Hair Care

By Erin Brady

Mordechai Alvow, a hairstylist and the founder of YAROK Haircare a budding, botanically based line (Yarok means “green” in Hebrew) of restorative hair care, is quite the jetsetter. Born in Israel, he now splits his time between NYC and Chicago, as well as other locations now and then for editorial shoots. His line, Yarok, represents the convergence of Mordechai’s global perspective, his intuitive styling approach and his ongoing quest for performance-driven products that are healthy for both clients and stylists.

I had the pleasure of meeting Mordechai for a haircut in late September, at his styling spot at the time, Loft 26 in Chelsea. He has worked with many famous designers, photographers and celebrities and has had his work appear in countless top magazines, and despite the envious bio, Mordechai is anything but intimidating. He’s warm and energetic and his passion for his work is evident from the second you meet him. I’m a firm believer that having a hair stylist who instinctively knows what style/look will work on you is key, but having someone who makes your time in the chair comfortable and enjoyable really puts the icing on the cake for an ultimate hair cutting experience.

Mordechai played around with my hair for a bit and decided on a layered, shoulder-skimming bob, to which I willingly agreed. After receiving one of Mordechai’s hair oil treatments that smelled of mint and soothed my scalp, the cut and blow-dry began. Mordechai and I chatted throughout the cut and one of the things I really loved was how he explained everything, including the products he used, so I could easily (attempt to) recreate the style at home. The end result was a stylish, healthy haircut and a lovely experience with Mordechai and his associate David.

Prior to his current salon space, Mordechai owned the MOTY MOTY Salon at the swank Equinox Sports Club on the Upper East Side. It was there where the idea for his product line was born and where he experimented with homespun, oil-based formulas to revitalize and replenish the hair and scalps of his health and fitness-minded New York City clients. Yarok has since grown into a flourishing hair care collection, embraced by the media and expanding its presence to high-end salons, medical spas and specialty retailers across the US.

The line was created to bring a sense of well being into an otherwise highly chemical salon environment. One of Yarok’s main goals is to make a positive impact on the health of the hair and scalp while making the least negative impact on the environment: from the packaging to the product formulations. Its formulas are made entirely of all natural, aromatic, pure florals, fruits, herbs and essential oils that are consciously sourced and that are 100 percent vegan. They are all free of alcohol, parabens, sulfates and cruelty. The products are never tested on animals, only on Yarok staff and any willing clients. Yarok plans to continue to experiment and innovate when it comes to staying on the leading edge of the latest and greatest discoveries in healthy, all natural, green, vegan nutrition for the hair and scalp. Recent product introductions include Feed Your Roots Moussee, Feed Your Ends Leave-in Conditioner, Feed Your Hold Style Sustaining Hair Spray and more.

Yarok’s efforts toward environmental sustainment are demonstrated as the company donates three percent of the annual profits to The Pachamama Alliance, http://www.pachamama.org, a globally flourishing and powerful non-profit dedicated to supporting the indigenous people of Ecuador and Peru to protect more than 10 million acres of Amazonian Rain Forest. In new product news, the

To meet the needs of his NYC clients and to grow the YAROK business, Mordechai has opened a Yarok headquarters at 39 West 19th Street (between 5th and 6th Aves, suite 610). Here he offers a full-service salon, a Yarok retail space and an office area to expand where the products are sold. To learn more visit http://www.mordechaialvow.com and http://www.YAROKhair.com.

Originally published December 2010
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