For her top notch clients Israel-born and US-based hair artist Aura Friedman goes to extremes – showering with Lady Gaga (both in their swimsuits of course) to go pink, or flying out for a couple of hours to color Jennifer Lawrence’s hair during filming Hunger Games in Kentucky. Everything is possible as long as personality and hair color are a perfect match…

Aura is well known for her talent to tailor-make each client’s color according to personal style, skin tone and eye color. Her ultimate goal: to make women feel beautiful and confident “when you are done coloring and the client is happy with the end result, it is instant gratification“.

Her attention to detail, her art training, over two decades of experience and her unique perspective set Aura apart, making her every celebrity’s’, designer’s’ and editor’s’ favorite colorist (she does runway projects for designers such as Peter Som or magazine editorials for Harper’s Bazaar, Vogue or Allure).

We have met Aura Friedman and talked about Kim Kardashian and grey hair…



Aura is not only known for her transformations (take a look at Sky Ferreira, Soo Joo Park and Charlotte Careyknown) but more importantly for her creative vision and ability to set hair trends (just think Lada Gaga’s pink hairdo, M.I.A.’s ombré look or Caroline Polachek’s splashlights). As the wheel of fashion turns season by season, watch Aura changing color…



Be part of Aura’s journey @auracolorist and stay up to date by following us (@jilvalerie and @whatstowatch) on Instagram!



WTL: Which three words sum up what AURA FRIEDMAN coloring stands for?

AF: Thoughtful (in my approach), Unique (and tailed for each individual), Elegant (always keeping it classy).

WTL: How would you describe the signature of your work?

AF: I always try to emulate natural colored hair with any kind of color scheme.

WTL: In your opinion, what sets you apart from other colorists?

AF: My perspective…

WTL: What inspired you to become a hairdresser/colorist?

AF: I applied to every business in a strip mall at 15 and got the job at the salon…

WTL: What was your biggest career moment so far?

AF: I’m very fortunate that Allure include me in the Best of Beauty 2 years in row.

WTL: You have been born in Israel, grown up in California, moved to Florida and now live in New York. What in your opinion are the biggest differences between West and East coast and also Europe when it comes to hairstyles and coloring?

AF: There is different taste. It’s more conservative in Paris, where my mother lives. Florida’s hair color fades, due to never ending sun. I don’t spend much time in Israel but going there this summer.

WTL: Talking about LA and Miami – don’t you miss the sun?

AF: I miss the ocean in Miami Beach more than anything… every kid should grow up with plenty of beach time… it’s great for the soul.

WTL: With summer coming soon, what are this season’s hair and color trends?

AF: Pink hair and pastels, and RoseGolds are really making me happy… and everyone else so it seems. One extreme to the next… along with those is a strong grey/silver hair and beautiful soft feminine Hollywood blonde, honey, butter, wheat and warm beige toned blondes. All reds, bright and soft cool strawberry blonde (a personal fave), tortoise shell, varieties of warm rich browns, caramels and honey tones, cool brunettes.

WTL: Fashion week New York is just over – what trends have you seen on the catwalks for fall/winter?

AF: Pink hair, finally! Some amazing hairstyles this season, chola looks were so good!

WTL: Talking about trends – we have just seen Kim Kardashian going blond. How is this done and is it at all possible going from black to blond without ruining your hair completely?

AF: You always have to consider the texture and density of the hair. I’ve done it several times, most recently on model Daiane Conerato, although they just darkened her hair in Milan for Cavalli.

WTL: You probably see a lot of damaged hair due to wrong coloring. What are the most important rules one should follow?

AF: There are so many… one thing I think is important to remember, when someone asks for cool toned blonde and they are dark brown, it’s never a good idea to “break” the base. It always becomes brassy.

WTL: We have seen a lot of grey hair on the streets lately – can you tell us a bit more?

AF: I’ve been doing a ton of grey and silver tones and I think its an evolution and further exploration of the platinum hair trend.

WTL: Could anyone go for grey hair or do you have to have a certain natural base color?

AF: To go grey you must go as light as platinum hair, level 6 or lighter is ideal, for any others the hair must be healthy enough and thick enough to withstand the bleach.

WTL: In a dream world, whose hair color would you want to change and what would you do?

AF: I would love to color Tavi Gevinson’s hair not because I want to change anything, I just love her style and find her interesting.

WTL: Who are your (style) icons and who/what inspires you when working on new creative concepts and color trends?

AF: My grandmother is my fashion icon… my biggest inspiration is PlayBoy magazines from the sixties and seventies something about the combination of the hair color from that time and the matte finish if the mag… perfect color!

WTL: Which fashion designers do inspire you the most?

AF: I love so many and it changes every season… my fave all time through all times are Saint Laurent, Givenchy and Chanel…

WTL: You have met a lot of people over the past years – what was the most memorable client story?

AF: Lauren Hutton was amazing, she told me about wrestling alligators at 48!

WTL: What was the best advice someone ever gave you?

AF: Don’t let anyone stop you from being yourself…. my mom, a very wise woman.

WTL: What in life makes a fire burn inside of you?

AF: CREATING!!!!!!!!

WTL: What describes you better: daydreamer or realist?

AF: I have a perfect balance of each extreme…I’m a libra.

WTL: Can you describe your personal style?

AF: Vintage everything, lace and sheer I’m pretty much stuck in the nineties, thank goodness their back in style… haha.

WTL: What do you like to do when you are not working?

AF: See art, travel to the tropics and swim a lot, explore the world meet new people, read, watch film, and documentaries, spend time with my family.

WTL: What is your idea of happiness?

AF: Being grateful!

WTL: What do you appreciate the most in your friends?

AF: How inspiring, intelligent and beautiful they all are!

WTL: What are your top five Instagram accounts you follow?

AF: My top five are @owvbics, @marissakaiser, @rachelsladder11, @whereartyou, and @cimmahony.

WTL: What is your favorite band?

AF: I have a new favorite band called “The Prayers”, they’re from San Diego, my friends had them perform during NYFW, they blew my mind.

WTL: What was the last book you read (and liked)?

AF: “Almost done with Delta Venus” by Anais Nin, I’m loving it. I read very slowly though.

WTL: Which movie would you watch again?

AF: Any Stanley Kubrick or Wes Anderson films.

WTL: What is your dream destination you love to travel to?

AF: There are so many!! The Far East and Australia.

WTL: What is your favorite restaurant in LA, Miami and NY?

AF: Izakaya in L.A. Pub Belly in Miami and Dudley’s in NY.

WTL: If you could shop anywhere in the world, where would it be?

AF: Flea markets in Paris, dying to explore London shopping.

WTL: What are the three items you couldn’t live without?

AF: Love, laughter and understanding.

WTL: If you could leave us with one thought, what would it be?

AF: Keep your eyes and heart open to all the beauty that surrounds you daily.

Thanks for taking the time, Aura!




To make your hair look more healtyh, I am a strong believer in not washing hair too often. This lets the natural oils work their magic. I also suggest a cool rinse after you wash with shampoo – this is great because it closes the cuticle and gives the hair shine“.



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Picture Credit: Aura Friedman