Renowned Australian colorist Jaye Edwards has been announced as Virtue Labs’ latest brand ambassador, working as one of the brand’s leading hairstylists. Sydney-based Edwards is well-known for pioneering the EdwardsAndCo movement, and for heading up a small empire of eight salons across Australia as well as an international team of educators. Known for creating creamy blondes, caramel tips and rich brunette colors, Edwards has developed a signature look that is synonymous with the beach-to-bar lifestyle of Australian women, which Virtue is excited to introduce to the American market with Edwards at the helm.
“After 15 years in the hair industry, I didn’t think there was anything that could surprise me. Then I was introduced to Virtue Labs and its products and I knew I had to be involved,” says Edwards.
“It’s the first product of its kind, using real human keratin as an additive in its formulas. I've been fortunate enough to have been working with it over the past 12 months here in Australia, merging industry-leading technology with laidback, Australian beachy styling, and I couldn't be more exciting to share what I have learnt with the American market,” he added.
Melisse Shaban, Virtue Founder and CEO, expressed her excitement about bringing Edwards’ signature Aussie flair to America, working across numerous upcoming prestigious projects for Virtue.
“Jaye is an extraordinary colorist, producing work in a league of its own. He is also a very talented entrepreneur. His talent, his business leadership, and his devotion to his clients and his craft make him a perfect fit for Virtue,” says Shaban.
“Jaye’s network of notable Australian clients, along with his strong media profile, will be extremely beneficial to Virtue as we continue to grow our business on his continent and our own. His role here in America will incorporate not only styling and coloring, but educating the wider industry on trending Australian techniques and how Virtue products are changing the game,” she added.
5 Minutes with Jaye
When did you know you wanted to become a beauty pro?
I moved to Sydney from rural NSW when I was 15 with one goal: escape the monotony of life on the fringes. Honestly, I had no idea what I was going to do, but I knew that there was more waiting for me in the city.
How and where did you get your start in the beauty biz?
I ended up getting an apprenticeship at the first hairdresser I walked into and the rest is history. They literally threw me straight into a trial shift, and by the end of the day I was working for them.
Where do you find your inspiration? Who are your creative idols?
My inspiration comes from being out in nature, hiking and traveling. That's when I feel most inspired. I have so many creative idols. I am always looking at @kirstyannehair @lo_wheelerdavis and the amazing work they produce.
Who were your mentors early on?
To be honest, I never really had any mentors when I started out, but when I needed a “believe in yourself” boost I always called my cousin Beth. As my career has grown, I have developed some amazing relationships and now have few who I call on the regular.
Why was Virtue a good fit for you?
I think there is a natural synergy between myself and Virtue Labs. I'm always looking for new ways to do things, carving my own path rather than following what is considered to be the industry standard. I think this is the mentality of the team behind Virtue Labs.
What do you hope to achieve as a lead stylist?
I want to continue to educate people and bring a taste of EdwardsAndCo's signature Australian lived-in hair to America and also show how truly incredible Virtue is!
What are your can’t-live-without products?
I am obsessed with Virtue’s Healing Oil. It delivers lightweight shine, softness and hydration to your hair, which is particularly important here in Australia, where our lifestyles can leave hair dry and dull.
What do you forecast to be the next haircolor trend?
At EdwardsAndCo, we consider ourselves the home of future proof haircolor. I want all clients leaving my salons looking and feeling incredible, but I also want their color to be something they can maintain at home between salon visits, making sure they feel incredible every day, not just the day of their treatment.
What is a secret hair hack more people should know about?
Want the best mermaid wave? Plait your hair before bed and apply the Virtue 6-in-1 Styler. Thank me later.
Favorite place in the world:
Yosemite National Park.
Best words of advice you received:
Stay in your lane but make it the biggest and the best.
Three words your favorite clients would use to describe you:
Ambitious, stubborn, persistent