Two beauty industry icons unite as Shay Hoelscher taps Chad Cook to elevate the creative vision of privé products.

New York, NY - September 15, 2025  [NEWS DIRECT]– privé, the award-winning clean luxury haircare brand known for performance, purpose, and professional heritage, proudly announces the appointment of renowned California hair artist Chad Cook of Chad Cook Hair as its new Creative Director. This powerful partnership signals an exciting new chapter for privé under the leadership of founder and CEO Shay Hoelscher, a 35-year beauty industry veteran and accomplished female race car driver whose mantra is #engine4good 

Hoelscher, who once led strategy for some of the world’s most influential professional beauty brands, brings her signature blend of purpose, passion, precision, and competitive drive from the racetrack to the salon. Since acquiring privé, she has elevated the brand through clean innovation, stylist-centric education, and speed-to-market excellence. A lifelong advocate for stylists, she channels the same competitive drive from her career as a female race car driver into the beauty world—fueling innovation, speed to market, and a culture of excellence.

“Chad’s aesthetic, integrity, and commitment to the craft are a perfect match for privé,” says Hoelscher. “He not only embodies the heart and soul of the stylist community but also brings a modern lens to professional creativity that will help propel privé’s future.”

A respected force in the industry, Cook is known for his precision-driven cuts, fashion-forward editorial styling, and magnetic teaching presence. His work frequently graces professional stages, competitions, and salons – making him a trusted voice among both emerging and established stylists.

“Shay’s story and privé’s mission speak directly to my heart,” shares Cook. “This brand was built with stylists in mind, and I’m excited to collaborate on products, education, and creative initiatives that keep our community inspired and future focused. I’m also proud to use and carry the entire privé collection inside my own salon.”

privé has long been a staple in both the consumer and professional haircare spaces, known for delivering high-performance results with clean, responsibly sourced ingredients. Under Hoelscher’s leadership, the brand has doubled down on sustainability, community give-back initiatives, and product innovation, empowering the professional community while appealing to today’s ingredient-conscious client.

privé continues to lead with clean, high-performance formulas powered by responsibly sourced ingredients and packaged in sustainability-minded materials. With Hoelscher at the helm and Cook guiding creative, the brand is doubling down on its commitment to stylists, purpose-driven innovation, and conscious luxury.

About privé products
Founded by industry veteran and race car driver Shay Hoelscher, privé combines salon-level performance with clean, conscious formulations powered by food-grade ingredients. Rooted in sustainability, education, and stylist empowerment, privé delivers results you can feel good about — proving high-performance haircare can be pure, purposeful, and wildly effective. 

www.priveproducts.com

Media Contact:
Colleen Mathis, absolute R relations
colleen@absoluteRrelations.com