Meet the Founders
Jeffrey N Swartman
Co-Founder and CEO
Jeff has a colorful history of 50+ years in the professional salon beauty industry. At the age of four, he began to learn the inner workings of salon operations while working after school in his family’s hair salon chain near London, Ontario. After graduating from the prestigious University of Western Ontario with a degree in Human Physiology and Business, Jeff began a career in salon product sales with one of the largest multi-line beauty distributors in Canada. In 1993, he immigrated to the United States and shortly after had the privilege of being instrumental in causing rapid sales growth for some of the most successful professional hair care companies in the U.S. salon channel. These brands included new startups at the time, Sexy Hair and Alterna Haircare as well as legendary mature brands like Oster Professional Appliances, Rusk Haircare by Conair and the prestigious Japanese tool brand Kasho Shears. In 2007, Jeff met and married his Co-Founder and President, Brooke Boles, to form the now well known HedLux brand company.
HedLux manufactures premium salon tools including shears, appliances, cosmetics and hair care. HedLux became one of the largest U.S. suppliers of custom cosmetology, esthetic and barber kits for the beauty school industry across the country.
Co-Founder and President
Brooke, originally from Houston, TX, initially pursued an acting and modeling career landing her in Los Angeles after graduating a year early from high school at the age of 16. Soon she was booking TV and modeling jobs while graduating from Pepperdine University with a BA in Public Relations at the age of 20. During her senior year, she created Boo-Boos designer fashion bandages which first sold in Nordstrom, Kids R Us and Claire’s. After securing national press, she created Hot Pants Light-Up Lip Glosses and Op Art Eye Makeup Collection selling to professional salons and spas. Upon founding the HedLux company with Jeff, she developed the HedLux Airbrush Makeup program and co-authored the High Definition Makeup Curriculum for the multi-billion dollar Cengage Publishing Company for Cosmetology Textbooks studied by thousands of beauty students nationwide. Brooke and her products have appeared on QVC, Good Morning LA and Marie Claire, just to name a few. Jeff and Brooke reside in Boca Raton, FL with their three kids-including a nationally acclaimed AAU competitive black belt teenage daughter, a soon to be tennis star son and a 10 year old rock star daughter with two bands singing and playing four instruments.
Jeff and Brooke recently launched Copperhed, the first liquid, supplement and appliance hair care system using Copper Technology to create luxurious, silky smooth hair but most importantly, treating the onset of greying and thinning hair.