01_about daniel mostyn and the lab_

daniel embarked on his hairdressing journey in 1998 in sydney, australia. two hours into his apprenticeship, he knew he had found his life’s calling—a world where his spectrum-based ocd could thrive, where meticulous attention to detail was celebrated, and where every effort yielded results. for him, hairdressing became an endless pursuit of challenge and perfection, an art form where the work is never truly finished.

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with a deep thirst for knowledge and growth, daniel’s journey took him across the globe to train and work with top mentors in paris, london, los angeles, new york, and hong kong. this was a time for him to deepen his understanding of cutting and form creation from hundreds of approaches, each remarkable in its own way, while also discovering what all artists strive for—an individual approach to form and shape.

daniel’s passion for the industry led him into brand and product development, exploring every aspect from formulation to design and the entire brand user journey from all perspectives.

the true expertise daniel was pursuing lay in mastering what he considers the three sides of the triangle: brand, industry, and consumer. with knowledge across these areas, he gained a deeper insight into how a brand should communicate—with integrity and authenticity.

daniel’s diverse expertise made him a trusted consultant for international professional and consumer brands, advising on everything from brand strategy and product development to art direction and messaging. after seeing firsthand how global brands often prioritised short-term gains over true innovation—and consumer focus over professional focus—his drive to create a brand built for professionals began.

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in 2019, after 20 years of refining his craft through trial and error, daniel recognised the gaps in the professional haircare industry—where innovation was lacking and authenticity had been forgotten. so he took matters into his own hands.

locking himself in “the lab,” daniel began his most ambitious project yet: designing a brand that would challenge the status quo, and building the system he had never been given. a system that would reconnect the fractured parts of the craft and give both artists and clients a way to understand hairdressing as one unified discipline.

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four years later came the start of that answer—form → formula → finish. a new cutting, product, and styling system born from thousands of hours of experimentation, dismantling old rules, rebuilding new ones, and refusing to stop until every piece behaved with purpose. this ongoing experiment still sits at the centre of daniel’s work today: a commitment to finishing the system properly, to building a generation of better cutters, and to making the craft clearer for the consumer.

this is more than a brand—it is the embodiment of daniel’s lifelong pursuit to ask: “how could this be done differently?” and his refusal to stop until he finds the right answer.