ghd PINK - EXPERT BIO: ZOE IRWIN

My role for ghd is all-encompassing; alongside my trend and educational work, product development and global campaign work, I also work across editorial and advertorial projects such as Tatler’s Hair Guide.

Since starting my career 30 years ago I’ve always harboured a deep fascination with the concept of trend and the cultures that spark them. For me, this is not always about hair (although in my opinion, that’s always been a great place to start) but about all the external elements that combine to send a ripple of change through a person’s style. As such, my outlook has always been a comprehensive one; paying close attention to every aspect of lifestyle and beyond. I’m captivated by freshness and change – and pride myself on spotting trends first and reflecting such movements through my work.

Over the last five years I have worked with various trend agencies including Flamingo and WGSN to advise them on new tribes and hair aesthetics, the cultural impetus behind them and what they mean for the early adopters and those that follow them. I now teach a trend forecasting and developing creativity course (titles Cool Huntress) for ghd and the wider hairdressing industry. My experience has helped me develop new colour techniques, products and concepts as well as new cuts and fresh beauty ideas that have directly impacted the hair and beauty industry. My work is rounded, considered from inception to end and perhaps more importantly always with the over-all ambition to help the UK hair industry become true global pioneers.

Watch Zoe in action as part of our #NotDefined campaign