Joico announces that rising style star Ryan Crupi, who counts Tobey Maguire, Kate Beckinsale, Selma Blair, Jimmy Fallon, Marlee Matlin, Elvis Costello and Gossip Girl’s Kelly Rutherford among his loyal clients, is the company’s newest celebrity spokesperson.  Crupi, who cares for his A-list clientele at the renowned Chris McMillan Salon in Beverly Hills, is also an accomplished red carpet and session stylist.  He has worked on projects for Cosmopolitan, Glamour, Allure and Maxim and most recently, he coiffed Rutherford for the cover of Green magazine.

In a town known for its fascination with artifice, Crupi keeps it real.  He’s an avid surfer and his casual style informs his approach to his work.  “I love to do natural, long, beautiful, sexy hair,” says the stylist, who describes himself as “eccentric but basic.”  He adds, “I’m not scissor-happy and I don’t style in a way that a client can’t duplicate at home.”  The secret, he reveals, is in the cut.  A Crupi-executed precision cut will grow out so beautifully that clients with long hair need only visit the salon three or four times a year.

A critical element of his long-wearing style is recommending the products that will keep clients’ hair looking “a step above” between salon visits. Joico hair care products fulfill his expectations, thanks to their intense conditioning and restructuring properties.  The exclusive Quadramine Complex, found in most Joico care formulas, including its award-winning K-PAK Deep Penetrating Reconstructor, actually restores strands, inside and out.

For more high fashion effects, at photo shoots and paparazzi-packed events, Crupi finds plenty of options in the Joico family of products.  He cites Volumizing Foam from the re:nu Age Defy styling collection as an indispensible tool for clients who are “volume-challenged,” while Joico’s Silk Result Sheer Gloss offers an ideal solution for controlling frizz and adding shine.  For grooming perfection, he reaches for Molding Putty, a light, flexible formula from Joico’s Design Collection.

Another key to his clients’ immense satisfaction is his confident eye and the ability to identify and produce the details that will enhance each individual. “Chris taught me to let the client know what I feel is best for them,” he says of his mentor, “particularly if I feel they are wearing something that looks dated.  It’s important,” he declares, “to stay modern.”