FROM THE FRONT | Yarok The Hair Kitchen opens in New York


YAROK FOUNDER and editorial stylist Mordechai Alvow has opened The Hair Kitchen in New York City's Flatiron district.

What is Yarok? "Performance-driven [haircare] products that are healthy for both clients and stylists. Using modified, traditional recipes of nutrient-rich base and essential oils, YAROK products are formulated exclusively from organic, wildcrafted and otherwise responsibly-harvested plant ingredients, hand-picked for their medicinal and sensory benefits throughout history, and sourced from pristine locales around the world. The products are created fresh, in small batches, to preserve their freshness, integrity and performance." There are seven treatment oils for various follicular and scalp ailments, shampoo and conditioner.

Why do you care about The Hair Kitchen? Because you can get a signature scalp treatment (serums, scalp massage... bliss), organic hair colouring, a blow out, a cut (boys and girls both) or an updo if need be and your makeup all did in one place. And all of it's as squeaky green as can be, so none of the usual noxious nasties and fumes you often get in the confines of a salon.

I can tell you from first-hand experience that the Yarok Feed Your Youth hair treatment (aforementioned serum + scalp massage) is a hair changing experience. Go in with ragged roots and emerge all silky maned.

We'll be in Manhattan this week and next so we'll be sure to swing by this address for a real-time update.

The Hair Kitchen, 39 West 19 Street suite 610, New York, NY 10011 (212-876-4293).