Shampoos – all of them, from $2 to $100 – are all just detergents. They say sulfate-free, phosphate-free, this-and-that-free, but they don't tell you the real truth. The real truth is that detergent, in any form, is damaging to hair. Detergent is why you think you need conditioner; detergent is why you think you need a masque. New Wash is the new way to wash your hair – without detergent and with essential oils instead

– and it works on every single hair type. EVERY type. Say no – no more detergent; I'm using New Wash.



As the founder of Bumble and bumble, Michael Gordon was responsible for some of the world’s most popular sprays, pastes, waxes, and, yes, shampoos. He helped ignite a global craving for all manner of products, but now believes that model is out of date and a new approach is necessary.That new approach is Hairstory, a company informed first and foremost by Michael’s own hairstory.

  1. 11977

Moves to New York City to open Bumble and bumble on West 57th Street, referred to then as Hairdresser’s Row.




With limited resources, Michael decides to be his own publicist, mailing out collections of photographs with simple story ideas to his favorite magazines. It works.

“The advice offered by many was to get PR; it seemed simple enough, although getting a publicist was out of the question since I simply didn’t have the funds for it. So, I started doing it myself. I mailed out a collection of photographs with a very simple release to 10 or 12 magazines and newspapers in New York. Amazingly enough, I got calls back, even from Vogue – a woman named Jane spoke to me on the phone a couple of times, then decided to visit the salon, which I tried to talk her out of. But she came and looked around and was very polite; she didn’t mention the fact that it wasn’t at all an impressive place. After a couple more meetings, she finally had the courage to say, “Well, I’m really sorry but the salon isn’t Vogue-y.” I laughed and said, “Yes, I could have told you that, but you must have seen something in my work, otherwise you wouldn’t have spent all this time… .” She gave us a small write-up and sent clients my way – that’s how it pretty much proceeded. I managed to do a similar thing at Mademoiselle, Glamour, and Seventeen, and got our name in magazines on a fairly regular basis. After a year or so, there was a story in a newspaper about the top 12 hairdressers in New York. By a wonderful sequence of events, the woman writing the story happened to interview two of the only editors I knew well and two models whose hair I’d cut, all of whom mentioned my name. I ended up being number 12 on the list of top 12 salons. We were the only new salon and by far the most affordable. I think my haircut price was published at 20 dollars in 1977, and most people were charging 50 to 100 dollars, so guess who got all the calls?”  


Moves Bumble to a new, larger space on East 56th Street.


After working with some of the best editorial stylists in the world, Michael notices they have very few products they actually like.                              He promises to make products with them in mind.

“I remember watching the great editorial stylist Orlando Pita blow-dry a model’s hair in the late 1980s, and he was using products he wasn’t crazy about. Fashion shows were becoming more experimental and theatrical, and therefore more demanding – no more neat little buns. The textural opportunities for hairdressers were exploding and so were the opportunities to use products. I realized it would be amazing to make products to keep my editorial hairdressers happy. I’ve always admired and sought out great editorial hairdressers who have helped me develop products by testing them with demanding, exacting standards. I see it as being similar to the great car companies who have factory-sponsored racing teams to test the limits of every piece of a car and give feedback to the mechanics and engineers in order to go faster and be safer.”


Miffed that hairdressers have no definitive tome on their heritage, Michael sets out, over the next ten years, to chronicle the stories of twelve influential hairdressers for a book called Hair Heroes.


Michael and Vidal at the Sassoon home in Beverly Hills



Michael meets Vidal Sassoon.

“When I began to write Hair Heroes, Vidal agreed to be one of its twelve subjects. This was a tremendous honor, and also necessity, for no one has revolutionized hairdressing like Vidal. I met him at his house in Beverly Hills. Our interview covered all sorts of topics, and I was impressed by how educated he was, how thirsty for knowledge, and how generous he was with his spirit and time. He was very aware how much his time meant to people, knowing that one minute with him could make a tremendous difference in the lives of others.”


The core line of Bumble and bumble products is released.


Estee Lauder takes stake in Bumble and bumble, and green-lights financing for the House of Bumble.




Surf Spray debuts as one of the great beauty launches in history.



Michael creates a great work of passion: Vidal Sassoon the Movie, a feature-length documentary that has its premiere at the Tribeca Film Festival.

“The idea for the film started off as a personal tribute to Vidal as he was approaching his 80th birthday, and it grew into a major initiative to capture this man’s life both in a film and a book. My intention was to leave a lasting memory of him that would inspire young people and re-inspire the older generation of hairdressers, as well as the millions of people in the world to whom the name Vidal Sassoon is either familiar or personal or evocative. The impact that hairdressing has on society is not been well documented or recorded – much less respected due to the lack of serious written material – and I hope that the film is something that every hairdresser in the world can be very much proud of.”



Michael creates Vidal Sassoon the Book with long-time friend and designer Steve Hiett.


Purely Perfect launches in 2013; the press goes wild. The detergent debate ignites.

“Purely Perfect Cleansing Creme was an early experiment – the first attempt at reinventing hair products – with the intention of being completely detergent-free. In many respects we were not ready: the instructions were misleading (the French translation totally off) and the pump hardly functioned. Regardless, editors clamored to get into the studio, we still garnered a huge amount of press, and despite the flaws, the product worked incredibly well and people got it.”


Tony, Michael,Wes, and Roxie on set during a Hairstory Shoot


Michael invites editorial stylist Tony Kelley, colorist Roxie Darling, and haircutter Wes Sharpton to collaborate on creating striking photography, stories, and films centered around hair. Hairstory Studio is born.




Purely Perfect sells out after a feature on Yahoo Beauty. Citizens everywhere ration until stock replenishes.


FALL 2015

Cleansing Creme becomes New Wash and the star of a new product line: Hairstory.

Hairstory reimagines hair products and the future of the industry by empowering independent hairdressers.

The rest will be history.


  NEW YORK                                                                WAILEA MAUI

About me  Contact    Products   Services    Lookbook     Calendar     Online Booking