The all-new ANTI Collective haircare brand is making quick strides, empowering consumers to celebrate individualism and professionals to embrace their artistic identity, and now expanding that mantra to the UK. The brand was created by hairdressing entrepreneur Francesco Ruggerino, as inspired by New York City and its sense of acceptance, collaboration and growth.

In the months that it has been on our local market, ANTI has inspired a new element into the industry in terms of both luxury and authenticity, speaking to hairdressers, artists and your salon’s savviest consumers. Driving this mentality into the UK will be the brand’s newly-appointed global creative director Nick Irwin.

Nick Irwin

“ANTI is a brand that brings people together, initiating positive change in the industry and in the world. I very much look forward to building this brand and the global creative collective,” Francesco said. “Having known Nick for a long time I have always wanted to work with him and ANTI presented the perfect opportunity. Nick has worked across all aspects of hairdressing and at the highest level and has a unique and incredible ability to merge both the creative and the business of hair as a true visionary. He is ANTI to his core and we share the same personal and professional values, which for a role like that of global creative director is paramount.”

Nick has significant industry experience with brands such as TONI&GUY and TIGI on his résumé, and collaborations with photographers such as RANKIN in his editorial credits. Both pursuits showcase his unparalleled success in the salon and session world.

“I’ve been waiting my whole career for a brand like this. Every element comes from my aesthetic as a hairstylist, and on a personal level. It’s time for change in the industry and in the world – ANTI is at the heart of that,” Nick said.

The efficient, simple and gender-neutral range utilises concentrated ingredients and potent formulas. The collection is headlined by a Styling Spray, Texture Spray, Everything Spray, Shine Spray, Finishing Cream and Crèam Clay, each providing for different needs such as texture, shine, control and definition. Avocado, coconut, macadamia, almond, baobab, quinoa and prime ingredient moringa leaf extract give the products their quality point of difference.

The brand aims to break barriers between the professional and consumer, uniting all product users in the pursuit of genuine connections, individual expression and supreme style – they now take that journey to the UK, with Nick at the helm.

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