In this kick-off episode for 2026 of Cutting Through the Noise, Hayley Mears sits down with Jordan Alexander — co-founder of Goddess — to unpack what it really takes to build a global hair brand without losing sight of the hairdresser.

Although recorded in late 2025, this conversation looks firmly ahead. Jordan shares why 2026 marks the first full year of Goddess following its launch in April 2025, and how the brand has spent its early months prioritising compliance, regulation, and long-term foundations before rapid global expansion — with plans to be present in over 100 countries by early 2026.

Jordan reflects on growing up in the hair industry, rebelling against it briefly through a pre-law degree, before finding their way back behind the chair via Toni & Guy. A move to Los Angeles and working alongside celebrity colourist Trac ...