It all began in 1971, with the hopes and dreams of a single

hairdresser to make women feel beautiful, special and happy.

Today that dream continues under the guidance of a visionary,

experienced team of hairdressers who seek to bring something

unique to the industry – identity¹ – a professional haircare collection

that focuses on delivering the ultimate guest experience.

Through a collection of products, a rich educational offering

and proven systems, identity¹ seeks to provide the tools for

salons to thrive. With uncompromising attention to the needs

of the hairdresser, the guest and results.

identity¹ believes that by creating the ultimate guest experience, salons thrive.

from Gene Juarez Salons

hairdressersWe currently employ 450 hairdressers. We train, motivate, inspire and provide tools for success behind the chair.

guestsBy providing 600,000 hair services annually, we have an understanding of guest needs and what fits their lifestyle.

educationFor over 30 years, we have operated 2 cosmetology academies & 1 Advanced Training Salon. We cultivate a culture of continuous learning, develop natural educators, and a broad curriculum that is the foundation of our salon success.

salon operations & retailingThrough operating, retailing and marketing 10 premier salons over 40 years, we have industry-leading knowledge and experience.

Gene Juarez Salons

deeply understands:

40 years of listening, styling, educating, growing with our guests and providing beauty

solutions that fit their life, has been harnessed into a collection of products that deliver

simple, touchable, effective results and an educational offering that will inspire and

elevate the guest experience.

Products are developed by hairdressers for hairdressers, in a true salon environment with special attention to the needs of:

salonsRespecting the need to manage the product assortment, we offer products and tools needed to care for, style and finish hair for a beautiful result and ultimate guest satisfaction.

hairdressersThe care taken in product development honors the hairdresser and their needs behind the chair, for a long and successful career.

guestsProducts are designed to protect and/or build

hair health, with ease of use and versatility.

responsibilityEvery effort is made to care about our planet and guests. No unnecessary ingredients are added and products are paraben free.

attention to product details that matter

names and copyProducts named for what they do.

Instruction and copy are simple to

understand. Font sizes are legible

for readability.

color and designColor and design choices help to categorize

the line making it easy for hairdressers and

guests to choose and use products.

pumpsPumps allow the hairdresser to provide

dosing solutions. Pumps also help to

reduce waste.

attention to package details that matter

education that informs, inspires & engagesidentity1 supports your salon through a relevant and proven curriculum, built on the pillars of art and business. Designed to help you deliver the ultimate guest experience.

art of hairdressingIncludes fundamentals, techniques, fashion & trend and inspiration.

business of hairdressingHairdressing as a profession, salon operations & retail and marketing.

delivered by national educatorsA group of highly talented and passionate educators. They work behind the chair and understand hairdresser needs. They deliver a broad curriculum and bring you an elevating education experience.

easy to accessDirectly through the loyalties program, at regional studio events, in your salon and/or at the national Seattle studio.Or, anytime through the professional portal at identity1.com

Smooth and protect hair from thermal styling with a unique blend of extracts. Offers uv protection and maintains hair’s natural texture.

thermal protectinggel

Reduce frizz, add shine and protect hair with this high concentration of nourishing argan oil. Enjoy dosing solutions with a no-mess pump.

nourishingoil

Control curls or create soft waves through a blend of unique ingredients that reduce frizz and protect hair from heat damage.

curl formingcream

Build body and protect hair from heat damage. This weightless non-aerosol foam is easy to apply and keeps hair shiny, voluminous and touchably soft.

soft bodyfoam

stylingcreate the shape Uncomplicated options to create your desired look, whether big, straight, sleek or curly. Use on damp hair prior to styling. Styling products offer thermal protection and are paraben free.

finishingfinish the lookFor use on dry, styled hair to customize, set or enhance the look. Finishing products can be applied all over or to a specific area of focus. Paraben free.

Lasting, moveable and touchable hold that controls static and adds shine.

medium hold hair spray

Satin-soft, shiny hair without greasiness. A unique ingredient blend reduces frizz, offers thermal protection and conditions.

silkening gloss

Strong, lasting hold with retention memory. Contains non-flaking resins, controls static and enhances shine.

firm hold hair spray

Reduce frizz, soften, condition and add shine with a blend of jojoba, safflower and lemongrass extracts. Offers thermal and uv protection.

illuminating mist

nicheresult specificMultiple-use and result-specific products that are a combination of categories, or have a specific function. Paraben free.

Easily reduce drying time, protect hair from thermal damage and condition.

quick dry sprayCreate tousled, touchable

texture. Epsom salts texturize, while algae and kelp extracts moisturize and keep hair touchable.

ocean texture spray

Add or maintain volume, create a matte finish and remove oils from the hair with alluvial mud. Tea tree oil promotes healing and rice starch offers protection.

hair powder

cleanse and conditionThe identity1 collection is built on an ingredient code of Hawthorne Fruit Extract, Mt. Rainier Blueberry Extract and Black Walnut - to maintain or build hair integrity, protect, nourish and condition. Each collection is further enhanced with ingredients to address the needs of specific hair types. identity1 haircare is paraben free and color-safe.

haircare

Lightweight nourishment for normal to dry hair. Mushroom extracts hydrate, restore elasticity and enhance manageability and radiance.

balancingshampoo &conditioner

Intense nourishment for dry to very dry hair. Wooly sunflower seed extract nourishes, smooths and softens. Sulfate free. Sodium chloride free. UV protection.

nourishing shampoo &conditioner

Volume and fullness for fine or limp hair. Pectin-rich Hawthorne Fruit and American hazelnut seed extracts create big, beautifully full and soft styles. Sulfate free. Sodium chloride free. UV protection.

volumizing shampoo &conditioner

At identity1, our goal is to help you build a thriving salon environment by working with you to elevate industry standards and achieve the ultimate guest experience. identity1 offers loyalty members access to education, product and marketing tools customized to your needs. Connect with us at identity1.com and experience the benefits of loyalty.

rewarding loyalty

We seek to connect with market leading salons, grounded in service and education that share a common vision.

Connect with us to gain tools for the ultimate guest experience through:

• A thoughtful product collection

• A rich educational offering

• Support systems

Learn more at identity1.com or contact your Sales Consultant.