A Q&A with Global Ambassador Ed James
Edward James is an award-winning London hairstylist and founder of Edward James London, a collective of luxury salons recognised as Salon of the Year at the London Lifestyle Awards 2025 and 2026, and named in Tatler’s Top 10.
With over 25 years in the industry and a team of 100 across London, Edward has become known for one thing above all. Transformation.
Working with a loyal, high-profile clientele, he specialises in creating hair that feels effortless, elevated and entirely personal. For Edward, extensions are not about excess or obvious change, but about refinement. The quiet luxury of fuller, healthier, more dynamic hair that moves beautifully and looks completely natural.
As a specialist in Beauty Works extensions, Edward is known for his precision in colour matching and placement. Blending tones, textures and lengths to create results that feel bespoke to each client. Whether it is adding subtle density through the sides, enhancing shape, or creating more statement transformations, his focus is always the same. Hair that looks incredible, but still feels like you.
He sees extensions as a tool to unlock what is possible. Allowing clients to achieve looks, trends and finishes that might otherwise feel out of reach, while maintaining the integrity and health of their natural hair.
At the core of his work is a belief that great hair changes how people feel. From colouring his mother’s hair at just 12 years old to building one of London’s most in-demand salon groups, Edward has always been driven by the same idea. Helping clients feel more confident, more empowered and more themselves.
Edward James salons reflect that philosophy. Warm, refined spaces where technical expertise meets a deeply personal approach, and where hair is treated not just as a service, but as a form of self-expression.
What does this partnership mean to you?
For me, this partnership is about being at the forefront of what is possible with hair. Beauty Works are leading the way in extension technology, quality and innovation, and that allows me to deliver the very best results for both my clients and my team. It is about raising standards, giving stylists the tools and knowledge to create exceptional work, and giving clients access to hair that genuinely transforms how they feel. They are also so professional to work with, they offer support and advice whenever needed.
Why do you trust Beauty Works on your clients?
It comes down to quality. The hair speaks for itself (and I have worked with a lot of extension systems). I also love the versatility of the systems I use on my clients, so whether I am using Slimline® Tapes, Invisi® Tapes, Stick Tips or nano rings, I can completely personalise each application to the client in front of me. That flexibility is key. It means I can create beautiful, seamless results without compromising the condition of the natural hair. For me, it is never about short-term impact, it is about creating hair that looks incredible and remains healthy and most importantly, seamless.
What’s your go-to extension method and why?
I tend to work with a combination of tapes and micro-rings, depending on the client. Tapes are incredible for instantly adding body and movement. They are lightweight, quick to apply, easy to maintain and blend beautifully thanks to the range of shades available. They are perfect for creating that effortless, full finish. Stick tips allow for more precision. They are ideal when I want to build volume or length in very specific areas, particularly around the front or through finer sections. They are discreet and incredibly versatile. In most cases, I will combine both methods to create something completely bespoke. It is never one-size-fits-all.
What can stylists expect from you this year?
A big focus for me is helping stylists understand how to bring hair back to life for their clients. A lot of clients feel they have lost body, density or excitement in their hair, and extensions are one of the most powerful ways to change that. I want to show how they can be used in a modern, wearable way across all ages and hair types. It is about elevating your client’s hair and giving them that feeling back when they look in the mirror and love what they see.
What’s your favourite hair trend for 2026?
Bobs, without question, but not flat, static bobs. It has to be about movement. A great bob should feel alive, it should bounce, shift and hold shape, and this is where extensions completely change the result. People often think cutting their hair into a bob is enough, but adding extensions to build subtle volume and structure is what makes it feel modern and expensive. It takes the look to a completely different level.
