Estetica Magazine UK (2/2022)

A: We set out with the objective of being ‘extraordinary’. The big question we asked ourselves was how we could stand out
from the crowd. We therefore worked on all the component parts: the fragrance had to be special, rather than a stock
fragrance, so we had it custom-blended; the packaging and design came as a result of a long careful study and finding the
right designer... everything mattered. Choosing the right salon partners and the relationships we build with them was also
vital. We began to learn not only what it takes to be better than average, but what’s required to grow and get even better
as the journey continues. As a result, all Oribe creatives are not considered as ‘employees’ but are all trained leaders and
mentors. I’m so proud of our team and the many stakeholders involved in our brand. Many of our partners have been with
us from the very beginning. I think back to when we started the brand with limited resources and many of our partners
believed in our goal... which allowed us to turn our vision into a reality. Our goal is greater than selling products; it’s become
more about strengthening our larger network and making sure that we evolve together and leave the community stronger
than we found it, providing an interesting future for younger artists and owners.
Q: Tell us a bit more about that beautiful fragrance.
A: We’ve worked together with the team for so many years to make products that we’re all proud of and that consumers can
enjoy using. One of the products I am most proud of is not a hair care product but is, in fact, the Oribe signature fragrance.
It’s a beautiful mix of bergamot, cedarwood and Cuba’s national flower, la mariposa blanca (white butterfly jasmine), and we
were able to capture the fragrance in the form of incense, which adds to our signature fragrance; it’s beautiful. We worked
with legendary incense makers on the Awaji islands off the coast of Japan. It’s a simple meditation, I love burning it throughout
the day... it incites a subtle pause or change of focus.
Q: As an industry, we can now feel fairly safe in considering ourselves ‘post-pandemic’. What has the Covid learningcurve
meant to you in terms of both business and social attitudes?
A: We had numerous calls with Oribe stakeholders and key leaders throughout the pandemic and what was most important
to them was, above everything else, the safety of their staff and, of course, consumers as well. We really worked hard to
create an environment which was safe for all. It was amazing to experience the great leadership that was delivered by
everyone concerned. The second important thing was how our leaders shared their experiences. Hairdressing creates a very
collegial quality within people, so they were able to support one other with essential advice and information. It’s an altruism
I’ve always seen during my career within our industry, but it has been absolutely extraordinary to watch it during such
challenging times as these. Another thing I want to mention is how the pandemic highlighted how fundamental the salon
experience is to people. As everything has become more digitalised in recent decades, people miss the human touch and the
salon experience is one of the few remaining ‘hands on’ life events which cannot be moved online. The closure of salons
during the pandemic really had a strong impact on people as they endured the temporary loss of what is, for many clients,
a social experience as well as a hair & beauty service.
Q: The Oribe Experience & Signature Session Event during which we met you this Spring in London was been a
fantastic opportunity to meet, discuss and exchange ideas and aspirations. What makes you most proud about the
event which we all experienced together?
A: London was just one destination on the tour. We had already been in Sweden, Rome and Milan in Italy, Munich in
Germany and then, after London in the UK, we headed back to Chicago in the USA. The most wonderful part of the Oribe
Experience & Signature Sessions was the fact that they took place at all – being all together to share hair creativity and
education in person after so many months when it just wasn’t possible to do that. We’ve learned the importance of seeing
each other and all being together. That’s what really counts.
Q: Are there any exciting plans you’re able to share with us involving both Oribe and your activities within the brand?
A: There is so much to share. An exciting project in the international arena as that for 2023 we have just signed a collaboration
with our first non-English-speaking artist in Japan. Another wonderful development has been the launch of Oribe Hair
Alchemy, which has sold out globally and is proving to be incredibly successful. We’ve also been working with an Italian
manufacturer to develop some customised hair tools. Of course, we’re also looking at both our existing product lines, as well
as researching and developing new ones, so there’s a lot coming up in the Oribe pipeline!