I.C.O.N. · Los Angeles and Vigo, Spain
I.C.O.N. is an independent, luxury professional hair care brand, founder-led since 2002, with a proven presence across Europe and the Americas. One brand serves the entire salon account: color behind the chair, care and styling on the shelf, and academy-led education supporting both.
30+
Markets,
growing
rapidly
10,000+
Points
of sale
4
Categories,
countless
combinations
Over a decade of award-winning excellence, recognized by Vogue, Glamour, Marie Claire, Men's Health, the European Business Awards, and more.
Best specific hair care
Woman Beauty Awards
Best hair care product
Clara Belleza Awards
Hair award
Marie Claire Hair Awards
Best hair care product
Vogue Belleza Awards
Hair award
Marie Claire Hair Awards
Best hair repair product
Woman Beauty Awards
Best hair care product
Clara Belleza Awards
Best business work
Beauty Contact Awards
Best beauty company
European Business Awards
Best eco-innovation product
Men's Health Cuídate Awards
Best hair care product
Vogue Belleza Awards
Winner, basic hair care
Glamour Belleza Awards
Best hair care products
Clara Consumo Inteligente Awards
Best specific hair product
Glamour Belleza Awards
Best hair product
Glamour Belleza Awards
Gold medal
Asociación Española de Profesionales de la Imagen
Anniversary award
GQ Cosmética Masculina Awards
Beauty and wellness award
V Gala El Suplemento
Best beard product
Men's Health Cuídate Awards
Best product of the year
Men's Health Cuídate Awards
The market reality
It has to be worth securing and building for the distributor, and help every salon that takes it on attract clients, increase spend per visit and deliver a better experience.
Brand scarcity
Six groups now own more than 30 of the professional hair care brands salons know. Proven, founder-led brands with open territories have become the exception.
Color Wow went to L'Oréal in 2025; Olaplex went to Henkel in 2026.
Professional channel
Distributor growth depends on winning the professional channel. Train the stylists and artists, let them focus on excellent services and hair transformations, and repeat salon orders follow.
Client experience
Fresh professional brands give clients something new to discover. Ongoing education helps salon teams turn that interest into new services, personal recommendations and return visits.
Revenue per client
Rising costs keep squeezing margins, while raising prices only goes so far. Paid treatments and professional retail increase the value of each visit.
Salon receipt
Chair 4 · Saturday, 11:30
Services
Retail
The market wants something new. Distributors want a brand that competes with the biggest.
The brand
It was founded by two people who made their names inside the industry's biggest houses. It has remained independent since 2002, and is still theirs.
In Los Angeles, co-founder Chiara Scudieri, formerly head of R&D at Sebastian and Wella, still develops and refines every formula. In Vigo, co-founder and CEO Jorge Rubín, a salon entrepreneur and Sebastian's former number-one international distributor, leads the business, education and salon development.
More than two decades on, the brand still belongs to the people who run it. The formulas, the education and the market plans answer to the two founders, not to a category desk inside a group. In this market, that has become the exception.
Every formula is developed and tested over a 1-to-3 year cycle before it launches. The line is vegan and cruelty-free, with sulfate-free shampoos and paraben-free formulas.
A working advanced academy teaches stylists from across Europe year-round. Education is built into the brand, not added around it.
Touch Therapy, Mixology, the Scalpcare Ritual and business education give salons a system for services, consultations and retail. A partner is never buying boxes alone.
Ecological ingredients and advanced science. Formulas are vegan and cruelty-free, made with natural and organic ingredients, color-safe, paraben-free and sulfate-free, and rich in antioxidants and anti-agers. Every product ships in PCR packaging, plastic recycled from existing PET bottles, which uses less energy and fossil fuel and keeps waste out of landfill.
The portfolio
Four commercial lines, one brand. The call covers the full catalog and the right launch range for your market.
Line 1 · Care
A Regimedy combines a regimen with a remedy: a shampoo, conditioner and treatment system prescribed around a specific hair need. Seven systems cover Detox, Hydration, Cure, Antioxidants, Anti-Frizz, Organic and Pure Light.
Healthy scalp. Shift treatment, Energy shampoo, Awake conditioner and the Rebalance spray.
Moisturizing. Drench shampoo, Free conditioner and the Inner treatment mask.
Healing. Cure shampoo, treatment and spray. Contributes 10% of October proceeds in the USA to breast cancer research.
Fight free radicals. Fully shampoo, the Transformational Infusion mask and Antidote replenishing cream.
Built for humidity. Anti-Frizz shampoo and the humidity-resistant treatment.
Water-free, aloe-based and CBD-infused. Organic shampoo, conditioner and mask.
Purple toning for blonde and grey hair. Pure Light shampoo and conditioner.
The brand's most awarded Ayurveda-inspired luxury ritual, led by the India Nourishing Shampoo.
5.25 to support hair experiencing hair loss, plus Elixir, CBD 1000 and Power Peptides for intensive repair.
Line 2 · Salon treatments
Purify deep cleansing, Inner reconstruction, Proshield protein repair, the Plex bond system and express treatments for different chair times give salons a ready-made treatment menu and more paid services behind the chair.
Line 3 · The color house
Ecotech permanent color offers up to 100% grey coverage without ammonia or PPD. Flash Color delivers 100% grey coverage in 10 minutes with a clean, gentle formula. The house also includes Insta Tone demi gel toner, Stained Glass deposit-only gloss, Natural Earth Colors herbal color, and three bleaches with up to nine levels of lift.
Line 4 · Styling and finishing
From the most avant-garde to the most wearable look. Sprays, creams, foams, pomades and powders, plus the award-winning Dry Shampoo: one less shampoo.
The House of I.C.O.N. · Vigo, Spain
Every new distributor trains inside the House of I.C.O.N., the brand's international academy in Vigo. Your team experiences the full portfolio, sees the techniques live, works hands-on and learns the education and salon-business system it will take back to your market.
Immerse yourself in an extended stay and experience the culture of Galicia.
Video · House of I.C.O.N. International Education Experience
Train the people who will train your market.
More than 40 models with different hair types bring cutting, styling, Gourmet Color, treatments, consultations and service methodologies to life in real time.
Interactive workshops with the international education team move partner teams from watching to working. Advanced practical training on live models across color, treatments and professional services.
Dedicated sessions show how I.C.O.N. helps salons build profitable services, stronger consultations and more retail from each client.
Your team returns with the educator curriculum, salon concepts and service methodologies to train sales teams and salons locally, with I.C.O.N.'s support.
Your team leaves Vigo ready to run I.C.O.N. education in your market.
The distributor opportunity
For the distributor, that means category-level brand strength, more revenue per salon, an open market to shape and an education system designed for repeat business.
Portfolio strength
Add an independent luxury brand with the quality, image, education and portfolio depth to stand beside the category leaders, and direct access to the founders who develop the products and run the business.
Orders up 32%
Revenue per salon
Regimedy, paid treatments and Flash Color give every salon more to sell and more reasons for clients to come back. As the salon sells more, its orders grow larger and more frequent.
Exclusive distribution
Open market
The first partner in each available Asian market can shape the local positioning, price architecture, launch plan and professional salon network from day one, together with I.C.O.N.
Certified I.C.O.N. educator
Salon retention
The House of I.C.O.N. gives your team a repeatable education system. As salons build the brand into consultations, service menus and retail routines, repeat orders become part of how the salon works.
The launch model
In the chair
I.C.O.N. launches through the professional channel. The salon is where the brand proves itself.
Certified educator
Launch event
The Vigo experience, staged in your market: training that earns loyalty, events that build the name.
Recommended by your stylist
Your best salons become retail centers. The stylist who transformed the hair recommends what did it.
Partner fit
I.C.O.N. enters each market through one local partner who wins the professional channel first and carries the brand into prestige retail after.
What a strong partner brings
FAQ
Launch range, education and commercial terms are set market by market. These are the questions that come first.
Because it fills the one gap a conglomerate portfolio cannot: an independent luxury brand with a complete range that competes with the biggest names. It complements rather than cannibalizes, and it gives your sales team something new to bring into every salon.
Yes. Founded in 2002, sold in 30+ international markets through 10,000 points of sale, with 20 industry awards in the past decade and the professional hair care behind some of the most-watched productions on Netflix and Apple TV+. I.C.O.N. built Europe and the Americas first, and enters Asia through committed local partners with a dedicated regional team.
Four commercial lines. Care: seven Regimedy systems plus India and Restoratives. Salon treatments for the back-bar. The color house: Ecotech permanent color, Flash Color, Insta Tone, Stained Glass, Natural Earth Colors, and three bleaches. Styling and finishing. One brand stocks the whole salon.
Vegan and cruelty-free, made with natural and organic ingredients, color-safe, paraben-free and sulfate-free, and rich in antioxidants and anti-agers. Chiara develops and tests every formula in Los Angeles over a one-to-three-year cycle. Every product ships in PCR packaging.
I.C.O.N. enters each market through one local partner. The first partner in each available Asian market shapes the local positioning, price architecture, launch plan and professional salon network from day one, together with I.C.O.N.
Most of the portfolio registers as cosmetics and travels straight in. The Organic Regimedy and CBD 1000 contain CBD and join once the market's CBD cosmetics rules are confirmed. The launch range is built around what your market allows.
Training at the academy in Vigo, the full educator curriculum, the salon concepts, marketing assets, and launch support with Omni Orient's team in the region. The education program is designed to be replicated locally by your team.
Three immersive days in Vigo, more than 40 live models. Your team experiences the full portfolio, sees the techniques live, works hands-on and learns the education and salon-business system it takes back to your market.
Your team. It returns with the educator curriculum, the salon concepts and the service methodologies to train sales teams and salons locally, with I.C.O.N.'s support.
Omni Orient runs the process with you: the first call, the fit assessment with I.C.O.N., and launch support with its team in the region. Every candidate market is cross-checked with I.C.O.N. before anything moves.
Yes. The launch range is one of the first things the call defines. It is built around your market and channel, and the portfolio is deep enough to sequence over time.
During the ongoing discussions with shortlisted partners, once your market and model are clear. They are market-specific, so they are set with you, for your market.
It starts with a call on your market and channel. If the fit holds, we go deeper into the portfolio, the education program, the launch model and the commercial structure. Then territory and terms. Staged and clear, with no surprise commitments early.
Are you ready to start building I.C.O.N. in your market? Get in touch today, and we will get discussions going.
I.C.O.N. in the news
Glamour
Glamour talks to I.C.O.N.'s co-founder about building the company and the team behind it.
Read the interview
Forbes Women
Forbes Women profiles the co-founder and creative director on how the brand and its formulas came to be.
Read the interview
Vogue
A Vogue session in which readers put their hair questions to I.C.O.N.'s co-founder.
Read the interview
Risbel
Risbel magazine interviews I.C.O.N.'s co-founder and CEO.
Read the interview
El Mundo
El Mundo interviews the CEO on where the brand is heading. July 2024, in English.
Read the interview
Forbes
Forbes interviews the CEO and founder on the business behind the brand. September 2024, in English.
Read the interview
