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Couple Turned Co-founders: How A Personal Journey Inspired A Holistic Haircare Brand

Couple Turned Co-founders: How A Personal Journey Inspired A Holistic Haircare Brand

Oct 29, 2024 | DOCUMENTS, DOCUMENTS HEADER, EXPLORE, HOME EXPLORE

Couple turned Co-founders: How a Personal Journey Inspired A Holistic Haircare Brand

Kieran Tudor, a stylist turned founder, alongside his wife Laura, created CENTRED to redefine hair health with a focus on internal wellness.

by CAITLYN | DOCUMENTS

For Kieran Tudor, co-founding CENTRED with his wife Laura wasn’t just about creating another haircare brand, it was about solving a deeply personal problem. “CENTRED was born from the journey of hair recovery. I helped my wife and co-founder, Laura, after she suffered from severe hair loss and burnout back in 2017.” 

Faced with the challenge of supporting Laura through hair loss, Kieran realised there wasn’t a natural solution that addressed both internal wellbeing and hair health. This led to the development of the Inside Out Method, now a core part of CENTRED’s product philosophy. 

 “After developing a protocol we used to recover Laura’s hair, we set out to create our range of products that we wished existed but didn’t,“ he explains. In February 2020, after 18 months of research and development, CENTRED was launched, with a mission to help others going through similar challenges. 

Kieran’s journey was fuelled by witnessing the emotional and physical toll hair loss took on his wife. Seeing the daily struggle Laura faced helped Kieran understand the stress and anxiety hair loss can bring and inspired him to fill the knowledge gaps and provide a solution not only for Laura but for his clients too. 

“Unlike clients who I would see every 6-8 weeks, I saw Laura holding clumps of hair every single day and asking me what to do! Not only did I feel quite helpless, but it also really hit home the emotional and psychological impact that hair loss can have,” he shares. 

Kieran’s years of experience as a hairdresser became crucial as he and Laura developed the CENTRED product line. “When it came to formulating the products, that’s when being a hair professional really helped,” he explains. Kieran’s hands-on experience allowed him to case-study products and test samples to ensure they met the highest standards. “I had really high standards and expectations, as did Laura, so we were determined to develop products to the highest standards, or we wouldn’t have done it at all.” 

“I think when you’re working behind the chair and recommending your products to your clients, you have to know you’re giving them the best, not cutting corners on ingredients,” Kieran adds. “This direct feedback from clients allows me to continually refine the products and stay true to the brand’s values. For us now it’s also about supporting hair professionals as much as possible.”  

Launching CENTRED came with its own set of obstacles, especially given the timing of its debut. “At the beginning, it was all around raising awareness which was difficult in 2020 as we had just a minor thing of a global pandemic taking over so much of the attention.”  Undeterred, Kieran and Laura focused on personal connections through 1-on-1 Zoom consultations to help clients during those early, uncertain days. “We set out to support our customers in those early days with virtual consultations, helping us to connect with people and build some real trust and loyalty.” As CENTRED grew and expanded into retail, Kieran learned another important lesson: not to spread the brand too thin.  

For other stylists looking to start their product line, Kieran offers this advice: “Find your niche and messaging early on and stick to it. It may feel like you’re repeating yourself, but it is better to do one thing really well than 10 things in a mediocre way.”  

Kieran and Laura’s journey of dealing with hair loss firsthand and launching CENTRED is a powerful example of how personal experiences can lead to innovative solutions, especially when you have prior expertise. For stylists and salon owners considering their own product line, Kieran’s advice is clear: focus on your niche, stay committed to your vision, and never stop learning. 

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Zoë Irwin Wants YOU To Offer This Hair Service

Zoë Irwin Wants YOU To Offer This Hair Service

Oct 23, 2024 | DOCUMENTS, EXPLORE, HOME EXPLORE

Zoë Irwin Wants YOU To Offer This Hair Service

The John Frieda creative director on her hair facial service launch – and why every stylist should be delivering this to clients 

by CATHERINE | DOCUMENTS

Zoë Irwin

The past couple of years has seen the ‘skinification’ of hair cranked up, as the hair world is influenced in both ingredients and treatments by skincare and beauty. Well, Zoë Irwin has taken this to heart with her hair facial service at John Frieda… and she’s adamant that this service is one that ALL salons and stylists should be offering its clientele.  

“I realised that I learn a lot from beauty treatments, and that women understand the idea of a facial. You have a super deep cleanse and you probably learn more about cleansing your own skin better,” explains Zoë. “They detox you, take out all your impurities, and then they start adding. I love that. It’s one mask on top of another, I love the layered process of it. The psychology behind it is that when you leave, you’ve got this beautiful skin. You’re like, ‘oh my god, I’m going to go back in a month, because this is so good’. But ultimately when you go home, you double cleanse, you add a mask the next week, you don’t let that skin go. No one does. So, I thought, ‘why aren’t we doing this in hair? Why aren’t we levelling this up?’.”  

Now, that’s what she’s done with the £120 service at the iconic John Frieda in London’s Mayfair. The service starts with a detoxifying cleanse, removing coppers and damaging metals from the water and breaking down product residue so that she’s working with a clean base.  

From a trip to India, Zoë learned massage techniques that she’s transferred into the next step, an incredible scalp massage. “When you start massaging people’s heads and necks, you can’t mess around. You’ve got to know your stuff,” she adds, “but the power of massage is massive.” Yes, it’s relaxing, but the action helps stimulate the cells in the hair follicles, powering up that growth factor. 

“I want to people to come out of this service knowing much more about this impact,” she says. “When they come to the basin, I give them a mirror, and I teach them the movements. Then I use a scalp exfoliator, the Virtue ones, very gentle – and I show them in the mirror where and how to place it. Then I teach them the massage movements. So, I’ve totally clarified and got this clean base, which means that the hair will now accept product much, much better.”  

Now, the “hair’s like a sponge”, and Zoë will layer on a strengthening treatment, followed by a moisturising mask. “Hair will only accept so much at one time. It’s like a supercharged treatment …  I’m trying to pre-empt the issues that people have with treatments – ‘I don’t want one on my hair today because I want my blow dry to last’. That’s because it’s in the wrong place. It’s all stuff that you and I know, but the consumer doesn’t know. It’s like a prescriptive service; you come out and your hair is beaming. I finish with an acidic gloss that will shut everything down. I’m using cosmetic plus hydration.” 

The big message is how important the scalp is – perfectly timed with the social media obsession with all things scalp care.

@zoeirwinhair

It was for a press event to launch a Manta brush that Zoë realised she had something interesting in her hands… “The press just went nuts for how it was all being shown,” she recalls. “The Daily Mail’s Lucia Ferrari went on the front page along with a page inside. From that we had people come from all over the country, and I realised that this isn’t something that people are thinking about enough. Now, we sell it as a packaged service like you see in beauty, you can buy three together.”  

Zoë’s philosophy is all about restoring hair to its healthiest, strongest state to deliver the best results. “When you’re colouring hair, you’re colouring the quality of what’s in front of you. So, if I address that before I colour it, I can therefore give the colour that people want.” 

Her treatments are divided into sessions. The process begins with a consultation, where Zoë assesses the steps needed to achieve the desired results. Next is the “radiance reset”, featuring a deep cleansing treatment and massage therapy 101. “They learn how and where the to put the product on,” she explains. Finally, the hair is ready for colour. “When they come for their colour, they get the best colour they’ve ever had, because their hair’s in the right condition. It works.” 

scalp massage

Image: Karolina grabowska

Zoë’s seen raging success across the board with her clientele. “It’s about £120, but people now just come in for it. And my clients come to me just to have the head massage. They often go out with wet hair, but they come for the massage because it’s extremely powerful, you know?” 

She’s a fierce advocate for hair getting the attention to detail that it deserves. “We put all this effort into our skin, but people stop at their hair,” she muses. “But stylists can take their skill and package it, make it so easy to understand and for the client to buy into. This is something that I feel that hairdressers everywhere should be doing. I’ve really seen how important it is and how people love it. You sell the dream.” 

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Beyond The Chair Care

Beyond The Chair Care

Sep 23, 2024 | DOCUMENTS, DOCUMENTS HEADER, EXPLORE, HOME EXPLORE

Beyond The Chair Care

How salons are transforming their communities all across the UK and Ireland

by CAITLYN | DOCUMENTS

Salons have always been places of connection, care, and transformation. But for some salon owners, their impact goes far beyond the services they provide. These salons are creating safe spaces, building community programmes, and volunteering their time to support those who need it most. Whether it’s through offering a warm, inclusive environment or providing outreach to vulnerable groups, these salons are changing lives in ways that go well beyond haircuts.

Creating Safe Spaces

At the core of many salons is the connection between stylists and their clients, but some salons take this further by making their spaces feel like sanctuaries of warmth, acceptance, and care. Craig Henderson, owner of Craig’s Barber Shop in Bolton, has created a space that is uniquely welcoming for neurodivergent clients, children with disabilities, and those who often struggle with traditional salon environments. “A lot of them have had really bad experiences until they found the right hair professional who they could confide in,” Craig shares. His shop offers a calm, non-judgmental environment that helps clients feel safe.

Similarly, Siobhan Maher, owner of The Peculiar Hair Club in Leixlip, County Kildare, designed her salon as a gender-neutral, inclusive space where everyone feels at home. “When a client comes in, they know they are in a safe space where they can express themselves,” she explains. This welcoming atmosphere is especially important for clients who may not feel comfortable in more traditional salons. Both Craig and Siobhan’s spaces reflect a growing movement in the salon industry – one that recognises the need for salons to be more inclusive and emotionally supportive environments.

 

Going Beyond the Salon

While creating safe spaces inside the salon is essential, some owners take their work a step further by reaching out into their communities and providing care to those who may never step foot inside their doors. For these salon owners, giving back is not just a gesture – it’s a commitment.

Alison McRitchie, owner of The Head Gardener in Inverness, has worked closely with Highland Hospice since 2010. Her involvement has grown over the years, going beyond the occasional volunteer effort. Alison helped create a salon space within the hospice, where patients can experience the comfort of a hair service in a non-clinical setting. “We wanted to create a space where people could step out of the medical environment and enjoy being pampered,” Alison explains.  She and her team remain on-call for the hospice, ensuring that whenever a patient needs a haircut, Alison is there to provide that much-needed care. Her ongoing, dedicated involvement highlights how salons can play a vital role in offering both care and dignity to patients at a challenging time in their lives.

Samantha Cusick and her team at Samantha Cusick London have also extended their care into the community through volunteering. By partnering with Kensington HTB Church, they offered complimentary hair services to individuals at a local shelter. “We believe in the power of self-care and the positive impact it can have on confidence and well-being,” Samantha says. The joy that comes from offering something as simple as a haircut can be transformative for those facing hardship, restoring not just their appearance but their sense of dignity.

Craig Henderson’s community outreach also reflects his commitment to giving back regularly. Every Monday, he visits specialist schools and centres, providing haircuts to neurodivergent children and young adults. “I don’t take a profit from it – I reinvest it back into the shop to enhance the experience for these children,” Craig comments. His work in schools goes beyond the salon and speaks to the deep connection he has with his community.

Inspiring Others

The impact of these efforts doesn’t stop with the individuals these salons serve. Both Craig and Alison are taking their commitment further by developing programmes that help other salon professionals offer the same level of care.

Craig is currently working on a training programme for other hairdressers and barbers across the UK, teaching them how to work with neurodivergent clients and individuals with disabilities. “It’s really about communication and giving them the extra time they need,” Craig explains. His goal is to create a network of professionals who can provide the same level of thoughtful, tailored care that his shop offers. This effort is about more than just teaching technique – it’s about creating a new standard of inclusivity in the industry.

Alison, too, is working to expand her influence beyond Inverness. Her vision is to create a network of salons that can offer similar services to hospices across the country. “The difference it makes to people in their final days is something that can’t be overstated,” she adds. By sharing her experience, getting people in contact, and helping other salon owners understand the value of this work, Alison is paving the way for more salons to integrate care into their business models.

Siobhan Maher’s Peculiar Hair Club is much more than a salon; it’s a home for self-expression and inclusivity, a place where the LGBTQ+ community finds acceptance and empowerment. And Samantha Cusick’s dedication to uplifting women and young stylists –– through her advocacy, mentoring, and community outreach – shows how the act of giving back can extend far beyond a single moment, inspiring confidence that resonates long into the future.

Together, these salon owners are leading a movement within the beauty industry, one that recognises that the true power of a salon lies in its ability to create change, not just in appearances but in lives. Their stories challenge us to think bigger, to care deeper, and to redefine the role that salons can play in the fabric of our communities.

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Secrets Of Two Social Media Experts

Secrets Of Two Social Media Experts

Aug 27, 2024 | DOCUMENTS, DOCUMENTS HEADER, EXPLORE, HOME EXPLORE

Following the success of Stā Social, Samantha Cusick and Conor Doyle chat candidly about all aspects of social media

Samantha Cusick

Conor James Doyle

The first in a series of free educational events, award-winning hairdressers Samantha Cusick and Conor James Doyle joined forces for Stā Social – a social media masterclass for hairdressers looking to level up their content. Following the event, Creative HEAD chatted to the dynamic duo about their relationships with social media and what they’ve learned about building a following.

Samantha Cusick

Talk us through your relationship with social media – how has it transformed the way you work?
 I have a genuine love to create content and share knowledge with others and social media is the best avenue for this. Social media has completely revolutionised the way I approach my work. Before, it was all about word-of-mouth and local advertising, but now I can showcase my work to a global audience in real-time. It’s like having a portfolio that’s constantly updated and always accessible. Social media has allowed me to build a community, engage with clients on a more personal level, and attract new business – be that clients or attracting the attention of brands – which has led to paid ambassador roles. The instant feedback and interaction I get through platforms like Instagram and Facebook have also helped me stay on top of trends and continuously improve my skills.

What would you say is your favourite platform, and why?
Instagram is hands down my favourite platform. As a visual person, it’s the perfect place to showcase my work. The platform is designed for sharing beautiful images and videos, and that’s what my business is all about. The ability to reach people with just a hashtag or location tag is incredibly powerful. Plus, Instagram Stories and Reels have added an easy way to engage with my audience, giving them a behind-the-scenes look at my life as a hairdresser and business owner, which they love.

As well as the benefits, what would you say are some of the pitfalls or common misconceptions? 
One common misconception is that social media success happens overnight. It takes a lot of time, consistency, and effort to build a following and create content that resonates with your audience. Another pitfall is the pressure to constantly produce perfect content, which can be overwhelming and lead to burnout. It’s important to remember that social media should be a tool to enhance your business, not a source of stress. Being authentic and sharing real moments, even the imperfect ones, can actually strengthen your connection with your clients and audience.

If there was one thing you’d wish you had done differently when building your profiles, what would it be?
I wish I had started engaging with my audience more from the beginning. When I first started, I was so focused on posting content that I didn’t prioritise responding to comments and messages as much as I should have. Building a community is just as important as showcasing your work, and it’s something I’ve really focused on improving. Engagement is key to growing your presence and turning followers into loyal clients. I used to think it was all about growing my follower count but actually engagement is the most important.

 

One common complaint we hear is the time involved with capturing, editing, and posting content. What would your advice be to fellow hair pros with not enough hours in the day?
I totally get it—creating content can be incredibly time-consuming. My advice is to batch your content creation. Set aside specific times during the week to capture photos and videos, and then use scheduling tools to post them. This way, you’re not constantly interrupted by the need to create content on the everyday. I also make sure I use each client I do to make multiple pieces of content, think beyond the usual before and after and capture things like your consultation process, the colouring process, styling etc. Each step can be its own piece of content, building you a library of incredibly low-effort content that will do well and give value to the viewer. Also, don’t be afraid to repurpose older content or share user-generated content from your clients. It’s a great way to keep your feed active without spending hours every day on it.

When social can be so all-consuming, what are your top tips for setting boundaries and managing a work/life balance?
It’s so important to set boundaries with social media to avoid burnout. I’m a big believer in time blocking – set aside specific times in your calendar to edit and schedule your content as well as designating specific times for checking and posting on social media, rather than being on it all day. I also make it a point to unplug from my devices during personal time. It’s okay to take breaks from social media – your audience will understand, if you’re comfortable sharing that, honesty and authenticity really resonates with people. Remember, your mental health and well-being should always come first. Being mindful of the time you spend online will help you maintain a healthy work/life balance while still growing your business. I think it’s important to add as well that you shouldn’t compare yourself to others online, I used to fall prey to this and it was super damaging to my mental health, just be you and share what you feel is right for your business. 

Conor James Doyle

Talk us through your relationships with social media – how has it transformed the way you work?
Social media has changed how I work mostly through reach. I’m from a small town in Ireland, there’s no way I would have reached the opportunities I’ve had in LA, Australia, Europe and the UK if not for the audience I’ve connected with internationally online. I don’t even think it’s to do with the numbers but the connections I’ve made.

What would you say is your favourite platform, and why?
Personally, I prefer Instagram. TikTok is great for reach and discovery of new people, but I think it cannot foster a connection with your audience. Instagram is somewhere you can get to know and nurture your community. 

As well as the benefits, what would you say are some of the pitfalls or common misconceptions?
The main misconception is that big numbers = success. I know many creators with huge followings who struggle to monetise it. Your following is like a little garden you create. Success and prosperity rely on how you tend to it and how consistent you are. If you just focus on expansion the whole thing can fall apart.

If there was one thing you’d wish you had done differently when building your profiles differently, what would it be?
Realise what my audience is really looking for instead of overcomplicating things and pushing out what I ‘thought’ they wanted based on seeing other creators. So many times, I’ve lost myself and point of view but ultimately I don’t regret that either. These mistakes help give us clarity and direction when navigating back to ourselves. When you’re on the right track it’s a feeling, you just kind of know. 

One common complaint we hear is the time involved with capturing, editing and posting content, what would your advice be to fellow hair pros with not enough hours in the day?
Stop overcomplicating and start maximising. I really only do hair 2-3 times a month and when I have those clients in, the second I see a nice aesthetic shot I shoot. I bank a load of these throughout the service, sometimes only 3-5 seconds long. I’ll share some text or a helpful tip and that’s it. I also will recycle a lot and assemble them to create longer-form pieces with a different angle. 

When social can be so all-consuming, what are your top tips for setting boundaries and managing a work/life balance?
Avoid checking first thing in the morning; if it’s your first hit of dopamine it tells your brain this is the most important source, and you will check it more during the day with more of a sense of urgency. Don’t take it to bed with you either. Treat it like your office or workspace and log off as you would work. Easier said than done and that’s why having a separate phone with zero social media has been a game changer for me. I leave my work phone in a separate room. 

Also, a final note; forget the algorithm. If social is getting you down, take a break. It’s fine to go. It’s when most of your fresh ideas will flourish. 

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Tom Smith Shares The Styles That Are Set To Define Autumn 2024

Tom Smith Shares The Styles That Are Set To Define Autumn 2024

Aug 22, 2024 | DOCUMENTS, EXPLORE, HOME EXPLORE

Tom Smith Shares The Styles That Are Set To Define Autumn 2024 

Internationally renowned stylist highlights practicality and warmth at the forefront of the season

by Caitlyn | Documents

As we transition into autumn 2024, hair trends are focusing on blending cosiness, elegance, and practicality. According to Tom Smith, a renowned hair expert, this season’s haircuts are all about maintaining health and authenticity while embracing styles that transition seamlessly into cooler months. According to Tom, this season emphasises “health and wealth signalling,” with longer styles taking centre stage. Whether your clients are seeking a subtle update or a more defined, structured look, this season’s trends offer versatility and personalisation.

“There’s a cosiness in the shapes we’re seeing this autumn,” says Tom, who explains that this season’s looks will favour longer, healthier hair and more manageable styles.

Autumn brings a shift towards longer hairstyles and more practical, yet fashion-forward looks. According to Tom, there’s a “real lack of very short hair” in the current trends. Instead, we’re seeing an emphasis on maintaining healthy hair at various lengths, whether chin-length bobs or waist-length locks. He notes, thanks to innovations in haircare products, many have welcomed the choice to wear their hair longer to signal “health and wealth.”

Sabrina Carpenter styled by Laurie Heaps (@_hairbylaurie)

One style making a significant return is curtain bangs, offering a voluminous, face-framing look that brings softness and warmth. Although we won’t be leaving it behind, Tom highlights the appeal of this style in the cooler months, noting that it “brings cosiness in” and pairs beautifully with layered outerwear. “There’s a practicality element here,” he says, pointing out that curtain bangs can be refreshed without washing the entire head of hair, making it a low-maintenance yet stylish choice.

Sanaa Lathan styled by Kim Kimble (@kimblehaircare)

The tiara bun, a high bun placed at the crown of the head is making its way forward this season. Tom tells us that this strikes a balance between “practical sportiness” and a “regal element,” providing both elegance and lift for someone seeking a polished look. “A high bun like this does wonderful things to the cheekbone, lifts the face, and makes people feel taller and hold their posture higher,” he adds. This style’s versatility allows it to be worn sleek or with texture, depending on the client’s preference. 

Serena Williams styled by Angela Meadows (@angelameadowssalon)

For clients who want to embrace their natural texture, cloud curls offer a soft, ethereal look. These airy waves or curls create a youthful and carefree energy that transitions well from summer into the cooler months. “Cloud curls is very much that kind of theme,” Tom explains, emphasising that the relaxed, textured waves bring a touch of summer’s warmth into autumn. This style works especially well when combined with deeper, richer autumn tones. 

Alexa Demie styled by Igor Rosales- Jackson (@hairbyiggy)

Shorter cuts are also having a moment with styles like the tucked bob and laser cut bob. The tucked bob is a sleek and minimalist style that is both practical and stylish. By tucking the hair neatly behind the ears, this bob creates a polished look that works for all hair types and face shapes. Tom mentions that this style is perfect for the cooler months, as it offers a “more serious, groomed sharpness” after the casual looks of summer. The tucked bob is ideal for clients who want a clean, sophisticated look that requires minimal effort while still maintaining a refined edge. 

Lily Collins styled by Jacob Schwartz (@jacobschwartzhair) and Gregory Russell (@gregoryrussellhair)

For clients seeking precision and structure, the laser-cut bob is the perfect choice. This sharp, one-length bob provides a bold and modern aesthetic, ideal for those who appreciate clean lines and attention to detail. As Tom describes it, this is the “tailoring of the haircuts” for autumn 2024, offering a sharp, defined look that pairs well with more tailored, structured fashion. The laser-cut bob works best for clients with fine hair, as the precise cut adds thickness and density to the hair, making it appear fuller and more structured. 

For salon owners and stylists, autumn 2024 is the perfect time to refresh your service menu with these cosy yet chic styles. Clients are looking for cuts and styles that blend ease and sophistication, making it essential to focus on not only being fashionable but practical for the season. As Tom emphasises, this season is less about dramatic transformations and more about helping clients evolve their look naturally, promoting hair health and confidence. By staying on top of these trends and aligning with client preferences, salons can position themselves as ahead-of-the-curve in creating chic autumn styles that are both trendy and practical for the cooler months ahead. 

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“I Truly Believe That The Trevor Sorbie Brand Is In The Best Hands” – Trevor Sorbie Talks Lasting Legacies And Stand-out Looks With Giuseppe Stelitano

“I Truly Believe That The Trevor Sorbie Brand Is In The Best Hands” – Trevor Sorbie Talks Lasting Legacies And Stand-out Looks With Giuseppe Stelitano

Aug 7, 2024 | DOCUMENTS, DOCUMENTS HEADER, EXPLORE

“I Truly Believe That The Trevor Sorbie Brand Is In The Best Hands” – Trevor Sorbie Talks Lasting Legacies And Stand-out Looks With Giuseppe Stelitano

Industry tastemakers Trevor Sorbie and Giuseppe Stelitano reflect on each other’s greatest work as they celebrate 45 years of the Covent Garden location.

by  | DOCUMENTS

Laura Chadwick
Trevor with Giuseppe at the LCT Grand Final

An industry icon and a visionary rising through the ranks – together Trevor Sorbie and Giuseppe Stelitano make quite the powerhouse pairing, sending the success of the Trevor Sorbie brand stratospheric in recent years. Most recently, Giuseppe was the creative genius behind one of the epic hair shows at the L’Oréal Colour Trophy UK Grand Final, and as the brand celebrates its 45th anniversary, it’s never been more apparent that the future is very bright.  

Talking exclusively to Creative HEAD, Trevor and Giuseppe discuss what keeps their creative fires alight…

What is your favourite image that each other has created and why?

work from the Trevor Sorbie archive
Giuseppe’s favourite look created by Trevor. The image has never been published!
Giuseppe: There are countless looks that Trevor has created that are amazing but if I had to choose, I’d say that my favourite look is the one from back in the ’80s. It’s a striking black-and-white image that combines intricate curls with electronic elements, creating a contrast between organic and mechanical. It’s futuristic yet timeless, and it perfectly showcases Trevor’s genius, forward-thinking vision. This look continues to inspire me and reminds me why Trevor is such an icon in our industry.  
work by Giuseppe
Trevor’s favourite look created by Giuseppe.
Trevor: I think this look from Giuseppe is brilliant. It’s a unique way of photographing hair. It’s mystique, it’s got drama, and the angle of the photograph is unlike any photo I’ve seen. Of course, I’m also very proud of Giuseppe’s latest campaign, 1979. 

Trevor: I think this look from Giuseppe is brilliant. It’s a unique way of photographing hair. It’s mystique, it’s got drama, and the angle of the photograph is unlike any photo I’ve seen. Of course, I’m also very proud of Giuseppe’s latest campaign, 1979.

What do you believe makes a great image? 

G: To me, a great image tells a story and evokes an emotional response. It’s not just about the technical perfection but about capturing a moment. Lighting, set, make-up, styling and the subject all play crucial roles, but the magic happens when these elements come together to create something that feels truly authentic and fresh. 

T: I think the same as Giuseppe, it’s a combination of all elements, as well including the model, hair, photography and make-up also coming together in perfect harmony, which is very rare to get all those elements exactly right. When a picture comes together like that, that’s when you can say you’ve got the wow factor. 

Images from the 1979 collection

When selecting the shots from your collection or creative work, what extra ‘wow factor’ helps you decide what makes the cut?

G: For me it is when I see a shot that makes me stop in my tracks. It’s that instant connection, where everything comes together perfectly…the hair, the model’s expression, the lighting. I look for an image that not only showcases technical skills but is also unique and offers something interesting. It’s that one shot that you know will leave a lasting impression 

T: Like the last answer really. You know it when you see it. It must give you an emotion that triggers something in your head. I think to create a good collection, the photographer (and especially the photographer!) must be on the same page as you. It’s got to excite them. When you get that from the photographer, that’s when you know they’ll give it 100 per cent because they are excited.

What are your hopes for the Trevor Sorbie brand in the next 25 years?

G: Looking ahead, I hope to see the Trevor Sorbie brand continue to lead the industry. I picture us expanding our global presence, pioneering trends, and setting new standards in hairstyling. My dream is for us to keep inspiring both our guests and the next generation of hairdressers. I want us to continue breaking boundaries and thinking outside the box, but always keeping in mind our core brand values. 

T:  The team I’ve grown are the best placed to take the brand forward, continue the legacy that I built, and I truly believe that the Trevor Sorbie brand is in the best hands.  I know we will see the brand continue to thrive and grow. I’ve set up my team to carry forward our vision and values, ensuring the brand remains at the forefront of the industry. I am confident that the Trevor Sorbie name will endure and inspire future generations. 

The making of the 1979 campaign

What is your favourite aspect of working together, and what makes your working dynamic so special?

G: My favourite aspect of working together is the combination of trust and respect that we have for each other. Although I might have Trevor’s blessing to lead the brand creatively, I’m always asking him for his advice or opinion.  

T: As Giuseppe said, it’s the connection we have. When you get the right connection, you can bounce ideas back and forth – one person can excite the other and vice versa. When I chose Giuseppe as our creative director, I saw a lot of myself in him. At first, I had to hold his hand to show him the ropes but within a few months, I let him fly. He had it perfectly in line with my mind. It’s that old fashion saying that ‘great minds think alike’, and that’s me and Giuseppe.

45 years is a fantastic anniversary for the Covent Garden salon! What do you consider to be the secret to your long-term success? 

T: I can sum up the answer in two words: discipline and consistency. Anyone who has worked for me will know that when people come to work for me, it’s like joining the army. I break down the way they think and build them back up, and they become one of us. They love my philosophy because it is very simple: I truly care about my staff. I believe our product is our staff.

How has the Trevor Sorbie brand evolved during your time with the company, and what excites you most about working for Trevor Sorbie right now? 

G: During my time at Trevor Sorbie, I’ve seen the brand grow in ways that I couldn’t have imagined. We’ve embraced change and adapted ourselves to a much more current world while staying true to the quality and creativity that Trevor Sorbie is known for. What excites me most about working for Trevor Sorbie right now is our ongoing commitment to innovation and excellence. This dedication to staying ahead of the game and constantly evolving makes every day engaging and keeps my enthusiasm for the work alive. 

Creative Direction: Giuseppe Stelitano @giuseppebstelitano
Photography and lighting: Barney Arthur @barneyarthurphoto
Videographer: Giovanni Musumeci @giovannimusumecixx
Styling: Douglas Miller @douglaswamiller
Make-up: Lauren Webster @laurenwebstr
Photography assistant: Alex Wilson @alexwilsonstudio
Styling assistant: Ella McKiernan @ellamckiernan
Videographer BTS: Luke Erwood @luke_erwood
Hair team: Tiziana Di Marcelli, Ryan Forsythe, Nathan Walker, Bree Davie, Ben Bradley, Esti Carton, Giuseppe Di Rosa, Edoardo Colasanti, Ila Capi 
 @tizidima @ryforsythe @nathanwalkercolour @breedavie @benjibrad @esticarton @gigihairlover @edoco_hair @ilacapi
1979 track: ‘Tubedigga’ @tubedigga
Location: Wayne McGregor @studiowaynemcgregor

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