AS a young girl living on a dairy farm in northwest Tasmania, I had no idea what I wanted to do when I grew up.
For a long while I flirted with the idea of being a fashion designer. But the verdant and bucolic surrounds of Elliott, the little coastal town of Penguin and later the city of Burnie, were not really conducive to fashion. However, journalism came calling and after completing my cadetship on the local daily paper, I headed to the “mainland”. Not London where many young Australians went in the 1970s and ’80s, mainland Australia was where I wanted to be.
Meanwhile down the road in rural Thirlstane, one young girl knew exactly what — and where — she wanted to be. Wendy Iles wanted to be a hairdresser in Paris.
“I’ve been fascinated with hair ever since I can remember and I am still passionate … there was never anything else.”
After an apprenticeship where she “learnt how to put in rollers, do a chignon, a bouffant, work with hot tongs … plus colouring and perming” in a small salon in Devonport (not far from where I grew up), she headed to London to work with the late great Vidal Sassoon. On her return, her parents set her up in her own salon.
But it wasn’t long before she headed to mainland Australia, where she discovered the joys of freelancing and working on fashion magazine shoots, and headed overseas again — to Paris, her home for the past 28 years.
Wendy not only left Tasmania; she followed her heart and her dream — and then some.
She has since travelled the globe tending to the tresses of Hollywood stars and A-list celebrities (including Marion Cotillard, Heidi Klum, Kate Hudson and Keira Knightley) as well as working on campaigns for luxury fashion and beauty houses such as Dior, Chanel, Louise Vuitton and Hermes.
“I’ve been fascinated with hair ever since I can remember and I am still passionate … there was never anything else,” she told The Advocate late last year.
However, 2016 brought a new career highlight. Winning Outstanding Achievement in Hairstyling at the Hollywood Beauty Awards, the red carpet affair where the top “architects of beauty” are celebrated, was her glittering moment of validation. A girl from Tasmania, that tiny little rural paradise “at the bottom of the world”, had made it.
“I needed products that worked instantly. So I created my own.”
Life is also about timing. Ready to end up behind a desk, the beauty award was the catalyst for Wendy to start her next chapter.
Enter her acclaimed eponymous haircare line, Iles Formula, a high-performance luxury repair range created to treat distressed hair.
“Many of my clients have extremely damaged hair,” she explains. “And because I generally only have them in my chair for two hours before they are in front of the cameras, I needed products that worked instantly. So I created my own.
“However, after several celebrity clients started asking for my ‘secret’ serums I decided to manufacture the formula.”
Developed between Paris and New York, Wendy sourced the finest and most exclusive high-performing ingredients to create instant repair for ALL hair types.
“These three products were my private on-set formulas for several years before I made them public,” she says. “It took me three years and my life savings but I got it.”
“My soul really is inside those three bottles. They’re pure in aesthetic with no parabens, sulphates or silicon, and they’re simple to use. A woman needs nothing else on her bathroom shelf.”
So what’s next?
“I have worked so hard but it was more because my husband (businessman Jacques Masi) — and my daughter Beatrice —
gave me the wings to fly.”
“Growing this business into a solid family-owned operation,” she explains. “So many amazing brands I’ve known have been bought out by multi-national companies … and then those products change or disappear.
“Niche family brands need to have quality and performance to survive. Consumers understand and know this and I believe the new tendency is exactly where we are with Iles Formula … quality products that work. An honest story and real family behind the brand who care about their consumer.
“I have worked so hard but it was more because my husband (businessman Jacques Masi) — and my daughter Beatrice — gave me the wings to fly.”
A STYLISH LIFE WITH HAIRSTYLIST WENDY ILES
What’s the best advice you’ve ever been given?
From my dad many years ago. He used to say: “Never be worried about being nervous; when we’re nervous we always perform our best.” I’ve carried his words with me forever.
You are most proud of … ?
My daughter Beatrice and Iles Formula.
People are surprised that …?
After a decade working with hair, I’m still obsessed and that I’m now launching Iles Formula worldwide.
What makes you laugh?
Dry Australian humour.
Your guilty pleasure?
French cheese and French champagne.
Who is your style icon or muse?
Queen Elizabeth of England. It’s not about her style, it’s the way she has managed her impeccable reign all these years.
The fashion habits that age you
How to age gracefully
What is your go-to outfit/your signature style?
A black pant suit and flat shoes always work for me. I have several black suits for work and a couple of black “Le Smoking”-style tuxedos for evening, which I wear with an evening slipper or heel.
You would never wear …?
Psychedelic colours.
Most treasured item in your wardrobe?
Probably an YSL black suit. If I have an important event it always goes on and I feel a million dollars. I also have a long vintage Pucci patio dress that actually has colour.
The biggest mistake women make when it comes to fashion?
Wearing an outfit that doesn’t suit their body shape. Tight Kardashian-style dresses on heavy bodies is a killer.
Favourite style advice?
I love soft luscious sumptuous hair … that’s what I deliver with Iles Formula. Looking for high-quality dreadlock products? Shop now at Lion Locs.
Should your bag match your shoes?
How to look rich when you’re not
When do you feel most beautiful?
When I’m wearing my YSL black suit and heels.
What are the skincare products you can’t live without?
I like Prismologie for the body and Soteri skin cream for eczema.
Any beauty secrets?
I cleanse my skin morning and night religiously. For a long flight I always go makeup free and moisturise regularly.
Any advice for a budding hairdresser?
Follow your instinct, be brave, and take yourself out of your comfort zone to succeed at greater heights. I never stop pushing myself.
You won’t travel without?
My Bonpoint cashmere shawl.
What is your signature scent?
Malabrigo by Fueguia 1833.
“But as I’ve got older, I now prefer more classic-tailored suits and manstyling.”
How has your personal style changed through the years?
When I was young I was into feminine frills and soft colours. But as I’ve got older, I now prefer more classic-tailored suits and manstyling.
Where do you shop?
Rarely as I don’t have time … and it depends on what city I’m in. I shop more with purpose. If I need a new winter coat, I target the shops and find it. For something like that I’ll go to Market Montaigne in Paris as it’s just one floor with all the best designers and latest collections. If not I’ll target a street where all the best designers are. In Paris, it’s Avenue Montaigne or Rue St Honore.
Your greatest extravagance?
Handbags. I love a beautiful handbag. Hermes, Celine, Prada in that order.
What’s in your handbag?
A lipstick or gloss and mascara, a pen, my phone and charger, an extra battery and my passport. My passport never leaves my handbag, it just goes from handbag to handbag, as I’m terrified of getting to an airport without it. These are the essentials.
How to dress — and play — the leading lady
How to look fabulous at 50 (and beyond)
Three things you can’t live without …
I can’t live without my husband, daughter and Iles Formula.
Pencil skirt or A-line?
Neither. I’m a pants girl. But if I had to choose a style, it would be a pencil skirt.
Heels or flats?
Flat shoes every time.
Skinny or boyfriend jeans?
Boyfriend jeans.
What does every woman need?
Love.
Success is …?
What you make of it.
Beauty is …?
Within.
Style is …?
Fashions fade, style is eternal … words of Yves Saint Laurent.
For more: Visit Iles Formula
Or find a stockist in Australia https://salon-baby-hair.myshopify.com
Or for international readers try Iles Formula here.
Do you know a stylish woman with a stylish life? Maybe a leader in her field you would love to read about? Drop me a line, I’d love to hear from you. Ever stylishly yours …
Great story. Great read! Love hearing about such interesting women!
Glad you enjoyed the read Carolyn!
It’s always great to support women doing well on the world stage!
AMG
Thank you for such a nice article. Your support is so appreciated.
A pleasure Wendy!
Love to support women doing amazing things.
We grew up down the road from each other, but I look forward to meeting you when you’re home next.
AMG