Äz Haircare Is Low-Key Used By Every Celebrity Hairstylist

Finding new hair products can be intimidating. These days, haircare aisle shelves are lined with hundreds of different brands and product options. At a time when it's not uncommon to see 10 different shampoos offered by the same brand, it's intriguing to discover a brand that presents a concise, curated product offering.

That brand is Äz Craft Luxury Haircare, a relative newcomer to the scene with a cult stylist following luxe packaging, and a less-is-more ethos. (After almost two years on the market, the brand currently offers just 13 products.) Pronounced "oz," the Äz branding oozes cool, sophisticated energy—my first thought when I saw the Remedy Restorative Masque container was that it reminded me of Tom Ford fragrances. Adding to the cohesive mystique of the brand, all of the products seem to have the same alluring scent.

The brand’s mission is to heighten the industry standard and the value of the art of hairstyling. Created by expert hairstylist and salon owner, Rodger Azadganian, Äz Craft Luxury Haircare’s formulations are intended to give you the highest follow-through performance possible, empowering you to create any style and to look your very best. The concise, curated line features products that are designed to be used by stylists and consumers alike.

"After 35+ years in the beauty industry, having started and sold a successful business of salons, academy, and Haircare in Seattle, and then starting all over again in Charlotte, I realized that we as consumers/stylists/salon owners are faced with brands that have an ever-growing offering of SKU’s that can be overwhelming, confusing and a huge financial drain," says founder Rodger Azadganian. "On top of being overwhelmed and confused as to why most brands average 45+ SKUs, I wondered why I needed 8-10 shampoos to choose from when they all relatively do the same thing—cleanse the hair."

Azadganian feels this curated approach to product offerings is beneficial to both the consumer and the stylist. "As a consumer, 45+ SKUs in a line can be confusing and frustrating because of the amount of money you’d have to spend to try and find what might be right for you," he says. "Then you have to buy more because of the constant barrage of new products." Conversely, when Azadganian began to create Äz, he set out to create a line of products that would be an inch wide in offerings and a mile deep in performance—all while staying conscious of the things a product didn’t need to be.

Intrigued? Same. So ahead, discover the best Äz haircare products hand-selected by Byrdie editors.