James, with his impressive 25+ years career, is a beauty maven (guru) who is obsessed by achieving absolute perfection. His journey of gaining spectacular beauty knowledge started in London when he took an internship at Harvey Nichols. Later on, while in his role as Creative Services Head at Clairol, he was responsible for the creative execution and production of several major launches, including Natural Instincts, Nice & Easy, Matrix Biolage and SoColor brands and at L'Oreal USA for Redken, Lancome, SoftSheen-Carson Dark & Lovely and REVLON. In 2010, James decided to use his knowledge, experience and talent to help models frustrated by the damage continuously done to their hair with no real solutions in sight. This was the beginning of breakthrough formulations of botanically hydrating brand MASAMI with powerful Mekabu powder. MASAMI is James' expression of his passion to help women around the world to become confident with who they are, and to highlight their uniqueness by having healthy and invincibly beautiful hair.