We chat with Evo Creative Director, Lauren McCowan about the brand’s new (and uber – inclusive) curl collection.
Since it’s trailblazing arrest of the hair market, Evo has remained the undisputed pinnacle of cool. A brand built on quality, integrity and inclusivity; one void of those all to apparent commercial trappings that tend to predicate the earth’s (or at least the beauty industry’s) rotation.
It would seem only fitting thus for the brand’s latest professional offering to bear witness to these hallmarks. An effort Evo’s new act pioneers with characteristic finesse. Enter Evo’s new curl range; a suite of five care and styling staples designed specifically for curly hair.
Championing diversity, inclusivity (and of course good hair), the new range was designed for wavy, curly and coiled texture types; moisturising, controlling and perfecting hair for unparalleled levels of lush. All while enhancing the wearer’s natural hair texture. Amen.
“With this new range, our focus was really to promote and nurture curl inclusivity,” shares Evo Creative Director (and curl queen) Lauren McCowan. “Up until now, the only Evo product to specifically cater to curls was liquid curls. I believe we’ve created something really unique.”
On both the ideals and practical considerations informing the range’s development, Lauren shares; “When researching new product additions, I always look at both the professional and the consumer – paying close attention to what works and what doesn’t work.”
“Looking at the market for curly hair products (on a global scale), I was really disappointed with what I saw,” she adds. “There are a lot of token products that don’t feed or nourish the hair properly. No one has really tackled tight curl densities (or finer curls, for that matter.”
Moreover, with a plethora of professed curl miracle workers in constant circulation, many users wind up (excuse the pun) feeling incredibly overwhelmed; put off by the promises and over-complicated rituals accompanying curl-specific care and product ranges.
“There’s so many curl specific brands with too many skews,” comments Lauren.
“For consumers (and professionals prescribing retail) this becomes wildly confusing. I wanted to simplify the process. After trialling basically every product on the market, I chose to limit the range to five simple products that could be used across the board.”
For a brand that prides itself on inclusivity (and realness), the decision was a no-brainer for Evo: create a simple range of hero products to be used on an array of curly hair clients. “The products work on every curl type: from loose waves through to tight kinky curls,” adds Lauren. “We wanted to cater to everyone.”
“For me this was a real passion point. Texture is the next biggest trend in hairdressing, likewise a individuality and inclusivity are at an all time high in the beauty industry,” says Lauren. “The new range is suitable for every curl type; they’re clean products that work.”
“On a professional level, I believe its important for all hairdressers to be across all hair types. (It embarrasses me when hairdressers or educators don’t know how to style or cut curly hair.) It’s important to hero natural texture; to make your clients feel amazing.”
“A lot of hairdressers will admit their clients know more about curly hair then they do themselves,” she adds.
“It’s important hairdressers feel confident about recommending product for curly hair types. There’s a big opportunity for hairdressers engage with more curl specific education; it’s something you’ll be seeing more of across Evo’s 2020/21 education.”
In the meantime, Lauren continues to wave the curly hair flag… both personally and professionally. And thanks to the brand’s new range of curly hair staples, things just got a whole lot easier.
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