iQ

The iQ professional range from Affinage is properly one of the most comprehensive concern-based haircare lines on the UK market. Eight distinct shampoo and conditioner ranges targeting every major hair concern — Volume, Repair, Silverising for blondes, No Yellow toning, Intense Moisture, Daily everyday use, Clarifying, and Tea Tree — alongside a full styling line covering mousses, sprays, serums, clays and waxes. Whether you're a working salon stocking the whole iQ system for client retail, a stylist building out your professional kit, or a home user wanting genuine salon-quality results across a complete routine, this is the brand collection you can build a properly comprehensive haircare regime around. Properly accessible professional pricing, with home-friendly 300ml sizes alongside 1 litre salon trade formats and properly cost-effective Twin Pack duos.

What is iQ?

iQ is Affinage's broad professional haircare range, offering salon-quality concern-based shampoo, conditioner, masque and styling products across the most-asked hair concerns. Where some professional brands focus on a single concern or hero product, iQ takes the comprehensive approach — covering everything from everyday all-rounder washing through specific concern targeting (volume, repair, hydration, blonde toning) to full styling support. The brand positioning sits at the genuinely useful sweet spot of professional quality at properly accessible pricing — significantly above supermarket haircare in formulation and results, but accessibly below premium prestige brands in price.

For salons, that pricing point makes iQ one of the better retail conversion brands on the market — clients can afford to commit to a full iQ routine after a salon visit without sticker shock, which directly converts service traffic into ongoing retail revenue. For home users, iQ delivers proper salon results without the prestige-brand mark-up.

Shop iQ by hair concern

iQ Volume — for fine, limp hair needing lift

The volumising range, properly designed for fine hair that struggles to hold body. Lightweight formulation that adds visible lift at the roots without weighing the lengths down or causing build-up over time. The right choice for clients with naturally fine hair, hair that's gone limp from heavy product use, or anyone wanting more body to their everyday styling.

• iQ Volume Shampoo 300ml — home/retail size
• iQ Volume Shampoo 1 Litre — salon trade size
• iQ Volume Conditioner 300ml — home/retail size
• iQ Volume Conditioner 1 Litre — salon trade size
• iQ Volume Twin Pack 1 Litre — properly cost-effective shampoo + conditioner combination in trade size

iQ Tea Tree — for irritated, oily or scalp-sensitive hair

The tea tree range, properly used for clients with itchy, irritated, oily, or dandruff-prone scalps. Tea tree oil is naturally antibacterial and anti-inflammatory, with genuine science behind its scalp-soothing benefits. The proper invigorating tingle on application also makes it a properly refreshing everyday wash for any client who likes the cooling sensation.

• iQ Tea Tree Shampoo 300ml — home/retail size
• iQ Tea Tree Shampoo 1 Litre — salon trade size
• iQ Tea Tree Conditioner 300ml — home/retail size
• iQ Tea Tree Conditioner 1 Litre — salon trade size
• iQ Tea Tree Twin Pack 1 Litre — shampoo + conditioner combination in trade format

iQ Silverising — for blonde, silver and grey hair toning

The toning range with violet pigments, properly designed for blonde, silver, grey or platinum hair to neutralise unwanted yellow and brassy tones. Genuinely purple-pigmented formulation that delivers cool-tone correction over consistent use. The Silverising Mask in particular is a proper deep-treatment toner for accelerated correction when hair has gone visibly brassy.

• iQ Silverising Shampoo 300ml — home/retail size
• iQ Silverising Shampoo 1 Litre — salon trade size
• iQ Silverising Mask 250ml — home/retail deep treatment size
• iQ Silverising Mask 1 Litre — salon trade deep treatment size
• iQ Silverising Twin Pack 1 Litre — shampoo + complementary product trade format

iQ Repair — for damaged, bleached or chemically treated hair

The damage repair range, properly formulated for hair compromised by bleach, colour, heat styling or chemical processing. Strengthens fragile hair structure, seals split ends, and reduces breakage during brushing and styling. The Repair Mask is genuinely the hero product — used 1-2 times per week, it accelerates recovery from visible damage.

• iQ Repair Mask 250ml — home/retail deep treatment size
• iQ Repair Mask 1 Litre — salon trade deep treatment size

iQ No Yellow — intensive blonde toning

Properly intensive purple shampoo for blonde hair that's gone seriously brassy or yellow-toned. Stronger pigment concentration than standard purple shampoos, designed for clients with persistent yellow tone problems or for use as a periodic deep-toning treatment alongside the iQ Silverising range. The 15ml sample/trial size is brilliant for first-time users wanting to test the formula before committing.

• iQ No Yellow Shampoo 15ml — sample/trial size
• iQ No Yellow Shampoo 300ml — home/retail size
• iQ No Yellow Shampoo 1 Litre — salon trade size

iQ Intense Moisture — for dry, dehydrated, coarse hair

The hydration range, properly formulated for dry, dehydrated, frizz-prone or coarse hair textures. Deep moisturising actives that smooth the cuticle, restore moisture balance, and leave hair softer and more manageable. Particularly useful for clients with hair damaged by heat styling, sun exposure, hard water, or chemical processing where the underlying issue is moisture loss.

• iQ Intense Moisture Shampoo 300ml — home/retail size
• iQ Intense Moisture Shampoo 1 Litre — salon trade size
• iQ Intense Moisture Conditioner 300ml — home/retail size
• iQ Intense Moisture Conditioner 1 Litre — salon trade size

iQ Daily — everyday all-rounder for healthy hair

The everyday workhorse range, properly suited to healthy hair that doesn't need targeted concern treatment. Balanced formulation that cleanses gently, conditions properly, and maintains hair health through everyday use without the targeted actives of the concern-specific ranges. The right choice as the daily wash routine when alternated with treatment shampoos (clarifying, repair, silverising) for specific service days.

• iQ Daily Shampoo 300ml — home/retail size
• iQ Daily Shampoo 1 Litre — salon trade size
• iQ Daily Conditioner 300ml — home/retail size
• iQ Daily Conditioner 1 Litre — salon trade size

iQ Clarifying — for product build-up and reset washing

The clarifying range, properly designed for periodic deep cleansing to remove product build-up, hard water mineral deposits, and the residue from heavy styling. Used once every 2-4 weeks rather than daily — it's a reset shampoo, not an everyday wash. Particularly useful before colour services (proper prep for chemical work), before deep treatment masks (so the actives can penetrate properly), and for clients showing signs of build-up dulling their hair.

• iQ Clarifying Shampoo 300ml — home/retail size
• iQ Clarifying Shampoo 1 Litre — salon trade size

Shop iQ styling products

The iQ styling range is genuinely comprehensive — covering every major styling format from volume mousses through finishing sprays, hair serums to pliable waxes and clays. Properly built for daily salon use and home routines:

Mousses and volumisers

• iQ Volume Mousse 225ml — volumising mousse for the foundation of any volume style
• iQ Styling Mousse 400ml — general styling mousse for hold and shape across all styles
• iQ Root Boost 250ml — targeted root-lifting product for adding volume specifically at the scalp
• iQ Dust It Clever Dust 10g — volumising powder (similar to other Silica Silylate-based products) for instant lift at the roots on dry hair

Texture and finishing sprays

• iQ Style Spray 400ml — versatile styling spray for hold and styling support
• iQ Structure Spray 250ml — texture-building spray for grip and definition
• iQ Sea Salt Spray 250ml — beachy texture spray for tousled, wavy styles
• iQ Hairspray 750ml — generous trade-format hairspray for proper hold
• iQ Gel Spray 250ml — sprayable gel for sleek styles and definition without scoop application

Wax, clay and styling products

• iQ Clay 125ml — matte-finish clay for textured looks on short to medium-length hair
• iQ Shaper 125ml — shaping wax for sculpted styles with hold and workability
• iQ Blow Dry Cream 150ml — heat-activated styling cream for blow-dry control and shaping

Treatment and finishing

• iQ Hair Serum 75ml — finishing serum for shine, frizz control and split-end smoothing
• iQ 10 in 1 250ml — multi-benefit leave-in treatment combining ten different haircare actions in one product. Properly clever multi-tasking option for clients wanting simplified routines

Building a complete iQ routine

For most clients (and most home users), a complete iQ routine looks like this:

1. Choose your concern-based shampoo and conditioner — Daily for healthy everyday use; Volume for fine hair; Intense Moisture for dry hair; Repair for damaged hair; Silverising or No Yellow for blonde and grey hair; Tea Tree for scalp issues
2. Add the matching mask 1-2 times per week for specific concerns — Repair Mask for damaged hair, Silverising Mask for blonde toning
3. Use Clarifying Shampoo every 2-4 weeks to reset and remove build-up
4. Apply iQ 10 in 1 to damp hair as the proper everyday leave-in treatment for protection and shine
5. Style with the right iQ product for your finish — Volume Mousse or Root Boost for lift, Sea Salt Spray for texture, Clay or Shaper for hold, Blow Dry Cream for blow-out control
6. Finish with iQ Hair Serum or Hairspray for shine and hold

You don't need every product to start — most users build a routine around a concern-based shampoo and conditioner duo, the iQ 10 in 1 multi-treatment, and 2-3 styling products that match their typical look. The Twin Pack 1L formats are particularly cost-effective for home users committing to the brand long-term, and brilliant for salons stocking trade size for treatment-room use.

Why iQ works for salons retailing professional haircare

If you're running a salon doing meaningful colour or chemical service business, iQ is one of the more practical retail brands to stock. The accessible price point converts more clients than premium prestige brands — particularly for first-time retail buyers who balk at £25+ shampoo. The concern-based range structure makes recommendation properly straightforward — assess the client's hair, recommend the matching iQ range, and they're set with a complete home routine without needing complex education on multiple brands.

The Twin Pack 1 Litre formats also work brilliantly for salon retail because they hit a properly attractive price point as a complete duo while delivering significant volume that lasts months of home use. Clients walk out feeling they got proper value, and they reorder consistently because the product is good and the price is right.

Frequently asked questions

What's the difference between iQ Silverising and iQ No Yellow?

Both are purple-pigmented toning products for blonde and grey hair, but with different intensity. iQ Silverising is the everyday toning range — gentler purple pigment for ongoing maintenance washing 2-3 times per week. iQ No Yellow is the more intensive treatment-grade toner for clients with persistent yellow brassiness or for use as a periodic deep-toning shampoo when standard purple shampoo isn't strong enough. Many clients use both: Silverising as the everyday wash, No Yellow as a periodic deep-tone reset.

How does iQ compare to Kitoko (also from Affinage)?

Both are Affinage professional ranges but with different positioning. iQ is the broad accessible professional range — comprehensive concern coverage at properly accessible pricing, designed for everyday salon use and home retail. Kitoko is the premium concern-targeted range — slightly more advanced ingredient formulations (like Procapil for hair growth, specific botanical complexes) at proper premium pricing. Same parent company, different market positioning. Salons often stock both — iQ as the everyday workhorse, Kitoko as the premium service-tier option.

Are iQ products vegan?

Some iQ products are vegan-formulated, but the range isn't certified vegan across the entire collection. If vegan certification is non-negotiable for your purchase, check individual product specifications, or look at properly certified vegan brands like Maria Nila as alternatives.

Are iQ products suitable for colour-treated hair?

Yes — most iQ ranges are formulated to be safe for colour-treated, highlighted, balayaged or chemically processed hair. The Repair, Silverising, No Yellow, Intense Moisture and Clarifying ranges are particularly relevant for colour-treated hair. Avoid using highly aggressive clarifying shampoo daily if you want to preserve fresh salon colour — clarifying is a periodic reset, not a daily wash.

How long does a 1 litre iQ bottle last?

For most home users, a 1 litre shampoo or conditioner lasts 4-8 months of regular use, depending on hair length and wash frequency. Trade salon use varies depending on volume. The 1 litre format works out properly cost-effective per use compared to the smaller 300ml size — particularly worth committing to once you know the iQ range you want.

Can I use iQ Clarifying Shampoo every day?

No — clarifying shampoo is designed for periodic use (every 2-4 weeks) rather than daily washing. Using it too frequently strips natural oils and salon colour, dries out the hair, and can damage the cuticle. Use it as a reset shampoo before colour services, before deep treatments, or when hair feels coated with product build-up. Daily washing should use a milder shampoo from the Daily, Volume, Intense Moisture or other concern ranges.

What is iQ 10 in 1 and what does it do?

iQ 10 in 1 is a multi-benefit leave-in treatment combining ten different haircare actions in a single product — typically including detangling, heat protection, frizz control, shine enhancement, conditioning, anti-breakage support, colour preservation, hydration, and styling support. Apply to damp hair before styling for an all-in-one treatment that simplifies the routine. Properly useful for clients wanting fewer products without compromising on results.

What's the difference between iQ Clay and iQ Shaper?

Both are wax-style styling products but with different finish and workability. iQ Clay typically delivers a matte finish with strong texture — properly suited to modern men's styles, undercuts, and textured short cuts. iQ Shaper typically offers more workable, sculptable hold with a slight sheen — better for shaped styles, controlled texture, and styles that need to hold their form throughout the day. Many stylists carry both for different client looks.

Can iQ products be used at home without professional training?

Yes — iQ is designed for both salon professional use and home consumer use. The 300ml retail-friendly sizes are specifically intended for home routines, and the application techniques are straightforward. Salon professional use is the intended context for the 1 litre trade sizes, but home users with longer hair or committed routines also benefit from the bulk format.

Should I buy the Twin Pack or individual shampoo and conditioner?

For home users committing to a specific iQ concern range long-term, the Twin Pack 1 Litre format is properly more cost-effective than buying shampoo and conditioner separately. For salons offering retail to clients, the Twin Pack creates an attractive complete-routine price point that converts better than individual product retail. For trial buyers, the smaller 300ml individual sizes let you test the range before committing to the larger format.

Shop the full iQ collection

Browse the complete iQ range below across shampoos, conditioners, masks, treatments and styling products. For wider haircare options across other professional brands, see our shampoo collection, hair conditioner collection, and hair masks and treatments collection. For finishing serums, see our hair serum collection. For styling waxes specifically, browse our hair wax collection. Free UK delivery on all orders.