What do you get when you bring together four hairstylists and draw inspiration from a trio of trend-setting U.S. cities and social media? IGK Hair, the newest hair line to hit the market—and it's about to take over your Instagram feed. Brothers Franck and Leo Izquierdo, Aaron Grenia, and Chase Kusero are the cool-dude hairstylists behind the brand aimed to give women everywhere effortless It girl hair.
"What we're doing is for right now. We really took influence from social media and the three cities—New York City, Los Angeles, and Miami—where we have salons," Chase says, who heads up the L.A. salon. "Our products have names like Rich Kid or Sunday Funday because these are things that just happen or that describe some of our clients." Each of the 21 products in the collection has a corresponding hashtag, which is on the package, and is used to share looks created by IGK on Instagram and for customers to share how they're using the line. The brand is so inspired by social media that two of IGK's more unique products, temporary hair colors, are named after favorite Instagram filters, Sutro and Amaro.
So how do the three cities where each salon is located come into play? While the products have colorful names, they're split into three collections that each represent a city and have a signature scent. New York's fragrance is a blend of leather, black pepper, and violet and has products like a blowout balm for a sleek look; Los Angeles is all about achieving laid-back, tousled hair with its bright and sweet aroma; and Miami's hydration-packed formulas will take you on a mental vacation with its coconut and guava scent. As for the early fan favorite, Chase tells us, "Rich Kid is selling like crazy at Sephora." We have a feeling it's only a matter of time before IGK reaches cult status.
Keep scrolling to shop some of our early favorites from each collection.
Which IGK product are you most excited to try? Tell us in the comments!