Percy and Reed

Percy and Reed sells colour-safe shampoos, conditioners, styling sprays, oils and treatment masks, plus a small line of body wash and candles. Prices sit in the mid-range: most full-size haircare is £18-£28, gift sets £35-£55. The brand trades through its own UK and US e-commerce sites, a flagship salon in London’s Covent Garden, and selective wholesale (Space NK, John Lewis, Cult Beauty). Founded in 2007 by session stylists Paul Percival and Adam Reed, the line is built around “invisible” formulations that deliver volume, shine or texture without heavy residue. Stand-outs include the Volumising No-Oil Oil, Wonder Balm heat protectant and Smoothed, Sealed & Sensory heat-activated finishing spray; all are silicone-free, cruelty-free and packaged in recycled or recyclable plastic. The brand positions itself as professional-grade performance with London-session creativity, translating backstage techniques into everyday routines. Core buyers are 25-45-year-old women who colour their hair, follow fashion and want salon results at home without complicated steps. They value cruelty-free credentials, clean-ish ingredient lists and the insider authority of founder-stylists who work London and New York Fashion Weeks. Marketing leans on tutorial content, limited-edition drops and salon events that reinforce an insider, fashion-community feel. Percy and Reed competes in the crowded “premium-accessible” haircare tier occupied by indie salon brands and fashion-led labels. It differentiates through founder credibility, fashion-week heritage and formulations that prioritise lightweight finish over heavy silicones, while staying below luxury price points.