HAIRSTORY IS DEDICATED TO HELPING PEOPLE RETHINK EVERYTHING ABOUT HAIR IN A WORLD WHERE THE OLD RULES DON'T APPLY.
Everyone has a hair story. For some hair is a shield; for others it’s a beacon. Our relationship to our hair evolves as we do, but beauty companies ask us to focus on what goes wrong rather than right, adding fuel to our self-loathing. What if we could learn to love what we’ve been taught to hate? Hairstory products help liberate us from negative norms that limit the expression of innate beauty.
We asked some provocative questions about hair care and came up with some surprising answers: Is shampoo the best way to wash? (No. It’s the worst.) Why are there so many shampoos for every type imaginable? (More stuff = more revenue.) How many hair products do the best hairdressers in the world actually need? (About 6, tops.)
We also invented a new way to sell products: No regional distributors; no bulk sales to salon owners; no big-box retailers or goliath e-tailers. To our knowledge, we are the first to reward hairdressing professionals for referring other professionals to sell our products. This is a breakthrough that could change an entire industry.
The Hairstory staff is a well-balanced mix of analytical and creative minds, and all have a seat at the table (one large table, in fact):
Jackie Bauer (product development, operations, marketing) left her hometown of Miami, Florida to pursue a dream of becoming a ballerina. She was admitted to the nation's premier ballet boarding school, and finally to the American Repertory Ballet in New York City. A career-ending injury forced her to seek opportunity at the Estée Lauder Companies as executive assistant to the President. In 2003 Jackie joined Bumble and bumble as director of special projects; in 2006, she left to pursue other projects: Producing Vidal Sassoon the Movie and Vidal Sassoon the Book. Jackie re-entered beauty products with the launch of Purely Perfect as Vice President. Today she heads Hairstory product development, maintains the integrity of the products she co-created, devises process guidelines, and ensures that our marketing efforts are sharply focused and well-coordinated.
Mauricio Bellora (president) is the force behind the company’s sales effort and the architect of our direct selling model. He is both scientist and businessman; he is a Doctor in Pharmacology and Biochemistry at University of Buenos Aires, where he was also professor of microbiology, and an International Master of Administration at INSEAD, France, and studied at UCLA Leadership Institute. He was the youngest country manager at Allergan Pharmaceuticals before becoming regional president and introduced Botox to Latin America; was country president for Mary Kay Cosmetics, international CEO of Natura Cosmetics, and CEO at Monavie. He has also been published in science magazine Antimicrobial Agents and Chemotherapy, among others.
Alexander Brebner (creative direction) was raised in bucolic Marin County, California, studied graphic design at Rhode Island School of Design before joining the migration of graduates to New York City. His claims to design fame are working at M& Co. in its prime with Tibor Kalman, and creating the collection logos with his own hand for product legend Bumble and bumble where he served as visual brand steward and a vice-president through the mid-’00s. His involvement with Hairstory began with the earliest discussions about creating an alternative path for our industry, and his facility in both visual and written language drives our marketing.
Wes Sharpton (creative direction) began cutting hair at the age of 19 in Lawrence, Kansas. Seeking a bigger challenge, Wes made tracks to New York City, where he joined Bumble and bumble and began honing his skills giving cuts to everyone from cool, downtown kids to actresses, models, and beauty editors. Today, our ‘scissor wizard’ splits his time creating Hairstory content and working with a wide range of clients. He believes that finding the perfect cut is not about hiding imperfections or adhering to rules of face shapes, but rather flattering unique features and enhancing natural beauty. Wes credits Hairstory products for allowing him to give better haircuts, and New Wash for creating a healthier, consistent texture for everyone.
Julia Elena (colorist) was born and raised in Louisiana, trained at Aveda cosmetology and moved to New York to pursue happiness in a city that never sleeps, and surround herself with creative people. She found her way to Hairstory Studio and began her journey as a colorist working next to Roxie Darling. She also loves dancing salsa and painting with watercolor and acrylic on canvas. For booking information click here.
Sierra Gabriele (coach) is a Florida transplant by way of Maryland. Her background in business and operations management means she loves looking at numbers, finding patterns, solving problems, and making stuff happen. She spends her time in NYC hanging out on rooftops, petting dogs, pursuing great hair, watching her plants grow, style-stalking creatives, and driving business. Some other details: She’s a dog mom; she plays roller derby for Gotham Girls Roller Derby, and she’s a Hair Balm super-fan.
Aline Decat (customer service) took a long and winding road to Hairstory. Born in Belgium, Aline graduated with a medical degree, speaks four languages, is an accomplished artist, plays roller derby, has worked in video, has been a model, loves fashion, music and art in general, and is unflappable with even when ear-to-ear with the least satisfied of customers. Be nice to her if you ever find yourself in need.
Emily Gilbert (admissions management) grew up in a small town in Massachusetts, and recently graduated from Chapman University in Orange, California. She moved to New York for the city’s vibrant culture and efficiency. Emily has always loved meeting new people and learning about their passions, which is why she loves her role helping hairdressers join Hairstory. In her downtime Emily loves walking around Central Park, eating pizza and getting her friends to try New Wash!
Chloe Icay (design and film) found her way to Hairstory through a casting call, and comes from a suburb in the San Francisco Bay Area, where she started playing sports at a young age. The level of communication on the field, court and track, combined with a keen interest in visual arts has allowed for a seamless transition into the world of communication design, which she studied at Pratt Institute in Brooklyn. When she’s not absorbed by a computer screen or people-watching in the streets of the city, she enjoys watching basketball, the company of friends, and exploring the great outdoors.
Eli Halliwell (Chairman and CEO) stopped using shampoo on November 22, 2014, and has never once gone back. Eli was so taken by New Wash that he quit his Wall Street job and teamed up with Michael Gordon and Mauricio Bellora to bring Hairstory to the world. Before becoming a Wall Street investor, Eli started and/or ran several other companies, but, prior to launching Hairstory, his crowning career accomplishment was helping bring Bumble and bumble University to life. As much as he loves Hairstory, Eli’s primary passion is his family, cooking, gardening, long walks, and yoga. They also have a dog and usually a handful of chickens.
Erica Halliwell (CFO) was raised in Canada, is married to CEO Eli (the reason we often call this a family business) and is mother to 2 pre-teens (and occasionally all of us). Erica earned her undergraduate business degree at Queens University in Kingston Ontario, has been teaching Yoga since 2005 – you can find her twice a week at Yoga Works in Irvington, New York – and in our Studio when not working from home while balancing kid duty.
Andrés Marrelli (marketing services) was born in Buenos Aires, Argentina. After graduating as an economist, he joined the trainee program at Natura, where he worked for 7 years both in Buenos Aires and Sao Paulo in the LATAM division as marketing and revenue management manager. In 2009 he moved to the US and started his MBA at the MIT Sloan School of Management. After graduation, he joined Parfums Christian Dior in NYC, and joined Hairstory (and quit shampoo) in 2015. Andrés loves cooking (you have to try his pizzas), running, spending time with his new wife and playing the trumpet.
Lucy Nystrom (photography) joined us in 2014 as a photo assistant. A native New Yorker, she attended boarding school in New Hampshire and studied fine art and communications at Rollins College in Florida. As Lucy’s father, Dick Nystrom, is a professional photographer, she grew up on-set and developed a pronounced interest in photography in high school. She practices yoga on a regular basis and hopes to one day be a certified instructor.
Jason Devastation (hairdresser) was educated and cultured in San Francisco, and refined and honed in NYC. Jason brings together the best of both worlds: A creative and intuitive approach supported by rigorous, elegant technique – enhancing what exists by taking away what is unnecessary – results in effortless and impactful style. For inquiries about services and booking, visit jasondevastation.com.
Gina Schiappacasse (press and social media) worked as a designer and illustrator in the fashion industry, and brings a strong creative eye to our company. Gina was led to Hairstory by modeling for colorist, Roxie Darling, and first joined us as a social media consultant to launch Hairstory channels. An avid self-styler, Gina has always had a passion for working with – and drawing – hair and continues to illustrate and develop content for us while serving as a canvas for Roxie’s remarkable work.
Dustin Heath (hairdressing assistant) was raised in Haleiwa, Oahu, trained at Vidal Sassoon School Connection in Los Angeles, and began his career in Austin, Texas where he learned that he was not a good fit for a “corporate salon.” He jumped at the opportunity to assist at the Fall/Winter 2012 Fashion Week in New York, worked with Sean Michael Bennet, a member of Ward’s editorial team, and assisted on shows for newer designers and brands such as Opening Ceremony, V-Files, and Dover Street Market. Hairstory offers Dustin the opportunity to work alongside like-minded hairdressers who offer a solid foundation for dealing with any kind of hair and its natural inclinations.
Hailey Harn (coach) grew up in sunny Seal Beach, California before studying Marketing and Finance at Elon University in North Carolina. One month after graduation, she quit shampoo and moved to New York City to join the Hairstory family. Passionate about working with people, Hailey loves learning the unique story of each hairdresser she introduces to New Wash. When she’s not exploring the city, she’s getting creative in the kitchen, planning her next travel adventure, or singing in the shower.
Michelle Tsiakaros (customer service) graduated from Boston University and began her professional life as a videographer for the Boston Ballet, and assisting documentary filmmakers. In New York, she worked as a camera assistant on various short art pieces and feature films, and between stints she sensed a new challenge when she saw a post on our website for a customer service position. Michelle still makes the short films in her downtime, but she finds joy in walking customers and hairdressers through their New Wash experiences, and brainstorming ways to bring Hairstory to more people.