Beauty brand of the month: Easilocks Hair
Industry expert and hairstylist to the stars Shane O’Sullivan launched his brand, Easilocks, when he noticed a gap in the market for damage-free hair extensions. His breakthrough process uses no heat or glue, and after instant success, the powerhouse brand has gone on to launch a range of hair care and styling products and tools too. We sat down with Shane for some insider tips on haircare, and the tea on styling Margot Robbie.
What’s the mission?
Our mission at Easilocks is to deliver luxury products with superior results. The cherry on top is that it all comes at an affordable price point. We want to create the best hair products on the market which I think we’re doing a great job at.
Can you describe the brand in three words?
Something for everybody.
You started as a hairdresser, where does your passion for all things hair come from, and what do you love most about it?
My dad is a hairdresser and I started hairdressing in a salon that he had when I was 13. I worked on the weekend and school holidays. You could say it's genetic. I’m absolutely obsessed with everything to do with hair. A defining moment in my journey was starting to work with non-surgical hair replacement, like wigs and hairpieces and I could see the magic that would happen when someone was given the hair that they always wanted. Seeing the change and confidence in that person was such a special thing to experience as a hairdresser. For me to take a little bit of that and apply it to all the products that we create and deliver that magic for everybody at home, is something that never gets old. Seeing the growth and the confidence levels in people. It’s something that I’m so proud of.
If we were stranded on a desert island, what three Easilocks products do we absolutely need and why?
Your three must-haves are your leave-in conditioner. This has all your UV filters in so it will protect your hair from direct sunlight. Then you need your rose gold oil, this is your heat protection. This is a dream product and if you just leave this to soak into your hair it completely melts into the hair, doesn’t leave any heavy residue and leaves your hair feeling light, soft and silky. Then your Easilocks paddle brush, to work your products into your hair.
What does your hair care routine look like and what hair care products always hold a spot in your beauty toolkit?
My must-have products that are always in my tool kit have to be our easy base and then our easy tongs, and easy wand. These come in 3 sizes, 32MM, 25MM and 19MM and then you can attach the head onto the base. Once I have these with me I know I can create any style which gives me great confidence. If I have these I don’t need any other tools. If I was to have any clip in hair extensions, I would definitely take a ponytail. They are so versatile, and you can transform any look, they always work because whatever the natural hair is like it all goes back and then the ponytail is the showpiece.
What are your top tips for giving lifeless hair some extra oomph?
To give lifeless hair some extra oomph, our Va Va Volume is an amazing product. It works like a dry shampoo but it gives you extra volume and it gives you that nice root lift. It has this clever application spout, you put it inside the hair and it makes the hair stand up. It gives you more density at the root area and builds that volume from the scalp.
What’s the best way to protect your hair from heat and styling damage?
The best way to protect your hair is your rose gold oil. This is an amazing product and helps to hydrate the hair and keeps the nourishment there when you are heat styling. I would use it when the hair is damp before you blow-dry and again when it's dry before you use any heat. Those of you that used oils before and are afraid of your hair getting oily, you don’t need to worry about that as this melts into the hair and leaves it feeling silky soft.
Another tip is to reduce the amount of heat you use by using satin products. Sleep on a satin pillowcase, it reduces friction and frizz while you are sleeping and you can even sleep in a satin hair turban so it keeps your hair all in place while you are sleeping and it's ready to go for the next morning.
If someone’s never used hair extensions before, why should they start and what are your 3 tips when using them?
For someone that is new to hair extensions, they can be used for extra length and extra volume. It’s not all about having super long hair, but it can make your own hair look healthier. Think of it like your own hair on its best day. Three things to remember; get the colour match right so it flows with your natural hair, and look for the right style that will work for you so you can wear them confidently. And lastly, make sure you buy the right products to look after them. The appropriate shampoo, condition, and styling products. Hair extensions are so much fun and you definitely won’t look back.
Are there any hair trends we should know about?
The 90s supermodel bouncy blow-dry is everywhere, and we are definitely seeing more of a movement toward lots of heatless styling options to create that which is great as we are reducing the pressures that we are putting on our hair. Our heatless curl kit means you can wrap the hair around and sleep in it, and wake up with a nice big bouncy blow-dry without any heat.
You’ve brought the brand a long way, do you have any advice for those wanting to start their own beauty brands?
We have had an amazing journey so far and I’m so proud to be a part of it. What empowers me is the people that I work with, we have an amazing team and of course all of our customers and everyone who supports the brand. That keeps me driven to be able to keep going and keep offering new products, innovations and new solutions. For those wanting to start their own brand make sure you are an expert in what you want to do. It’s not all glamourous and easy all of the time, maybe not ever, but you have to be prepared to work hard and be obsessed with what you are doing. Work on your trade, work on your craft and develop that skill set as that has to come first.
We’ve all been there and had some hair disasters along the way, are there any hair-care lessons you wish your younger self would have known?
Definitely the importance of heat protection and real solid hair care. If your heat protection and your hair care is in place, all styling options are available to you. Once you have healthy hair, that is the best starting point and should always be at the forefront of everything to do with your hair.