About Aloxxi

visionary minds that shaped the professional beauty industry

Born from the visionary minds that shaped the professional beauty industry, Aloxxi carries the legacy of innovation and craftsmanship.

woman-led brand

Today, Aloxxi is proud to be a woman-led brand, Aloxxi is poised to continue that legacy while embracing the future of the beauty industry with a modern, global lens.

MEET THE LEADERS

IRINA

CEO

An immigrant from the former Soviet Union, Irina Schaeffer’s personal journey has shaped her belief in the importance of care, commitment, and community, all of which are reflected in her leadership style. Her passion for fostering personal connections and values are at the heart of the Aloxxi brand.

JESSICA

EXECUTIVE DIRECTOR

Jessica Wall Innella, with her wealth of hands-on experience behind the chair and creative vision, brings Aloxxi’s commitment to high-quality, stylist-centric products, education and community to life. As a renowned expert in the industry, Jessica leads Aloxxi’s global initiatives, ensuring that professionals have the tools and knowledge they need to succeed.

FOLLOW JESSICA ON INSTAGRAM

THE ALOXXI STORY

Rooted in the brilliance of Redken and Nexxus Founder Jheri Redding and the bold entrepreneurial spirit of OPI Founder George W. Schaeffer.

From its early days as Nexxus’s professional colour line in the 1980s, Aloxxi quickly became a trusted name for reliable, stunning results. When Schaeffer took the reins in 2010, Aloxxi entered a new era—blending time-honored expertise with cutting-edge technology to create a brand renowned for vibrant, long-lasting colour and a deep commitment to hair health.

LEARN MORE ABOUT OUR FOUNDER, GEORGE

George W. Schaeffer’s journey is a testament to the American Dream—a tale rich with ambition, innovation, and a deep-rooted commitment to giving back.

Born in Hungary to Holocaust survivors, Schaeffer immigrated to the U.S. in 1956 where his passion for business and hard work led him from the bustling streets of New York to the heart of Los Angeles. In 1981, Schaeffer launched what would become the global leader in professional nail care, OPI, a brand celebrated for its innovation, meticulous attention to detail, and the unique character of every color.

As OPI grew into a household name, Schaeffer stayed true to his values, creating a family-like work environment and founding the George and Irina Schaeffer Foundation. Through this foundation, he has donated millions to causes close to his heart, including the American Heart Association, Leukemia Research Foundation, and National Lung Association, ensuring that success was always paired with generosity.

After the sale of OPI, Schaeffer turned his attention to Aloxxi—a brand built on the same foundation of passion and excellence. Acquiring Aloxxi allowed Schaeffer to bring his expertise in color and his dedication to breakthrough innovation into the world of professional hair colour and care. With a focus on vibrant, salon-quality colour and cutting-edge hair care solutions, Aloxxi is more than just a brand—it’s a promise to push boundaries while never losing sight of personalized, boutique service.

From vibrant hues to pioneering hair care technology, George Schaeffer’s vision continues to shape Aloxxi, marrying the rich history of an industry icon with the forward-thinking innovation that defines the future of beauty.

VISIT GEORGESCHAEFFER.COM

VISIT GEORGE'S CORNER

Beyond his role at Aloxxi, George is passionate about product innovation and has also invented a couple of other products. Discover a few of his his creations offered below.

VISIT GEORGE'S CORNER