Can you tell us more about your career as a hairstylist ?

I’ve been working with hair for over 4 decades! There has been many layers on my career journey.
My job today revolves around juggling A list celebrity bookings around time with my brand Iles Formula. My job and my brand take every breath I breathe but its all good as I love hair, so every day is a happy one. I’m one of those lucky people who rise early every day impatient to start my day with hair!

You style the biggest stars' hair before an event or a photo-shoot, what is the key to your success?

I don’t know of any star that doesn’t wish for someone who is nurturing their hair. I always and only use my Iles Formula Finishing Serum or Curl Revive Serum. Both these serums have heat protectors and humidity protectors in them without ever weighing the hair down. They have the power to transform rough, dry and brittle hair to a sumptuous nurtured state, just by blow-drying them into wet hair.

Those 2 serums are a big key to my success as a celebrity hairdresser.

What prompted you to launch your brand? How was the formulation process?

I originally made the Signature Collection formulas for me and my global highway executing high profile A-lister beauty campaigns … so they are truly bespoke.
The clients in my chair witnessing the formulas first hand started to give me orders, to deliver the product I had to find a manufacturer … the rest is history. Today we are global, no advertising all through word of mouth. Good news travels very fast as we all know.

Unlike many brands, you only offer one shampoo, conditioner and serum. Why?

Because these high performant formulas work for every hair type. For over 6 years when I was working privately with these formulas my highway was Europe … let's take for example Russia … thin fine hair opposed to Spain … thick coarse hair, also the Middle East, India, Asia and North and South America a melting pot of all the different hair types ….my formulas worked perfectly every single time on all those hair textures. The best decision I made was to change nothing and launch what had already proven itself as high performance for ALL hair types.

Our force today is very clear to me. The consumer is fed up with an overwhelming choice from mass type brands. The consumer is also very well informed on clean products, they now search quality performance with no noise just sheer simplicity.

Which are the natural ingredients that make Iles Formula revolutionary?

I work with several skincare ingredients too like pracaxi, macrobola, active vegetal root juices, tucuma palm, vitamin E and B5 to name a few.
Our ingredients are sourced from sustainable farming in Bresil, Japan and Australia but it’s much more than just gorgeous ingredients, science and high technology play a very important part. Take our conditioner, for example, it takes days to produce it … a very complex and intricate recipe revolving around raw ingredients and science


Any tips to maximize the results while using Iles Formula routine?

Shampoo …. add more water, not more product.
The water wakes up the root extract that replaces the sulfates and creates all the lather. More water brings more lather.

Conditioner
Always comb the conditioner through with a wide-tooth comb or wet brush to get a perfect application.

Finishing Serum Can be applied to both wet and dry hair. I particularly love it when one blow-dries it into wet hair on every section. It has the power to make thin hair feel thicker and calms down thick coarse hair.