Beauty / Partnership

The brand behind Hailey Bieber's favourite texture spray is finally coming to Sweden

By Josefin Forsberg

Hailey Bieber attending the MET gala in 2021.

Sought-out from Miami to Stockholm, buzzy celebrity hair brand IGK kicked off its Nordic launch with a night to remember at Bank Hotel

As soon as the heavy-duty vaulted doors of the Bank Hotel in Stockholm opened, the venue was packed with exclusively hair professionals – hairdressers of great report – celebrating the anticipated arrival of IGK. The US brand, which boasts next-generation hair products, was founded in 2016 by four innovative stylists – Leo Izquierdo, Franck Izquierdo, Aaron Grenia and Chase Kusero – with the clear vision to seamlessly fit into, and work for, the busy lives of women. It quickly became the ultimate ‘cool girl’ hair brand, with its tongue-in-cheek product names and world-class formulas. Formulas which have quickly made their way into the daily routines of A-listers like Hailey Bieber, Sofia Richie, Ariana Grande and Halsey.

In particular, Bieber has become a bit of a poster child for the brand's cult texture spray: Beach Club. The model showcased how she uses the product during a hair tutorial published to YouTube, noting how "what the texturising spray does is it to me gives a little bit of thickness and it mattifies the hair a little bit. I have really silky hair and when you're trying to do anything with an iron I feel like sometimes it kind of just like slides out so this helps with that."

The well-groomed crowd seemed to agree with Bieber on the potency of the products as they crooned over finishes and formulation at the styling station – spritzing product and scrunching creams into glossy tresses. The scents in particular were noteworthy: IGK uses seven different fragrances across the line, each one emoting a feel for different cities and neighbourhoods, such as the LA products with notes of bergamot, lemon zest, mimosa, heliotrope and black amber or the NYC line which embodies the Big Apple through black pepper, blackberry, violet, geranium and leather notes.

The best showcase of IGK's lotions and positions, however, were the models – 12 in total with hair spanning from tight ringlets to slick straight. The styles, stepping onto the stage one by one, punctuated the arrival of IGK to salons in Sweden.

Below, step inside IGK's pre-launch party celebrating the brand's salon arrival throughout Sweden.