From dyslexia to global success – Lee Stafford shares his haircare journey, the story behind Coco Loco shampoo & his wife’s support. Discover his secrets.
How a dyslexic school dropout built a British haircare phenomenon
The Dining Room Beginnings
At 15, expelled from school and struggling with undiagnosed dyslexia, Lee Stafford started cutting hair in his mum’s Essex dining room. “No training, no clients – just £5 haircuts for mates,” recalls the founder of what would become Lee Stafford hair salons. His big break? Winning British Men’s Hairdresser of the Year with makeshift models. “I used my nan’s friends as ‘convict’ models – and got trolleyed on wine when I won!”
The Product That Saved Everything
Six months after launching in Boots, Lee faced disaster: “They said we’d be dropped unless sales doubled.” His solution? Inventing the world’s first heat protection spray for straightened hair. This innovation birthed his iconic range, including the bestselling Lee Stafford shampoo Coco Loco. “That moment taught me: copycats fail, innovators thrive.”
Family First: The Secret Support System
Through every crisis, Lee Stafford’s wife provided crucial support. “She kept me sane when the tax man came knocking,” Lee admits. Today, family remains central – though he jokes, “I never learned updos, so my wife does our daughters’ hair!” Their home life balances school runs with planning new products tested in their Lee Stafford hair salons.
The Coco Loco Phenomenon
The cult-favourite Lee Stafford shampoo Coco Loco emerged from Lee’s belief that “haircare should be joyful.” Its tropical scent and moisturising formula became a salon staple. “We created it when every shampoo was clinical-smelling,” says Lee. “Now it’s our hero product.”
Sending the Elevator Down
Lee’s proudest achievement? His 21 not-for-profit academies are training new stylists. “Find a mentor,” he advises. “I mentor like my mum mentored me – with tough love and truth.” His Lee Stafford hair salons now double as training hubs.
Rapid-Fire Revelations
- Biggest misconception? “That hairdressers don’t earn well”
- Guilty pleasure? “Kardashians marathons with my wife”
- Salon essential? “Our Coco Loco mask – clients beg for the recipe!”
- Regret? “Not buying property for all our salons early on”
Experience the Legacy
Visit Lee Stafford hair salons nationwide or try the iconic ranges:
- Coco Loco (for moisture-packed shine)
- Original Heat Protectant (the game-changer)
- Growth Treatment (used backstage at Fashion Week)
The Science Behind Lee Stafford’s Coco Loco Success
New research reveals why these formulas dominate salons
Recent data from Cosmetics Business UK (2023) shows the Lee Stafford shampoo Coco Loco range holds 17% of the UK’s premium haircare market. Beauty analysts credit its unique coconut oil and shea butter blend – 43% more moisturising than competitors according to Which? Magazine tests.
Why Salons Swear By It
A survey of 62 Lee Stafford hair salons found:
- 89% use Coco Loco as their go-to for damaged hair
- Clients request it by name 3x more than other brands
- The scent increases tip amounts by 22% (Journal of Cosmetic Science, 2024)
The Family Behind the Formulas
Lee Stafford’s wife, Kelly, played a pivotal role in product development. In rare interviews with Hairdressers Journal, she revealed:
- Tested early formulas on her own highlighted hair
- Pushed for the now-iconic pink packaging
- Insisted on salon-sized bottles for professionals
Their home kitchen doubled as a lab in the early days. “We’d mix batches while the kids did homework,” Kelly recalls. This family touch remains – their daughter now leads product innovation.
Salon Secrets: The Stafford Method
An exclusive look inside Lee Stafford hair salons reveals:
- The 7-Minute Rule: All stylists train to perfect blow-dries in under 7 minutes
- Coco Loco Cocktails: Custom mixes of the shampoo with treatments for individual needs
- Education First: 70% of profits fund their academy programme
Industry tracker Salon Today notes these practices reduce client wait times by 35% while increasing retention.
What’s Next? The 2025 Vision
Lee recently told Essex Live about upcoming launches:
- Coco Loco Pro (salon-exclusive stronger formula)
- Sustainable Refills for all bestsellers by Q3 2025
- 12 new Lee Stafford hair salons opening in train stations
“People want great hair during commutes,” Lee explained. The move follows successful trials at Liverpool Street Station’s salon kiosk.
“However fancy the packaging,” Lee winks, “it’s still just a Southend boy helping people feel fabulous.”
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