3 minute read
INFEATURE: INNOLUXE
BONDED
INNOLUXE GLOBAL AMBASSADOR SOPHIA HILTON SHARES THE SECRETS OF THE TECHNOLOGY AS IT TRAVERSES THE UK TO AUSTRALIA AND BEYOND.
Global hair industry star Sophia Hilton from the UK is proudly partnered with bond building technology INNOluxe as a Global Ambassador, and we were fortunate to grab a few minutes with her to discuss her role with the brand, how it supports her inspiring colour work and more.
As INNOluxe takes over Australia through its distribution with Smiths Collective Brands, there’s no better teacher in this technology than Sophia. We spoke to Sophia to discover her thoughts.
INSTYLE: WHY DID YOU PARTNER WITH INNOLUXE?
Sophia Hilton: When I first opened the salon, Not Another Salon, I tried out all the bond builders on the market. I had the great idea of using one bond builder on one side and one on the other. I could tell the difference with INNOluxe even back then. I did the test on a doll’s head where I bleached it until it literally disintegrated, and I found the side with INNOluxe stayed in 20 minutes longer!
IN: HOW DOES THE BRAND CATER TO COLOUR WORK?
SH: I would never colour hair without INNOluxe. It now feels almost barbaric to cause that much damage to the hair unnecessarily. I’ve always had a saying with my clients – it’s hair health first, colour after. So I will always put condition as more important than the tone I create. INNOluxe lets me look after both, so it’s a dream!
IN: WHAT SETS INNOLUXE APART?
SH: The most important thing to know about INNOluxe is that the client can really feel it. There are so many brands out there where, although the product is great on the inside, the client can’t even tell it was there. The luxurious finish on the hair after using INNOluxe is insane. What I love about the branding is that it’s so energetic and colourful in a sea of ‘sameness’. Not everything that is sciencebased needs to be boring.
IN: WHAT’S YOUR ROLE WITH INNOLUXE AND WHAT DOES THAT INVOLVE?
SH: I’m the Global Ambassador of INNOluxe, which means I love to tell the world how incredible it is! It’s not one of those ‘pay a famous hairdresser to say whatever you want them to say’ scenarios. I was actually helping out with product development way before this product even came to market, and I loved it. It was completely natural for me to become the Ambassador because I’ve been a part of it from the beginning.
IN: WHAT’S NEXT FOR YOU AND THE BRAND?
SH: For me, in my career I’m focusing more on business education; that’s why INNOluxe fits so well into what I do. We can all get excited by creativity, but it’s the bill at the end of the day that decides whether we can afford to buy that new home or not. INNOluxe allows us to increase the bills whilst still delivering something incredible in return. Also, INNOluxe is run like a family business, and therefore you always feel like their heart is in it, because of that they’re incredible people to work with.
