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At Aloxxi, we are a community of passionate hair enthusiasts dedicated to delivering first-class products, boutique experiences and colourful innovation every chance we get.


Featuring a spectrum of
colour, care and styling solutions, Aloxxi takes care
of both day-to-day hair needs as well as
transformative changes. 

ground-breaking technology

Aloxxi’s range of high-performing, pigment-rich shades utilize ground-breaking technology to deliver hair colour that’s easy to formulate with and use—and most importantly, leaves hair beautiful, shiny, and without compromise regardless of hair texture or type.


Scroll to meet each team member's and learn more about them.



Jessica Wall-Innella is a multi-faceted hair professional who serves as Aloxxi’s Executive Director, overseeing Education, Sales and Marketing globally. In this role she seamlessly merges her extensive background in hairdressing with strategic business expertise. Her firsthand experience and renowned skills behind the chair has laid the foundation for a unique approach on how to achieve success and unstoppable growth in the Professional Beauty Industry. When not in the salon or with the Aloxxi, she can be found coaching the industry’s next generation of leaders, one on one or openly on Instagram at @jessicathebeautyseries where she shares her insights on a vast array of business building topics such as managing efficiently and developing an effective salon team as well as technical topics, including basic & advanced color and cutting theories.



Bringing her passion for the industry and unbridled creativity, Aloxxi® National Team Educator, Sam LaBella strives to push the bounds of traditional coloring rules and redefine them for hairdressers behind the chair. Her inspiration comes from many facets of the industry she has explored, including session work for boudoir and fashion photography, participation in New York Fashion Week and work in famed salons worldwide. And while fashion and hair design serve as her muses, her roots are intertwined in the power of color.



In joining the Professional Beauty Industry, Robertina Martinez immediately fell in love with the art of coloring and the science behind it. Today she is a lead hairdresser at the renowned Amari Salon & Spa in Salt Lake City, UT and a member of Aloxxi’s National Education Team where she teaches hairdressers how to take their business to the next level. Whether Robertina is educating on new techniques, product knowledge, business acumen or just a new approach to the art of hairdressing, she takes pride in being able to share her passion and inspiring others.



Known for pushing boundaries and redefining style, Leonardo Rocco of Rocco Donna Hair and Beauty Art Salon in Miami’s trendy South Beach brings his personal philosophy of delivering cutting-edge style, innovative techniques and service excellence to Aloxxi® as an Artistic Advisor. Hailing from Argentina, Rocco’s good taste and sophistication has been seen across print, radio and television outlets, on fashion runways, photo shoots, scores of events and on the heads of internationally acclaimed celebrities.



A second- generation hairdresser with over 20 years experience, Tommy Cole brings his vast knowledge of the professional beauty industry to the Aloxxi Creative Team. Truly believing in the power of education, Tommy has committed himself to sharing his expertise within the ever-growing industry every chance he gets through seminars, classes and hands-on experiences. He is passionate about the craft of hairdressing, from color to chemical treatments, cutting and styling. He also knows how to run a successful salon, implementing the various facets of marketing and education.

His commitment to sharing the latest and greatest developments within the industry allows him to grow personally and professionally, as well as ensure everyone around him does so as well.


George W. Schaeffer’s story is a unique and inspiring example of living the American Dream, filled with adventure, philanthropy and entrepreneurial spirit. The son of Holocaust survivors, Schaeffer was born in Hungary and immigrated to America with his family in 1956. As a young boy, he developed a strong work ethic and passion for business. After receiving his degree from City College of New York in 1970, he worked in his family’s garment manufacturing business in New York City.


In search of new opportunities and challenges, Schaeffer moved to Los Angeles in 1981 and started a business that would ultimately become a dominant global consumer brand, OPI Products. He built OPI from the ground up and introduced the world to the nail lacquers now preferred by professionals and loved by customers globally.

With an eye for detail and a unique name for every color, Schaeffer shaped and infused OPI’s brand with his passion for excellence and innovation, while creating a work environment that treated everyone like family, regularly providing new computers and school scholarships to children of OPI employees.

As the company thrived, Schaeffer maintained a top priority of giving back to his community. He formed the George and Irina Schaeffer Foundation, which has donated millions to charities worldwide, including the American Heart Association, the Leukemia Research Foundation and the National Lung Association.

In October 2023, he was honored at the Look Good Feel Better BeautyCares DreamBall with the Legacy Award, which celebrates accomplishments, philanthropy, and support of the Look Good Feel Better program, the only global cancer support charity that harnesses the power and highest purpose of the beauty industry to support all people facing cancer. He is only the third person to be designated with this honor.

After building OPI to be one of the top brands in the world, Schaeffer sold the company, and acquired Aloxxi, a professional hair color and care brand where he addresses the need for innovation within professional hair color by offering his color acumen and passion, dedication to product breakthroughs that challenge traditional thinking and a promise to keep personal service paramount in the industry.

Outside of the Professional Beauty Industry, in 2014 assumed the role as Chairman and CEO of People’s Trust Insurance, a Florida based homeowner’s insurance company he co-founded in 2008.

George is married to Irina Schaeffer and has three grown children. George and Irina reside in Boca Raton, Florida.

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