When we met on a Monday morning (I was his first appointment of the day – yes!), Adam was as bright and cheery as ever, despite a full day’s meeting in Singapore the day before. The previous week, he was in Hong Kong, and after Kuala Lumpur, he’s off to Bangkok. It seems like there’s no downtime for him because after all that, he’s wanted on the set of Britain’s Got Talent. And while that kind of insane schedule may put some of you off, Adam embraces it, having started his career when he was only 13 years old, which is of course why he’s one of the world’s most renowned hair educators today.
Percy & Reed’s products are very fun. How do you guys come up with them?
“We start by looking at things that were missing in the hair industry as well as innovative formulations. I’m obsessed with beauty products across the board and get inspired by some of the amazing innovations I see, so I try to interpret them in our products. We were lucky that we found great pharmacists who helped us produce amazing products. The brand is not about luxury or expensive products; it’s about amazing accessibility. I have styled everything from really simple blow-drys to amazing hair with beautiful colour and styles, and I think that’s what the brand is all about.”
Which products do your clients, celebrity or otherwise, love the most?