Mimi Ikonn is an entrepreneur, YouTuber and author who co-founded the hair extensions brand Luxy Hair. Born in Baku, Azerbaijan, she moved to Toronto as a teenager, and she built Luxy Hair largely through YouTube with her co-founder Alex Ikonn and her sister Leyla. The brand was sold to Beauty Industry Group in 2018, and she is also a co-founder of Intelligent Change, the company behind the Five Minute Journal.
Brian Rose has interviewed Ikonn twice on London Real, in 2015 and 2019. They have talked about leaving Azerbaijan for Canada, growing a business through YouTube, meditation and staying positive, the practice of gratitude, settling in London and her ideas on relationships.
Both interviews are listed below in order with a short summary.
How to Design and Manifest Your Dream Life (2019). Her longer and more recent interview, covering her childhood in Azerbaijan, how she and Alex grew their business on YouTube, gratitude and Intelligent Change. For her early story as Luxy Hair took off, watch Dreamers and Creators (2015).
In her 2015 interview she described being turned down three times for a programme she wanted to join after training as an image consultant. Instead of giving up, she used the time to work on her business plan, which led to Luxy Hair.
Speaking in 2019, she explained how she and Alex saw early what YouTube could do for a small brand. Free, useful hair and style videos built an audience that became Luxy Hair’s customers.
Ikonn talks about gratitude as something you do every day, not a feeling you wait for. In 2019 she described what happened during a period when she stopped the morning part of her journal, and why she went back to it.
She argues that having a dream is not enough on its own: you have to work for it. She links that view to arriving in Canada at 16 with very little and having to adapt quickly.
In the 2019 interview she set out her Bingo Theory, her framework for balancing masculine and feminine energy in love, life and relationships.
Mimi Ikonn is an entrepreneur, YouTuber and author, born in Baku, Azerbaijan, who moved to Toronto as a teenager. She co-founded the hair extensions brand Luxy Hair and is also a co-founder of Intelligent Change, the company behind the Five Minute Journal.
She talked about leaving Azerbaijan for Canada, starting Luxy Hair, growing the business through YouTube, meditation and staying positive, practising gratitude, settling in London and her ideas on relationships.
Start with How to Design and Manifest Your Dream Life from 2019, her longer and more recent interview. Watch Dreamers and Creators from 2015 for her early story.
Twice: in July 2015 and July 2019.
Luxy Hair is a clip-in hair extensions brand from Toronto that Mimi Ikonn co-founded with Alex Ikonn and her sister Leyla. It grew mainly through its YouTube channel and was sold to Beauty Industry Group in 2018.
The Courage to Choose Yourself, published by Hay House in 2026, is about turning life’s transitions into personal growth. It was published after her London Real interviews.
Official site: mimiikonn.com
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