Words Kirk Truman
Photography Etienne Gilfillan
“This really began to give us a flavour of something much bigger… we’d only really started to scratch the surface with what we could do.”
In a prime location at the corner of Cleveland Street and Mortimer Street sits One Fitzroy. It’s home to US manufacturer and marketer of prestige beauty products, Estée Lauder, and at ground level you’ll find one of their highly-regarded collaborators. Few salon partners have warranted the respect of a leading hair care brand such as Aveda; Fresh Lifestyle, an independent boutique salon is one such partner, bringing the very best in premium hairdressing to the heart of Fitzrovia.
Fresh Lifestyle founders Wendy Lauricourt and Michael McLeod opened their first salon more than 14 years ago in Blackheath, South London. “It’s fair to say that the first location was very much the product of Wendy’s vision,” says Michael. “She’d always wanted to create her own marque, and when you have that drive things have a way of coming to fruition. We acquired the sub-lease on a tiny, run-down shop unit overlooking the heath, and with the help of family and friends we managed to create a distinctive space in which to launch our business. It opened in 2003, at that time Wendy was the only full-time hairdresser.”
Fast-forward two years and, with a team that had grown to 15, the fledgling project was now operating at near capacity. “We both felt we’d just started to scratch the surface with what we could do, and decided to take things to the next level,” says Michael. Wendy had previously lived and worked in Islington, and knew instinctively that the area’s demographics made it a perfect fit for Fresh Lifestyle’s brand. So, in 2006, Wendy and Michael took on their second location, this time in Upper Street, a stone’s throw from Islington Green. “The increased footprint enabled us to develop the concept from hair salon to lifestyle salon, with a dedicated retail zone at the front of the premises and a spa area to the lower level,” says Wendy. The success of this revised concept inspired them to acquire larger premises for their original Blackheath operation, and in 2009 the partners opened their second Lifestyle Salon in this well-heeled village setting.
The partnership with Aveda has been a constant from the inception of the original salon to the present day. “We originally partnered with Aveda because of the synergy between our two brands – a synergy that has fuelled the growth of our business,” says Michael. “It’s probably fair to say that we’re now one of Aveda’s most respected UK partners, to the extent that Estée Lauder invited Fresh Lifestyle to represent the Aveda brand within their UK and Ireland Head Office premises; for us, it’s a huge compliment.”
Fitzrovia’s unique mix of retail, business and residential premises, together with the neighbourhood’s bohemian heritage, meant the invitation from Estée Lauder was too good to pass up, and Fresh Lifestyle Fitzrovia opened its doors here in April 2016. The brand-new, double-height space, with floor to ceiling glazing on two sides, is bright and spacious. It looks particularly good from the vantage point offered by the comfy bespoke leather armchairs and with views onto Mortimer Street, you could be forgiven for thinking you were in one of the leafier portions of downtown Manhattan.
This bespoke salon space exudes calm and tranquillity, in keeping with the partners’ vision for the perfect guest experience. The faultless technical service on offer – be it cut, colour, or style – goes without saying, but Michael and Wendy feel that it’s equally important to create ‘me time’ for Fresh Lifestyle’s guests. From the stress-relieving rituals that accompany each service, to the hypnotic comfort of the full-body massage chairs in the secluded shampoo zone, everything is geared towards ensuring that visitors leave feeling great. And to ensure that you leave looking great too, each service is carried out by a specialist cut or colour professional dedicated to ensuring that you’re comfortable with and confident about the service you’ll enjoy. At this unique Fitzrovia crossroads spot, Fresh Lifestyle’s brand continues to thrive, showcasing the very best in all things hair for both men and women.