Online Exclusives

Nick Arrojoa Profile in Simplicity

January 24, 2007

The hairstylist from

Nick Arrojo: a Profile in Simplicity



The hairstylist from “What Not to Wear” has launched his own hair care product line.



By Joanna Cosgrove



For those outside the New York City/SoHo area, hairstylist Nick Arrojo might best be known for his role as the hairdresser and stylist on TLC’s hit show, “What Not to Wear.” But before he became a fixture on the small screen, Mr. Arrojo was a fixture in the hair care industry. During the past 25 years, Mr. Arrojo has held positions with hair care giants Vidal Sassoon, Wella International, Bumble & Bumble and Aveda.
Stylist Nick Arrojo
In 2003 Mr. Arrojo opened his own salon, Arrojo Studio, which was custom designed by award winning architect Messana O’ Rourke, to be minimalist, timeless and modern, with fluid lines and an airy openness that imparts calm to the client and functional freedom to the stylist. This same penchant for simple, clean minimalism is also embodied by his eponymous new hair care line, which was launched on January 10.

Form Meets Function



During the development of his line, Mr. Arrojo worked to ensure his products were first and foremost accessible to the consumer. “The products are very functional, which means they’re simple to use and simple to understand,” he said. “For example we chose very generic names for all our products, (daily shampoo, styling crème, etc.) not because we couldn’t come up with something clever, cool, or funky, but because we want the consumer to pick it up and be able to say, ‘yes, I know what this is, I know what it does and I know how to use it’ with the absolute minimum of fuss.

“Also, it’s a high quality product with a very affordable price point—good hair care should be affordable to all.”

Even more important than price, Mr. Arrojo worked to make sure the products delivered on the line’s performance promise: to be simple and effective. Vitamin B5 is the most sophisticated, active ingredient available in hair care, known to moisturize, create shine, anti-oxidize, smooth the cuticle, promote hair growth and cell production and improve scalp circulation. Amino acids, the building blocks of protein, help strengthen hair, maintaining its elasticity and movement.

 “We do use natural, organic ingredients where possible but we’re not marketing it for that because the truth is performance comes from scientific formula,” commented Mr. Arrojo. “I’d much rather keep the integrity of the brand by telling people we use a vitamin B5 formulation because it’s the most sophisticated, active ingredient available in hair care.”


The 12-item line consists of two shampoos and two conditioners with eight styling products—each with its own signature fragrance inspired by Mr. Arrojo’s English heritage: organic rhubarb for daily shampoo and conditioner, organic berry musk for moisturizing shampoo and conditioner and organic lavender pear for the style and finish range. Prices range from $10 to $16.

Each fragrance was developed by Drom. Mr. Arrojo said the fragrances are subtle, refreshing and completely unique in that they complement each other perfectly.

The line’s packaging is minimally designed in clean, white packaging with ten different colors that easily and instantly communicate individual product functions, while providing a unified and complementary presentation on the shelf. Product attributes and usage directions are printed on the same side of the bottle to prevent the consumer from having to twist the bottle around to view a rear label.

“I was in a great position to use my wealth of experience to develop a product that I could really stand behind,” said Mr. Arrojo. “Also, you need a successful, well-established business before launching a product. The time is now because Arrojo has gone from strength to strength; reaching a level that allows us to enter this very competitive market. But most of all, inventing a product that meets my own performance expectations, as well as the expectations of the clients in my chair is just a natural progression for me and my business.”

For more information, log onto www.arrojoproduct.com.

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Bite Now

    Bite Now

    Christine Esposito, Associate Editor||May 2, 2016
    Is the time finally right for beauty-from-within to move into the mainstream?

  • Boxed Out?

    Boxed Out?

    Tom Branna, Editorial Director||May 2, 2016
    Salon sales outpace mass-market results in the highly competitive, highly fashionable and yes, highly-colorful hair color cat

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • A Panoramic View

    A Panoramic View

    Jeremy Kerstetter, Assistant Editor||September 7, 2015
    ZSS takes a 360° approach to skin health.

  • It

    It's All in the Delivery

    Jeremy Kerstetter, Associate Editor||August 31, 2015
    AlureVé relies on pharmaceutical technology for its anti-aging skin care line.

  • A Brand of Its Own

    A Brand of Its Own

    Christine Esposito, Associate Editor||August 24, 2015
    Amyris creates its own skin care solution for consumers.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.

  • No Coasting Here

    No Coasting Here

    August 12, 2015
    A Q&A with Coast Southwest CEO Joseph Cimo.