MEET HOVIG ETOYAN
Kérastase has selected Lebanese-born, Parisian hairdresser
Hovig Etoyan as our new Global Professional Ambassador.
Learn more as he embarks on a new adventure with his favorite brand.
Kérastase is excited to announce the signing of hairdresser Hovig Etoyan as Global Professional Ambassador. Already a trustworthy Kérastase partner for three years, Etoyan will officially represent the brand’s professional heritage in this new role. As Global Professional Ambassador, Etoyan will work closely with Kérastase development teams in Paris, advising, co-creating and testing innovations first hand. He will also continue to contribute to the brand’s image and content for stylists and consumers, including social activations and professional tutorials and tips.
As the world’s #1 professional luxury hair care brand, Kérastase maintains the highest standards of talent for its partners. Etoyan is an exceptional professional who specializes in hair care services and maintaining hair integrity. He is also an inspiring young entrepreneur who represents the best of his profession while still maintaining a relaxed, relatable air that encourages stylists and consumers to be creative and precise with their haircare.
Etoyan takes a modern approach to haircare, often inventing his own solutions and techniques. This dedication to excellence and innovation, along with his love for Kérastase hair products, makes him the ideal choice to represent the brand’s dedication to professional luxury hair care.
Passionate and driven from an early age, Etoyan opened his first salon in Beirut at 20, with instant success. He later moved to France to work in salons and photo studios before opening his own location in 2016. At the high-end atelier in the 6th arrondissement, Etoyan’s care rituals and ultra-personalized services are designed to encourage high performance and well being for his esteemed clients.
Kérastase is proud to reaffirm its professional DNA with Etoyan, who shares the brand’s care-first philosophy. Etoyan is the perfect partner in Kérastase’s ongoing endeavor to enhance and celebrate all types of hair and its relationship to the beauty of all individuals.
Q&A with Hovig Etoyan
Why did you decide to become a hairdresser? What do you love most about your profession?
That’s a question that brings me back to my childhood. At age 11, I passed by a salon in a working-class neighborhood in Beirut. All of a sudden, I let go of my mother’s hand and went inside. It was magic for me: such a lively place, very positive, very happy. I can still feel this magic today. A woman can walk into a salon feeling down and walk out smiling, more confident. When a client feels more beautiful and thanks me for it, it’s a privilege to share that intimate moment with someone. It’s universal, touching people’s hair and caring for it. It’s profoundly human.
What does becoming Kérastase’s Global Professional Ambassador mean to you as a hairdresser?
It’s almost unbelievable! I’ve come a long way from my childhood in Lebanon. I’m so grateful that Kérastase trusts me because I grew up knowing the brand and I’ve been using its products from the beginning. Getting to know the people behind it, and the innovation that goes into it, it’s a dream.
Why is Kérastase so special to you? In what ways has the brand inspired and assisted you on your career path?
The smell of Kérastase is embedded in my memory of childhood. Bain Satin and Masquintense take me back there. Kérastase opens the senses: the smell, the touch, the beauty. When I became a professional stylist, I immediately understood the beautiful results you get with this brand, how it answers to the needs of all different hair types. I knew I could address all of my clients’ concerns and desires with one brand. The rituals we do in the salons truly care for the clients’ hair. I can see that it really works over time.
What is your care philosophy and how does it fit into your work in the salon?
Care is the number one priority in the salon. Before everything, there’s hair care. Before cut, color, blow-dry, anything. And that’s for a logical reason. Technically speaking, if I don’t have healthy hair, I am limited in what I can do. The color cannot be as shiny, the cut will not be as beautiful. I need to think about healing the hair first, the scalp and the fiber. To achieve beautiful hair, you need great products that are appropriate for each client’s hair type, texture and concern. Kérastase always brings the best care to support the skills of the stylist.
MEET JORDAN NAJERA
Hairdresser Jordan Najera talks about her journey into hairdressing, her hair
icons and why Fusio-Dose hair treatment is so loved by her clients.
We spoke to hairdresser Jordan Najera, who has over 20 years hairdressing experience, about her career journey from intern to New York Fashion Week. She talked to us about the importance of the consultation, where she finds inspiration and her advice for aspiring hairdressers. Plus, she reveals the Kérastase products her clients love in the salon and at home.
What or Who Inspired You to Become a Hairdresser?
Jordan Najera: When I was 15 years old, I worked in a salon after school and on the weekends. I was hired to wash towels, keep the salon shelves stocked and make sure the salon was clean and beautiful. I absolutely loved watching clients’ hair being transformed and it was intoxicating being a part of such a positive, friendly, and uplifting environment. I always noticed how happy clients were to be there. There was one specific stylist that always inspired me. He showed me that I had potential and that being a hairdresser is an incredibly fulfilling career. This is also where my hair product obsession began. I loved to learn about all the products we carried and how they could help change our clients’ hair for the better.
How Did You Become a Hairdresser?
Jordan Najera: While I was in high school, I decided to join an AVS program that allowed me to attend high school in the morning and then beauty school in the afternoon. This was amazing because I was able to have my cosmetology license before I even graduated from high school! I was so excited to start my career and begin my apprenticeship at a luxury salon at the young age of 18. Still to this day I work for the same original company I started with. I have now been with The Parlour, which is a family of nine salon locations in Colorado, for a little over 20 years!
What Do You Love Most About Hairdressing?
Jordan Najera: What I love the most about hairdressing is the powerful connection between people! It is so amazing to not only transform people physically on the outside but to be able to empower them and transform them on the inside. Hairdressers have this incredible ability to give our clients confidence and help them be the best version of themselves. I always want my clients to leave my chair feeling confident, heard, empowered and beautiful.
Where Do You Look For Hair Inspiration?
Jordan Najera: I love to look for hair inspiration in different places. I absolutely love fashion, so I am constantly looking for what is new and up and coming. I enjoy observing trending colors, textures and fabrics. Whatever is happening in the fashion world influences what is happening in the hair world. Nature also is a huge inspiration for me. Living in Colorado we have all four seasons. I’m constantly inspired by the colors and the change of seasons. My clients love to evolve with the seasons and subtly change their hair throughout the year. This ensures that my guests are never bored with their hair and they always feel current and trending.
Who Are Some of Your Hair Icons?
Jordan Najera: One of my hair icons is Sharon Blaine. I absolutely love her up styling skills and I think she is a huge role model to stylists that are inspired by event hair. I personally specialize in up ‘dos, so I am constantly watching her work for inspiration and guidance. Peter Gray is also one of my hair icons. I had the honor of working with him last year at New York Fashion Week. I was not only blown away by his hair and leadership skills, but he was also extremely humble and kind to everyone around him. For me that was incredibly powerful to see.
What Are Your Favorite Products to Work With In-Salon?
Jordan Najera: My number one in salon favorite is our Fusio Dose personalized hair treatments. These hair treatments are such an incredible part of my guests’ experience. My clients love that they are customized for their own specific hair care needs and they truly enjoy the relaxing head massage that goes with it. Kérastase Fusio Dose treatments set us apart and elevate us from all other luxury hair care brands.
One of my favorite products to work with behind the chair is Kérastase's classic Elixir Ultime hair oil. This hero product of mine has precious Camellia and Marula oils in it that give long lasting hydration, nutrition and amazing shine to the hair. For my clients that want all those benefits but have a finer texture hair, I love to prescribe Elixir Ultime L’Huile Legere bi-phase oil spray that is incredibly lightweight and adds body, hydration, nutrition and amazing shine. Another product that I’m absolutely obsessed with is the Nutritive 8hr Magic Night Hair Serum. This product has jumped to the top of my best selling Kérastase products! This nourishing hair serum transforms your hair while you sleep. It contains iris root extract, a luxurious ingredient frequently used in skincare that will reverse daytime damage and create a smooth topcoat on each hair fiber.
What Makes Fusio Dose So Special?
Jordan Najera: Fusio Dose hair treatments offer clients an instant hair transformation. They are personalized and customized for each individual guest’s hair care needs. My clients are absolutely obsessed with them because they instantly improve their hair. They can truly feel and see the dramatic results.
What Advice Would You Give to Hairdressers to Ensure They Get The Most Information Out of Client Consultations?
Jordan Najera: As a Kérastase artist we have an amazing consultation process called 100% Diagnosis. This is what sets us apart from other stylists and brands. This four-step process truly makes us the hair care professional.
We start by listening and asking questions. It’s important to understand our client’s current haircare routine and concerns. I always ask open-ended questions so I can get all the information that I need. Next, I touch and evaluate the client’s hair and scalp. I also evaluate the resistance of the hair and check the level of dryness and shine. All of this information will help us determine what we need to prescribe to our clients for the maximum result.
The next step is to share my results with my guest. This is a step that is often skipped. It’s so important to show your professional expertise by providing a full hair and scalp diagnosis result.
The last step is to prescribe and advise. This is where we recommend a custom Kérastase Signature Treatment Service and home care routine to meet your client’s needs and expectations.
What Advice Would You Give to People Wanting to Become a Hairdresser?
Jordan Najera: The advice that I would give someone that is wanting to become a hairdresser is, get ready for a powerful career that will be rewarding and empowering! Being a hairdresser, you have the freedom to be creative and help others feel beautiful. Inside and out! It’s not 100% just about hair. It’s about a true connection with people! It’s about building relationships and trust and becoming a real professional that people want to come to for hair advise and services. I truly believe hairstyling is a career that you get out of it what you put into it. The sky’s the limit! There are so my different opportunities in the hair world. You can become an artist for a product company, create hair for photo shoots or even fashion shows. You can travel to educate other stylists, or you can become an influencer on social media. There is so much more to hairstyling beyond your salons chair. There is freedom and flexibility to create your own schedule, wearing fashionable clothes and being around like-minded people that enjoy the same thing you do.
What Excites You Most About The Future of Hairdressing?
Jordan Najera: What excites me the most about the future of hairdressing is the amazing education and community around it. Now more than ever, stylists are not keeping secrets because they want to share their knowledge and encourage other stylists to grow and learn. There is an overwhelming sense of empowerment and support in the hairstyling community. It is so nice to be a part of something really special. I’m truly excited to see what the future will bring in our industry. Education in our world is constantly evolving and changing. Hairstylists never stop learning and growing!
MEET OUR PRO HAIRDRESSERS
Our hairdressers' inspiration flows in the work we create at fashion shows and collaborations with world-renowned runway and editorial stylists. After engaging in exciting stories from our featured salon professionals, you will understand our team’s love for hairdressing.