Wella’s new styling range EIMI was the official hairstyling brand of this year’s Britain’s Next Top Model.

The team at Salons Direct had an exclusive invite to go behind the scenes of the filming. We caught up with top hair stylist, Josh Goldsworthy, to find out more about his inspiration and tips on creating his hair looks for models Alex and Billie.

What’s your favourite EIMI product?

It used to be Ocean Spritz Salt Spray, but having done this show it’d have to be Sugar Lift Sugar Spray. They’re similar products but the Salt Spray tends to be more matte ideal for the beach affect, whereas Sugar Lift has more of a polish on it, meaning on camera especially, it makes hair look a lot more glamorous.

Where did you get your inspiration from for a few of the looks you have created today?

Today’s been a really fun day actually! With some of the other clients the looks we’ve created have been a more controlled as they’ve been quite driven with certain looks. Whereas today they’ve given us more of an inspiration to style the way we want. Each girl has an individual look, from crimps and waves to super sleek parts and polished hair.

How Billie’s look was created:


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Step 1: I used a large tong to style the hair back away from the face, leaving about a 3 inch gap from the roots and then left to set. This was more to get some movement mid-way down, so it looks a little more natural, beachy effect.

Step 2: Once that was done, I brushed it out and then took large sections of hair and used straighteners to clamp down the curls to create a flatter texture where there is still movement but not quite big glamorous red carpet waves.

Step 3: I then took sections of the hair, twisted it and sprayed with the Ocean Spritz Salt Spray, then let it set.

Step 4: Once this was done it was just a case of tweaking things as and when. Just so that the front layers were pulled away and the rest is almost pushed onto her body, so it sits quite flat and beachy.

How Alex’s look was created:

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Step 1: I wanted Alex’s hair to look really clean so we pulled the hair back from the crown so it was flat. I used EIMI Shape Control Mousse throughout.

Step 2: I then applied Sculpt Force Extra Strong Flubber Gel with a brush through the whole top section to give the hair a high shine finish and make It almost look like the hair is wet

Step 3: I used Thermal Image Heat Protection Spray through the ends to add a little bit of shine but not quite as much as the top section. When the hair was ironed through, the heat protection helped to give it the tiniest bit of hold. It’s 2/4 so it will just stop any flyaways and keep it looking really sleek.

Step 4: I finished off with the Super Set Extra Strong Finishing Spray which is the strongest hold hairspray in the EIMI range – it’s just like liquid concrete! Once this had dried it was sprayed quite close to the hair so it had a wet look, high shine finish and then we just brought it behind the ear to finish.

What other hair styles were created?

Other stylists working backstage at Britain’s Next Top Model included Paul Paterson and lead stylist Matthew Curtis who created some seriously stunning looks.  Discover our exclusive behind the scenes photos of models Jessica, Alex and Bethan.

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Interested in the Wella EIMI range? Head over to the collection now.