INSTYLE March-April 2019

INFEATURE
Colour
CHAMELEONS
Acclaimed hair stylists Rob Forgione and
Denis Kovalyov of Bespoke Haircare are being
recognised globally for their premium colour
infused hair range. Rob chats to Michelle
Ruzzene about motivation, innovation
and personalisation.
Tell us about Bespoke Haircare?
“Bespoke Haircare was established in the UK in 2016. Initially we
were distributing foreign brands into the UK. We decided to move
into product innovation and distribution purely out of our personal
needs as hair colourists. Denis and I really saw a gap in the market
for clean, eco-conscious, vegan, cruelty-free colour enhancing
shampoos and conditioners for hairdressers. The predictable purple
shampoo in the market was not enough for us. We created a palette of
mixable or stand-alone colour infusing shampoos and conditioners
this is why we invented the Infuse My Colour collection.”
How has the business grown and changed globally and in Australia?
“The creation of Infuse My Colour changed the face of the business
intensely. We were distributing other brands, but the growth of
Infuse My Colour was intense in the UK and globally. We needed to
make a decision to drop outsourced brands to allow for the focus,
development and growth of Infuse My Colour globally. During
the first two years, we won eight awards industry and consumer
voted. We opened distribution in 14 countries in the pro market and
prestige retail. We have had television coverage on a business show
on the BBC and have had lots of exposure in such a short time.”
What is the business’s key focus today?
“Infuse My Colour’s key focus today is the professional hair care
market globally with some prestige retail. The focus is on wellness,
sustainability of course education and community of ‘infuse’
hairdressers. Whenever we travel into a new country with Infuse
My Colour we survey hairdressers and ask them about what is
important today with being a partner in a brand, and the needs,
wants and service expectations. We personally travel to each
country to facilitate education and brand events and meet hair
professionals. We meet and interact with salons firsthand - after all
we are hairdressers and love being amongst our own people.”
How are you different from other suppliers/brands in the industry?
“Infuse My Colour differs from other suppliers and brands in the
industry because of our values and approach - we are totally
hands-on in the research development and education of our brand,
eager to be there for our customers and hairdressers, supporting
them and giving back. We are building a true wellness brand, so
we are slightly disruptive and in our arena. We are improving the
offering in the hair care market with innovative hair care.”
Tell us about more about the range?
“Infuse My Colour is a multi-award winning a range of PETAcertified,
cruelty-free, vegan, instant colour-infusing shampoos
and conditioners that deliver pigment alone or can be intermixed
to create an infinite pallet of colour tones. Infuse My Colour
pigmented conditioners deliver 40% more pigment than the
shampoos. Made for Me by Infuse My Colour is a service of
personalised, customisable blends of Infuse My Colour shampoo
blended for each client. Made For Me bottles are refillable for 6 uses
so hairdressers encourage a return refill and formula update for the
take-home Infuse My Colour shampoo. Dream Lightener, a clay off
scalp creative lightener that gives 7 levels of lift and is mixed with
3-12% depending on lift required. Dream Lightener delivers even
lightened hair that is completed with an infusion from the Infuse
My Colour range of shampoos and conditioners, creating a full
spectrum creative lightening system for salons.”
What have been the biggest changes you have seen in the hair
industry since the business started?
“The biggest changes in the hair industry since we started have
been personalisation - being able to customise products and
delivering bespoke product experiences. The future is coming and
it’s going to be the change in this area and the vegan/animal cruelty
movement in products and so on.”
What do you think are the biggest challenges facing the hair
industry in the next few years?
“Challenges in the hair industry in the next few years will be what
is already started if we are to enjoy our planet in years to come so
our industry has to act. We will see a huge transition and advances
in packaging, formulation and approaches to education. Demand
for cleaner, greener, better lifestyles will drive changes. Denis and I
just recently presented on this subject in a global cosmetic event so
for us personally and as a brand, it is a hot topic.”
www.my-haircare.com/infuse-my-colour
114 INSTYLE