Given that we’re very much in an age of ‘bespoke beauty’ and are constantly being told that today’s ‘Millennials’ are fiercely individualistic it’s no surprise to see the emergence of a shampoo you practically create yourself.
The brainchild of Alex Epstein, Concoction is essentially a bespoke shampoo where you select one of four bases and then pimp it up with the help of two ‘superserum shots’ of your choice. These serums, contained in dinky vials, are tailored to hair colour, texture or need (there’s one to add volume for example) and, along with the base shampoos, there are a whopping 256 possible blends, which certainly elevates it above any shampoo currently on offer in terms of a tailor-made feel.
If you’re a fan of reality TV you’ll remember Alex from The Apprentice a couple of years back. Though he never made it to the final (I suspect he was was too nice to) he’s one of the few contestants to actually do something with their entrepreneurial nous.
I met him briefly at the launch of the range at Selfridges a few weeks back and even though the poor guy hadn’t slept for 24 hours and was clearly running on nothing but adrenaline his enthusiasm for his brand was utterly infectious. In my book, anyone with that much passion for a product deserves all the success in the world. But passion aside, Concoction actually has a winning formula: a great idea + fantastic execution + all-important efficacy. More than that, though, it has something that’s genuinely rare for a beauty product – it’s huge fun.
Concoction is available exclusive to Selfridges.
Fore more information go to concoction.co.uk