The artist
Joe RobertE12
Beauty is personal.
With over 30 years of experience, I create hair that enhances who you are — not just how you look. My work is a balance of technical precision, artistic vision, and a genuine passion for helping my clients feel beautiful, confident, and true to themselves.
Joe Robert
- 30+ yearsExperience
- Precision cuttingFoundation
- Color educationExpertise
- Luxury salonsProfessional experience
- Discerning clienteleDiscretion
- Four citiesSan Francisco · Los Angeles · Las Vegas · New York
My journey
My career has taken me from world-class salons and advanced education to working with discerning clients and creative teams in some of the most dynamic cities in the world. Each experience has shaped my approach — refining my skills, expanding my perspective, and deepening my belief that hair is a powerful form of self-expression.
Today, as E12, I bring together everything I’ve learned to create personalized, modern, and timeless hair for clients who value artistry, quality, and integrity.
Education & experience
- Vidal Sassoon–influenced education
- Pivot Point education
- Japanese cutting techniques (advanced mentorship)
- Color educator — Las Vegas
- Private school instructor (2 years)
- Adjunct educator
- Artistic director
- Luxury salon experience
- San Francisco · Los Angeles · Las Vegas · New York
- 30+ years of experience
01A letter from the artist
A personal
invitation.
Joe Robert E12
Throughout my career, I have come to understand that beauty is never standing still.
We change. Our lifestyles evolve. Our needs become different. And sometimes, the person we see in the mirror no longer reflects the person we are becoming.
For over 30 years, I have worked with hair as an artistic medium, exploring shape, color, texture, movement and the possibilities of transformation.
I have learned that creating beautiful hair is not simply about following a trend or performing a service. It begins with understanding the individual. Who are you? What inspires you? How do you want to feel?
I believe beautiful hair should complement your lifestyle, express your individuality, and remain healthy and manageable as your needs evolve.
And so, I created Spellbound by Joe Robert E12 — to inspire you, to explore the possibilities of beauty, and to begin a transformation thoughtfully designed around you and your lifestyle.
Each collection represents a different mood, a different possibility, another chapter waiting to be discovered. My hope is that somewhere within these stories, you discover a little more of yourself.
Because your story is still being written.
02The artist behind E12
30 years of artistry.
A lifetime of transformation.
Joe Robert brings more than three decades of professional experience to the art of hair design.
His career has taken him through the beauty industries of San Francisco, Los Angeles, Las Vegas, and New York, with experience in luxury salons, creative direction, education, and working with a discerning clientele.
His artistic foundation was shaped by advanced training in precision cutting, geometric design, texture, and color, including education influenced by Vidal Sassoon, Pivot Point, and Japanese cutting philosophies.
Throughout his career, Joe Robert has worked as a salon owner, artistic director, color educator, and instructor, sharing his knowledge while continuing to develop his own creative approach.
With extensive experience in corrective color, he understands that creating something beautiful often begins with understanding what already exists. Hair is never approached as a formula alone. Its condition, texture, natural movement, underlying pigment, and history all influence the creative process.
His work brings together technical knowledge and artistic intuition, balancing precision with individuality.
Today, through E12 and his signature Spellbound luxury hair collection, Joe Robert continues to explore the relationship between beauty, identity, and transformation.
The art is not simply in changing the hair. It is in understanding how to create the foundation for what comes next.
Discover the E12 experience“Beautiful hair is designed. Healthy hair is maintained.”— Joe Robert E12