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ANTI Haircare launches in the UK


We’re totally digging new hair brand ANTI, which has finally launched in the UK. Spearheaded by Francesco Ruggerino, ANTI was born from the need for change and the urgency to empower consumers to celebrate their own identity with a brand doesn’t dictate. It’s aim is simple – to push professionals to the forefront of their creative hairdressing careers and enable salons to grow their business.

ANTI is setting out to truly support the industry. With points of difference from the outset, it’s not just another professional haircare range – it’s DNA  is distinctly defined by an aesthetic and a message as powerful as the individual.

The launch event

To introduce the brand to the UK the ANTI Collective hosted industry leaders at an event at London’s NOHO studios. Arguably the West End’s most versatile black canvas, the whited-out open spaces of this creative hub was the ideal environment to gather a unique group of leaders and influential hairdressers and fully immerse them in the ANTI culture and mindset for change. 

Set up like an art gallery, rather than traditional event space, guests saw first-hand ANTI’S 2019 Global Collection, ‘ANTIFY’, with a tightly curated fashion inspired brand video bringing it to life. 

From L-R: Nick Irwin with his daughter Rubee and Eugene Souleiman

Meet the Collective

“For the ANTI brand, the UK is the centre of the Hairdressing universe so for the official launch of ANTI’s trade channel we felt it was right to build the brand from London. We are so excited to be here and have the opportunity to work and collaborate with such an inspiring group of creatives, hairstylists and salon owners alike,” Francesco Ruggerino said. 

ANTI Creative Director Nick Irwin adds: “Launching ANTI in the UK is incredibly important to the core values of the brand. It’s my home and heritage and as ANTI’s Creative Director it is the birthplace of my aesthetic.”

“The launch event is about bringing a collective of hair, fashion and creative friends who are either peers or have helped shape who I am. The evening not only showcased our brand-new advertising campaign through image and film, but choosing to simply hang the images and showcase the film in an art gallery space was all about letting the images speak for themselves.”  

Above all, ANTI is aesthetically unique – merging style and performance to put the power back into a hairdresser’s hands. To integrate but not dictate and empower people to express their own style. 

After a night to remember, we reckon ANTI might have just ignited a new movement in hairdressing. 

For more industry news, views and inspiration click HERE.


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