“The guy with big hair.” That’s what Josh Liu became known as around campus while an undergraduate at Pepperdine University, where he studied public relations. And what’s a budding publicist to do with a reputation for big hair, chic style and jaw-dropping looks? Parlay it into a business, of course. Today, Liu is a celebrity hair stylist and founder of Útiles Beauty, a hair tools brand focused on the essentials. Liu’s impressive roster of clients include Ariana Grande, Demi Lovato, and Miranda Kerr, among others. Based in Los Angeles, Liu has experience styling hair for television, commercials, music videos, and editorial shoots. 

Prior to working in hair, Liu worked at one of the top talent publicity firms for over a year and a half, an experience that would undoubtedly inform his future work with big personalities. After much reflection, he decided to pursue his dream of becoming a hairstylist and enrolled at the renowned Toni & Guy Hairdressing Academy, where he trained under celebrity hairstylists Chris Appleton, Christian Wood, Anthony Turner, John Ruggiero, Anna Cofone, and more. Most recently, he worked with Ariana Grande on her international Dangerous Woman Tour. When dreaming up his modern, sometimes futuristic creations, Liu draws inspiration from past and present fashion trends, nature, and even architecture. To Liu, the client is the canvas, and the final product is a walking work of art. 

You can check out their latest work here. 

1. What is the first creative project you remember? 

The very first creative project for hair that I remember doing was when I was a junior at Pepperdine University. My friend was doing a pseudo campaign for a graphic design marketing class and she needed to shoot models with creative hair and makeup from different eras, so I happily volunteered! I had attempted an Amy Winehouse look, a classic, old Hollywood vibe, ‘70s woodstock hair, beach waves, and a Lady Gaga inspired look. I definitely didn’t nail it, but it got my creative gears turning with zero formal training. 

2. Describe your aesthetic in three words. 

Sleek. Forward. Fierce.

3. What was the most fulfilling collaboration you’ve worked on?

The most fulfilling collaboration I’ve worked on would probably be my work on Ariana Grande’s music video, “Positions.” It had such iconic retro glam beauty moments that became an inspiration for so many. It feels like such an accomplishment to know you helped inspire shifts in the beauty industry and when your work is on other creatives’ moodboards, inspiring their drag looks and halloween costumes.

4. What’s one creative project that taught you something fundamental about yourself?

Creating my brand Útiles Beauty has taught me that my creativity really knows no bounds, it doesn’t end with hair. We sometimes convince ourselves to stay in our respective lanes and fields, but I’ve learned that it’s healthy to expand your creative skillset as it really helps you understand the context and perspective in which you exist. The whole conception of a brand is the biggest creative challenge I’ve encountered. Creating a logo, establishing my brand’s identity, packaging, web design, and photoshoots, all of these aspects require a creative eye with a vision. 

5. Do you think creativity is something you’re born with, or something you’re taught?

I like to think that creativity is something you’re born with. The way in which a creative’s brain processes the world is so different. We have an innate itch to exercise the creative side of our brain and we can’t really shut it off. I feel that everyone has a layer of creativity to them, but if unused, that part of their brain won’t grow. I’d like to pose a question to people: when you were given a coloring book as a child, did you only color inside the lines, or did you venture outside of the lines, embellish, add your own touch? I feel like the answer to this question can measure one’s creativity level and propensity to be a creative, even at an early age.

6. What’s the last dream you had?

The last dream I had was to start my own business, and prior to that it was being a “successful” hairstylist. I really wanted to start a hair tools beauty line featuring only essential hair tools that are tried and true. There is so much oversaturation in the beauty industry, so many different tools, that it’s easy to get overwhelmed and confused. So, my dream was to create a brand with a focus on minimalism, creating products that would work well for all hair types and textures. This dream was the inspiration behind “The Hairtie” by Útiles Beauty in 2021, and I’m continuing to dream even bigger for the years to come.

7. One hundred years from now, what do you hope people write about your work?

I hope my work will make people feel empowered, inspired, and even challenged. I want them to have so many questions about it, maybe as to how I did it, what inspired me, and what my work means in the context of time. 

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