My, my, my. When it comes to their hair, women are all about me, myself and my. You know, “my style,” “my curls,” “my cut” and “my color.”
 
 
Rob Forgione and Denis Kovalyov have heard it all and then some during their time in and out of salons. Forgione’s hair care career spans 20+ years, while Kovalyov’s been styling hair for more than 15 years. Both are skilled hairdressers, specializing in color and hairdressing education. They’ve learned a lot outside the salon, too. Having worked globally with premium hair care brands, both multinationals and boutique hair care products, in Europe, the US, Australia and Russia.
 
 
Forgione and Kovalyov combined their wealth of knowledge and passion to create their My Hair Care product line, named in honor of all those clients who talked about “my hair.” The duo are luxury fanatics and regulars at Paris and New York Fashion Weeks, but they also know that products don’t have to be expensive to work. New Infuse My. Colour Wash is designed to extend and keep hair color fresh until another treatment. Infuse My. Colour is available in four shades, Ruby, Copper, Gold, Cobalt and Platinum. Each retails for about $18.42 at current exchange rates.
 
 
Forgione’s hairdressing career began in Perth West Australia, where, over 15 years, he founded three salons. Later, he moved to Sydney to pursue a career as business development manager for Schwarzkopf Pro.
 
 
“My passion for natural clean hair care found me working for a start up brand O&M Original Mineral Australia for eight years,” recalled Forgione.
 
 
During this period, he was promoted from sales manager to European brand manager and travelled globally with O&M for a few years. In 2015, he was in London where he met Denis Kovalyov who worked with P&G Professional brands.  
 
 
For his part, Kovalyov was instantly drawn to the power of transformation hairdressing holds for the client; how it gives people confidence and enhances their lives. After working for some biggest names in the hair care industry as an educator and session stylist, he became interested in product development and passionate to create a product that would deliver amazing results and make your hair “fit.” Being a fitness fanatic, it was incredibly important to Kovalyov that the ingredients in the product line are sustainable, vegan and do not contain any chemicals which would stress the hair.
 
 
The result was My. Haircare, which was founded in 2016.
 
 
“My.Haircare was born out of the need for high performance color maintenance on a professional and consumer level. Denis and I still work in salon part time and constantly survey our clients to scope out there needs as consumers,” explained Forgione. “Denis and I succeeded in creating a color-infusing shampoo that delivers even, luminous color without being patchy or making the  hair feel dry and grainy like other brands.”
 
 
According to Forgione, the My.Haircare customer is everyone with colored hair wanting to refresh their current tone, stop color fade or really pastel-lighten hair.
 
 
“Infuse My. Colour Wash can be used by anyone at any age!,” Forgione insists.
 
 
Like other newcomers to the market, Forgione and Kovalyov emphasize that their vegan formulas are free from sulfates, silicones and parabens. But Infuse My. Colour Wash has a unique colour molecule that is delivered with a biopolymer conditioning agent that gives even luminous shiny results from root to ends. According to Forgione, the color-infusing result even results in a conditioned, flexible hair fiber. The formula can be applied to refresh color, impart pastel results on lightened hair and color-correct hair.
 
 
Infuse My. Colour Wash debuted in February and so far, Forgione and Kovalyovhave been thrilled with the results that they’ve had in the market. Infuse My. Colour Wash is available in the United Kingdom, Spain and Australia. The company is looking for professional hair care distributors in the US.
 
 
“We would like to see Infuse My. Colour Wash in professional salons and also prestige retailers,” explained Forgione, who added that more products are on the way.
 
 
“We anticipate to launch three more hair care lines delivering high tech hair care lines that will bring a new era in hair care and hair styling,” he told Happi.