WIIG: Anna bio

Meet Anna, founder of WIIG

From the moment I gave all my Barbies crew cuts (in the name of hairstyling, of course), it was clear: hair was my calling.

I started working in a salon at just 15 and quickly found my stride at Buoy, one of New Zealand’s top salons. Hair became my world. That journey took me to Sydney for a couple of years, then over to London where I joined the team at the iconic Taylor Taylor - a dream for any stylist. I worked my way up to Creative Director and Creative colour director.

Even back then, I was always experimenting by mixing pigments into conditioners to tone my own hair. On trips to Paris, we’d go to our favourite hair supply store that sold pure pigments to craft the perfect custom tones for our blondes. That’s when the lightbulb moment hit: why not create a toning treatment that actually treats?

Most toning products on the market, like silver and purple shampoo, leave the hair dry and flat with dull tones, blue/navy-based hues, and zero nourishment. I knew there had to be a better way. Especially since anyone lightening their hair needs more than just tone — they need repair, hydration, and shine.

With the help of my fiercely loyal blonde clientele (very much loved and appreciated), I saw a clear gap: a treatment that tones and restores. So, I created Wiig “Blonde” - a toning treatment packed with bonding agents and moisture to keep that salon-fresh tone going at home. It’s the first of many in my mission to make salon-quality care part of your everyday routine.

As a stylist, my specialty is correcting shapes in cuts and transforming blocky, brassy blondes that have terrible grow out, into soft, lived-in tones. My specialty lies in natural, low-maintenance blondes -because let’s be honest, no one wants to be in the chair every six weeks. Less is more. And Wiig helps make that possible.

Hair is science, art, therapy - and I’m here for all of it.