new haircare brand

These days, switching up our hair colour every now and then and going through multiple rounds of bleaching is a norm. But one problem we all face? Bright coloured locks tend to fade out after a few days. Enter: My Haircare, a new-to-town ethical beauty brand that focuses on coloured shampoos and conditioners that promise to nourish hair and bring back its vibrancy. We chat to founders Rob Forgione and Denis Kovalyov who talk haircare tips and more.

On picking out a hair colour that best suits one’s skin tone

Rob Forgione and Denis Kovalyov (RF & DK): “We try to find out more about our customers’ personality, how they feel and their emotions, and then choose the right shade for them to help best express themselves. It is all about personalisation and tailoring rather than a standard or fixed colour based on your looks.”

new haircare brand

On bleached hair

RF & DK: “Firstly, it needs to be bleached properly. One of the biggest expectations is attaining platinum blonde hair when one’s hair does not have a light enough colour to achieve it to begin with. Thus, it is important to establish how light hair needs to be; how long it is going to take; how many applications; and how many rounds of bleaches. It is all about building up the blonde slowly so therefore, we suggest to lighten your hair two or three times before adding in the pastel, grey or metallic tones. It has to be light enough because if you have a little bit of yellow in there or orange, it won’t turn out as nicely.”

Choosing the right toner and conditioner is key for bleached hair

RF & DK: “Use our brand’s Infuse My Colour. It is a toner and shampoo in one so you don’t have to constantly add chemicals to your hair. Our Treat Conditioner is really good too as it seals the hair, reduces swelling and moisturises it. When hair is bleached, it swells. And when this happens, it absorbs moisture and water and loses colour, which is why we invented the Infuse My Colour Shampoo because this way, it is constantly adding pigment to the hair while nourishing and strengthening it. It is also silicone-free and does keep bleached hair quite pliable and shiny and stops it from breaking. The key to beautiful blonde hair is the conditioner you use, so it is important to condition it all the time.”

new haircare brand


Haircare mistakes many women make

RF & DK: “Over colouring one’s hair, using too much oxidative colour or having too many processes done that is damaging to the hair when there is an alternative, like the Infuse My Colour, just to refresh the colour. It really does not make the hair feel good. Hair needs to be respected.”

The hottest hair colour right now

RF & DK: “Metallic grey, pastel blue, pinky coral tones and yellows too.”

My Haircare is available at all Sephora stores in Singapore.