Our Story

VelvetAir was born in 2014 when our founder, Isabella Reynolds, a renowned stylist with over 15 years of experience, became frustrated with the limitations of existing haircare products available to her clients. After years of witnessing firsthand how even the most premium brands failed to deliver consistent results across different hair types, she envisioned a line that would combine scientific innovation with natural ingredients.

Working alongside cosmetic chemist Dr. Alexander Chen, Isabella spent three years developing and refining formulations in a small laboratory in Canberra. Their mission was clear: create haircare products that delivered exceptional results while maintaining the highest standards of ingredient purity and ethical production.

The breakthrough came when they developed their proprietary NutriLock Complex™, a revolutionary blend that penetrates deep into the hair shaft to repair damage while creating a protective barrier against environmental stressors. The first VelvetAir products launched in a single boutique salon in Surry Hills, and word quickly spread about their remarkable efficacy.

VelvetAir founder in her laboratory
Original VelvetAir boutique salon

By 2018, VelvetAir had expanded to over 50 premium salons across Australia and had begun international distribution. Today, our products are available in 25 countries and have won multiple industry awards for innovation and performance.

We remain committed to our founding principles: exceptional quality, ethical sourcing, and sustainable production methods. Every VelvetAir product is still developed in our Canberra laboratory, where our team of scientists continuously research and refine formulations to bring you the most advanced haircare solutions.

As we continue to grow, we remain dedicated to Isabella's original vision: creating haircare that transforms not just how your hair looks, but how you feel. Because at VelvetAir, we believe that truly beautiful hair comes from products made with integrity, expertise, and a deep understanding of what hair needs to thrive.

Our Mission & Values

Our Mission

To transform the haircare experience by creating products that deliver exceptional results through scientific innovation while maintaining the highest standards of ingredient purity, ethical sourcing, and sustainable production.

We are committed to empowering both professional stylists and individuals to achieve their hair goals through formulations that work in harmony with hair's natural structure while respecting our planet and its resources.

VelvetAir sustainable lab practices

Our Core Values

Scientific Excellence

We believe in rigorous research and continuous innovation to develop formulations that deliver measurable, visible results.

Natural Integrity

We source the finest natural ingredients and combine them with cutting-edge technology to create products that are effective, gentle, and sustainable.

Ethical Responsibility

We are committed to cruelty-free practices, ethical sourcing, and minimizing our environmental impact throughout our supply chain.

Community Empowerment

We support the professional stylist community through education and collaboration, while helping individuals feel confident in their hair care routines.

Meet Our Team

The passionate experts behind VelvetAir's premium formulations and vision

Isabella Reynolds, Founder & Creative Director

Isabella Reynolds

Founder & Creative Director

With over 18 years of experience as a stylist and salon owner, Isabella brings her unparalleled understanding of hair needs and client expectations to VelvetAir. Her vision and creative direction guide product development and brand identity.

Dr. Alexander Chen, Chief Science Officer

Dr. Alexander Chen

Chief Science Officer

With a Ph.D. in Cosmetic Chemistry and 25+ years of experience in the beauty industry, Dr. Chen leads our research and development team. His expertise in natural ingredients and innovative formulations has resulted in our proprietary complexes.

Olivia Martinez, Head of Product Development

Olivia Martinez

Head of Product Development

A former salon educator and stylist, Olivia brings practical experience to product development. She works closely with our chemists to ensure all formulations meet the real-world needs of stylists and consumers alike.

Jonathan Parker, Sustainability Director

Jonathan Parker

Sustainability Director

With a background in environmental science and sustainable business practices, Jonathan ensures VelvetAir maintains its commitment to ethical sourcing, eco-friendly packaging, and reducing our carbon footprint.

Our Achievements

Celebrating our growth and recognition in the premium haircare industry

Industry Recognition

  • Beauty Innovation Award 2022 - Best Premium Haircare Line
  • Australian Green Business Award 2021 - Sustainable Beauty
  • Global Beauty Tech Award 2020 - Formulation Excellence
  • Salon Professional Choice Award - 5 consecutive years

Global Presence

  • Available in 25 countries across 6 continents
  • Partnerships with 300+ premium salons worldwide
  • Featured in top international beauty publications
  • Established education programs in 12 countries

Research & Innovation

  • 3 proprietary complexes developed and patented
  • Published research in collaboration with trichology experts
  • State-of-the-art R&D facility established in 2019
  • Pioneered microbiome-friendly haircare formulations

Sustainability Milestones

  • 100% recyclable or biodegradable packaging by 2025
  • Carbon-neutral production since 2020
  • Reduced water consumption by 45% through process innovation
  • Ethical sourcing partnerships with 28 community cooperatives

What Our Partners Say

Sophia Blackwood, Salon Owner

"As a salon owner with 15 years in the industry, I've never come across products that so consistently deliver remarkable results. VelvetAir has transformed our business—clients specifically request these products, and the results speak for themselves."

— Sophia Blackwood, Owner of Lumière Salon, Sydney

Marcus Bennett, Celebrity Hairstylist

"Working with celebrities means I need products that deliver flawless results every time, no matter the hair type. VelvetAir's innovation and consistency have made them my go-to for red carpet events and editorial shoots alike."

— Marcus Bennett, Celebrity Hairstylist, Melbourne

Elena Miyamoto, Beauty Editor

"I've tested thousands of haircare products throughout my career, and VelvetAir stands out for their exceptional formulations and commitment to sustainability. They've raised the bar for what premium haircare should be."

— Elena Miyamoto, Beauty Editor, Gloss Magazine

Join The VelvetAir Family

Whether you're a salon professional looking to elevate your client offerings or an individual seeking transformative haircare, we'd love to connect with you.