his personal haircare line, Andrew Fitzsimons Hair, at Ulta Magnificence.
Fitzsimons waited for the appropriate time to launch the road and labored on it for 4 years. He had some fairly nice shoppers to check it on! “I knew it wasn’t going to be placing my identify on some merchandise for hair, and let’s make fairly imagery and no matter. That’s not who I’m as an individual,” he tells STYLECASTER. “I need to put within the effort and the time to have messaging in each single ingredient of the model from the formulation, the packaging, the imagery idea, all the things needed to be my imaginative and prescient of the place I feel haircare needs to be going.”
He isn’t pleased with the present advertising messages standard haircare strains put out and the way in which they’ll make ladies really feel. One simply has to consider the destructive taglines of “taming frizz” and “decreasing quantity.” As a substitute, he needed the messaging and imagery to be a “contribution to ladies,” saying it’s “not one thing that could be a advertising tactic to use insecurities or create insecurities with ladies in an effort to be a enterprise mannequin.”
That features shifting the dialog in a extra optimistic route, one filled with acceptance. “Principally, overlook all the things you consider hair care,” he continues. “This isn’t. That is about id. That is about acceptance. That is about accepting your pure texture and loving it and having that the baseline of haircare.”
Fortunately, Fitzsimons sees this hair acceptance beginning to turn into extra of the norm. “For the primary time ever, we’re seeing hair textures that was once thought of unprofessional or unglamorous being seen like each different hair texture, which is equally as skilled, glamorous and delightful,” he says.
“I really like frizz,” he provides. “Let’s finish the battle on frizz.”
This message of true inclusivity additionally included casting trans and plus-size fashions corresponding to Charlie Reynolds (aka Peachy) and Kataluna Enriquez within the first marketing campaign. By some means, Peachy is the primary plus-size mannequin to be featured alone in a haircare model. In 2022, that’s unacceptable.
Andrew Fitzsimons Hair launched Monday with 23 merchandise throughout 5 collections: Physique Quantity, Fantasy Curls, Prism Shine, Virgin Restore and Styling. Every product is priced at $14, an “accessible” value level that was crucial to the hairstylist.
“I needed to make my model a luxurious model, though we’re priced inclusive,” he says. “It was the primary requirement for me.” This contains the model’s proprietary “AF Bonding Know-how.” It’s featured in all of its formulation, but it surely’s most closely concentrated within the Virgin Restore assortment.
“I grew up in a single-parent family the place there was no extra cash, definitely not for my Irish mommy, who was all the time the final on the meals chain,” he continues. “So, I needed to have the ability to create one thing actually, actually, actually necessary and delightful. And for the ladies again house that I grew up with to have the ability to afford it too. And know that I’m utilizing it on a star for the Met Gala, or a Vogue cowl and my mother is utilizing it again house in Eire.”
Fitzsimons selected Ulta Magnificence as the house for this line, partly, he says, as a result of it’s a “secure area for magnificence lovers and queer individuals.” A current journey to the Herald Sq. location in New York Metropolis reminded him of that. “It couldn’t be a extra good house as a result of they imagine in the very same issues that I imagine in,” he says. “And that’s why they’ve been so extremely supportive they usually imagine in my message, they imagine in the place I feel haircare ought to and will go.”
The complete line is out there now.