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Beauty Inc issue 12/12/2014

Josh Wood might be known for creating haute hair colors for a roster of celebrity clients and runway shows such as Prada’s, but the hair colorist is taking a more democratic approach with his latest venture. In November, Wood opened Cheeky Hair at Barber & Parlour, an east London grooming emporium, restaurant and cinema that’s an offshoot of members’ club Shoreditch House. Cheeky Hair is aimed at the area’s trendy, youthful habitués who take a playful approach to their look. “It’s like a hot-wire to trends,” Wood explains. “You see it on the catwalk, you see it in a magazine, and it’s available.” Clients will be able to tap into that experience at pocket-friendly prices—a “bed head” blow dry costs 15 pounds, or $24, with prices rising to $104 for a complete color change. Next up, Wood will bring the concept to Soho House in Berlin in early 2015.

This story first appeared in the December 12, 2014 issue of WWD. Subscribe Today.

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