Luis Alvarez Named Biolage Global Creative Director

Biolage announces the appointment of award-winning master hair artist, product developer, educator, and photographer Luis Alvarez as the company's new global creative director. Celebreated as an expert across all hair types and textures and voted as one of MODERN SALON's “50 Most Influential Hairdressers,” Alvarez was knighted into the “L’Ordre de la Chevalerie” in Paris, one of the highest honors given by Intercoiffure. From his unique résumé spanning more than 30 years in fashion and beauty, Alvarez has built an internationally renowned expertise in product development, image-making, and education.

New Role, Familiar Brand

In his new post, Alvarez will have multiple touch points within the brand, including education, product co-creation, and category insights, while bringing Biolage’s vision of high-performance haircare to life through digital communication and visual campaigns. Alvarez has a deep history with the brand, beginning in 1990 working as a freelance artist and quickly moving onto the creative team. He was tasked with redefining the Biolage aesthetic that spoke to both the professional stylist community and the salon customer. Having a hand in the brand's visual expression as well as product development was a career-defining moment for Alvarez and what makes his return to the brand so special to the Biolage community.

"Coming full-circle and joining the current management team to future-proof Biolage for the next generation of hair artists and salon customers is very exciting," Alvarez says. "My expertise and creative point of view is about purposely marrying product, tool, and technique to create hairstyles that bridge the gap between hair art and wearable hair. In my new role, my aim will be to define and represent a narrative that is relatable to both hair artist and consumer through relevant education, visual inspiration, and product innovation."

Alvarez: A Driving Force

Shane Wolf, Global President, US Brands, Professional Products Division at L’Oreal, welcomes Alvarez. “Having Luis return to Biolage is an exciting moment," Wolf says. "I’m thrilled to have him on board, bringing his expertise in the salon industry both creatively and visually for the brand. Arnie and Sydell Miller ignited a passion for the hair industry in both of us early in our careers, and having him rejoin as a driving force is meaningful as we look to the future."