AG Hair is a modern beauty brand known for clean formulas, professional results, and a sense of understated confidence. As part of its evolution, AG Hair refreshed its identity to bring greater clarity, consistency, and personality across packaging, campaigns, and digital experiences while staying true to its minimalist aesthetic and commitment to responsible care.

The new visual language captures the balance of science and nature at the heart of AG Hair. Typography plays a key role. Bebas Neue, a tall geometric typeface, conveys strength and precision. IBM Plex Mono, with its technical structure and subtle warmth, introduces clarity and approachability. Together they bring a calm confidence to AG Hair, allowing it to feel modern, honest, and distinctive across every application.

Color and material choices reflect the same harmony. A soft, nature-inspired palette rooted in plants, sand, and water brings warmth to packaging materials like aluminum and recycled plastics. The result is tactile and clean, reinforcing AG Hair’s connection to natural elements and sustainability.

Photography follows this sensibility, blending softness with detail. Influenced by 18th-century French still lifes, the imagery uses rich earth tones and carefully composed scenes to highlight textures, forms, and light. Diverse hair types are presented with honesty and care, while subtle technicality reveals the depth of each formula. The visuals create a quiet elegance that is confident, grounded, and never overstated. This identity builds on what AG Hair already stands for. Beauty that is thoughtful, effective, and built to last.