L.A. Girls Love This New Under-$20 Hair Line

Leopard print midi skirts. Gucci-inspired loafers. Dangly hoops. These are just a few of the items that might inspire you to surf over to & Other Stories, the Swedish sister brand to H&M that launched stateside four years ago. But today, the brand is shifting its focus from fast-fashion separates and trendy makeup into uncharted territory: hair.
Inspired by Los Angeles' biggest hair trends, spiked with luxury scents (developed by Jérome Epinette, the French perfumer behind Byredo's Gypsy Water), and poured into the chicest cheapie packaging we’ve seen, the line feels different right out of the gate. The brand really went for it with its product categories, too — including luxury scalp scrubs and targeted serums you typically only see in Sephora or Barneys. Best part? Everything's between $12 and $17.
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Of course, trendy L.A. branding is one thing, but actually tapping into the laissez faire approach to hair in SoCal is another, so the Scandinavian brand hired local celebrity hairstylist Kylee Heath, who's known for her no-heat styling and A-list clientele (like Nicole Kidman, Rashida Jones, and Sofia Vergara).
Heath, who co-created the range with L.A. women in mind, explains how the 13-product (and growing) line will take you to the West Coast faster than a first class ticket, ahead.
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Photo: Courtesy of & Other Stories.
L.A. Trend: Natural, Unfussy Texture
Best For: Natural, Coily, Curly, & Wavy Hair

In L.A., it's all about air-drying and showing off your natural texture, which is what inspired Heath when coming up with product categories for the brand's chemists. To define your curls, she suggests starting with wet hair and a healthy dollop of the Blowout Lotion, which Heath says doubles as a multipurpose styling cream for thick hair. Or, swap it out for the Thickening Cream, which Heath says is great for fine strands. "This helps prevent [frizz from] humidity and static," she says.

Once air dried, grab a curling iron that matches your texture; she recommends a pin iron for tight coils all the way up to a 1-inch iron for loose waves. "But just curl the hair on the top," she says, "That way, it will still look natural, just more defined."
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Photo: Courtesy of & Other Stories.
L.A. Trend: Beach Waves
Best For: Straight To Wavy Hair

You already know that beach waves are a thing here, so let's just jump in. Heath notes that the Fullness Shampoo and Conditioner are great for adding volume, whether you want to blowdry hair into the long-and-shiny Cher look that's popular in West Hollywood, or let your strands air dry into something that's more Silverlake-meets-Venice.

Mist your hair with the Beach Spray — which is Heath's favorite product from the line — from root to tip and scrunch, scrunch, scrunch. If your hair is fine or limp, be sure to lift your roots with a round brush and hit them with a blowdryer first. Finish by smoothing the Serum through ends for a piecey, but not greasy, look.
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Photo: Courtesy of & Other Stories.
L.A. Standout Trend: The Slick Back
Best For: All Textures

Let's be honest: Not everyone traipsing around L.A. in yoga pants ever actually makes it to the gym, but that doesn't mean you can't add some health benefits to your day. Heath suggests giving second or third day hair a boost that's better than a green juice with her own go-to trick. "The Leave-In Treatment is a cream, not a spray, so you can apply it through mid-lengths and ends, then braid hair and it doesn't weigh the hair down," she says, noting that she's a plait fanatic, but the L.A.-popular power bun works, too. "I will put a ton of it in my hair and wear it all day," she adds. Just create a sharp part, smooth the cream through hair, and secure with a soft elastic or pin.
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