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Celebrity Stylist Amanda George Fuses Natural and Luxury in New Line

Lines gets exposure through partnership with premium hotels

While the beauty industry is enamored with influencers and social media, celebrity hairstylist Amanda George has another avenue to get her products into consumers’ hands — via hotel rooms.

This month, her new ROIL Hotel Collection for hair and body will start rolling out across Viceroy Hotels & Resorts worldwide. Over the years, exposure in hotels expanded to build demand for luxury labels from Jo Malone to Peter Thomas Roth. When people travel, said Sarah Quinlan, senior vice president and group head of market insights at MasterCard Advisors, they are in the mood to make new discoveries and shop.

George and her husband, Emad Ghobrial, a luxury travel executive, noticed a lack of upscale amenities in their global journeys. That prompted the couple to create their own. “It’s very frustrating to be on holiday or traveling for business and not have quality amenities,” George said. Of course having people experience those brands can be a boost for retail sales, she noted. “If they like it, they can buy it.”

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The hotel collection complements items in a soon-to-be launched salon range called ROIL Private Collection, which will be sold at George’s ROIL salons in Beverly Hills and the One&Only Palmilla resort. Both collections can be found at where prices range from $35 to $53.

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Both lineups include Shine Shampoo, Shine Conditioner, Body Lotion, Body Wash and Hand Wash. George eyes fertile expansion in avenues such as private aviation and yachts. The company doesn’t rule out brick-and-mortar in “select retailers.”

Ingredients in ROIL were handpicked using organically farmed ingredients to match each product’s mission. Natural was key. “There wasn’t much available in natural hair and body, but with a luxury positioning,” explained George.

Her product formulations grew out of necessity as she sought a natural solution to her son’s eczema (the Private Collection Body Lotion is 100 percent natural). She also uncovered the benefits of oils more than 20 years ago — long before the rest of the industry, which is currently obsessed with adding oil to products. Her choice oils include Wild Rose Hip Oil, Amla Oil, Bringha Oil, Avocado Oil, Coconut Oil and Chamomile Oil.

“Everyone who comes to my salon knows the first thing I do is make a blend of oils and crush through the hair,” said George, who has worked with Charlize Theron, Victoria Beckham, Kate Hudson, Lindsay Lohan and Jenny McCarthy. Hudson recently raved about the collection’s unique, fresh scent after receiving a sample, according to ROIL executives.

“I wanted something that technology-wise would perform but also have a healthy aspect,” George said. Both collections are free of parabens, formaldehyde, artificial colors or fragrances. “You can have it all… something that looks great in your bathroom and at the same time can do something good for your body.”