Valery Joseph is getting back into the product game.
The celebrity hairstylist to Lady Gaga, Helen Mirren and more — as well as owner of four salons — is launching Valery Joseph Haircare. It bows Monday with nine hair care products on Joseph’s website, as well as in his salons, before taking to Amazon later in the summer. The products range in price from $40 to $105.
This is the second time Joseph has made hair products, having debuted Long by Valery Joseph at Barneys New York in 2014. Since then both the coronavirus pandemic and death of his wife and business partner led him to refocus on other aspects of his business.
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But now, Valery is back with new formulas, new packaging, a new name and new technology.
“I knew once I overcame everything, I’d be on top of the products again,” Joseph said. “It was time for me to come out with a new line with new proteins and new ingredients focused on hydrating the hair.”
The products consist of shampoos, conditioners and masks, which eschew sulfates and sodium, among other ingredients. They feature the VJR5 Pro Complex, a proprietary vegan keratin complex which includes artichoke leaf, rice compounds and amino acids.
“While you’re washing your hair with the products, you’re not dehydrating the hair. You’re actually hydrating it,” Joseph said. “We have two styling products coming, too, one of which is a serum that seals split ends, which is one of the most important parts of the hair.”
Marketing will be social media-forward, which follows a similar path as Joseph’s salon business. “We gained clients through Instagram, which we only started a year ago,” he said of his locations in New York City, Bridgehampton, N.Y., and Palm Beach. “Now we’re renovating the flagship to take over the building’s second floor.”