KeraStraight names London’s Hype Coiffure as Afro hair ambassadors

Brazilian Keratin Treatment brand, KeraStraight, has appointed multi-award winning South West London salon group, Hype Coiffure, as its Afro hair ambassadors.

Renowned for its specialist expertise, Hype Coiffure will work alongside KeraStraight over the coming year to produce tutorials demonstrating the transformative effects of the brand’s advanced semi-permanent straightening system on Afro and mixed-race hair types. The award-winning salon will also collaborate with KeraStraight on an exclusive photoshoot to be unveiled later this spring.

The partnership also sees Hype Coiffure’s multi award-winning hairdressers, Kim Johnson, join the ranks of the KeraStraight art team, alongside stylists from top salons such as Trevor Sorbie, Francesco Group and Cutting Room Creative.

KeraStraight’s managing director, Jez Barnett, commented: “As KeraStraight has proven to be so successful on mixed race and Afro-Caribbean hair types, we wanted to find an amazing world leading partner who could not only represent us but also guide us with their immense experience and expertise. With Hype Coiffure, we feel we have one of the greatest Afro-Caribbean salons in the world full of incredible award winning talent. We’re thrilled to be working with them and having the phenomenal Kim Johnson join our talented art team.”

The move comes as Hype Coiffure celebrates its 20th anniversary with its two salons in London’s Brixton and Battersea having earned it a reputation as one of the UK’s most successful Afro-Caribbean hairdressing groups.

Calvin Rattray, managing director at Hype Coiffure, said of the announcement: “At Hype Coiffure, we have been blown away by the transformations and results KS Ultimate has provided by smoothing and repairing a variety of Afro-Caribbean hair types, whether it’s loose curls or the tightest coils. We’re looking forward to working with Jez and his team as well as sharing our expertise in this market to help both Hype Coiffure and KeraStraight grow from strength to strength.”