James has been a passionate hairdresser for 17 years. He has spent the last ten years as a freelance educator, working for brands all over the world. In June 2018, James set up his YouTube channel which has grown to have over 60,000 subscribers and 4.5 million views. James also teaches students globally through his digital hair academy, The Life Of Hair.

James is passionate about creating digital video content and helping people grow personally and professionally.