SalonEVO Magazine

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We Are INNOlove!

Introducing INNOlove, the new collection for INNOluxe, created and curated by Sophia Hilton, INNOluxe Global Ambassador and founder of Not Another Salon. 

Bursting with colour and confidence, the collection explores the concepts of self-love and authentic living, showcasing the versatility of INNOluxe in a way that’s not been seen before.  

Sophia spoke to us about her inspiration and the real people behind the images.  

On her inspiration for the collection:  

“One of the key things that inspired the collection was a term that we’d naturally adopted in and around the salon; INNOlove. If a client needed that extra level of care, we’d say “Oh they need some INNOlove! 

“In terms of the hair, I wanted to show versatility. You’ve seen how INNOluxe works on vivid colour, but it’s not all about scalp bleach transformations! This collection shows you what else it can do.  

“I really wanted this collection to stand out in a marketplace where everything looks very similar. INNOluxe deserves to stand out because its products are stand-out, they don’t sit with the rest of the market!” 

On the importance of ‘INNOlove’:  

“The term ‘INNOlove’ is really relevant to where we are as a society and how the world around us is changing and evolving. As humans we’re now much more focused on self-love, loving ourselves for who we are, and being authentic; we owe it to ourselves to live our lives as who we truly are. We deserve that.

On choosing the right models:  

“This campaign is the opposite of the ‘pick a model out of a book and call it a day’ system that campaigns have demanded in the past. Each model was selected because of who they are, and how true to themselves they are in their day to day lives.” 

On the launch of INNOluxe’s new Balance Plus PLATINUM:  

“Balance Plus PLATINUM means fewer stages, less time in the chair and more income. It’s a winner for me.” 

Balance Plus PLATINUM is a dream come true for salons who want to protect and repair their clients’ hair while they tone. It takes all the rebuilding and conditioning benefits that hairdressers know and love from the second part of the INNOluxe V3 bond-builder treatment, and adds powerful purple pigments, so hairdressers can tone while they treat. That cuts out a whole lot of time at the backwash – better for the client and for the salon. 

Inside the science: how Balance Plus PLATINUM works 

Balance Plus PLATINUM is designed to be used in-salon following one of INNOluxe V3’s two bond-builders, ReBond V3 and Foam V3. Its matrix of amino acids target and fill gaps in the cuticle and cortex of the hair, building integrity, strengthening and leaving the hair feeling fantastically fuller, lustrous and healthy. Smaller molecules penetrate deep within the hair, while bigger molecules work wonders at the surface. 

Ingredients like murumuru seed butter, hydrolysed rice proteins and hydrolysed vegetable proteins then load the hair with goodness, feeding it with amino acids and proteins, banishing friction to keep it shiny, soft and protected from heat. 

And on top of all that comes the toning power of intense purple pigments, which neutralise warm tones while you work so you can tone and treat in one go! 


Sophia Hilton, @hiltonsophia  

The Not Another Art Team, @notanothersalon / @notanotheracademy  

Photographer: Tony Le-Britton, @tony.le.britton  

MUA: Czar Joshua Ventura, @theczarisalive_mua  

Stylist: Sofia Lazzari, @sofialazzaristylist  

Models: @tugyibence he/him – @pollyellens she/her – @sansmelanin them/they – @ginaharrison she/her – – @siuhei them/they – @maisiejanedaniels she/her