Estetica Magazine UK (2/2024)

UK EDITION
TRENDING
Discover Prioritised
Indulgence
SUMMER
Special Steps to be
Taking at the Salon
COLOUR
Now’s the Time to
Turn up the Heat

BEYOND HAIR EXPECTATIONS, BEYOND

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Hair: Smartest 73 Artistic Team Make-up: Debra Smart Stylist: Ginger Ninja Photographer: Jamie Blanshard

haireditorial
Politicians -v- Hairdressers:
It’s a One Horse Race!
We in the UK, at least, have thankfully emerged from a long, drawn-out
election campaign which left many of us feeling more confused than we
were when the whole sorry business began back in May. It may have been a
‘snap election’, but there was nothing snappy about the 6 weeks that ensued
until polling day! What makes me despair the most, is how angry everyone
gets when they stray onto the subject of politics. The world of Westminster
certainly seems to be in stark contrast to our own industry, which is one
where clients can seek sanctuary from their cares and woes and are able to
leave their worries behind them for a while. The relationship between hair
artist and client is a very special one. We all feel we can open up about
ourselves when we place ourselves in the safe hands of our hairdresser. It’s
one of those great enigmas. What is it about hairdressers that makes them
so approachable? Why do clients feel they can reveal their most intimate
thoughts to someone who, in effect, they barely know, or might only see
once every few weeks? Are dentists, chiropodists and opticians afforded
the same level of trust? I very much doubt it! There is no straightforward
answer to the question, but I do think it has a lot to do with the type of
people who are attracted to hairdressing in the first place. Of course, I’m
biased - after over 30 years writing about hairdressing, I think all
hairdressers all wonderful, but do believe their combination of creativity,
warmth, empathy and sociability makes for a very special person indeed.
It’s a formula found perhaps only in our industry, so all things considered,
who wouldn’t love their hairdresser?!
Gary Kelly
Editor-in-Chief
03E

The next generation of speed is here.
Discover the new ATMOS 2 digital motor
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*New Atmos Ultra ATM005 vs. previous model ATM001

In this issue:
ESTETICA
THE HAIR MAGAZINE
esteticamagazine.com
N. 151
02/2024
HAIR editorial Hairdressing: Excellence with Empathy 03
runways What’s Hot for Summer 2024 06
inspiration Swift Evolution 12
heritage Kimono: Kyoto to Catwalk 14
exhibition Fragile Beauty 16
direction Turn up the Heat! 18
trends The Best of International Hair Looks 25
Cover Image
Hair: Olivia Binch at Mark Leeson
Colour: Mark Leeson
Photo: Richard Miles
Make-up: Lauren Mathis
PRO interview Eric Kater - General Manager Joico EMEA 74
special summer Summer Salon 76
engagement Prioritised Indulgence 80
celebration Kao Hub Network 2024 84
event Front Row Summit 2024 86
gathering Milan 2024 - Oribe Signature Event 88
awards IHA 2024 - The Best in Global Hairdressing 90
$
CONTACT
Head Office:
Edizioni ESAV
via Cavour, 50
10123 TURIN (Italy)
estetica.uk@lineone.net
www.esteticamagazine.com
à
SUBSCRIPTIONS
e-mail: customercare@estetica.it
PUBLISHER AND MANAGING DIRECTOR
Roberto Pissimiglia
EDITOR-IN-CHIEF
Gary Kelly - esteticauk@lineone.net
GLOBAL EDITORIAL AMBASSADOR
Sergi Bancells - sergi@esteticamagazine.com
INTERNATIONAL EDITOR-IN-CHIEF
Laura Castelli - l.castelli@estetica.it
INTERNATIONAL ADVERTISING COORDINATOR
Monica Tessari - m.tessari@estetica.it
INTERNATIONAL COORDINATOR
Emanuela Vaser - e.vaser@estetica.it
LAYOUT
Manuela Artosi, Davide Cardente
UK SALES & MARKETING MANAGER
Luca Pissimiglia - l.pissimiglia@estetica.it
FRANCE
Bérénice Claude
ESPAÑA
Elisabet Parra
DEUTSCHE AUSGABE
Michaela Dee
ITALIA
Lucia Preziosi, Glorianna Vaschetto
USA
Marie Scarano
DIGITAL
Erica Balduini, Giorgia Ludovico,
Stefania Rao, Elena Romani

haircatwalks
spring
summer
2024
Laura Castelli
WHITE
LIGHT
Valentino
E06
CATWALKS PHOTOS: ©LAUNCHMETRICS/SPOTLIGHT

IT’S NEVER BEEN MORE IN FASHION.
WHITE IS INTENSE, ALLURINGLY
ROMANTIC AND FULL OF CONTRASTS.
BE FLIRTATIOUS WITH YOUR
ACCESSORIES AND LET WHITE LIGHT
ENVELOP YOU THIS SUMMER!
Dolce & Gabbana
Gabriela Hearst
Ermanno Scervino
Andreadamo
Giambattista Valli
Balmain
David Koma
Patou
Keqiao
See here for some white
inspiration from Sportmax
video
video
07E

haircatwalks
spring
summer
2024
BEACH
BABY
Antonio Marras
E08

Roberto Cavalli
Lovechell
Emporio Armani
Blumarine
Diva
Antonio Marras
Moschino
Fedner
Ermanno Scervino
SPORT IS FOR ANOTHER DAY - THE
BEACH HAS BECOME YOUR CATWALK!
YOU STRUT YOUR STUFF IN A FLURRY
OF UNIQUE DETAILS & ACCESSORIES.
TO TRULY BE ON TREND, YOU SHOULD
ALWAYS GO RETRO AND RECYCLE.
Luli Fama
Looking for more fun
ideas in beachwear?
Scan the QR Code...
video
video
09E

haircatwalks
spring
summer
C2024
R
O SS
O VER
Louis Vuitton
E10

Kiko Kostadinov
Pucci
Missoni
COLOURFUL STRIPES WHICH ARE
SPARKLING AND IRREVERENT. AS
LONG AS THEY COMPLEMENT EACH
OTHER, A THOUSAND VARIATIONS
ARE POSSIBLE. OH AND BLOCK
COLOUR IS TOTALLY PROHIBITED!
Chanel
Benetton
MSGM
Marni JW Anderson
Wickstead
Scan here for Missoni’s
interpretation on stripes!
video
video
11E

hairinspiration
SWIFT
Gary Kelly
EVOLUTION
FROM RED CARPET LOOKS, TO STREETWEAR AND TOUR COSTUMES,
TAYLOR SWIFT’S FASHION CHOICES ARE DOCUMENTED,
AS IS THE INTENTION BEHIND EACH ENSEMBLE.
AMERICAN SINGER-
SONGWRITER Taylor Swift’s
ongoing Eras Tour consists of 152
shows across the globe five continents.
Due to conclude this December, the
tour is a phenomenal testament to
the fact that for Taylor, fashion and
music go hand-in-hand. Sarah Chapelle
@taylorswiftstyled is a blogger
and IG commentator who has spent
over a decade documenting and
assessing Taylor’s extraodinary outfits.
Her book, Taylor Swift Style: Fashion
Through the Eras, which is due for
release on 8th October 2024, features
over 200 photos with insightful
commentary which traces Taylor’s
ever-changing personal style, from
her earliest days as a country singer in
Nashville, up through the present.
A must-have for Swifties everywhere!
“Taylor Swift Style: Fashion
Through the Eras” is due for
release on 8th October.
E12

Taylor Swift performs during
“Taylor Swift | The Eras Tour”
at the National Stadium on
March 02, 2024 in Singapore.
(Photo by Ashok Kumar/TAS24/Getty
Images for TAS Rights Management)
video
video
SCAN HERE
to experience
the excitement
of Taylor Swift’s
Eras Tour
Taylor Swift performs at
Accor Stadium on February
23, 2024 in Sydney,
Australia. (Photo by Don
Arnold/TAS24/Getty Images
for TAS Rights Management)
Taylor Swift at the 66th Annual
GRAMMY Awards held at Crypto.com
Arena on February 4, 2024 in Los Angeles,
California. (Photo by Gilbert Flores/
Billboard via Getty Images)
Taylor Swift performs onstage
during “Taylor Swift | The Eras Tour”
at Estadio Más Monumental Antonio
Vespucio Liberti on November 09, 2023
in Buenos Aires, Distrito Federal.
(Photo by Marcelo Endelli/TAS23/Getty
Images for TAS Rights Management)
13E

hairheritage
KIMONO:
KYOTO
TO CATWALK
STYLE, APPEAL AND INFLUENCE. THE FASCINATING
STORY OF THE KIMONO IS EXPLORED IN A MAJOR
EXHIBITION AT THE V&A DUNDEE.
Gary Kelly
KIMONO: Kyoto to Catwalk
presents the kimono as a dynamic,
ever-evolving icon of fashion, tracing
the influence of the kimono from
17th century Japan to the present-day.
Rare 17th and 18th century kimono
are displayed alongside modern
designs from Issey Miyake, Yohji
Yamamoto, and Alexander McQueen.
The beauty and significance of the
kimono, meaning simply ‘the thing to
wear’, is celebrated through around
300 garments, accessories, paintings,
prints, photographs and film clips.
The kimono has always been a
dynamic item of fashionable dress that
has been restyled consistently
throughout its history, influencing
modern fashion and popular culture,
from evening wear and festival
fashion, to rock stars and Star Wars.
Homogenic album cover, Björk. Nick
Knight, London 1997
copyright Nick Knight.
SCAN HERE
to discover more about
Kimono: Kyoto to Catwalk,
as well as other
outstanding initiatives
at the V&A Dundee.
more
more
Kimono:
Kyoto to Catwalk opens
Saturday 4 May 2024 until
5 January 2025
at V&A Dundee.
E14

Blue Mood,
Akira Times, 2019.
(c) Akira Times.
15E

hairexhibition
FRAGILE
Gary Kelly
BEAUTY
A MAJOR EXHIBITION AT LONDON’S V&A OF MODERN AND
CONTEMPORARY PHOTOGRAPHY, ON LOAN FROM THE PRIVATE
COLLECTION OF SIR ELTON JOHN AND DAVID FURNISH.
IN PARTNERSHIP WITH Gucci,
Fragile Beauty: Photographs from
the Sir Elton John and David Furnish
Collection showcases over 300 rare
prints from 140 photographers.
The exhibition celebrates Sir Elton
and David’s passion for the medium
of photography and reflects their
personal taste and unique eye as
collectors. Fragile Beauty explores
fashion, reportage, celebrity, the male
body and American photography,
including celebrity images of Marilyn
Monroe and acclaimed jazz musicians
Chet Baker and Miles Davis. It also
showcases iconic images from key
moments of history from the Civil
Rights movement of the 1960s,
AIDS activism of the 1980s and the
events of 11 September 2001.
more
more
SCAN HERE
to discover more about
the Fragile Beauty
exhibition at the
V&A in London.
E16

Fragile Beauty: Photographs from
the Sir Elton John and David Furnish
Collection: 18 May 2024 - 5 January
2025 at The Sainsbury Gallery, V&A,
South Kensington, London
17E

hairdirection
Hair: Melenie Tudor, Jade Ashleigh Bowden, Sophie Calton, Eva Rose Hanna, Millie Ancill at En Route/Photo: Michael Young/Styling: Clare Frith/Make-up: Maddie Austin Kelly
TURNING UP
THE HEAT
E18

TEMPERATURES
ARE RISING AND
THE VERDICT IS IN!
THE HOTTEST TRENDS
POINT TO WARMER
DIMENSIONAL TONES
IN HAIR COLOUR.
Gary Kelly & Marie Scarano
■ POP ART. “This image is from our
collection POP, which is all about finding
the fun in life. I absolutely love the rich,
warm tone of this model’s hair, which
incredibly is all natural! The inspiration
behind this image, and the whole
collection, comes from the vibrant world
of Pop Art. Here we have created a strong,
dynamic and playful shape with the hair
which perfectly shows of the gorgeous
colour. Melenie Tudor (UK)
▲ SUNDANCE. “We love this look, as it is a
representation of beautiful, glossy, shiny hair
that will catch this sunlight this summer. It
was created to enhance her natural allure,
transforming hair into a stunning masterpiece,
reflecting light and turning heads with
every step. The inspiration behind it was
to mark 45 years in business and to honour
Janet Maitlands’s impact on the hairdressing
community. It’s a celebration of Janet’s
career and achievements in her hairdressing
journey, showcasing a modern twist on
classic hairstyles that embodies the essence of
beauty and sophistication.” Janet Maitland
Hair Excellence Artistic Team (UK)
◆ REFINED REBELLION. “I created this
image to celebrate the bold and artistic
energy of unconventional beauty. The
wild, pastel pink curls contrast beautifully
with the elegant black coat, embodying a
mix of rebellion and sophistication. This
look was inspired by the desire to break
free from norms, using the dynamic texture
and soft hues of the hair to highlight a
persona that is both refined and daring.
It’s a celebration of style that empowers
and stands out.” Emma Simmons (UK)
● TONED TO A TEE. “The Eufora Testing
Team found Colour Control Drops to be
‘Simple. Reliable. Predictable.’ and the
inspiration behind the team’s spring
photoshoot, Shades of Blonde, which
showcases a full range of beautiful blondes,
from light to dark and even the strawberry
in between!” Joanne Rempel, Eufora
Colour Development Manager (USA)
Hair: Emma Simmons/Photo: Andrew O’Toole
Make-up: Megumi Matsuno/Styling: Anna Latham
◆
●
▲
Hair: Janet Maitland Salons Make-up: Kirsten Baillie Photography: Michael Young
Hair Colour Design: Joanne Rempel/Hair Cut Design: Dana Cash/Make-up: KC Witkamp/Photo: Laura D’Aiello
19E

hairdirection
■
Hair: Suzie McGill at Rainbow Room International
Make-up: Jak Morgan/Photo: Michael Young Stylist: Claire Frith
Hair/Colour: Seung Ki Baek & Casey Coleman @Goldwel/Photo: Will Stedman/Makeup: Jassi Auluck/Styling: In-House
▲
■ CRIMSON CRUSH. “I loved creating
this striking, vibrant red bob. Especially
the sharp micro fringe which is a bold
statement that showcases the power of a
strong cut and fearless colour. The vivid,
all-over red colour makes an undeniable
impact. Achieving this kind of rich,
saturated red requires thoughtful colour
formulation and application to ensure
even coverage and maximum vibrancy.
As a hairstylist, it’s incredibly fulfilling
to step outside of the everyday and
create boundary-pushing looks like this
geometric red bob.” Suzie McGill (UK)
▲ PEACHY KEEN. “Goldwell reinvents
and reimagines the past for a brighter
future with peach dream and ashen
lavender, offering a fresh perspective
on nostalgia with a modern spin.
These colours aren’t just a reflection of
trends; they're a celebration of resilience
and a testament to the enduring spirit
of optimism.” Jane Brody, Goldwell
Global Colour Expert (USA)
◆ SMOKIN’. “This Japanese on-trend
smoky orange colour complements the
model, Chevonne’s fair skin tone. With
this new hair colour, Chevonne’s overall
look has become brighter and more
energetic. I used different shades of
orange to brighten up her overall features
and look, showcasing the versatility of
Newance Fashion colours.” Alex Neo,
Singapore Kao Salon National Artist
(Singapore)
Stylist: Alex Neo Salon/The Lawn Hairdressing Model: Chevonne Yang
◆
● EMPOWERED. “Our Tribute Collection
is all about three elements: strength,
softness & texture. It was shot in the
Battersea Arts Centre, a unique venue
which provided inspiration. The palette
incorporates hues of Burnt Copper Red,
Black with Violet Crush, and Graphite
Smoky Greys – all tones are double
tones. In duality the lights and shadows
created give shine and gloss to the total
look.” Sanrizz Artistic Team (UK)

●
Hair: Sanrizz Artistic Team at Sanrizz/Styling: Marcin Lobacz/Make-up: Mari Kuno/Photo: Henry James
21E

hairdirection
Colour: Cenk Yesil Hair:Romeu Felipe & James Earnshaw @ Wella Professionals
●
E22

● BLUSHING BEAUTY. “A hint of colour
subtly enhances her natural beauty.
Tones were brushed to create remarkable
detail and layers of colour for a flawless
finish.” Wella Professionals Global
Ambassadors, Romeu Felipe & James
Earnshaw (USA)
■
Hair: Jessica Scott Santo@Moroccanoil
■ BLONDE VOYAGE. “I developed an easy
and impactful way to go from brown
to dimensional blonde, utilizing simple
yet efficient placement and combining
foilayage and tip-out techniques to
create beautiful brightness.
Harmonizing colour choices with facial
contours and the changing seasons
ensures that each client leaves with a
tailored, effortlessly chic look”
Moroccanoil Global Ambassador
Jessica Scott Santo (USA)
▲ YOU GO, GIRL! “The warmth of
golden highlights is more than enough
to give just the right luminescence to
these bold pigtail braids and highlight
a self-assured attitude and unbroken
spirit.” Brendnetta Ashley, Schwarzkopf
Digital Artistic Team (USA)
◆ VENUS VIBES. “This summer, we’ll
see more dimensional warm blondes
as we recognised the shift away from
cool, ashy blondes – just in time for
summer! We took inspiration from
Pantone Colour of the Year 2024 which
is Peach Fuzz, a fun playful hue that
is extremely versatile, too. This look
encapsulates the essence of a beach
goddess with long flowing layers – the
internal twist channel cutting adds
more texture and separation into the
shape, ultimately heightening body
and movement. A casual unkept look
is so on trend, and we wanted to use
that to our advantage.” Bruno Marc
Giamattei (UK)
Hair: Brendnetta Ashley@Schwarzkopf Professional
▲
◆
Art Direction: Bruno Marc Giamattei/Colour Mentor: Dan Spiller/Cut: Alberto Di Domenico, JOICO Creative Artist
JOICO Creative Artist Colour: Valentina Malta/Next-Gen Artist Photo: Jamie Blanshard Photography
23E

COLOUR
EVOKE >>>
The best of international hair looks
Il meglio della modacapelli internazionale
Le meilleur des tendances coiffure internationales
Die Top internationalen Hair Looks
Lo mejor de la modacabello internacional

hairtrends
>>>
CHROMA REVIVAL: Expressions of hair art that are aroused and
animated by the beauty of colour. Each look is a masterpiece in its own right,
exemplified by the skill and precision of the creative artist. Indulge yourself
in our selection of this season's very best.
REVIVAL CROMATICO: espressioni d’arte, create e rese vive
dalla bellezza del colore. Ogni look, un capolavoro a sé, rappresentazione
unica dell’abilità e precisione dell’artista. Abbiamo scelto per voi i best
look di stagione. Lasciatevi sedurre…
RENAISSANCE CHROMATIQUE : Des expressions d’art capillaire
animées par la beauté de la couleur. Chaque look est un chef-d’œuvre à
part entière, illustrant le talent et la précision de l’artiste. Laissez-vous
transporter par le meilleur de cette saison.
CHROMA REVIVAL: Ausdrucksformen der Haarkunst, inspiriert
und belebt durch die Schönheit der Farbe. Jeder Look ist ein Meisterwerk
für sich. Es zeugt von Können und Präzision des Künstlers. Tauchen Sie
ein in unsere Auswahl der besten Looks dieser Saison.
EXPRESIONES DE ARTE capilar que se despiertan y animan con
la belleza del color. Cada look es una obra maestra en sí mismo, ejemplificado
por la habilidad y precisión del artista creativo. Deléitate con nuestra
selección de lo mejor de esta temporada.
Previous & facing page
Hair: Angelo Seminara
Colour: Angelo Seminara Colour Team
Photo: Andrew O’Toole
Make-up: Daniel Kolaric

video
video

hairtrends
Hair: Joseph Ferraro
Photo: Jamie Blanshard
Make-up: Maddie Austin
Styling: Rubina Marchiori

Creative Direction:
Antoinette Beenders,
Hannah Ruth Evans for Aveda
Co-Directors, Colour: J. Hooten,
A. McCarty
Photo: Lauren Krysti
Make-up: Peter Phung

hairtrends
Hair: Danny van Tuijl
@Ginger | Lemon
Photo: Ryan Tandya
Make-up: Sam Hill
Styling: Lizzy Lemon
Extensions: Great Lengths

International Creative Direction:
Simon Ellis@Schwarzkopf Professional
Hair: Rafi Cheng, Gigi
Photo: Raffaele Cariou
Make-up: Helge Branscheidt
Styling: Fanny Ourevitch
video
video

hairtrends

Hair: Joseph Ferraro
Photo: Jamie Blanshard
Make-up: Maddie Austin
Styling: Rubina Marchiori

hairtrends
Flower Pop! An explosion of Peony pink.
Flower Pop! Un’esplosione di rosa peonia.
Flower Pop ! Une explosion de rose pivoine.
Flower Pop! Explosion in Pfingstrosenpink.
¡Flower pop! Una explosión de rosa peonía.
video
video
Hair: Joey Scandizzo@Elәven Australia
Photo: Andrew O’Toole
Make-up: Kylie O’Toole
Styling: Irene Tsolakas

hairtrends
< >
Hair: Andrew Smith
Photo: Richard Miles
Make-up: Louise Lerego
Products: milk_shake

hairtrends

hairtrends
AWE COLLECTION
A gentle, enduring thread bringing us to the present and
allowing us to cherish and connect with those around us.
Un filo gentile, ininterrotto, che ci porta al presente per
amare e connetterci con chi ci circonda.
Un fil doux et constant qui nous ramène au présent et nous
connecte à ceux qui nous entourent.
Ein feiner Faden begleitet uns in die Gegenwart, lädt ein,
andere zu schätzen und mit ihnen in Verbindung zu treten.
Un hilo suave y duradero que nos trae al presente y nos
permite apreciar y conectarnos con quienes nos rodean.
Global Executive Director: Janell Geason for Aveda;
Ian Michael Black (Colour), Ricardo Dinis (Cut)
Photo: Michael Haug
video
video
AVEDA

hairtrends
Creative Direction: Eric Zemmour
@Shampoo Expert
Photo: Maciej Swistek
Make-up: Dominika Malisz
Styling: Zuzanna Wlodarz

International Creative Direction:
Simon Ellis@Schwarzkopf Professional
Hair: L. Jennison, N. Irwin, B. Ashley
Photo: Raffaele Cariou
Make-up: Helge Branscheidt
Styling: Fanny Ourevitch

hairtrends
Hair: Safy Burton generated via AI

Hair: Ken Picton
Photo: Andrew O’Toole
Make-up: Megumi Matsuno
Styling: Anna Latham

hairtrends
Hair: Sabine Fontaine
Photo: Marciej Swistek
Make-up: Martyna Molenda
Styling: Patryk Gajewski

Hair: Joseph Ferraro
Photo: Jamie Blanshard
Make-up: Maddie Austin
Styling: Rubina Marchiori

hairtrends
< >
Hair: Italian Style Energy@Framesi
Photo: Karel Losenicky
Make-up: Silvia Dell’Orto

video
video

hairtrends
An expression of imaginative shades.
Un’esplosione di sfumature-fantasia.
Une expression de nuances imaginatives.
Ein Ausdruck phantasievoller Nuancen.
Una expresión de matices imaginativos.
Hair: Olivia Binch@Mark Leeson
for Revlon Professional
Colour: Mark Leeson
Photo: Richard Miles
Make-up: Lauren Mathis
Styling: M&R

hairtrends
Art Direction: Daniele De Angelis
@Toni&Guy
Photo: Jack Eames
Make-up: Lan Nguyen-Grealis
Styling: Borna Prikaski

Hair: Brendnetta Ashley
Photo: Roberto Ligresti
Make-up: David Maderich
Styling: Altorrin

hairtrends
Hair: Jordanna Cobella
Photo: Jack Eames
Make-up: Meg Lindow
Styling: Magdalena Jacobs

Hair: Julia Engle Tomczek
@Sakura Studio
Photo: Damien Carney
Make-up: Coco Zhu
Products: Davines

hairtrends

SPORTS CLUB COLLECTION
A La Biosthétique collection paying hommage to the
Olympic Games taking place this Summer in Paris.
La collezione de La Biosthétique rende omaggio ai
prossimi Giochi Olimpici parigini.
Une collection La Biosthétique rendant hommage aux
Jeux Olympiques qui auront lieu cet été à Paris.
Eine La Biosthétique Kollektion als Hommage an die
Olympischen Spiele, die diesen Sommer in Paris stattfinden.
Una colección de La Biosthétique que rinde
homenaje a los Juegos Olímpicos que se celebrarán
este verano en París.
International Creative Direction: Alexander Dinter@La Biosthétique Paris
Colour: Andreas Kurkowitz
Make-up: Steffen Zoll@La Biosthétique Paris
video
video
LA BIOSTHÉTIQUE PARIS

hairtrends
Hair & Styling: Danny Malone
Photo: Lee Mitchell
Make-up: DJ Griffin

video
video
Hair: Mark Leeson
Photo: Andrew O’Toole
Make-up: Megumi Matsuno
Styling: M&R

hairtrends
Hair: Lisa Vann, A. Day-Flynn,
C. McBride, K. Krueger,
H. Futamura-Hernandez @Vann Studio
Photo: David Rossa
Make-up: Hannah Vann

Hair: Ivonne Martens Opdam
Photo: Ivo de Kok
Make-up: A. van Emmerik, B. Danastri
Styling: Annet Veerbeek

hairtrends
The drive & assurance that anything goes
L’impulso e la certezza che tutto è possibile.
L’assurance que tout est possible.
Die Gewissheit, dass alles möglich ist.
El impulso y la seguridad de que todo vale.
Hair: Ivonne Martens Opdam
Photo: Ivo de Kok
Make-up: A. van Emmerik, B. Danastri
Styling: Annet Veerbeek

hairtrends
Hair: Danny van Tuijl &
Lizzy Lemon @Ginger | Lemon
Photo: Phil Jelenska
Make-up: Sarah Bzoch
Extensions: Great Lengths

Creative & Art Direction: Mark Hayes,
Damien Peers, Riess Hatcher
Hair: Fellowship Project Sassoon 2023
Photo: Chris Bulezuik
Make-up: Grace Hayward
Styling: Lewis Cameron

hairtrends
video
video
Art Direction:
Mauro Galzignato @Kemon
Hair: A. Candido, D. Carlucci,
D. Comandulli, D. Ribaudo,
R. Rogari, M. Sartini.
Colour: Roberto Acquaroli
Fashion Producer & Make-up:
Vittorio Masciarelli@Bookin’ Agency

Hair: Arjan Bevers@Avanti Kappers
Photo: Ivo de Kok
Make-up: M. Bevers Brunt
Styling: Annet Veerbeek
Products: Schwarzkopf Professional

hairtrends

Hair & Styling: Lisa Von Kurvink
Photo: Keith Bryce
Make-up: Lillian Fogel
Products: L’Anza

hairtrends
UP IN THE CLOUDS
Conveying when your creative vision depends on your wider
mindset. An inspirational fusion forming a new reality.
Comunicare una visione creativa che nasce da una mentalità
più ampia. Un mix che ispira e plasma una nuova realtà.
Transmettre lorsque votre créativité dépend de votre état
d'esprit. Une fusion inspirante vers une autre réalité.
Wenn kreative Vision von der Denkweise abhängt. Eine
inspirierende Verschmelzung, die eine neue Realität schafft.
Transmitir cuando tu visión creativa depende de tu
mentalidad más amplia. Una fusión inspiradora que forma
una nueva realidad.
Hair: Rush Artistic Team
Photo: Jack Eames
Make-up: Lans London
Styling: Robert Morrison
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RUSH

hairtrends
Art Direction: Daniele De Angelis
@Toni&Guy
Photo: Jack Eames
Make-up: Lan Nguyen-Grealis
Styling: Borna Prikaski

Creative Direction: Stefano Conte
@Fanola
Photo: Mdf Studio
Make-up: T. M. Skauen, L. Randazzo
Styling: Palmira Del Vecchio

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prointerview
ERIC
KATER
GENERAL MANAGER
JOICO EMEA
Estetica’s UK Editorin-Chief,
Gary Kelly,
recently visited the
headquarters of Joico
Europe in Helmond,
Netherlands, where he
met Eric Kater General
Manager Joico EMEA.
Gary Kelly
In 2025, Joico will be
celebrating its 50th
anniversary - an occasion
which Eric and the rest
of the team are all very
much looking forward to!
During this hugely insightful and
welcoming trip, Gary had the opportunity
to meet and connect with the brand’s
hugely talented Joico EMEA Creative
Team. This was also a chance to hold an
exclusive interview with Eric Kater,
General Manager Joico EMEA.
Eric, please tell us about your own
Joico journey so far.
I’ve worked with Joico for 28 years and in
the early days I worked directly with the
founder of Joico and that was a very
special time. Originally, I joined as Head
of Operations and worked my way up to
become General Manager. It’s been a
tremendous journey, and still is, working
in an international environment meeting
new and exciting people in a creative
environment. People make our business
and the people I work with all share the
same passion for Joico, the product
innovations that set us apart and drive
the business, it’s extremely rewarding to
see this. We are making people feel good
about themselves, that’s the Joi of
Healthy Hair and as a company we
deliver this day in day out, from
education to marketing and sales.
E74

(left): The Marc Antoni Artistic Team; (above): Members
of the Joico EMEA Senior Creative Color Artist Team.
What would you say is the main
brand identity you’re creating for
Joico in Euope and the UK?
As a brand our focus in all markets has
and always will be on hair health. Our
strapline is the Joi of Healthy Hair and in
all countries, that’s what we are known
for. Products such as K-Pak, Defy
Damage, Blonde Life, and our other care
regimes all focus on hair not only looking
good but feeling good after just one use.
Joico color products are also designed
with hair health in mind, our color
products add shine and luminosity to hair,
and our lightening products such as
Blonde Life Lightener’s provide beautiful
clean blondes. For us it’s all about
maintaining the integrity of the hair and
ensuring our customers and their clients
notice a difference every time a Joico
product is used in the salon or at home.
In what way are the Joico
Ambassadors instrumental in doing
this?
The Joico European Creative Team have
been instrumental in helping to create a
strong visual image and brand identity
which they share through the education
we provide on a local, national, and
global level. They are passionate about
the brand, and this is conveyed in
everything they do including content
creation for digital channels where they
are a source of inspiration and education
for other professionals.
Why is the UK so important to Joico
Europe?
The UK is an extremely important market
to Joico, the UK leads the way in
creativity, and we know many countries
look to the UK for inspiration, and it’s
important for us to have a strong
presence in the UK though activities,
education, and our creative team – we
know this inspires many people. We have
many UK customers that have used Joico
since K-Pak was introduced and are
extremely loyal to the brand. Joico was
born in the USA and there are many
similarities in both markets – consumers
and professionals are very discerning and
at Joico we deliver the best.
How is your sales and distribution
network organised in Europe?
We have representation for Joico in 40
countries across the EMEA region with a
clear focus on Europe. The representation
in almost all markets is via dedicated
distributor teams that have been with the
Joico brand for many years.
Which are your main European
markets and which new markets are
you hoping to target in the future?
Our main markets are UK, Ireland,
Germany, Italy, Norway, Sweden, and
Poland. We are not looking for expansion
in any new markets, our goal is to further
expand our presence in the markets we
are in today.
Joico hair products are loved
world-wide, especially when it
comes to damage repair and
maintaining beautifully healthy hair.
Which is your own hero Joico
product?
I do like to try all the care ranges and at
the moment my favourite is Joico
YouthLock Shampoo and Conditioner,
which we launched last year. Now my hair
is getting a little brittle the antioxidants,
vitamins and collagen all help!
Next year, Joico is celebrating its
50th anniversary, can you tell us
something about the brand’s plans to
celebrate this?
My lips are sealed, our marketing and
education teams have warned me to stay
silent! We have some great plans that
we are working on and some not to be
missed moments. Having a 50th
anniversary is an incredible milestone
and one that we are all very proud of. The
innovations and technology that we have
introduced over the years have been groundbreaking
and we are all very much
looking forward to what comes next.
75E

prospecial summer
E76SALON
SUMMER

Getty Images
With clients takin more carefree
attitude as they focus on
their holiday hair, summer can
be a time for exploring many
new creative possibilities.
Gary Kelly
For hair professionals, summer is the season they
tend to love and loathe in equal measures. While
it’s wonderful to welcome all those happy, excited
clients into the salon as they are about to embark
upon their holidays, it can also throw up some
tricky situations. Summer is a time when salon
staff themselves want to be on annual leave, so
not only do you have your own clients wanting
something a bit different from the norm, but
there’s more likelihood that you’ll be temporarily
covering some of your colleagues’ regulars as well.
So, as the temperature outside rises, the pressure
inside the salon also begins to mount in equal
measure. In their enthusiasm to embrace a new
summer look, the risk is that clients may not have
to knowledge or be fully equipped to deal with it.
>>>
77E

prospecial summer
FOREVER BLONDE
The trend to go blonder in Summer is a perennial certainty.
In 2023, there was a lot of block colour with cooler, platinum
tones. While these are still flying high in 2024, there is also a
demand for warmer, creamer blondes, as well as more golden
shades The impact of sun, sea and environmental damage can
have a devastating effect on all coloured hair, but especially on
these warmer tones of blonde. “It’s really important to discuss
a blonde colour plan with your clients,” explains Tina Mehmi,
Colour Educator & Colour Workshop Member at RUSH.
“As we all know, blonde hair requires a lot of upkeep – more
so than some clients might be aware of. Ensuring clients
blonde always looks fresh and clean, but also is in the best
condition is very important to us at RUSH. We like to sit down
with our client following the appointment to ensure they are
booked in for their next few appointments to keep their blonde
looking its best. We may also suggest different colour services
each time to avoid over processing the hair such as half
head highlights and t-section highlights instead of full head
highlights or glossing/toners between full services.”
SUMMER SCALP CARE
Looking after our scalp to ensure it’s healthy is so
important and should be a priority all year round.
However, it’s particularly vital in hot temperatures as
it produces more oil in warmer, humid weather, which
can lead to build up. The scalp can also burn due to the
sun, which can lead to a dry, flaky scalp. “Many clients
are unaware of the importance of looking after their scalp
and how having a healthy scalp is essential for healthy
hair,” explains Jim Shaw. “Here at the side, I share
some of my top tips to share with clients to keep their
scalp protected during the summer months.”
TINA’S TOP 4
Tina Mehmi
shares her 4
hottest blonde
shades for
Summer 2024:
1 • ButterCream
Blonde - This is
still a light, bright
blonde, however, with the combination
of some warmer tones, it gives hair a
more natural, sun-kissed and reflective
finish. 2 • Old-Money Blonde - Another
popular blonde hue this season is oldmoney
blonde. This shade is perfect for
clients who are looking for a warmer,
more golden toned blonde, that will
add a glow to their complexion and
provide hair with a super elegant and
luxurious appearance. With this colour
it’s all about the strategic placement
of fine highlights/babylights through
the hair. These should pair up with a
super soft, subtle shadowed root for
depth and dimension. 3 • Pastel Blonde
- For clients looking to inject some fun
into their blonde but aren’t looking for a
drastic change, pastel shades of rose,
apricot and blush pink give a gorgeous
soft and subtle wash of colour and blend
out beautifully. These will also add
warmth and shine to the hair, highlighted
or free hand painted throughout the hair
to provide delicate highlights, depth and
a playful touch to the hair. Colour can
also be placed through the front sections
of the hair or underneath for those who
simply want to add a pop of colour to
their look. 4 • Chardonnay Blonde - For
clients looking for an ashier blonde
tone, chardonnay blonde is a great
choice. This shade looks bronde/light
brunette due to being incredibly cool
toned and gives off an almost smoky
appearance. This could be a particularly
good choice for blondes who want to
opt for a lower maintenance blonde hue,
or for those who can’t decide between
blonde and brunette, where they can
incorporate a darker root and
some cool, ash likes
tone through their
current base shade
to break up the
blonde and cool it
down.
Hair: RUSH Artistic Team / Photo: Jack Eames
Make-up: Lans London / Styling: Robert Morrison
E78

JIM’S TOP 5
Jim Shaw’s Top 5 Tips for a Healthy
Summer Scalp.
1 • UV protection will form a barrier
between their scalp and the sun, keeping
their scalp protected and avoiding
sunburn which can not only be painful,
but can also lead to scalp flaking.
2 • Cover up – alongside advising your
clients to use UV protection, you should
also advise them to wear a hat to protect
their scalp from harsh UV rays.
3 • Recommend that clients use a scalp
scrub – scalp scrubs are an incredible
product for clients to invest in and have
in their hair care routine all year round.
A scalp scrub will give their scalp a deep
cleanse, get rid of build up from products,
chlorine, dirt, oil and impurities, and will
keep their scalp soothed and refreshed.
4 • Discuss washing hair regularly – another
important step for clients to look after
their hair and scalp to keep them clean,
free from dirt, oil and build up. If a client is
going on holiday and likely to be in the sea/
pool, recommend that they wash their hair
after to remove salt water/chlorine on their
hair and scalp, which can cause the scalp
to become itchy, tight and dry. A clarifying
shampoo is a good choice to get rid of
build-up and help rebalance the scalp whilst
being gentle too.
5 • Avoid overusing styling products
excessively, as they can create build
up on the scalp. Clients should look for
products that are lightweight or natural,
as these are less likely to cause irritation.
PLANNING A
SUMMER CAMPAIGN
According to salon business consultant and successful salon
group owner, Sean Hanna, planning is key to coping with
the months ahead. “As we head into summer, it’s a great
time to inspire your clients and get them in the mood to
try something new, or get their hair looking great for the
warmer weather,” explains Sean. “Balayage continues to be
a popular service, so create a story around your services. For
example, create a Balayage Booster Package, telling clients
to get your balayage looking perfect for summer. The package
could include a full head balayage, pre-colour treatment,
perfect toner and sun protection kit to take away. Ideally the
story is created in collaboration with your team. It needs to
have their support to ensure this will be successful. Create a
training plan which ensures the team are fully aligned to the
story. Let your campaign run for a set time, for example your
summer campaign might end on 30 September 2024 in time
for an autumn campaign to start.”
SEAN’S TOP 6
Here are Sean Hanna’s top tips to creating a
successful summer colour marketing campaign:
1 • Create the content that you will use to promote
your campaign, this could be imagery that you will use
inside the salon, your window display, on your website
and your social media. It could be videos showing
the benefits of the package and maybe some case
studies where you show before and after results
on real clients who will give their testimonials.
2 • Plan your campaign 2-3 months before its launch date to give you time
to get everything in place. However, it’s never too late to start!
3 • If you have a small salon that doesn’t have a huge budget, that’s OK.
Be creative and showcase the beautiful work you create in your salon.
4 • It doesn’t have to be about a discount. Packages and bundles can
have huge appeal where you can offer a price incentive for an upsell.
5 • Try and keep your marketing positive and creative – don’t just reach
for a summer discount because it is an easy option.
6 • Not everyone is price driven, people often want to be educated and
inspired, so keep this in mind when planning your summer campaigns.
79E

protrend
Prioritised
indulgence
As we all experience a constant state of evolution in the beauty & wellness
industry, Fresha looks at the next big thing - Prioritised Indulgence.
With over 100,000 partner venues in more
than 120 countries, Fresha’s software
simplifies business operations and has
a spread of features so business owners
can tap into marketing, payment
processing and have their own place on
the Fresha market-place.
Fresha partnered with trend forecaster
WGSN to decode the trends that are
shaping, and will shape the industry.
While the concept of wellness has been
around for a long time, it now
encompasses much more than just fitness
and nutrition. Wellness is now much
more about people’s emotional and
mental wellbeing, too. In the WGSN
report, Fresha found that over half of Gen
Z, Millennials and Gen X see beauty and
wellness services as essential, compared
to 37% of Boomers. Younger generations
are also more comfortable spending more
time and money on beauty and wellness,
reclassifying what was previously seen as
indulgent into a necessity. So now that
younger generations are driven by a
renewed appreciation for self-care, what
new opportunities can we unlock? And
what changes should we expect to see in
the near and far future?
We’re seeing an increase in the
length of appointments
For a long time the beauty industry
tried to appeal to a customer base that
had busy schedules. Think getting your
nails done on your lunch break, or making
facials quick and easy to fit into your
busy weekend. However, there seems to
be a switch in attitudes. Katrina Krutz,
founder of Southern Hair in the US said
“clients are happy to be in the salon
longer. It’s easier for them to block out
a chunk of time in their day, than have
to arrange lots of shorter appointments
every 6 weeks”.
E80

81E

protrend
This change in appointment length
makes sense, as more of our clients are
looking to disconnect from digital and
societal distractions, they’ll naturally be
more inclined to dedicate more time for
moments of self-indulgence that feel
good to them both physically, but also
mentally. The process of taking care of
yourself, whether that be a nail
appointment or a massage, has become
as important for the emotional wellbeing
of our clients as the physical
benefits that they get from them. One of
Fresha’s partners, Masaj, for example,
has a range of options for how long you’d
like to spend at their massage studio.
Their Relaxing massage offers six
different time options, ranging from 30
minutes to two hours. This approach
allows their clients to choose between
fitting their self-care into a busy life, or
dedicate that extra time to prioritise
their wellness, and everything in between.
So, what’s going to happen next?
NOW: Salons will encourage more
time spent on self-care
Salons will capitalise on the increased
time consumers are spending at
appointments, rebranding off-peak days
as maintenance days. Innovative
businesses will place an emphasis on
refreshing the salon environment so that
it’s welcoming, relaxing and practical for
the modern client. Expect to see new
spaces designed such as meeting
pods, quiet zones or cafés, all enabling
clients to comfortably work, relax and
indulge over an extended period of time
in the salon.
〉〉〉 For more information
or media queries, please contact
marketing@fresha.com
〉〉〉 For online, please link to
freshacom/for-business
NEAR: Package menus in 2025 - 2027
will be diverse and customisable
Salons and barbershops will invest in
establishing unique package menus,
allowing clients seeking a self-care
#MaintenanceDay to book their essential
treatments all in one appointment.
Leading solutions will see businesses
take a flexible approach, encouraging
clients to customise the treatments in
their appointment so they can easily put
together a day of indulgence. The use of
booking apps will be essential to this
process, creating a simple user
experience for the client while
maximising a salon’s capacity.
NEXT: 2028+ One-stop-shop beauty
destinations will be reinvented
The rise of the hybrid salon will transform
the future of services, seeing an increase
in beauty destinations that are expertled,
one-stop-shops. Innovative salons
will unlock access to a multitude of
beauty services under one roof, helping
clients to maximise time spent on
self-care and access to treatments. This
will result in exciting new partnerships
between businesses and salons, housing
best-in-class experts and brands from
across the industry in one destination.
About Fresha
Fresha is the world’s #1 beauty and
wellness marketplace powered by
all-in-one free business software with
integrated payments. With over 100,000
partner venues in more than 120
countries, Fresha simplifies business
operations and enhances customer
experiences. To learn more, visit fresha.
com, download Fresha on the App Store
and Google Play, or follow Fresha on
Instagram and Facebook.
E82

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@FAROUKSYSTEMS

procelebration
Kao HUB
Network 2024
Kao Salon Division recently held its HUB Network 2024, welcoming nearly
100 salon partners to Edinburgh for its much anticipated seventh event.
Celebrating marketing, business &
education, Kao Salon Division HUB
Network 2024 was an exclusive
opportunity for salon partners to fuel
their salon growth, make lasting
connections with other HUB salon
business owners and ignite their salon
business success. This year, the event
took place at the luxurious 5-star Waldorf
Astoria Edinburgh – The Caledonian. The
former railway station is now a masterpiece
of modern luxury and Victorian
elegance and offering breathtaking
views of Edinburgh Castle. The HUB Network
membership club helps transform
the way salon professionals connect,
E84
Kao Salon Division HUB Network celebrates
marketing, business & education, while offering the
perfect opportunity to stay ahead of the curve in our
ever-evolving industry.

exchange ideas, collaborate and excel in
their craft. It also offers the perfect
opportunity to stay ahead of the curve in
this ever-evolving industry.
BUSINESS INSIGHTS, TOOLS
AND RESOURCES
The two-day meet-up provides
inspirational business presentations;
insights and advice from expert
speakers, also offered guests a luxury
overnight stay plus an unforgettable
evening including a sumptuous dining
event and incredible entertainment.
“Our annual Kao Salon HUB Network
event offers our salon partners an
incredible opportunity to come together
as a community of creatives,” comments
Julie Winchester, General
Manager Kao Salon Division UK,
Ireland. “It’s a chance to hear from
some of the world’s best speakers
about the latest business insights,
tools and resources that they need to
excel and thrive both in business and
creatively in a rapidly evolving
industry. We want to empower our
salon community to reach even higher
levels of success, supporting them in
every way we can. The HUB Network
is testament to our dedication to the
success of our salon partners and our
passion for driving both creative and
business innovation in the industry.
We hope all our customers left feeling
empowered and inspired, as well as
ready to put into practice the practical
insights and inspiration from our
amazing speakers to help support and
grow their own salon businesses.”
This year’s HUB event
was held at The
Caledonian Waldorf
Astoria Hotel in
Edinburgh, with
breathtaking views over
the Scottish Capital.
85E

proevents
Front Row Summit 2024
Hosted in the heart of
Lisbon, the third edition
of the Front Row
Summit by Revlon
Professional welcomed
over 1,500 hairdressers
from across the globe.
The event concluded with a
runway featuring Revlon
Professional Brand Ambassadors.
E86
Presented by industry leaders Mario
Aragón, SVP of Revlon Professional,
and Miquel Garcia Cotado, Global
Creative VP of Revlon Professional
Brands, the Front Row Summit
2024 was an extraordinary fusion of
inspiration, creativity, innovation and
trendsetting. Attendees were treated
to the exciting launch of Color Excel
Gloss Neo Nudes, showcased by
four models flaunting each new shade
from the collection. Next, Miquel
Garcia unravelled the forthcoming
2025 macro trends in interior design,
fashion, beauty and hairstyling,
unveiling the future inspirations and
consumer behaviour set to influence
salons worldwide.
HAIR COLOR OF THE YEAR 2025
Miquel Garcia engaged the audience
in an interactive session to co-create
Revlon’s Hair Color of the Year 2025.
Through real-time voting via a
dedicated app, participants leveraged
their expertise to select the
next trend-setting hue. This platform
facilitated invaluable exchanges of
opinions and viewpoints among
attending stylists, shaping the future
landscape of the beauty industry.
Mario Aragon presented American
Crew Campus, an evolution of the
brand ethos, emphasising the leadership
in the men’s grooming category
in the professional industry and
expanding it into a lifestyle brand.
Revlon International President, Charles
Waters, delivered a compelling
welcome speech, highlighting the
pivotal role of the professional beauty
industry for the company and
emphasised the Revlon’s commitment
to innovation and industry focus,
promising continued excellence in
product development, setting a bold
vision for future collaboration.
In addition to highlighting hair
innovations and trends, the Front
Row Summit 2024 celebrated the
successes of outstanding clients
from around the globe. The evening
culminated in a dazzling runway
showcasing brand Ambassadors
Pierre Ginsburg, Danilo Giangreco
and Christian Rios and American
Crew Global Creative Director Paul
Wilson. A splendid dinner and party
marked a fitting conclusion to this
triumphant event. The Front Row
Summit 2024 underscored Revlon’s
commitment to empowering stylists
worldwide.

video
video
Watch the Front
Row Summit 2024
highlights here!
87E

proevents
Milan
2024
of
Gary
The 2-day Oribe
EMEA’s Signature
Event was held this
Spring at Sheraton
San Siro Hotel in the
captivating city
Milan, Italy.
Kelly
Oribe Signature Event
The Northern Italian metropolis,
which is famous worldwide for art,
work, fashion, design and innovation
provided the perfect backdrop
for this globally acclaimed hair &
beauty brand.
This global event united Oribe salon
and retail partners, distributors,
press and employees to
showcase the brand, build relationships,
learn new skills and embed
the brand culture to become truly
#oribeobsessed.
The event also provided the opportunity
for the Oribe community to
hear Co-founder and Global President
of Oribe, Daniel Kaner tell
the story of creative genius, Oribe
Canales, his background and how
he co-founded the brand to carry on
Oribe’s iconic legacy. Daniel also
summarized his desire to grow the
Oribe community and cultivate new
and existing relationships: “We are
striving to bring together extremely
talented educators and hairdressers
from around the world in intimate
environments to share diverse
techniques and perspectives,” he
explained. “The focus is specifically
to build skills through education, but
Brand Culture, Leadership Values
and Community Spirit are all just
as significant as contributors to our
collective success.
Co-founder and Global President
of Oribe, Daniel Kaner (left), took
to the stage to tell the story of
Oribe Canales.
E88

SIGNATURE SESSIONS
Oribe EMEA educators including
the UK’s Kathryn Dartnell hosted
an intimate, luxury cocktail party
on Sunday evening. The following
day saw a full programme of Signature
Sessions and Look & Learns.
These also included the highly anticipated
launch of Gold Lust Dry
Heat Protection Spray with demonstrations
by Jesus Rodriguez,
Educator for DACH and Miriam
Johannes, Educator for the Nordics.
This was followed by ‘Oribe as
Makers’ with Commercial Team
Lead, Anders Andreassen, a Signature
Session which showed the
brand’s collaborations with artists
and craftsmen who share its
ethos in creating truly bespoke,
thoughtful packaging
and products.
The Oribe Global Artistic
Team including Kien Hoang
and Coby Alcantar then took
to the stage Coby demonstrated
2 variations of Oribe’s Signature
Cuts, while Kien enthralled
the audience with a
stylish updo and braiding.
Participants were then able to
recreate Kien’s style to help
them perfect some of Oribe’s
more specific techniques.
The event showcased the Oribe brand,
helping guests to build relationships,
learn new skills and embed the brand
culture to become truly #oribeobsessed.
〉〉〉〉〉〉〉〉〉 Visit uk.oribe.com
for more information
89E

proevents
IHA
A total of 1,500 professionals from
The spectacular
over 30 countries gathered in Lisbon
for the grand night of the international
hairdressing industry, mar-
2024 International
king the 6th year of the International
Hairdressing
Hairdressing Awards. Over the years,
this event has become the global
benchmark for hairdressing.
Awards gala took
The event united the world’s top
place in Lisbon,
2024
hairdressers in Lisbon. After five
successful editions in Spain, the
Portugal, where the event moved to Portugal for its sixth
anniversary. The evening unfolded
IHAwards were
in grand style with a purple carpet
(the hairdressing industry’s equivalent
of a red carpet), a runway
presented on stage.
showcasing major hairdressing teams
from around the world, and a
glamorous awards ceremony.
The best in global hairdressing
The 2024 IHA winners received
a well-deserved standing ovation
at the Lisbon Congress Center.
MEET THE IHA 2024 WINNERS
Australian hairdresser Sharon Blain
was honored with the International
Hair Legend 2024 award for her
more than fifty-year career as a
stylist and trainer. Ken Paves received
the International Hair Influencer
of the Year award for his philanthropic
efforts beyond hairdressing. British
hairdresser Sam Elliot won the
Best International Men’s Commercial
Collection category, while Spanish
hairdressers Carlos Valiente
and Bernat Sayol secured the Best
International Women’s Commercial
Collection. In the Best International
Avant-Garde Collection category,
British hairdresser Efi Davies emer-
E90

ged victorious. The Toni&Guy Artistic
Team was named the International
Artistic Team of the Year, and
British Cos Sakkas clinched the title
of International Hairdresser of the
Year for the third consecutive year.
The International Film & TV Hairdresser
of the Year award was presented
to Ivana Primorac, Marie
Larkin, and Clare Corsick for their
work on the movie ‘Barbie’.
The awards ceremony featured a
runway led by some of the world’s
most outstanding hairdressing teams,
including the Mark Leeson Art
Team (UK), Toni&Guy Artistic Team
(UK), Emmanuel Esteban (France),
Fabio Ziccardi (Italy), Errol Douglas
MBE (UK), and Jorge X and Janos
Deri (Spain/Germany). The IHAwards
are supported by Revlon Professional
as the main sponsor. Estetica
Magazine serves as the global media
partner, with additional sponsorship
from The Hair MBA, Artero,
and Salón Look IFEMA Madrid.
Over the years, the outstanding
International Hairdressing Awards
competition has become a global
benchmark for hairdressing.
video
video
Watch the
highlights from
the IHAwards
2024 here!
91E

proinspiration
Focus on Mark Maciver
at SliderCuts Studio
Fresha’s brand ambassador, Mark Maciver, talks about SliderCuts
Studio, as well as growing his A-list clientele.
Mark Maciver opened SliderCuts Studio
in 2018, but has been cutting hair since
2003. Over his career he’s nurtured an
impressive client list, which includes UK
rapper Stormzy and world heavyweight
champion boxer Anthony Joshua. He’s
an expert in his field. He’s been
recognised as one of the UK’s top Black
business people following his win at the
Black British Business Awards in 2018,
and nominated for an Evening Standard
Business Award in 2019. And his highly
recognisable brand, SliderCuts, has had
an impact far beyond North London’s
barbering community. He’s featured in
Nike’s “Nothing Beats a Londoner”
campaign and magazines like GQ and
Time Out. Mark is a role model to many,
and continues to keep community at the
heart of everything he does. Mark is also
a proud Fresha brand ambassador, so
Fresha sat down with him recently to
talk more about how he uses Fresha to
keep his business flourishing, and why
he doesn’t mind teaching his competitors
his business secrets.
E92
“Fresha has played
a big part in the growth
of my business.”
“It’s helped me make more money and
streamline my day to day. I used to spend
about four, five hours a day booking
people in and I thought to myself one
day, I’ll be able to spend those four, five
hours cutting hair.” Using Fresha has
allowed Mark to spend his time more
wisely. “It means that I don’t have to
worry about the system working, how to
squeeze this person in, which payment
to use and so on. With Fresha I don’t
have to worry about that because they
take care of it.” So rather than getting
“caught up in making sure the business is
growing or marketing”, he gets to focus
his time on the important things:
creating the barbershop community he
set out to. When we walked into
SliderCuts Studio, Mark was giving a
tutorial. For him, competitors aren’t a
threat. They’re a part of that community
in the same way his clients are.
“I would always
recommend Fresha
to other people
in barbering.”

“I use the reports from Fresha a lot to
assess my business, to see where it’s at. The
marketing promotions from Fresha have
helped me make more money. Fresha is
the perfect partner.” And Mark’s favourite
Fresha feature? Smart pricing.
And Mark’s favourite
Fresha feature?
Smart pricing.
Smart pricing is a feature that allows you
to change how much your services cost
depending on when. So if you find that
more people book between 1pm and
6pm, you can lower the prices around it
to encourage more bookings. Or, if you
want to offer slots you don’t usually
work (say early in the morning, or on a
Sunday) you can charge higher. “I do
different prices based on time and days.”
Mark tells us. “I’ve got my basic price,
which is 9am - 6pm, but I also do early
morning haircuts which cost more.”
“And the marketing promotions have
also helped me make more money. I can
just send out a text message or email to all
of my clients, or a certain group of clients
(like clients who have booked multiple
times, or only once). I once sent a message
to all my clients and the revenue I made
was around £4,500.” “I have a great
partnership with Fresha. Because they
care for me and I care for them. And
when I say I care for them, that’s a lot. I
care about their product, and I know it
would be helpful for other people.”
“In five years I see
SliderCuts as a brand
that’s bigger than just
the barbershop.”
“I hope for it to be a hub that started off
with a haircut, and people still know it for
its haircuts, but it’s also associated with
mentoring, community projects, books,
talks, things like that.”
ABOUT FRESHA
Fresha is the world’s #1 beauty and
wellness marketplace powered by all-inone
free business software with
integrated payments. With over 100,000
partner venues in more than 120
countries, Fresha simplifies business
operations and enhances customer
experiences. To learn more, visit fresha.
com, download Fresha on the App Store
and Google Play, or follow Fresha on
Instagram and Facebook.
〉 〉 〉 For more information or media queries, please contact marketing@fresha.com 〉 〉 〉 For online, please link to fresha.com/for-business
93E

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UK EDITION
Estetica UK Edition, n. 151 - Since 1991 - N.2 Summer 2024
Ad Index
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Reproduction in whole or in part of texts or
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95E

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