James, with his utterly impressive 25+ years career, is a beauty maven who is obsessed by achieving absolute perfection. James oversaw several major launches as head of creative services producing the photo shoots and casting for many iconic brands including Clairol, Natural Instincts and REVLON to name just a few. 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 -- and set off on a 10-year journey to create the clean, hydrating formulations that are now MASAMI.