How IGK Is Playing The Long Game In Haircare

Forbes

15-04-2025

The founders of IGK, from left to right, Aaron Grenia, Franck Izquierdo, Leo Izquierdo, and Chase ... More Kusero, Photo Credit: Danny Cardozo
When the four founders of IGK first met and set out to create their hair salons and brand, there was one thing they were certain about: the hair industry was ready for a refresh.
In an era when salons and hair icons like Vidal Sassoon, Paul Mitchell and Frédéric Fekkai have always been tied to a person, the IGK name carries with it a mystique and an 'if you know, you know' quality that's as timeless as its cofounders.
The IGK brand name transcends each of the founders—Aaron Grenia, Franck Izquierdo, Leo Izquierdo, and Chase Kusero—who launched the brand in 2014.
That's the thing about a brand name: it needs to have staying power.
It's also proof that they always planned for the future, even in the brand's early days.
'The hair industry has always been built on one name,' says Chase. 'But we wanted a brand that wouldn't get old with us. Something that carried our essence and identity, but could live on beyond us.'
Named after the first initials of their last names, IGK was never meant to be just about one stylist or one chair. It was about building something bigger: a brand, a culture, and a future-forward salon experience. One that could scale.
From a tiny original space in New York City to high-energy flagships in Miami's Design District, NYC (Soho and the newer Upper East Side location) and Las Vegas (at the Fontainebleau Hotel), the company has expanded both its salon footprint and product empire.
Its award-winning haircare line, known for innovation and multi-tasking, effective formulas, launched with Sephora in 2016 and hit Ulta shelves nationally in 2019. Innovative at-home color products launched in 2022.
IGK's rise coincided with the early years of Instagram, and the social platform proved to be a powerful launchpad. At the time, most salon marketing lived in magazines and paid print ads, but Instagram created a direct line to the client. The founders instinctively used it to share styling tutorials, salon moments, and transformations—showcasing their aesthetic and voice in real time. 'We weren't trying to go viral,' says Chase. 'We were just doing what we were already doing—cutting hair, teaching, building—and suddenly the whole world could see it.' It was a perfect storm: a visually driven brand colliding with a visually driven app, fueling a wave of digital momentum.
"We built a product line, but we're also building a salon group," asserts Aaron. "We eventually want IGK to become the go-to salon in every city."
"When we launched in Vegas, it wasn't even on our radar at first," adds Franck. "But the opportunity was so strong and the hospitality tie-in with Fontainebleau was a full-circle moment. It all started for us back at the SLS."
Part of the magic is that IGK salons aren't just service spaces. They're what can be referred to as "third places"—the kind of cultural hub that blends style, connection and joy. In Miami's Design District, Fridays are 'Kith Treat Day' at the salon (Kith Treats is right next door) and thanks to a limited-time collab with Honey Veil, IGK clients could enjoy matcha with their hair appointment. In every location, the music is a critical component to the electric vibe.
With all eyes on Miami during Art Basel, Las Vegas during Formula 1, and NYC during Fashion Week, IGK's presence in these cities isn't coincidence—it's strategy. The founders built the salons where the energy lives.
Product innovation also remains core to the brand's long-game strategy. Newer launches like the Beach Club High-Shine Texture Foam come straight from the salon floor, where stylists test, tweak and help shape formulas before they ever hit retail shelves. The brand has intentionally slowed launches to focus on what people really want and what they're asking for: multi-tasking products, clean formulas, and sensorial textures.
Further expanding their reach, IGK also recently launched their official Instagram Broadcast Channel ('IGK Club'). From behind-the-scenes salon moments to product tips and exclusive announcements, the channel is another example of how IGK leads with transparency and community-building. It's not just a brand: it's a conversation.
Anne-Cécile Brilland, Brand President of IGK Hair at Luxury Brand Partners, oversees all aspects of business development and strategy. She credits the salons as being key to product R&D. "Our founders work behind the chair every day. They know what the clients and the stylists need. From there, we brainstorm to bring solutions that work with real life."
She also sees the brand's dual-channel approach—salons and retail—as a strength. 'From the looks created at the salons to social media, there is only one click and one second for IGK. We constantly publish what is hot now, and this is constantly evolving.'
That future-forward thinking has paid off. IGK was named Haircare Brand of the Year at Ulta in 2023, where the brand has flourished thanks in part to its Ulta Salon Takeovers, where guests can experience signature IGK looks firsthand.
'If you're not behind the chair, you lose your sharpness,' adds Leo. 'This industry moves fast—you have to stay close to what your clients and your team are experiencing.'
Through it all, the four founders are still hands-on. Still behind the chair. Still posting their own content. Still texting about and brainstorming new product names when they come to mind, and listing them in their Notes apps. (Product names, such as Disco Disco, Rich Kid, Good Behavior, and Thirsty Girl, are always cheeky and feature a wink of cool.)
IGK is also investing in its people. Two longtime stylists, Melissa Parizot and Olivia Casanova, who started out at the brand's Soho location, were given equity and now help run the NYC salon as partners.
'We wanted to create a system where the people helping us grow could grow with us,' Aaron says.
There are also partnerships with key people, such as their partnership with Miami-based entrepreneur Isabela Grutman.
'To me it always feels like the beginning,' Leo adds. 'We're constantly evolving. Every day, something new—another launch, another opening. We never sit still.'
Next up: expansion. After its most recent opening on Madison Avenue in the UES (where acclaimed stylist Marc Ballance is based), IGK is headed to West Palm Beach this summer, with more locations to follow. But they're doing it their way: intentional, and always with the right partners.
'We're not rushing. We're opening in the right places, with the right people. It's about quality, not just quantity,' says Aaron.
Their mission remains clear: build with integrity over ego.
"We never chased the money," adds Franck. "It was always about the vision. We're always moving forward, but we never forget where we came from. We were four guys with scissors and a big dream. That feeling hasn't changed.'