Russ launched a new haircare brand Here's what he told us about it

Multi-platinum independent artist, best-selling author, and creative visionary Russ is expanding his empire beyond the recording studio with the launch of Palermo, a luxury haircare brand years in the making. Known just as much for his signature locks as his boundary-pushing music career, Russ teamed up with professional chemists to develop a proprietary, four-piece routine designed to nourish hair without compromise. Named in tribute to his Sicilian heritage and rooted in the same self-made philosophy that built his 24-billion-stream empire, Palermo brings a cinematic European aesthetic to high-performance haircare. Sitting down with us, Russ opens up about turning fan curiosity into a founder-led brand, honoring his Italian roots, and what it truly means to build a legacy on your own terms.

Interview with Russ about his new haircare line, Palermo

Introduce yourself to our public

I’m Russ. I’m a musician, an entrepreneur, an author, an artist, and a human.

Why did you choose haircare as your first step into the beauty world? Was there a specific moment when you realized this was the project you wanted to bring to life?

Growing out my hair was actually one of the first steps I took toward becoming the artist I am today. I had always wanted long hair, but my parents never let me. Once I was old enough, I grew it out, and it happened around the same time I started making music. Looking back, it was part of creating myself. Then when my career took off, my hair became something people associated with me. People were always asking about my routine, so instead of just recommending products, I figured I’d make my own.

Throughout your music career, you’ve championed creative independence. Do you see a direct connection between that mindset and the way you built Palermo? How does that philosophy shape the brand?

Yeah, there’s a direct connection. That’s honestly how I approach everything I build. If my name’s on it, I want to be involved in every part of it. I like building things from scratch and making sure they reflect exactly what I believe in.

⁠How has your Sicilian heritage influenced not only the brand’s name but also its aesthetic and overall philosophy?

My dad’s side of the family is Sicilian, and I always felt really connected to that side of my family. Those were the big family gatherings in New Jersey growing up. I’ve always loved Sicily too once I started traveling. I guess it really wasn’t some super deep decision. Palermo just felt right. I love that Palermo and Sicily in general is kind of under the radar. It’s an "if you know you know" kinda place and I guess I relate to that cuz that’s the space I occupy in the music business I think. Also, it’s on the water and the ocean air is a cheat code for hair lmao so yea it just felt right 

⁠You’ve said you spent years working with a chemist to develop the formulas. What were the non-negotiable standards or values you wanted every product to meet?

It had to be clean. I wasn’t interested in making something loaded with ingredients I wouldn’t want in my own hair. And it had to work in my hair. I wasn’t going to make the cheapest product possible just to sell it. I needed to actually use it myself and genuinely stand behind it.

Many celebrity beauty brands are built through licensing deals or partnerships, but Palermo feels very founder-led. How important was it for you to be directly involved in every stage of the product development process?

I understand why a lot of celebrity brands are built through partnerships. Not everybody wants to build something from scratch. I do. I like having my fingerprints all over something, especially when it’s my idea. If I’m putting my name on it, I want to be directly involved because I actually care about it.

⁠Fans have been asking about your hair routine for years. How much did that ongoing conversation with your audience influence the creation of Palermo and the products themselves?

It was the entire reason Palermo exists. People kept asking what I use in my hair, so eventually I decided to stop answering with a list of products and just make the products myself.

The premium haircare market is more competitive than ever. What gap do you think Palermo fills, and what unmet need are you hoping to address?

The gap is no one makes product that works in my hair. People always wanted to know how I got my hair to look the way it does. My answer is Palermo. I never really found products that worked exactly how I wanted them to, so I made products that work really well for my hair. I know there are a lot of people with hair like mine, so hopefully it works just as well for them too.

⁠Who do you see as Palermo’s ideal customer?

Anybody who wants hair like me. Obviously, people with hair similar to mine are going to get a lot out of it, but really it’s for anyone who cares about taking care of their hair.

Looking ahead, what’s next for Palermo?

Right now we’re focused on continuing to improve. That means fixing some of the packaging issues we’ve run into, continuing to refine the formulas, and eventually expanding into products for more hair types. Palermo started with products made for my hair, but over time I’d love to build products for everybody.