No boring hair ever: IGK is now in Sephora SEA
MANILA, Philippines — Silky-straight shampoo commercial hair is great, but for those who are looking for that extra something, for the girls and guys who look up to style rebels Jared Leto and Lana del Rey, for those inspired by the vibe of New York, Miami or LA, IGK is the cool brand that matches your aesthetic.
It’s a hair care and styling line founded in 2016 by those celebs’ go-to stylists, stemming from a need for products that can handle the trend-setting ‘dos they’re so good at with minimal effort, only they weren’t available on market — until now.
Brothers Franck and Leo Izquierdo hold court in the Miami salon that started it all. Aaron Grenia has earned the trust of the fashion set at their New York City expansion. Chase Kusero is in the Los Angeles salon and earned a reputation for setting trends with clients like Leto, Sofia Richie and Vanessa Kirby. The brand name is their surnames abbreviated.
The IGK clientele is also the type to check the label, so they have a commitment to keep their products vegan, cruelty- and gluten-free, with no parabens, sulfates, petrolatum and mineral oil. To match their lifestyles, the products are also color-safe and UV protectant.
Check out the entire lineup starting today at Sephora retail and online stores and check out best-sellers like Beach Club Volumizing Texture Spray, Rich Kid Coconut Oil Air-Dry Styler, dry shampoos for every need, and their Insta-famous glitter sprays and holographic foams. In this YStyle exclusive, we get to know the celebrity stylists and their rock star approach that can up your hair game.
YSTYLE: There’s pro technology in IGK’s products but it also doesn’t take itself too seriously. From the names to the packaging, it’s cheeky, it’s edgy, it’s fun. What inspired this branding approach?
AARON GRENIA: We looked at the whole product experience. First, in the formula, we always want to be at the forefront of innovation and bringing in something different from what’s already on the market. We take inspiration from trending ingredients in food, like coconut milk or turmeric, and from advanced skincare technology. We just created Thirsty Girl Coconut Milk Leave-In Conditioner with a patented Hyaluronic Acid Technology — it’s a skincare technology that we adapted for hair care to give weightless hydration and frizz control for up to 24 hours.
FRANCK IZQUIERDO: For the packaging, we make sure the application makes sense for the product. For example, we choose aerosols for their light all-over mist, to make it easier to apply without overdoing it. Even the nozzles are considered — we made some (like Beach Club) wider for an all-over application, and others (like First Class) more concentrated for a more precise application.
CHASE KUSERO: We get inspiration for our names and packaging from all over — our cities, clients, pop culture, fashion, music, etc. It’s always a collaboration. We start texting names and image ideas and go back and forth until we find something we think is perfect for the vibe of that product.
Why was it important for IGK to go cruelty-free and vegan?
LEO IZQUIERDO: You don’t need ingredients from animals to create the best hair care products, so making a vegan line was an easy choice. It’s also just better for you — 60 percent of what you put on your skin ends up in your bloodstream, so it’s a safer choice. Being vegan ensures we’re 100-percent cruelty-free, and that we don’t tolerate animal testing on IGK products.
Who is the typical IGK Hair customer?
KUSERO: There are so many types of people that love IGK. We serve all types of women (men love us, too), all hair types, styles, etc. I do notice that most of our clients are busy — always on the go, and want their hair to look amazing, but don’t want to spend all morning doing it or with a complicated routine. That’s why we make our products simple to use, and able to use in a lot of different ways — so you can get the look you want easily.
Can you share with us your favorite, most memorable hair looks you’ve done?
LEO: I try to do something different every day — as a team we’re constantly pushing ourselves to evolve and try new techniques and styles. One of my favorites has been our partnership with Levis for their preview show in New York this year. There were so many diverse looks — hair types and styles, and we gave every model a totally unique look that fit her hair, her style and the clothes she was modeling. It was a great partnership and fit well with our brand.
It’s very hot and humid in Manila. Which IGK Hair products are must-haves for this?
FRANCK: IGK Mistress Hydrating Hair Balm intensely hydrates hair while calming frizz, adding dramatic shine and moisture. Coconut Oil, Argan Oil, and Shea Butter restore softness to dry and damaged hair. Mix it with IGK Rich Kid Coconut Oil Air Dry Styler for light hold and definition, to add shine and keep your style in place.
What’s the mood in hair this year? What are your picks for 2018 trends for men and women?
FRANCK: I think we’ll have a new interpretation on waves, a mix of straight and waved pieces that look more undone than the traditional beach wave. More like bed hair and a little softer. We’re also seeing women go softer in their bangs with French-girl soft fringe, and long textured layers. It’s an undone, effortless look. For those still wanting beach waves, we’re seeing more textured wet waves, where the hair has and maintains a wet look — like they’re fresh out of the water. For people who want it straight, I see hair going to the extreme, very straight and sleek.
