Farouk Shami, Lisa Marie Garcia and the Esquire barber team at the Esquire Launch Party!
Farouk Systems, Inc., the maker of BioSilk, CHI and Kardashian Beauty and Hearst Magazines, the publisher of Esquire, have announced the launch of The Esquire Ultimate Grooming Collection in professional salons nationwide in October 2016 through an exclusive partnership with Beauty Systems Group (BSG). This broad-scale hair care line geared toward men’s grooming is a first for Esquire. The announcement was made by Farouk Shami, founder and chairman of Farouk Systems Inc., and Glen Ellen Brown, vice president of Hearst Brand Development. The launch also included an event in Austin,Texas on September 18 at The Market & Tap Room, where more than 400 invited guests and media viewed the entire line, ad campaign and look book.
Together, Farouk Systems, Inc. and Esquire collaborated on the development of The Esquire Ultimate Grooming Collection. The main focus was on product performance and unique styling solutions most commonly needed by not only the at-home male groomer but also barbers and salon stylists. This joint effort has led to the formulation of a range of products ideal for barber shops and salons eager to showcase the rising trends in men’s grooming, which include the prestige scent of Oud and other key ingredients selected to increase hair density, strength, moisture and shine as well as promote a healthy scalp and healthy hair growth for men.
Farouk Shami, founder and chairman of Farouk Systems Inc.,
and Glen Ellen Brown, vice president of Hearst Brand Development.
The Esquire Ultimate Grooming Collection is also an extension of the magazine’s philosophy of “Man at His Best,” a lifestyle focused on luxury, sophistication and style. Esquire has built an 83-year legacy as the essential modern guide for living well, attracting the high-end consumers who appreciate the art of taking their wardrobe—and now grooming—to the next level. This unique collection of hair styling and grooming products—including shampoos, conditioners, pomades, gels, waxes and styling tools that are essential to men’s grooming today—is a tacit endorsement of expertly-formulated products that men can rely on.
Notes Farouk, “Our CHI and BioSilk brands are award-winning products that dominate the women’s professional hair care category. Our partnership with Esquire will now allow us to provide men with the same excellence. Farouk Systems is also proud to launch this line through our distribution partners BSG, after which the line will then expand to fine barber shops and salons that cater to the male client. The ample shelf space will allow our fellow hairdressers to enter into a unique barber shop experience combined with inspirational imagery, barbering pamphlets and a collection of products that are sulfate-free, paraben-free and gluten-free.”
“The concept behind the collection is to satisfy the desire for a specific and unique series of grooming products that are stylistically and technologically advanced, all with impressive affordability,” says Glen Ellen. “Farouk has had tremendous success on that front, and this partnership has enabled us to create the ultimate Esquire-approved line of hair care solutions.”
The Esquire Ultimate Grooming Collection joins a robust and growing list of Esquire-branded product lines including a shirt and tie collection at Men’s Wearhouse, a men’s jewelry line at Macy’s, the Manhattan barrel-finished cocktail in partnership with Jefferson’s Bourbon, the ESQ watch line by Movado, and more.“We are incredibly excited to be working with a brand as iconic and established as Esquire. We feel the brand’s philosophy and our own commitment to excellence have merged to create the ultimate men’s collection,” stated Shami.