HELLO! Edward James Hair Transformation

After seeing stars including Katy Perry and Selena Gomez kick-starting the new season with a new hairdo, a few members of the HELLO! Online team were inspired to undergo a hair transformation of our own. And who better to give us a new look than the team at Edward James London, the eponymous salon for celebrity hairdresser Edward James, who counts Cara Delevingne among his former clients.

The team before our visit to Edward James London
The team before our visit to Edward James London

We visited with the aim of our hair looking lighter, glossier and healthier in time for summer and were not left disappointed once Edward and his team had worked their magic. All three of us had similar colour applications with micro-lights applied through the top and soft balayage through the ends, however the results were remarkably different and tailored to suit our individual complexions and style. Even better, our hair was dyed with Aveda colour, which is 97% naturally derived and gentle on the hair. Olaplex was also added to ensure our hair wasn’t left damaged or weakened by the colour.



After a brief and disastrous attempt to go brunette as a teenager, I had always kept my hair its natural auburn colour and was a little nervous to try out new things with it, particularly in regards to going lighter. Part of this was down to my own inexperience with hair dye (the brunette had come from a ill-advised box), and I assumed that going lighter would mean bleach, which would be potentially very damaging for my hair. I was also nervous that blonde wouldn’t at all suit me, and I’d end up looking washed out. I was always amazed by how celebrities best known for their red hair – Emma Stone, Amy Adams and Jessica Chastain to name a few – could go back and forth from blonde to red with apparent ease – and how well they seemed to suit both looks.

GALLERY: Celebrities starting 2017 with a makeover

So for my summer transformation I decided to take a plunge and to from ginger to blonde, and am so pleased that Edward James London took on the challenge. My hair stylist, Mide, knew exactly what she was doing, and explained that she would keep elements of my natural colour while giving me a full head of highlights – essentially turning my hair blonde but keeping the balance right for my skintone. Overall, she gave me a blonde head of hair full of different tones which include my natural colour. What makes this even better is that when I want to start growing my natural hair colour back again, the roots should blend seamlessly with the dyed hair, avoiding that awkward dark roots phase. That being said, I don’t think I’ll be changing it back any time soon!



With summer peeking through, I thought it was time to experiment with my look to match the mood. And as Nicole Scherzinger once told me, it’s always great to go lighter for the summer days – she has always been a beauty inspiration since we both have dark hair, and hers always looks so pristine. Having naturally dark hair has always been an issue when it comes to colouring, because less than 24 hours later, the hair turns ginger! But thanks to Edward James, the hairdressing extraordinaire, he made sure every effort was put in place to make sure that didn’t happen.

After removing the copper tones, Edward treated my hair to a British Blowdry which softened my hair and replenished moisture. It is a treatment designed to prevent frizz without weighing the hair down like a Brazilian blow-dry. Thankfully, the treatment was over in minutes – rather than hours, which usually happens when you go for a Brazilian blow-dry. Glossing oil was later added for extra shine and moisture. Just moments later, Edward began blow-drying, and the difference was incredible – my hair felt so smooth and extremely silky. I also wanted to go that one step further and decided to have the chop! Despite feeling a little apprehensive, Edward reassured me that he would lob it off in small stages – and the transformation was complete. My head felt so much lighter and the new lighter tones looked glowing, not to mention the cut shaped my face perfectly. I left the salon feeling like an A-list star from a glamorous hair commercial, there certainly was an extra spring in my step thanks to the confidence boost!



Inspired by celebrities like Jessica Alba and Jennifer Lopez who rock the balayage look to perfection, I decided to lighten my own naturally dark hair ahead of the summer. I’ve tried time and time again over the years to achieve this perfect sun-kissed look – both with salon highlights and ill-advised home dye jobs – and have never quite managed to achieve what I’m after. However after talking through what I wanted with my stylist Freddie, I was confident that I was in the best hands for my transformation.

Before reaching for the dye, Freddie gave an expert consultation where he assessed the natural colour and condition of my hair, leading him to decide to use two lighter shades of Aveda dye; one a silky caramel tone and the other a lighter blonde hue. By alternating the two shades throughout my hair with a ‘halo’ balayage technique the result was much more natural and ensured the colour blended seamlessly with my natural shade. With the addition of face framing highlights in what he dubbed a “bronzed bronde” shade, and my hair styled into loose waves to showcase the different colours, I left truly happy with my look and ready for summer!

LFW with ex-model Abie Shippee

Abie Shippee of Retired Model has written this great review during London Fashion Week on us! Have a read 🙂
I woke up around 9:30 and called an Uber to take me over the bridge to the Battersea/Clapham neighborhood for the first time.

He dropped me off in an alley and I meandered until I walked into a coffeeshop. The barista called me beautiful and gave me a vanilla latte with skim milk for free. I sat on the bench outside and watched the people walk by. Everyone is attractive in London.

I did a few rounds of the block until I found the front door of Edward James’ original salon. It was warm and well-decorated and the staff had a coffee in my hand before I was even able to tell them my name. I waited on the bench and watched Edward float around the room gracing each head of hair.


When it was my turn he sat down next to me and introduced himself and asked me all kinds of questions about my hair. He nixed the service I had originally requested and suggested something even better.

About a year ago I went through an identity crisis and dyed my hair black from a box. Not realizing the complications that would come with trying to put blonde over that 6 months later. It was a nightmare and every stylist who’s come near my head ever since has cringed at me for using the phrase “black box dye.”


He used Aveda colors and I crossed my fingers that it would lighten. After a quick hour of head, neck and hand massages I was under a sink being shampooed by three sets of hands. I sat in the chair and my jaw dropped as I interrogated him on the process.


My hair was treated, straightened and styled into a coveted mess of locks that has my friends reconsidering their friendship with me.


I let Edward’s assistant stylist know that I had almost exactly 10 minutes before I had to go and she smiled and gave me a quick “let’s do this.”

I left the salon and immediately emailed Edward’s publicist with a simple: “Just left Ed’s. I’m AMAZED. Best salon, greatest staff, nicest guy. Could not possibly be more pleased.”


Luxuria Lifestyle review on Edward James London

Luxury, 5 star service, cutting edge techniques.  These are all things I could spend time writing about Edward James Salon, and believe me, it would be quite rightly so.

It would be enough in itself to tell you about their work on the recent Chanel makeup launch in London, Brides magazine shoot at the Ritz, or that they were the official stylists for the BAFTA awards this May perhaps. But outstanding accolades that they are, I’ll leave all that here, because this isn’t, in my mind, what sets them heads and shoulders (pardon the pun) above the rest of the hairdressing industry.  What does, is that this salon has a beating heart, a soul, and the sort of timeless island vibe that you can relax and get lost in.  This place is a holiday.

This place is therapy.

If the exotic aromas of the Aveda flower and plant based essences don’t begin to unwind your mind on arrival, or falling into the plump, colour-pop cushions in reception doesn’t instantly lighten your London burden, then the light-hearted banter and soothing energy of the “hair therapists” will have you melting into your salon chair like warm caramel in minutes.

My “Therapist” for the afternoon was Tolomani. Warm, charismatic and with enough cheeky banter to keep me from falling into a relaxation induced coma, he set about transforming my frazzled brassy barnet into creamy glossy locks with an attentiveness unmatched by any other salon I’ve been to.

My hair had previously been dip-dyed and was looking tired to say the least.  After careful questioning about my hair rituals, likes, and dislikes we settled on “balayage’. For those not in the know, this is a great technique for giving that “sunkissed” effect.. Hand painting the bleach where the sun catches the light and blending it toward the root to give a natural, soft “grown out” look. Having dark skin and dark coarse hair, this could have been risky, but being a true craftsman, Tolomani chose caramel and creamy shades to enhance my complexion, and an Olaplex repairing treatment ensured the end result was as glossy as the magazine I was reading.

“I think someone’s going out on the town tonight!” Tolomani winked as he tweaked my polished blow-dry.  Recharged and with hair like this?  He was definitely right!

Edward James promises “beautiful and bespoke” hair every time, and they certainly deliver.  Not only was my Balayage perfectly tailored to suit my complexion, and cut to suit my lifestyle, the experience was tailored to suit my mood. That’s a TRULY exceptional service.

So if you’re in need of a break, some down time or just want to relive that “holiday feeling”, pop into Edward James on Northcote road, let the team take the weight off your shoulders and give you photo-shoot hair to boot.  All that’s missing is the sand between your toes.

(Thank you so, so much Tolomani. You are my hair hero).

Written by Luxuria Lifestyle UK’s Leo West

Wonderful review by Stylebible.com

A wonderful write up about our salon by Stylebible.com, a website aimed at providing an up-to-date and easily accessible source to unearth hidden gems in style capitals around the world.

“Hurrah for British Summer. Tropical storms one minute, not a cloud in the sky the next. Along with the daily dilemma of what to wear and how to avoid looking like a drowned rat in front of your boss / date / client, is the issue of how to tame your locks in such bizarrely extreme conditions. Enter the British Blow-dry, a more natural and purse-friendly twist on its Brazilian namesake.

As someone with wildly wavy and unruly locks I first caved in to the Brazilian treatment last year. The process was lengthy and costly and whilst I loved the sleek shiny finish and the endless hours it saved me blow-drying it myself, the completely flat roots and poker-straight look didn’t feel very me. I’m not a poker straight kind of girl. So when I heard about VIP hair stylist Edward James’ take on the treatment, an innovation so successful that’s he patented it, it didn’t take much convincing for me to give it a try.

As well as running two top-end Aveda salons in Clapham and Putney, Edward tends to the tresses of VIPs from stage and screen, counting Cara Delevigne, Stella McCartney and the Duchess of York amongst his clients. He developed the British Blow-dry for women who want to calm frizz without losing any of the hair’s natural volume, the most common complaint from those who’ve had the Brazilian. Unlike that version, the British Blow-dry doesn’t involve keratin being applied to every strand of hair but specifically to areas of the hair that are unmanageable. Hence the treatment is far quicker and after a heavenly head, neck and shoulder massage upon arrival at the salon it was all rather relaxing too.

Twenty minutes after having the treatment applied my hair was ready to be blow-dried and the conditioning effects were immediately obvious, my hair was silky smooth but still had bounce. The other real upside to the British Blow-dry is that hair looks great the moment it’s finished and can be washed just 24-hours later, a relief to anyone who’s previously had the Brazilian and had to hide indoors for three days afterwards to allow it to set without kinks.

Three weeks on and my hair is still glossy, smooth and manageable but without losing it’s trademark wave. I’m all set for British Summer… whatever that might entail.”

Hair Therapy Experience

So you have horrific roots down to your knees, your kids are driving you so crazy that you’re considering adoption, you haven’t slept in about 4 years and your kitchen (or what used to be a kitchen) is now in a skip out the front of your house, leaving you to cook for a family of 6 with a microwave propped on top of your bed.  Oh and your mother-in-law is staying. For 6 weeks.

A trip to your favourite “Hair Therapist” will sort most of this out.  Ok – perhaps not the kitchen, or the mother-in-law, or the children, but certainly the roots and your sanity.


Edward James was delighted to be voted in the top 10 “Hair Therapists” for 2016 by Tatler’s Good Hair Guide 2016 and it highlighted (pardon the pun) how this is such a key focus for our business. Service with a smile is good.  Service with good listening skills is even better. Service with a smile, good listening skills, light humour, complementary prosecco and oodles of pampering has got to be even better still.

As the hair and beauty industry progresses and life gets busier and more demanding for our clientele, we have thankfully moved away from asking the dreaded holiday question.  Instead, we are trained to “read” our clients and assess what it is they desire for their couple of hours of “hair therapy”.  This may be some silent pampering or some entertaining banter- but either way your hair will look amazing and you will feel even better. Best yet, it is our absolute pleasure to help you hold on to your sanity!


Check out our fantastic review from Daralyn Dannes at All About The Hair…

I don’t like going to spas for massages in the winter as the palaver of getting undressed and dressed, as far as I am concerned outweighs any benefits of the treatment.

However, manicures and pedicures, especially this time of year are a necessity. Feet may need special attention, especially if they have had plenty of wear and tear over the festive season.

So I headed to Putney to try the Edward James London Aveda salon, the second in the chain, for some pampering.

Edward, the salon owner, is a highly-respected hairdresser who provides outstanding customer service.

I was delighted to discover a lovely salon where you can easily slip away from the hustle and bustle. As soon as I entered I was greeted warmly and offered a drink before being taken downstairs to the basement Moorish-themed spa to meet my therapist Shermia in one of the two treatment rooms.

She quickly got to work on my feet, removing hard skin and cutting my toe nails and filing them into shape. Before she applied my polish, she gave my tootsies a most wonderful massage. I never knew this could be so relaxing and therapeutic. This treatment was the best of both worlds. Not only did I feel good, but my feet looked wonderful and would stay that way for good few weeks.

My manicure was equally as wonderful. Nails filed properly – no rough edges as so many technicians leave. We opted for a pretty nude pinkpolish which was extremely flattering on my hands.

This is a spa that I think could become a habit.

By Daralyn Danns

Pedicure from £32.50 for a 30-minute treatment. Manicures from £27.50.