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After two decades of styling for the runways at Chanel, Thom Browne, and Altuzarra—not to mention editorials in every fashion publication of note—celebrity hairstylist James Pecis is launching his own haircare line. Named Blu Green, it s a four-piece collection that aims to redefine what it means to have healthy, beautiful hair while remaining environmentally friendly.
“I’ve been working on this line for the past four years,” says Pecis, who admits that he originally felt there were too many hair and makeup brands crowding the industry. “I also felt frustrated doing the [fashion week] shows and tossing 60 bottles [of hair products] at the end.” However, after spending the majority of his time with his family by the ocean and witnessing a startling amount of plastic waste, he began to ideate on what a luxurious eco-conscious hair brand could look like.
Blu Green captures the refined yet effortless ethos for which Pecis is renowned. “The only type of company I want [is to make] high quality products without the bad implications of plastic that’s not properly recycled,” he says, adding that everything in the line is housed in plastic-free, recyclable paper packaging or aluminum.
After partnering with his wife, Kimberley Norcott, on brand development, the duo found a clean beauty lab based in the U.S. to formulate Blu Green’s debut collection of products, including Daily Shampoo and Conditioner (both of which come in a tablet form), Weekly Repair Mask, and Solid Oil. “The shampoo and conditioner took the most time,” says Pecis, who tested the moisturizing formulas on all hair types, from super fine to dense 4C curls. “You pinch the tablet, which is smaller than a Tums, add water, and it foams and has a nice lather.” The Weekly Repair Mask features nourishing ingredients like Hydrolyzed Quinoa to strengthen each hair strand and Oryza Sativa Rice Extract to hydrate and protect. The Solid Oil is the only styling product of the bunch, and features powerhouse moisturizing ingredients like Shea Butter, Avocado Oil, and Rice Bran Wax. “I use it to finish hair after it dries, it calms frizz and add separation between waves,” says Pecis, who, incidentally, is known for his own artfully undone hair texture.
“The whole ethos of the brand is to make sure that everything from the harvesting of the ingredients, the people involved, transportation, is reducing emissions,” he explains. “We’re bringing clean beauty to the consumer, and thinking about every step of the way,” adding that the shea butter used in Solid Oil is responsibly sourced from a woman owned co-op in Africa.
As for fragrance, Pecis eschewed synthetics in favor of essential oils, keeping the signature blend fresh and invigorating, but not one that lingers in your hair throughout the day. It’s reminiscent of how you’d want to feel post-shower after a day at the beach—relaxed and refreshed.
No matter how prevalent those all-natural, California vibes may be to Blu Green, it is perfectly balanced with the stylist’s illustrious high fashion esthetic. And consumers eager to update their hair routine with more eco-conscious products can anticipate that it will remain that way as the brand continues to expand its product offering. As Pecis explains, “When you start to look at companies that are doing plastic-free, the performance drops and it’s really granola. I made products I stand behind, and I use for work, but I don’t compromise my values.”