THE STORY OF MAY•11
Our story begins with Romina Manenti, New York based editorial hairstylist founder and creator of May•11 Hair Oil. Her hair philosophy is simple:
“Having good hair is a fundamental right – you can achieve it by making the right choices”
Driven by beauty, creativity and passion for life, Romina’s journey has always been to exemplify the inner beauty of each subject she works with – to translate their emotions, spirit, energy and state of mind through their hair – whether a top model, actress or personal client. Women would often ask how they can keep their hair healthy and strong, a question that resonated with her and was the undeniable catalyst that sparked the creation of this nourishing product.
“My deep belief in the power of botanical oils pushed me to create a universal blend that contained the highest level of nutrition and protection for all hair types” – Romina Manenti
Equally, the relationship you have with your hair mirrors the relationship you have with your self. A new haircut, a fresh hair color, experimenting with a new style, can elicit feelings of confidence, power and freedom. For Romina, rousing these emotions is essential and vital to her work as a hairstylist. Inspired by the passion, creativity and heritage of her native Italy, Romina has had the opportunity to live in cities that echo this strong influence including Paris and Brooklyn New York, where she is based.
For over 15 years, her experience with models, actresses and personal clients enabled her to understand how hair can transform an individual and excite them. Through her conversations on set many expressed the difficulties maintaining healthy looking hair on a daily basis. This sparked a curiosity in Romina and over the course of her career she consulted with numerous peers and hairstylists to uncover what was missing from the infinite amount of products offered to consumers. Her investigation led organically to her neighborhood and community where she discovered the secret to nourishing, non-oily hair was with the treatment of Jamaican Black Castor Oil. This vital nutrient excels and performs for the benefit of the hair with its healing and revitalizing properties.
After a year testing its qualities, Romina discovered that this magical ingredient combined with 3 other unrefined oils (sweet almond, avocado and hemp) create a texture that locks oil inside the hair cuticle while enhancing softness and lustre. The alluring and sophisticated bouquet of Bergamot and Sandalwood conclude this unique elixir awakening feelings of euphoria and positivity.
With this powerful formula Romina knew she had created a product that would be universally versatile and effective for all hair types. She immediately phoned her best friend Romina Gil De Matos, a talented creative director, who without hesitation intuitively began establishing the business structure. Together they brought to life this hair celebration bottled May•11.
To be continued…
Written by Lisa Weatherby // Home Agency