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Sharoni Takes Walk Down Memory Lane

Yuki Sharoni has spent nearly the past two decades of his life in the States, but when it came time to develop his first product line, he drew inspiration from his childhood in Israel.

NEW YORK — Los Angeles-based salon owner Yuki Sharoni has spent nearly the past two decades of his life in the States, but when it came time to develop his first product line, he drew inspiration from his childhood in Israel.

“I went back to my childhood, and what smells I liked from my childhood,” he said, noting that such ingredients as the plant nettle, which is said to promote growth and shine in hair, as well as the eucalyptus plant, both grow wild in his hometown in Israel.

The collection, dubbed Yuki Sharoni Beauty & Lifestyle, features seven products and ranges from $18 for Naked Shampoo to $26 for Hair Milk Paste. It is currently available in Planet Blue and Kitson in Los Angeles, and Stanley Korshak. And, while Sharoni expects the line to do up to $1 million in first-year sales at retail, he admits sale figures are not exactly first and foremost in his mind.

“Of course I want everyone to have [the line] in their shower, but it wasn’t made to make me a zillionaire,” he said. “This is a love project, it’s something I always wanted to do.”

Perhaps one of the most striking aspects of the line can be found in its Y-shaped packaging, another “labor of love” that Sharoni said took him years to develop. “A lot of companies didn’t want to deal with it,” he said of the oddly shaped bottle. “Then I found this wonderful man who was as crazy as I was and he decided to give it a shot.” Sharoni worked with designer Cristiano Tolot to create the graphic packaging, which he suggests can be used for other purposes — from a flower vase to bookends — when one is finished with the hair product inside. In fact, Sharoni even provides a brochure that illustrates such alternative uses.

Catchy packaging aside, Sharoni is quick to stress that his line is as much about function as it is about form. “My line is about purity,” he said. “The way I thought about it is, just like a painter needs a clean canvas before he draws a picture, that is how I think about my products — the shampoos and conditioners leave your hair purely clean.” Besides nettle and eucalyptus, other ingredients featured in the line are vitamins A and E, shea butter, peppermint, lemon and frankincense.

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And, keeping with the line’s initial launch, Sharoni said he hopes to introduce new products seven at a time, and that the next round will most likely have more of a styling bent. “Whatever product I come out with from now on will most likely be styling stuff. I’d also like to make a smaller-sized bottle for traveling and styling purposes.”