Unveils its New LUSH Collection

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Over 650 hair professionals from across the globe joined together last month (27th January) to celebrate the launch of’ new Spring/Summer Collection – LUSH – while attending the professional haircare brand’s annual ‘Inspiration’ event.

Created by Luigi Martini and the International Creative Team at, LUSH delivered romanticism, a sense of delicacy and refined style to the audience who had assembled at Superstudio Più, in Milan’s design district for the two-day event. Through the pastel shades and sorbet tones, LUSH radiated spring and summer; matched perfectly by the choice of hairstyling, accessories and clothes.

Every year holds a two-day event in Italy for its partners to attend, including UK distributor Passion4Hair. Over the 48 hours, delegates were treated to hands-on workshops, catwalk shows, a gala dinner and unveilings of the brands latest innovations; including their new colour product ‘Direct FLUO’ – neon and fluorescent hair colour which is set to be launched and take Instagram by storm later this month., located in Tuscany, is a premier hair care brand with exemplary ‘green’ credentials. All of its products are cruelty free and use botanical ingredients and naturally occurring ingredients sourced from the local region, and nearly half of their products are vegan. Manufactured with water sourced from the River Tiber and made using renewable energy, products were born from a desire to create in harmony with nature, while caring for the environment and those who use its products.

Distributed in the UK by Passion4Hair, is one of the leading haircare brands to have removed PPDs, parabens, silicones and ammonia from its colour range – making its MC2 products some of the safest on the market.

Commenting on the event, Debbie Digby of Passion4Hair said,

Being in Milan was truly inspirational, with so many exciting new ideas and products coming our way, we felt like children in a sweet shop. And I absolutely love the fluidity and femininity of LUSH, such beautiful creations and very commercially minded – I know several client’s who’ll be coveting these looks as we head into spring and summer.

Working with is a dream and their products tick every box as far as I’m concerned. I love their credentials and sense of environmental responsibility. They are trailblazers who have proved time and again that natural products are just as good, if not better, at delivering style and colour results which can be relied upon, compared to chemically produced alternatives. Not only this, but also excels at caring for the health of our clients, the hairs’ structure and the environment – it’s brilliant.

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A beautiful journey towards beauty, optimism and joyousness. A collection based on the humanity and warmth of people, where our desire to live in harmony with nature is conveyed by the vibrant colours of the images.

Photography: Mauro Mancioppi
Hair Concept: Luigi Martini & International Creative Team
Hairstylist: Luigi Martini, Chiara Pirrone, Jude Rizzo, Alessandro Marchetti, Mayla Fabbriciani, Enrico Franci, Amedea Terenziani, Giovanni Napolitano, Marta Maurizi, Simone Prati, Michele Minciotti, Lodomes Fusato
Fashion Stylist: Luca Termine
Make Up Artist: Raffaella Tabanelli

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