Finding new hair products can be intimidating. These days, haircare aisle shelves are lined with hundreds of different brands and product options. At a time when it's not uncommon to see 10 different shampoos offered by the same brand, it's intriguing to discover a brand that presents a concise, curated product offering.
That brand is Äz Craft Luxury Haircare, a relative newcomer to the scene with a cult stylist following luxe packaging, and a less-is-more ethos. (After almost two years on the market, the brand currently offers just 13 products.) Pronounced "oz," the Äz branding oozes cool, sophisticated energy—my first thought when I saw the Remedy Restorative Masque container was that it reminded me of Tom Ford fragrances. Adding to the cohesive mystique of the brand, all of the products seem to have the same alluring scent.
äz Craft Luxury Haircare
Founded: Rodger Azadganian, 2020
Based In: Seattle, WA and Charlotte, NC
Best Known For: A concise, curated line featuring products that empower you to create any style and to look your very best.
Most Popular Product: Sooth Serum, Amplify Texture Spray, and Intense Volume Mist
Fun Fact: The brand sought to craft a haircare line that embodies the rich history and heritage of the romance and theater of hair.
Other Brands You’ll Love: Paul Mitchell, Kérastase, Kintsugi
The brand’s mission is to heighten the industry standard and the value of the art of hairstyling. Created by expert hairstylist and salon owner, Rodger Azadganian, Äz Craft Luxury Haircare’s formulations are intended to give you the highest follow-through performance possible, empowering you to create any style and to look your very best. The concise, curated line features products that are designed to be used by stylists and consumers alike.
"After 35+ years in the beauty industry, having started and sold a successful business of salons, academy, and Haircare in Seattle, and then starting all over again in Charlotte, I realized that we as consumers/stylists/salon owners are faced with brands that have an ever-growing offering of SKU’s that can be overwhelming, confusing and a huge financial drain," says founder Rodger Azadganian. "On top of being overwhelmed and confused as to why most brands average 45+ SKUs, I wondered why I needed 8-10 shampoos to choose from when they all relatively do the same thing—cleanse the hair."
Azadganian feels this curated approach to product offerings is beneficial to both the consumer and the stylist. "As a consumer, 45+ SKUs in a line can be confusing and frustrating because of the amount of money you’d have to spend to try and find what might be right for you," he says. "Then you have to buy more because of the constant barrage of new products." Conversely, when Azadganian began to create Äz, he set out to create a line of products that would be an inch wide in offerings and a mile deep in performance—all while staying conscious of the things a product didn’t need to be.
Intrigued? Same. So ahead, discover the best Äz haircare products hand-selected by Byrdie editors.
True to its name, the Sooth Serum manages to provide soothing healing to hair while providing light hold for styling. This serum can be used on all hair types, wet or dry. It's designed to act as a cuticle sealant for a smoother finish, humidity resistance, frizz control, and thermal protection.
Amplify Texture Spray
In my experience, most texturizing sprays tend to leave a dull finish on hair. This spray manages to give hair the grit it needs for styling while simultaneously boosting shine and radiance. It also contains several nourishing and hydrating ingredients for healthier hair over time, such as wheat protein and aloe leaf extract.
Intense Volume Mist
The Intense Volume Mist truly lives up to its claims; it instantly makes hair volume seem to double. Spray this mist at the roots of damp, towel-dried hair before blow-drying in order to pump up the volume of your hair. This mist can also be used on dry hair for added texture and to fight humidity and frizz.
Elixir Nourishing Oil
The Elixir Nourishing Oil is a proprietary blend of oils—including coconut oil—that is designed to act as a professional keratin treatment in a bottle. It has the ability to moisturize, defrizz, and protect your hair against thermal damage and humidity all while leaving the hair smooth and soft. This is a rich oil, so focus on concentrating the product on your ends.
Remedy Restorative Masque
The brand says the Remedy Restorative Masque is like a day at the spa for your hair and I am inclined to agree. It replenishes lost protein and moisture in damaged or chemically treated hair by supporting fiber alignment. It can be used daily as a 10-minute treatment for intensely damaged hair, or as a deep conditioning treatment once a week for 25 minutes.
Elevate Luxe Mousse
If you're looking for a mousse with buildable volume and zero flaking, the Elevate Luxe Mousse is it. While the mousse is intended to be used before blowouts for a moisture-rich volume boost, I personally like to use it for air-drying curly hair. Unlike other mousses that can be drying or flaky, this ultra-hydrating mousse helps create shiny, defined curls with light hold.
This formula is loaded with benefits. It provides cuticle-penetrating moisture to hydrate the hair from within, provides thermal protection, and prevents breakage by strengthening the hair. It's a formula that any hair type can benefit from adding to their routine.
While some shampoos can strip the hair and leave it feeling dry and brittle, the Indulge Shampoo manages to both cleanse and hydrate hair. This formula is ideal for anyone with hair that quickly becomes greasy or oily, as it can function as a two-in-one shampoo and conditioner. Additionally, its sulfate-free formulation makes it a great option for those with curly or dry hair who are looking to maintain the natural oils of the hair and scalp.