Hairstylist Ricardo Rojas, known for styling celebrities including Cher, Mariah Carey, Donatella Versace (he was her personal stylist for years) and Jessica Chastain, is entering the thriving prestige hair category.
This month he will launch Ricardo Rojas Hair Care at The Salon Project — Joel Warren’s salon concept featured at select Saks Fifth Avenue stores and the 1 Hotel in Miami as well as on his own site, ricardorojas.com. The collection retails from $32 to $55.
Recently, Rojas built traction for his new line styling influencers at Art Basel. He’s also making appearances at the salons.
“I think it is really important to present personally to hair stylists and also customers,” explained Rojas about his hands-on approach to launching his brand.
This is Rojas’ first foray into the prestige beauty category and it comes at a time when luxury hair is sparking sales. According to the NPD Group, prestige hair-care sales growth outstripped makeup and skin care last year. The momentum continues to build as social media helps expose famous hair stylists to the world.
Rojas’ line is streamlined to focus on what he uses daily. He has been formulating and testing the products for the past four years on his clients for real-time feedback.
“I like to say less is more. If you have a good shampoo at first, you don’t need that much more,” Rojas told WWD. He selected ingredients endemic to his Argentinian heritage such as yerba maté and goji berry. “When I began creating my line, I knew I wanted to infuse my 30-plus years of professional experience with the rich nutrients and minerals from my native country. In my work with superstars around the globe, I saw a need for products that would nourish all types of hair and stand the test of time.”
At launch, the Ricardo Rojas Hair Care product line includes Baño de Crema Hair Mask to rehabilitate damaged hair for manageability and softness; Full Blown Volume Spray, which emits fullness to enhance natural volume, and the signature Amore Serum. That will be followed later in January with a shampoo and conditioner collection and hair extensions available in both clip-on and tape. A hair spray will be added in April.