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The It List. For hair pros aged 30 and under, it doesn’t get any bigger, better or more exciting. This incredible competition – which is completely free to enter – shines a spotlight on the talents who’ve been setting the barbering, session styling and salon worlds alight over the past 12 months, with six categories covering all corners of the industry.
And the whole experience, from start to finish, is super-fun – a chance to pull out all the stops and announce yourself, your skills and your ideas to the hairdressing world!
From a business owner challenging the industry to fair pay for all to a photographer-turned-hairdresser who’s smashing it in fashion, could our latest class of It List winners be any more major? Meet them here!
Sensual styling from ghd at the 2023 It List Grand Final
And this is the point where lives change and careers sky-rocket as the It List winners are welcomed into a world of new opportunities, fresh collaborations and industry respect.
So, imagine it’s your name that’s read out by our celebrity host… This is everything you’ve dreamed of. The thrill! The emotion! Your table of friends and colleagues erupts! People are clapping and cheering and with camera flashes popping you make your way up onto the stage, with a film crew capturing every moment. The noise is deafening as you turn to the audience, raise your trophy in the air and begin your emotional thank you speech… What a moment!
Make it happen this year.
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It’s nothing new when a hairstylist is referred to as an artist or a hair sculptor – the creative process is such that we all know just now artistic our industry is. But when you see the physical creations sculpted by the vibrantly manicured hands of Karla Quiñonez Leon, you can see just why the hair and make-up artist is considering a not-so distant future where her pieces are exhibited within the iconic art show, Art Basel.
It’s all a far cry from the Belgian’s beginnings working in retail make-up with MAC, yet the journey has been surprisingly swift thanks to hard work, assisting, education and incessant practise. A regular at men’s shows in Paris including Paradis and Mains, Karla’s work is also often spotted on the cover of magazines such as Dazed, ES and Crack. Commercial clients are lining up, too – from Christmas adverts for Amazon to intricately crafted pieces for Adidas, it’s a body of work that’s varied, original, playful and expanding quickly. This is an artist who won’t be boxed – while make-up was her entry into fashion and editorial, her unique and modern take on hair of all textures is perhaps what’s made her a bigger name in recent months. Throw in the men’s grooming work also – her skin perfecting skills are major – and it’s a career that’s defined by multiple spinning plates.
This past year has been particularly defining. Following talks that lasted six months, Karla signed with the St Luke’s agency in May 2023, revealing the collaboration at the Met Gala. “I feel like there’s a before and an after,” she muses. “It was life changing. I love the drama of the Gala, and I’m very aware how to market myself. I think that’s something a lot of creatives find hard, because sometimes you don’t want to deal with that part. But it’s very important, brands want to know who you are. It’s not ego, it’s your business.” And this is a brand that’s just getting stronger…
In Belgium, you have to be able to do make-up AND hair, because the budgets are different to here! I had a small kit because I wasn’t really taking hair that seriously, I wasn’t respectful to hair styling at all! My goal was to move to London, be in fashion, and only do make-up. I’m done with the hair!
Just before I moved to London, I was assisting a make-up and hair stylist in Belgium. She would make choices, put hair up in a way that would look fabulous. And I was like, ‘Oh my God, I’m never gonna be good at this’. But she said not to overthink it. It’s because I thought I couldn’t do hair. In reality it started as a hobby… and now my hobby is paying my bills!
Why did you feel the need to come to London?
I fell in love with London when I was 17. I came here and got lost in Covent Garden. Instead of panicking, I started walking around and looking at all these people, fabulous make-up and hair. I felt comfortable, that this is where I should live. It was so clear.
I told my friends, ‘Don’t get attached to me, because I’m leaving Belgium’. And they would be like, ‘That’s such a Karla thing to say!’. But I could feel it in my bones. I moved to Brussels, I would do fashion shows in Paris, and I used to come to London for one or two weeks to work and get to know people and then go again. People would try to book me for a job, so I told them that I lived here already. ‘Are you available tomorrow?’ And I’d say ‘sure!’… meanwhile, I’m in Belgium! I would take the last bus in the evening to get to London for 7am and work. No sleep! I needed to build this network. I knew I needed to do this, and after 2020 I never took that bus again.
Vogue Italia, photography by Silvana Trevale
There was a great quote on Instagram from you: “My craft is art and my sculptures are my love letters to hair”. Tell us about your first hair sculpture…
I didn’t know I could make hair sculptures! It was about 2020, and two girls reached out to work together on this Vogue Italia editorial with 14 South American people, and they wanted me to do hair and make-up. I thought, ‘I do a lot of commercials. I can handle this’. But I was a little bit scared. Luckily for me, I have so much information in my head, on my phone, on my laptop, everywhere, so I thought, ‘I’m gonna find a way to make it’. And I built it from paper so it wasn’t too heavy and then aluminium to make it stick. It was a long braid that became a horn, very heavy but the model had her grandparents hold each side for her.
When I saw it, it made me emotional. This is something that I created, it looked so good and was a piece of art – my first one. I set a high standard for myself, but I was so happy to see it come to life. That same hair I used for the next idea. It was two metres long, connecting the hair and the model to the walls, attaching themselves to their house, representing your roots and the importance of your family. That was a two-metre-long braid, there was hair and braids everywhere at home, I was braiding for hours, along with Kreszend Sackey.
When you’re working on a piece that takes concentration and time, you’re probably going to try a few different ideas. What’s your process and how do you get to the result you want?
Everything starts with the idea. People give me information – a piece of clothing or a set design or a song. If it’s for a specific music video, I will listen to it for days! You will hear something that will spark an idea and connect. Everything’s about research – it can be music, it can be textures, everyday types of texture that I’m really obsessed with. I will have images on my phone, that’s a tiny little mood board in my hands!
I’ll start putting the idea together on paper, designing it and then work out which type of hair texture I want on the hairpiece. If I want to braid it, how do I want to braid it?
Then I switch to my iPad, because then I can do a lot quickly, but paper is easy to put in my bag, because an idea can come at any time. From that, I start thinking, ‘how long it will take me?’ And I plan my time. I might go to the gym, get some energy out, and then I get enough food and I lock myself in my studio until just before midnight. At 11.50, that’s my cut off and I go home. It mostly takes one or two days to bring something to life. If the idea isn’t working, I try over and over until it works. Most of the time it works for me; except when I’m blocked.
How do you ‘unblock’ yourself?
I have to do something that really makes me happy! Spend time with my family, go see some art, get inspired. Or maybe just take a break from everything. In 2022, I was creatively blocked for six months, it was painful and weird, I wasn’t feeling inspired. I booked a trip to Puerto Rico by myself. I came back a completely different person after two weeks – it was just me, the beach, water, drinking cocktails, not thinking about anything. I didn’t care about any jobs… but then I got such an exciting job! I didn’t know how to take a break. I think that I’m a machine, and I need to realise I need breaks. I was never working on my social life, I was just working! I started to go dancing again with my friends. It’s a really good way to relax. I studied dance when I was little – hip hop, ballet, flamenco, belly dancing too.
You’ve worked with titles such as Dazed, and also with brands including Nike and Adidas. Do you have a preference over the kind of projects you take on?
I feel blessed that I work in an industry where I can experiment so much. I created some hair pieces for Adidas and they gave me so much freedom. I think commercials for me are the easiest to build, because a good editorial takes so much time. I don’t think people appreciate how much time it takes, especially when it comes to research. Researching the clothes, the accessories, it all takes so much time. But when I get a commercial, you know what the client wants.
For editorials I have to be well fed and well rested, because I’m probably not going to eat during the day, I want to be able to avoid going over time because overtime money is gonnabe an issue. So, you work differently.
Skepta, Rita Ora, Digga D, Pink Pantheress – you’ve worked with some exciting artists. When you’re working with ‘talent’, is there a different mindset you need to tap into?
I always remember it’s not about me. Whatever the client feels or needs, we will make sure that they have it. It’s a whole process of getting them ready, yes, but also creating a safe space for them.
I’ve had assistants that get over-excited and I always tell them that stars are just people. Maybe they’re having a bad day, and they just want to be with people they like and know. It’s not about us talking and taking over the space. I like to talk a lot, but I also have to respect the clients. I know how much pressure they go through because sometimes, I feel it myself as a creative. It works best to respect their boundaries.
I now have relationships that have been developed over three or four years. After a while you become friends. It’s a relationship you build and it’s very normal because you spend so much time together.
Hair, grooming, make-up, what does the future look like for you?
I love my work so much. And I don’t expect other people to love it like I do. I see myself as an artist. So, it’s like a painting; some people will love it, some will hate it. You should be experimenting.
I want to make sure that I have enough work to put together an exhibition of my hair. I have had that offer already. I think maybe this is the year. Let’s see if we can get into Art Basel! I have so much inspiration in my mind and on my phone that I think with the right team, I can create beautiful things.
I have some personal projects that I’m working on, doing more of the production. I’m trying to work more with South American creatives. I have an idea with beautiful hair sculptures, showing the world how many South American people are based in London, and what we create for our community and how we move in our communities. Just showing the beauty of it. Everything is ready, we just have to do it! I have so much support from the South American creators in London, that really makes me happy and it’s probably going to open a different door for me.
I think it will be a lot of hair sculptures this year!
Vogue Italia, photography by Silvana Trevale
Vogue Italia, photography by Silvana Trevale
Session stylist Laura Chadwick shares her top tips for success when styling onset of a music video.
From a MAC counter in Belgium to crafting hair sculptures that grab worldwide attention, Karla Q Leon embodies the true meaning of a hair artist.
‘Grunge’ from the House of Colour Art Team takes a trip back to the ‘90s.
Inspired by ‘90s minimalism and the rule breakers who created the blueprint for today’s diversity and individuality, Urbane by Saco showcases pared down silhouettes and muted tones in celebration of craftsmanship, precision and creativity.
Hair: Saco Creative Team led by Richard Ashforth, featuring Color A.K.A. from Saco.
Photography by Jack Eames.
Make-up: Megumi Matsuno.
Styling: Michelle Kelly.
Wardrobe: Tania Zekkout.
Creative direction: Richard Ashforth
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London-based Lauren Bell spent years honing her craft before going freelance in January 2020; she is self-represented and her published highlights include prestigious publications such as Vogue, Harper’s Bazaar, and Elle. Artistic by nature, Lauren immersed herself in the beauty industry at a very young age. Her introduction to the fashion world in 2015 led her to work backstage at runway shows with some of the biggest names in the industry. This experience sparked a passion for individualism as expressed through fashion and beauty. Lauren’s natural talent in hairstyling has allowed her to build an extensive portfolio and clientele, working with all hair types and capable of achieving any desired look. “Building relationships with muses, artists, and brands to bring their vision to life is the most fulfilling part of my job,” she says |
Lauren Bell
London-based Lauren Bell spent years honing her craft before going freelance in January 2020; she is self-represented and her published highlights include prestigious publications such as Vogue, Harper’s Bazaar, and Elle.
Artistic by nature, Lauren immersed herself in the beauty industry at a very young age. Her introduction to the fashion world in 2015 led her to work backstage at runway shows with some of the biggest names in the industry. This experience sparked a passion for individualism as expressed through fashion and beauty.
Lauren’s natural talent in hairstyling has allowed her to build an extensive portfolio and clientele, working with all hair types and capable of achieving any desired look. “Building relationships with muses, artists, and brands to bring their vision to life is the most fulfilling part of my job,” she says
What would you say are your strongest points as a hair artist?
My strongest points are my eye and my fearlessness towards styling hair. I’ve always had the courage to try out different approaches to applying products and techniques. It’s my art, an opportunity for me not to think and just do, go with the feeling, and it’s one of the few times I actually allow myself to get out my head. I also believe my communication skills and being at ease around other people allow me to create a rapport with models and build the trust that’s needed for me to create.
What is important to you, as a hair professional? In other words, what do you want to offer your clients?
Comfort, safety, hair integrity, an opportunity to express themselves, enhance themselves, build trust, not worry about how they look so they can speak their truth or tell their story. It’s become very important for me to work with people who have something to say so I can support them to do this.
The last three months: where have you been, who have you worked with, and what have you been planning?
Since the beginning of the year I’ve been working in Europe for hair brands. I’ve been to Berlin for fashion week and worked fashion week in London with Bimini. I’ve been to fancy hotels with clients, location shoots with Self Esteem, the Brits and worked in London studios with brands like Sephora and Juicy Couture. I’ve also created content and collaborated on editorials, so there’s been a real variety.
Looking back, who/what has got you to this point in your career?
My determination to prove a point! I recently gave a talk at college for Careers Week and it reminded me how determined I had to be to prove that I CHOSE this path to become a hairdresser, that it wasn’t a last resort. I think my need to prove that has definitely played a part in how successful I am now. Also, it goes without saying that I’m here because of my love for this craft and the amazing people I get to work with and the mentors that have helped me direct my path and encourage my growth as a stylist and as a human being.
Your ultimate creative collaboration – what would that look like? Who would be in it?
Oh, wow… Somewhere hot, at dusk, with warm sea air blowing through the hair, all the supermodels, activists and iconic actresses of the past and present on set… It’s really hard for me to answer who would actually be as there are too many people I admire. I see it being a day shoot by the pool and then taking to the coast for the celebration runway. Err, do you think I need a holiday? Lol.
What excites you about hairdressing right now?
There are so many new paths in this industry for people to explore and find out what works for them. I love that about my own journey. My career has been very explorative and full of variation; I don’t know if hairdressing can be beaten in this sense. As someone who has an innate curiosity for people and places, I sometimes have to take a minute to celebrate all the different locations I have had the opportunity to travel to for work and all the different kinds of people I get to meet along the way. The variation and freedom really excite me.
I love this image from a Juicy Couture campaign. The model, Vix, had beautiful hair and I really like the shine I created with product.
This was a super-fun shoot with stylist @izzymoriartythompson and photographer @ulas_merve. I love how we captured movement through the braids I created and embellished with wooden beads.
This is a look I created for [performer and drag artist] Bimini at LFW. I got creative and made a pony out of gaffer tape. It’s always exciting using different materials in place of hair.
I love this look I created using a coloured wax in place of a root – it works so well with the rest of the texture. I’d smashed a pot of the same colour that morning, which gave me the initial inspiration. It’s similar to [ceramics process] kintsugi and techniques used by Cyndia Harvey at Diesel. This was shot in my flat by my friend and make-up artist, Aimee Twist.
Shot by Morgan Roberts, with make-up by Aimee Twist. I love the simplicity of this beauty shot, and how I used small details of hair to complement the make-up.
I love this BTS image from a shoot I worked on. I used so much gel to create the high-shine effect, the hair looks unreal – like it’s set in resin.
What frustrates you about hairdressing right now?
As a self-represented freelance stylist, I find myself getting frustrated with the rates and budget dance that I have to do. I have noticed a big shift in how I am approached for work and how ‘shopping around’ for the cheapest rate has become very noticeable in discussions – I’d hardly call them negotiations. It concerns me that we don’t know how much we should be charging (it isn’t easy to find out, either, believe me) and with clients being able to reach out directly to people via social media platforms, it’s creating so much variation in rates that it has the potential to devalue everyone. I think there needs to be more education on the fee aspect of our job, more honest communication around it. Maybe even a union? A dedicated, pre-scripted rate education platform? While I respect that there is a journey to be had with regards to experience, skill base and our own personal worth, I worry that we are very vulnerable to being taken advantage of, especially compared to other creative fields in the fashion industry.
What’s your opinion on why so many hair pros work for free backstage and on set, and how do you think hair pros can establish more value for the work they do?
I think assisting for free has a value if you know what you want and choose a stylist that you admire – then it’s like a free education course. Do I think it should be totally free? No, it shouldn’t come at a cost to the individual, as it so often does. But when you’re starting out, it’s vital to learn on-set etiquette and how to create hair in that field, and assisting for free is often ‘sold’ as an opportunity to network, which it can be. I was lucky enough to work with people who cared about my career, so I was encouraged to network with the photographer’s assistants, to collaborate with them and build my own portfolio. However, it’s important to manage expectations.
Working for free was a huge part of the beginning of my career. Coming from a working class family, I did not have the resources to sign up for bootcamps or education programmes, and nor could I afford to work solely for free. This meant I had to work triple time so I could eventually afford to go self-employed. I have no regrets, because it takes time to learn, reflect, explore, educate yourself and find your style/ethos. However, I can’t help but wonder whether my career could have gone faster, and I would have had more energy for my creativity if those early financial barriers hadn’t been there.
It’s a shame that some of the most creative aspects of our industry are considered low- to no-pay. Should there be a small fee to make it more affordable? It’s a difficult one to get your head around when the stylist you’re assisting isn’t get paid either. And that’s a problem, especially when the other people on set are getting paid. I don’t have the answers for how things will change, but in an ideal world none of us should be working for free in the first place.
This was a super-cool creative look that we worked on for the episode of Drag Race where musician Self Esteem was a judge. It includes a nod to Betty Boop as our reference for glamour.
This was a BTS shot that Aimee took on her digital camera. I love the hair details into the model’s face.
This is a wig that I have which worked perfectly with some wax to create the texture I wanted.
A campaign for a jewellery brand. I love how clean this look is. It was so cool seeing it on posters plastered on walls all around Berlin!
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Yolanda Cooper
It was when she was at an airport in 2016 that Yolanda Cooper had her idea for her electrical tool, the SupernovaPRO. She was checking in for a flight with overweight baggage, mainly because of the number of different hair tools she was travelling with. ‘There’s got to be an answer for this’, she thought. It turned out there was. And it’s a game-changer.
The SupernovaPRO is the world’s first three-in-one hair styler combining a fully functioning straightening iron, curling tong and wave wand in one ultra-sleek, beautiful-to-behold tool. It comes with a whole host of first-to-market patented features, including revolutionary SmartSwitch technology that makes it the only hot styling tool with three independently powered functions; premium grade ceramic plates infused with Trionic technology that softens, smooths and hydrates the hair; and a patent-pending ergonomic DoublePivot system, which relieves pressure on the median nerve to reduce the risk of carpal tunnel syndrome – a condition especially prevalent in pro stylists.
The SupernovaPRO tool
Not bad for a young female entrepreneur from Belfast designing her first electrical tool! “I think going in blind to something allows you to be completely free of fear,” says Yolanda. “If you knew what you were getting into before you did these crazy things, half the time you wouldn’t do it because you’ve no idea how complex it is, how long these things take and how many reasons there are for it to fail. Some of the best entrepreneurs are the ones who just have no clue what they’re doing, they just go into it and commit to figuring it out later.”
Armed only with a sketch of what she felt the tool could look like, Yolanda set about hiring industry-leading industrial designers and engineers to turn her concept into a reality. It took five years to refine the tool mechanically and aesthetically as she constantly challenged her team to come up with the technology to match her ideas.
“Going in blind to something allows you to be completely free of fear”
“Very early on we realised that if this is going to be a professional tool, then three-in-one is brilliant but it can’t be a compromised experience – we have to make each of those tools incrementally better than what’s on the market,” says Yolanda. And I think I think that’s what we’ve done. So, straighteners have always been symmetrical and rectangular, but what if you need to get right into the baby hairs at the root? We made our straightener narrower at the tip, so that it allows you – for example – to detail short fringes and work with Type 3 and 4 hair.
Ceramic technology provides great negative ions into the hair, but how do we take that even further? I’m a trichologist, so that’s why I came up with the idea of taking a heat protection formula and infusing it into the plates to give superior shine. When it came to the tong, we changed the tip to a rubber material so that you can literally hold onto it, even when the temperature is set at 200˚C. And we spent a long time perfecting the exact torsion of the spring and the double-pivot system to make the tool more comfortable to use. Consumers might not notice that benefit, because they’re only going to use the tool for 20 minutes at a time, but hair pros, who are styling nine hours a day – they’re really going to see the difference.”
Proud that the SupernovaPRO is designed, engineered and manufactured in Great Britain, and fully aware that she is competing against some industry heavyweights, Yolanda is putting her experience as a former marketing director to good use. “Core to our communication and marketing strategy is a grassroots approach,” she says. “We have a programme called The Salon Spotlight, where we send our film crew into a salon to shoot collaborative content, including interviews with the stylists and footage of them styling their client’s hair in different ways. We can also create an event in the salon, where I and our head of engineering will come along and talk to guests. And the content we create can be used for a salon’s own social media campaign to drive awareness. We may not have the budgets that some of the big brands have, but what we do have is passion and agility and the desire to go and partner with salons on a one-to-one basis.”
And finally, why the name Supernova? “I’ve always been fascinated with astrology and stargazing,” says Yolanda. “And with SupernovaPRO we’re trying to create the biggest shining star in the industry. In space, a supernova is a cataclysmic explosion. And so I thought that was a cool name, because we are aiming to be the biggest thing in the industry. It’s quite fitting.”
Retailing at £299, SupernovaPRO is exclusive to salons across the UK and Ireland. To become a stockist or purchase at the wholesale price of £199 plus VAT, visit supernovahairtools.com/pages/creativehead