Close

Classic Meets Contemporary with 1922 by J.M. Keune: a New Line Dedicated to Men's Grooming

Maggie Mulhern | May 30, 2018 | 10:08 AM
Photo 1 of 6
Photo 2 of 6
Photo 3 of 6
Photo 4 of 6
Photo 5 of 6
Photo 6 of 6

One of the hottest and most exciting categories in the industry is men’s grooming. Is there room for a new line?Yes, and 1922 by J.M. Keune is meeting the needs in this arena with a beautifully packaged and complete line of hair care, grooming, styling and color essentials.

“This is big for us,” says George Alderete, Keune North America Creative Ambassador. “Keune is introducing a line dedicated to the men’s market and everything about it is perfectly planned from packaging to ingredients.”

He is talking about 1922 by J.M. Keune, a collection of salon products designed to meet the needs of the male client from hair care to grooming to styling to color. The new line honors the company’s founder, a chemist from Amsterdam who started his brand in, you guessed it, 1922. Named after him, the liquids are housed in handsome blue packaging to pay homage to the apothecary bottles he used as a pharmacist when he blended his first product almost a century ago. The ingredients and formulas keep that tribute alive by incorporating creatine, known for its strengthening properties by rebuilding the inner hair structure, and hemp, known for its soothing qualities and rich in omega 3 and 6 proteins.

Alderete, along with James Lawson Beaumont, ambassador for 1922 By J.M. Keune, and Gareth Palmer, Keune Academy Trainer, are introducing the line to the MODERN audience by using a selection from 1922 By J.M. Keune to transform models in our New York studios: one with naturally curly hair looking for a fresh shape and versatility, and one looking for something more extreme and on trend.

“Color is not just trending but rapidly growing,and viewed as more of an express service to enhance today’s barbering phenomenon,” Alderete says. “The crossover from hair salon to the barber is growing with service opportunities, and the growth potential by offering a quick color service is huge.”

In the U.K., Beaumont is seeing other trends.

“Lately I’ve noticed barbers with hairdressing backgrounds placing highlights to enhance a slightly natural tone or sun-kissed look to add texture,” he says.

For style, Beaumont created tapered silhouettes leaving solid, sharp hair lines from around the ear down to the fade at the nape.

“Crops are fashionable at the moment, showing the fade on the sides and keeping texture on top,” he says.

For step-by-step instructions on how to recreate these looks, click here: Rockstar Pink Men's Hairstyle and Men's Classic Curls with an Edge.

Check out this behind the scenes video created by Beaumont:

More from HIS Modern Grooming

Spencer Stevenson, aka Spex, is a world-renowned hair loss expert who offers unbiased advice based on his own research and experience.
Expert Advice Sponsored by Hair Restoration Laboratories

6 Truths for Stylists From a Hair Loss Expert

April 23, 2019

Spencer Stevenson has been battling hair loss for years. He’s had five hair transplants and figures he has spent close to $45,000 on hair loss solutions. He has become one of the world’s foremost hair loss authorities, pledging to provide honest, ethical and unbiased advice for hair loss sufferers. For the first time, he shares his insights into hair loss with salon professionals.

Hair Cutting Sponsored by Sexy Hair

6 Medium and Long Haircut Trends for Spring

April 9, 2019

The challenge? How to keep bobs, lobs and long layered haircuts—cuts that make our clients so happy—looking modern and interesting. Find out how cutting and styling experts are keeping things fresh this season.

Load More