Serving a simple yet sophisticated aesthetic and effective formulas at an affordable price point, Sam Overton’s growth with UEW haircare is built on a passion for creating a professional product that everyone can afford, writes Cameron Pine.
Having spent years developing Creative and Education programs for multi-national brands Sam wanted to create a no nonsense brand whereby both professionals and consumers can know and understand everything that goes into the products they use. For more than the last three years, Sam conducted a lot of self-research into products and formulations and still makes all of the UEW products himself by hand in his Sydney studio.
“Sexy, simple, effortless hair; without breaking the bank, that’s what UEW has always been about to me,” said Sam.
Continuing on from an initial feel of moderate luxury are fresh scents of ginger and lily and a real unisex appeal. UEW sources the highest quality cruelty-free ingredients to ensure it delivers the expectations of both professionals and consumers or ‘For Real People’ as Sam likes to call – his clientele is basically everyone regardless of gender or age.
“I’ve always loved the idea of handmade products, and still to this day make them all myself. I could have gone to a supplier and had them create formulas for me but then I felt it wasn’t mine. I was just putting a label on someone else’s product,” Sam said.
Determined to make a difference, Sam set about the next chapter of his career, away from the stream of onstage events and launches for other people’s products and in some respects a little away from the industry so he could focus on something new.
“I’m currently in around 40 salons and all my stockists are loving having an alternative brand or a second brand that is an easy sell mostly because it looks good and the price is reasonable,” Sam said.
Salons can easily order online which Sam says makes it manageable for him as a small business to control and manage the expectations of salons, especially in Sydney who expect their products within a few days. Buying wholesales for around $11 and selling at $20 retail.
Being in the market for more than a year now has meant Sam has been able to develop a system and iron out any initial challenges. He says things will always come up but it’s the three years prior to now that he spent really thinking about what was important to him and what he’s passion about that led him to UEW being a successful brand.
“I feel there are a lot of salon owners who want to control what’s on their shelf and something that sells, without having too many products that don’t so I’ve designed a styling range to deliver something for everyone and nothing uneccessary,” Sam said.
There are currently 10 products in the range including a signature UEW branded wide tooth comb – all encased in a minimalist white box. Sam has pushed the monochromatic palette to its most simplest state so not only professionals can easily identify with his products but consumers can afford a salon product that looks good in their bathroom.
A brand wouldn’t be Australian if didn’t address that undone beach hair culture so the aptly named, Beach Texture is a big seller while UEW’s signature Primer Step 1 is a great in-salon product and the ideal prep for any hair type. Big Volume, Tame Control, Clean Dry Shampoo, Fat Dust, Shape Texture Gum, Help Treatment and Matte Hold Clay complete the portfolio – with some strong sales in the clays especially among the guys who want something they can use every day and be confident about what’s in the tub.
Built on three core values of repair, shine and maintenance, Sam’s passion extends beyond simplistic understanding for real people but to a passion for session and salon education – areas he is confident that his skill and products support him to the level of any large multi-national brand. In the last few years Sam has also become his own expert photographer, shooting all of his own campaign images with impressive results – keeping costs down so the salon can also benefit has enabled Sam to create a no-fuss aesthetic that salons love.
“I opted for boxes on all my products which is rare to find at a product of this price point, but I really wanted them to look simple – I wanted the box to look as simple as possible with all the ingredients listed on the bottle. Most brands with boxes are at least $10 per unit more than UEW,” Sam said.
With free shipping for online orders and a growing Instagram community of near to 6,000 followers, UEW certainly lives up to its promise by bridging the gap between luxury and affordability.
For more information visit www.uewhaircare.com
Catch up with INSTYLE and Styleicons!
- Subscribe to our bi-monthly magazine
- Check out www.styleicons.com.au
- Subscribe to our twice-weekly newsletter
- View our digital magazine
- Follow us on social media on Instagram, Facebook and LinkedIn