Green Pioneer – The Eco-friendly World of Brian Phillips

June 2024

Month 20xx

Jacob Marion and Hania Noor

Charmaine Gooden

Jacob Marion

At the bustling intersection of Jarvis and Adelaide Street in downtown Toronto, a vibrant green structure catches the morning sunlight, its tall mahogany windows hinting at an interior lush with plants and greenery. Ascend a mere two steps up, and you’ve entered what was Brian Phillips’s worldSALON, now SEENstudio TO, owned and operated by Andrew Wu. Still celebrated as Canada’s premier eco-friendly hair sanctuary, the salon embodies a clean, sustainable and climate-conscious approach to hairstyling.

Phillips, the mastermind behind the salon’s revolutionary eco-friendly model, is a Toronto-based hairstylist and entrepreneur with over 35 years of professional experience under his belt. His indelible imprint on the city’s hair industry stems from a constant commitment to innovation and creativity. Yet, beyond his stacked career, Phillips radiates wisdom and warmth that endears him to clients and colleagues alike. He is a friend, a mentor and an open ear – all qualities that have cemented his status as one of Toronto’s most beloved hairstylists.

early life and career

Phillips, raised in Montreal, Quebec, didn’t come from a fashion-loving family. His mother was a librarian, and his father was in business. Despite this, Phillips discovered his passion for hair at a young age, rifling through his sister’s dolls. “I had my GI Joes, but the Barbies were ten times more interesting. And it was the hair,” Phillips reminisces. Mesmerized by their locks, he began giving them haircuts, smart bombs, to be precise. “That,” he chuckles, “Was the start of my fascination with hair.”

While Phillips initially pursued sciences in school, particularly chemistry, physics and biology, even considering veterinary medicine, his path took a turn toward media during his time at Concordia University. Graduating with a degree in television production, Phillips set his sights on Toronto, drawn by the allure of the city’s opportunities.

In 1984 amidst a challenging economic climate in Montreal, Phillips took a chance and relocated to Toronto. He had some contacts at Much Music, but after multiple interviews leading nowhere, he got a job elsewhere working as a production assistant for the summer. Phillips fell in love with Toronto, “All my friends in Montreal said, ‘Ah, we’ll give you six months, you’ll be back.’ But I never left,” he says.

The reintroduction of his passion for hair and the fashion world caught Phillips off guard. With interviews lined up for a production assistant role and an assistant position at the Rainbow Room salon, he followed his gut, opting for the latter. “I didn’t know much about the industry then. I think I’d been to a salon maybe twice in my entire life. So, I just went with my instinct,” recounts Phillips, who blew off the production assistant interview and never looked back.

For nine months, Phillips immersed himself in the salon atmosphere, washing hair and folding towels. Despite skepticism from family and friends, he found joy in the creative ambiance and the connections forged with clients. Transitioning to the salon floor months later, he obtained his license and delved into the world of fashion shows, igniting his passion for the intersection of fashion and hair.

Phillips spent two and a half years at the Rainbow Room, describing it as a “Science lab of coolness and fun,” where he absorbed knowledge voraciously. Subsequently, he joined Civello, working alongside Ray Civello for another two and a half years. Drawn to Civello’s work in magazines, Phillips ventured into the editorial realm, collaborating with publications like Flare and Toronto Life Fashion. “It’s a different aspect of hairstyling, catering to photography… different dynamics, working with art directors and models instead of clients,” explains Phillips.

Ivan Otis, a Toronto-based photographer and friend, emphasizes Phillips’ exceptional work ethic and positive demeanour, qualities that set him apart in the industry. “There aren’t many like him. He’s genuinely good… so positive, finding the best in everyone,” remarks Otis, highlighting their collaborative projects spanning over three decades.

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WorldSALON stopped offering perms. Relaxers and other treatments with equally harsh chemicals soon followed. “People were pissed,” says Phillips..

WorldSALON

Towards the end of his tenure at Civello’s, Phillips faced a pivotal moment in his career: relocate to London, England, to pursue fashion hairstyling or establish his salon in Toronto. Opting for the latter, Phillips, along with his

then-partner John Taccone founded worldSALON in 1989. Recalling the moment their real estate agent showed them a prospective salon location across from St. James Park, Phillips reminisces. “The bells in the cathedral across the street started ringing. It was magical. I said to John, ‘This feels like a sign. I think this is meant to be.’”

For Phillips, who had a key understanding of the creative side of the industry, the business side posed a challenge. It was the hardest part of opening worldSALON, but he dove right in. After drafting a few business plans, slowly, the salon began to hire more staff and expand. “If you love what you do, and you’re a disciplined person, or you can learn to be disciplined, then honestly, the world is your oyster. You will succeed,” he concludes.

Phillips did indeed succeed. The dedication and unique point-of-view that he put into the salon made up tenfold for the business experience he lacked. “He’s incredibly creative and fun,” remarks Jim Searle of Hoax Couture, another longtime friend and collaborator of Phillips’. This creativity is what led the salon owner to take a new direction when creating the space. From solar panels to recycling initiatives, “He’s trying to make a minimal impact on the planet with the work that he does… those are all admirable qualities,” says Searle.

role of race

While creating his hairstyling world at 30 meant that Phillips became the controller of his destiny, he still had his share of experiences with prejudice during his time working in the fashion industry. In particular, the experienced hairstylist noted that there were often few Black people on set, behind and in front of the camera. “There was a sprinkling of Black models… the whole sector was not something that was representative at all. And at the time, I mean, we just sort of assumed that was just the way it was,” he adds.

These experiences from early on in his career, shaped how Phillips wanted to help the industry evolve. For him, as an outwardly Black gay man, being authentically himself was always important. He hoped that it would encourage others to be themselves and push the industry to be accepting of everyone.

As a hairstylist and salon owner, Phillips saw the connection between healthy hair products and embracing Black hair. WorldSALON stopped offering perms. Relaxers and other treatments with equally harsh chemicals soon followed. “People were pissed,” he says. At the start of his career, he noted that everyone wanted to have straightened hair, and it was the norm to provide these services as textured hair was less embraced. Nowadays, Phillips is delighted to see Black models in various natural hairstyles featured in fashion magazines.

influence and legacy

Phillips’ impact on the fashion and hairstyling landscape extends beyond his salon. After ten years in the industry, he developed a serious case of contact dermatitis on his hands. This illness, and the knowledge that came about during his recovery, resulted in the creation of his non-toxic, multi-purpose product line now known as WORLD Hair and Skin.

With over 40 years in the industry, Phillips’ legacy is intertwined with countless magazine shoots, runway shows, and satisfied clients. His love for hair and combining his interests in science and beauty through WORLD Hair and Skin will always be a major part of his life. Both Otis and Searle applaud Phillips for his work ethic and ingenuity when it comes to being at the forefront of eco-friendly hairstyling. “He’s gone and developed these product lines that are really ahead of their time, really, in terms of environmental impact and also not utilizing toxic chemicals on your skin,” says Searle.

His longtime collaborators also noted his abundant natural talent and instinct, always knowing exactly how to harness his skills for any project. “He’s got an incredible eye,” says Otis while recounting Phillips’ ability to immaculately style hair in minutes.

Phillips hopes his risk-taking approach inspires others to do the same. “Life is short… sometimes you must choose the road less travelled. Embrace it. See where it leads,” he encourages. While his heart remains in hairstyling, Phillips looks forward to exploring new passions and taking on fresh challenges.

The career and life of Phillips are marked by sheer dedication and passion toward anything he puts his mind to. From giving bobs to Barbies to pursuing his love for film and writing, to then following his instincts into the world of hair and fashion, Phillips has turned his free-spiritedness into a versatile empire. His various reservoirs of knowledge have shaped him into a skilled entrepreneur unafraid of change and growth, as seen in his plethora of sustainable and clean beauty businesses. What the future holds for Phillips is limitless – as a lab scientist, a marathon runner, or even a screenplay writer, there is no ceiling to Phillips’ infinite potential.