Mr. Cowe: A Guys Guide To Going Blonde

1 Rob Loschiavo Lifestyle Shot

Hair by Victoria, Adrien and Karly at The White House Inc.

What I wore // Hooded sweatshirt: H&M // Shirt: Zara // Ring + Necklace: Vitaly Design

If you’re reading this…it’s not too late (sorry Drake). Chances are, you have thought about going blonde or wished you were blonde. The good news is, there’s still time! With the official start of summer here, there’s never been a better time to be alive and blonde. It’s been without question that going blonde has been one of the biggest hair trends this year for both men and women. For women there’s tons of go to guides that help in the decision process, but us guys never seem to get the love returned or enough of us aren’t talking about it.

When I first started my journey towards going blonde, I remembered being nervous, and a little unsure about what I was doing but, there was still a very strong feeling of excitement, which was ultimately my deciding factor. I’ve partnered with my friends at The White House Inc. to give you the scoop on what you need to know before going blonde and show you my transformation!


    1. Do your research

 There’s lots to know like, is your hair a good candidate for going blonde? It all comes down to your ethnicity and hair type mostly. Your genetics are going to play a huge role in whether your hair will be able to strip away its colour to go blonde. Also, going blonde isn’t the easiest and quickest process, it takes lots of work and time to maintain. Hey, I didn’t say it was going to be easy, but trust me, the time and work pays off!


  1. Locate a salon

This step is probably the single most important, so pay attention. All the planning and research you do doesn’t do any justice unless an experienced team that knows what they’re doing executes your vision. The White House Inc. was my definite choice! Their team is very experienced not only in men’s cuts, fades, and styling, but they specialize in colouring, highlights, and balayage. Victoria and Adrien are the colour masters.


  1. Find your inspiration look

Creep on Instagram or lookup celebrity looks, your goal is to find a look that you love and ideally one that you think suits you best. For me, my inspiration look was what sold me on going blonde in the first place. My inspiration was Zayn Malik. I saw a recent photoshoot he did for the cover of FADER Magazine and I wanted that look as soon as I saw the photo. Check it out below…

2 Zayn Malik

Source: FADER Magazine

  1. Let the transformation begin

I was so excited walking up to the “Office of the President” aka The White House Inc. when it came time for my appointment. The team all knew about the big transformation and helped take away any remaining feelings of nervousness – who doesn’t love a little positive support! And so it began, with a special colouring mix by Victoria, the application and foiling commenced. To achieve the best look, we decided to leave a little bit of my root showing to allow the texture and definition to show through. Also, once my roots began to grow out, they would only continue to compliment the look. When it was all said and done, the entire process took about 2.5-3 hours, including colouring & foil, toning, wash, scalp massage (so necessary), cut, fade, and style. Here’s the big reveal right after we finished up…

3 Rob Loschiavo at The White House Inc

  1. Maintaining the look

Here’s where all the magic happens, and by magic I mean colour protective hair products and styling. To maintain my look I used Kerastase Reflection Bain Chroma Captive Shampoo, and their matching Chroma Captive Conditioner, both daily. My favourite thing about using these products aside from protecting my colour and keeping my hair smooth was the smell. For added conditioning my go-to product was Redken’s Blonde Idol BBB Spray Conditioner. And finally, as recommended by The White House Inc. I used L’Oreal Professional Color Corrector conditioner for blondes, once a week. This product is amazing and definitely helped in keeping my colour. To go Zayn each day, my go-to styling product was Redken for Men’s Working Wax Maneuver, which allowed me to achieve that tidied up messy look.


  1. Get ready for all the attention

Since going blonde, the biggest thing I realized was the attention my hair drew in from everyone, including strangers. Everyone always complimented me on my look- I’m not going to lie, sometimes I loved it and sometimes I got shy (there’s only so much attention you can handle). Going blonde is makes a huge statement so expect people to notice. Why not make some new friends in the process!

4 Rob Loschiavo Lifestyle Queen West

After living as a (fake) blonde for the past month, it’s only fitting to answer the age old question, do blondes really have more fun? The answer is yes, they do, but the fun only lasts for so long, or until your next coloring appointment at The White House Inc. 😉


Looking to go blonde for the summer? Contact The White House Inc. and tell them Mr. Cowe sent you!


// @RobLosch


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