“Rihanna is the reference”: Hairstylist Yusef Williams on the Hollywood references that inspired Rihanna’s 72 cover look and his holy grail drugstore product
The Fenty Hair Global Ambassador and Rihanna’s long-term collaborator lets us in on the secret to her maximum volume look featured on 72’s summer cover.
Rihanna is a master of pretty much all that she touches. In music, she’s taken home every accolade possible, including 9 Grammys, and graced the world’s most epic stages. When it comes to her lingerie line SAVAGE X FENTY, she’s crafted the type of underwear that gives you comfort and confidence in equal measure. And Fenty Beauty? That’s an empire whose expansion won’t be slowing down any time soon. Next up is Fenty Hair, and if the voluminous and cinematic hair looks that front 72’s Summer cover are anything to go by, created by the star’s hair stylist, Yusef Williams, it’s sure to be another jewel in her crown.
Williams – Rihanna’s collaborator of 17 years, close personal friend and Fenty Hair’s Global Ambassador – reached for Fenty Hair’s The Imposter Invisi-Boost dry shampoo to ensure Rihanna’s cover hair reached dizzying heights, mimicking the classic Hollywood glamour that filled his moodboard. A star in his own right, Williams is also the driving force behind The Y by Yusef, his global hair brand offering editorial-grade tools and accessories.
Following the 72 cover shoot, Williams let EE72 in on the drugstore product he always has in his kit and what a collaboration with Rihanna really looks like.
How did you first get into styling hair?
I got into styling hair at around 14 years old. My mom was a part-time hairstylist, and I spent a lot of my early teen years watching her work with clients and seeing the creativity and confidence she brought through hair. I started experimenting with hair myself while learning from her along the way. Watching her passion and talent inspired me to want to learn, and I eventually turned that passion into my own journey in hairstyling.
What’s been a career highlight for you?
One of the biggest highlights of my career has been becoming the first Black artist to achieve the most Vogue covers, among others. It’s been an incredible milestone, and I’m proud to help create representation and leave my mark on the beauty and fashion industry.
Talk us through a day in your life when working on an editorial shoot. Do you have any rituals or routines you swear by?
Every editorial shoot day starts with prayer. I pray to stay creative, original and to keep an open heart and mind throughout the day. That moment helps ground me before stepping into the fast pace of set life. From there, it’s all about collaboration, bringing the vision to life, and staying open to inspiration as the day unfolds.
What references were on your mood board for this 72 cover shoot?
My mood board was rooted in retro Black references with a strong influence of classic Hollywood glamour, layered with a modern, futuristic undertone. I wanted the look to feel timeless and elevated while still pushing beauty and hair forward in a fresh, contemporary way.
Rihanna is one of the most photographed women in the world. How do you make sure your looks are fresh for a project such as this?
Rihanna is the reference for so much of what we see in fashion and beauty, and I’ve learned that sometimes it’s okay to revisit places we’ve been before. It’s not always about chasing what’s next; it’s about reimagining and recreating with a new perspective. For this project, the goal was to take familiar elements and add a fresh twist that made them feel new again. I try not to stress about being ahead of the curve when she’s already helped define it.
Rihanna is the reference for so much of what we see in fashion and beauty, and I’ve learned that sometimes it’s okay to revisit places we’ve been before. It’s not always about chasing what’s next; it’s about reimagining and recreating with a new perspective.
Yusef Williams
What were some of the key products used in Rihanna’s looks on the 72 cover?Fenty Hair, of course. One of my new favorites is the new Fenty Hair dry shampoo, The Imposter Invisi-Boost, which helped create volume and gave us the lift and height you see throughout the images. And of course, I used my go-to hair tools, The Y by Yusef round brush bottle set, to help shape and bring the looks to life.
Were there any collaborative moments between you and Rihanna when working on this project? If so, what does that collaboration look like?
There’s always a collaborative moment between us on every shoot. But for this project, I felt like she really allowed me, Edward, and Szilveszter to take full creative reign and trusted the process. She wanted to be part of bringing the final vision to life, which was amazing. That level of trust created space for creativity and made the entire experience feel special.
What’s a hair trend you’re loving right now?
I’m really loving all the volume we’re seeing right now. The girls are really playing with layered, big hair, and it’s such a strong trend. I love how it brings personality, movement, and a sense of glamour back into styling.
I’m really loving all the volume we’re seeing right now. The girls are really playing with layered, big hair…I love how it brings personality, movement, and a sense of
glamour back into styling
Yusef Williams
Is there one you think should be retired?
I can do without the asymmetrical shaved bob.
What’s a product that’s in your kit without fail, and why?
L’Oréal Paris Elnett Hairspray is always in my kit; you really can’t go wrong with it. It’s reliable, lightweight, and gives the perfect hold without making the hair feel stiff or heavy.
Do you have a hair tip or trick you swear by?
Less is more when it comes to product. You’ll get more out of the hair using less product. It keeps the hair light and moveable, and allows the style to really shine without weighing it down.
What’s next on your career bucket list?
My focus is really on building my brand, The Y by Yusef. I’d love to continue growing as a major team player within a global brand, while also expanding into television, education, and mentorship. I’d love to share my knowledge and help others understand how to break into the industry.
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