PARIS — Jawara Wauchope has been named worldwide model ambassador for Hair Rituel by Sisley.
The hairstylist, recognized professionally as Jawara, takes an clever method to hair and has constructed up a strong superstar clientele.
He had an inkling that hair would change into his métier on the age of 6 or 7, whereas residing in Jamaica. There, Jawara discovered the salon a spot of group and hairstylists to be like magicians who make individuals completely happy.
He turned a salon assistant in his birthplace of Brooklyn at 16, then started helping high session hairstylists equivalent to Guido Palau, Sam McKnight, Luigi Murenu and Paul Hanlon. Jawara went solo in 2013 and his shoppers at this time embrace celebrities equivalent to Beyoncé Knowles-Carter, Dua Lipa, Rihanna and Bella Hadid. Jawara additionally repeatedly collaborates on editorial shoots.
He turned acquainted with Hair Rituel merchandise backstage at trend reveals, then appeared into how Sisley got here up with the merchandise. “There was one thing very particular about the best way they formulated [them],” mentioned Jawara. He then used some and have become enamored.
Hair Rituel sponsored a present, the place Jawara mentioned he discovered the merchandise labored on all hair sorts and have been of very top quality. “So I took a deeper dive and noticed that they have been leaning into scalp care, which I don’t see a variety of hair-care traces doing,” he mentioned, including scalp care is one thing with which he has lengthy been obsessed, calling it “the foundation of excellent hair.”
Valuable Hair Care Oil from Hair Rituel by Sisley.
Courtesy of Sisley
All this made it simple for him to say “sure” to the ambassadorship. “It was a fantastic match,” he mentioned. “I really like the truth that I can stand behind [Hair Rituel].”
Jawara now splits his time between New York and Paris. He’s familiarized himself with Sisley’s holistic method to wellness, magnificence and care, which chimes along with his personal. Jawara, who has already begun engaged on content material for the model, might be doing in-person appearances in some Sisley shops.
Christine d’Ornano, basic supervisor of Sisley and cofounder of Neuraé, believes within the significance of giving clients concepts about hairstyles and tips about how to decide on and use the Hair Rituel merchandise. “He’s actually good for that,” she mentioned.
D’Ornano defined she adores Jawara’s work, and deems he and the model have comparable values. “He thinks of the hair like we consider the hair,” she mentioned.
Hair Rituel already has some styling merchandise and is now launching two extra — for curly and wavy hair. Because the model’s merchandise are being developed, Jawara will attempt them and provides suggestions. “He might be our artist in residence for hair,” mentioned d’Ornano.
Curl Care Cream from Hair Rituel by Sisley.
Courtesy of Sisley
Since its launch six years in the past, Hair Rituel’s gross sales have grown quickly, and now symbolize greater than 10 p.c of Sisley’s enterprise. In 2024, firm gross sales reached 847 million euros, based on the newest version of the WWD Magnificence Inc High 100.
At the moment, Hair Rituel is stocked in about 7,000 doorways in 112 nations, and is starting to have its personal counters separate from Sisley skincare. Every of the model’s maisons has a room devoted to Hair Rituel.
“It got here as a pure development from skincare,” mentioned d’Ornano. That’s as a result of Sisley scientists discovered that the actives they use in skincare are relevant to hair and scalp care.
Hair Rituel’s enterprise is powerful in all markets the place Sisley is current — Europe, the U.S. and Asia, together with China. Its bestseller is the Revitalizing Fortifying Serum, which stimulates the scalp for thicker hair. The Valuable Hair Care Oil engaged on hair fiber is available in second, whereas shampoos symbolize one other flourishing class.
In styling, the Volumizing Spray does notably nicely, based on d’Ornano. “Now, we’re tackling extra particular hair sorts,” she mentioned. “We’ve got a variety of thrilling merchandise within the pipeline.”
