Created by the collective of top artists Garren, Thom Priano and Howard McLaren, the 23 SKU strong line ranges in price from $20 - 29 and is paraben-free, sulfate-free, gluten-free, petroleum-free and keratin treatment safe. The hairdresser driven formulations include shampoos and conditioner, creams, waxes, pomades, foams, aerosols, sprays and one oil.
When asked why a collective is relevant to hairdressing, the trio offered an answer as a group:
"Historically, many brands focused around one stylist's or chemist's perspective. But the reality is that not everyone is the best at everything. Some are great at dressing hair, others are best at men's grooming while some focus on cutting. Our goal is to create a super line where each product is a hero and shaped by the perspective of a category expert - or collaborated on to nuance it to be the best in the world. It is really about bringing perspective to products and education for the stylist and their clients."
Given that information, MODERN's Beauty and Fashion Director Maggie Mulhern asked each to narrow down to just one favorite. Although Garren, Priano and McLaren initially struggled with the challenge, each ultimately found his go-to product. Check out this short video to see who grabbed what with the understanding the product is not the HERO, but a fave!