The Story Behind the Brand Phenomenon of Iles Formula

A Short Story of the Luxury Hair Care Brand, Iles Formula

Wendy Iles, the founder of Iles Formula, spent a decade scouring the globe to find powerful ingredient blends and complexes that would provide hair repair with instant results for her high-profile clientele. She believes there should be no boundaries when it comes to finding the best hair care ingredients. She formulated these formulas as performance-driven, something not many companies can own up to tending to produce more and more ordinary products as a revenue tatic to build up numbers.

The Story Behind the Brand Phenomenon of Iles Formula by Iles Formula


Wendy formulated these formulas for herself and her A-list clients, not imagining at the time that she would agree to a global launch. The results came from spending 3 decades at the top of her game in the hair industry and pursuing her obsession for sumptuous lustrous hair that has become her trademark today.

The Story Behind the Brand Phenomenon of Iles Formula by Iles Formula


More Than 15 Key Ingredients

There are 16 key raw ingredients in the Iles Formula Shampoo and 24 in the Iles Formula Conditioner and Iles Formula Finishing Serum. Unlike other hair care products in the market, each ingredient in these formulas is of the highest quality available. We collect these ingredients from the source, creating a new paradigm for high-performance hair care in shampoo, conditioner, and serum for all hair types.


Iles Formula Shampoo - Click here to see reviews

Our Iles Formula Shampoo has 16 key ingredients including an exotic root juice. Free from harsh detergents, silicone, paraben, and sulfates, the shampoo's delicate formula cleanses without stripping the hair's color or over-drying the strands. Vitamin B5 restores the hair shaft and helps to repair split ends, dullness, and rough texture. Silk proteins from Japan sourced from non-farmed silkworms enhances the volume of the hair. This particular formula is unique as it is one of the very rare sulfate-free and silicone-free shampoos available today with such an abundance of lather. A first in its own right.


Our Iles Formula Conditioner is intensely highly performing, INSTANTLY repairing ALL hair types without ever weighing the hair down. This paraben-free + silicon-free formula instantly transforms damaged, straw-like hair into sumptuous spun silk perfection. Put to the test on many A-list celebrities, on the sets of prestigious directors and photographers, Iles Formula repairs and revitalizes even the most damaged hair from the first treatment.

Silk creates an immediate voluptuous effect on the hair, with knots and tangles slipping away instantly. Tucuma Palm and Pracaxi Oil extracted from the seeds of the Macrobola Tree are natives to the Amazon and are sourced from the rainforest floor, as well as other proprietary ingredients including Vitamin E and B5 for total hair rejuvenation.

Tucuma Butter

Tucuma Butter is cold-pressed from the seed of the native Tucuma Palm tree from the Rain Forest, of Bresil. Tucuma Butter is prized for its rich content of polyphenols. As a result, it combats free radicals, and fatty acids to protect and moisturize the hair.


The Story Behind the Brand Phenomenon of Iles Formula by Iles Formula

Image sourced from Pinterest

Tucuma Butter performs like other active ingredients, delivering true healing, and restructuring benefits to the hair. It also offers true hydration for improved elasticity and suppleness. High in Vitamin A, the antioxidant properties in this exotic Amazonian butter help keep the hair soft, smooth, and nourished.

The Iles Formula Finishing Serum amplifies the smoothing quotient of hair and delivers a non-greasy, silky finish. You can apply this lightweight formula to wet or dry hair. It will protect against humidity, heated tools, chemical and environmental damages, color fade, and humidity. Apply it on each section as you blow-dry. Heat-activated the results are phenomenal. One can also use it daily on dry hair to protect against the elements like heat, UV and humidity .

Tucuma Seed Butter, Keratin Amino Acids, nut oils of Macadamia, Argan, Hydrolyzed Silk, and Panthenol all help to nourish the hair without ever weighing it down. In addition, ceramic-like molecules reinforce the hair fibres while strengthening hair and helping to repair split ends. Additional support from Vitamin B5 and UVB filters provides UV and heat protection to the hair. It even protects colored hair from damaging UV rays. The serum is the finishing tool in Wendy’s hair care and repair arsenal.

Environmentally Friendly

Moreover, we source ingredients with concern for the land, the environment, and the farmer's welfare. What we take are the fruits, the nuts, and juices of plants, specially harvested from the floors of the rainforest. No forced farming. The strategy is to help preserve the forest by paying local communities more for continuing to harvest seeds and fruits from local trees than they would make by cutting the trees down to sell.

The Amazon is one of the most diverse ecosystems on earth, with more than three million species living in the rainforest and more than 2,500 tree species, which makes up one-third of all tropical trees that exist on earth — it should be important to us all. That is why we're so determined to source natural ingredients, and why Wendy herself contributes to planting 40 native tree seedlings a month in the Amazon rainforest.

Our founder, Wendy Iles, created Iles Formula products from her soul with the best intentions - to provide hair care for all hair types with phenomenal instant results.


The Story Behind the Brand Phenomenon of Iles Formula by Iles Formula

Image sourced from Pexels

To learn more about Iles Formula and receive quick hair tips, be sure to subscribe to our Newsletter here. Other products in our small but super-potent family of formulas are our Curl Revive and Hair Mask also available in our online shop. Experience luxury haircare that delivers instant results from the very first use. The reviews we receive are our testament.

Don’t forget to tag @IlesFormula_Hair and #IlesFormula or reach out to us with any questions at

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