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Wella Professionals Hosts Destination 2025 In Malta

Wella Professionals Hosts Destination 2025 In Malta

May 14, 2025 | HOME INFORM, INDUSTRY NEWS, INFORM, INFORM HEADER

Wella Professionals Hosts Destination 2025 In Malta

More than 1,000 hair pros from 52 countries meet to see reveal of new brand initiatives and trends

by AMANDA | INFORM

Wella Professionals has gathered more than 1,000 hairdressers, press and ambassadors from 52 countries in Malta to celebrate the craft, creativity and future of the salon industry at its annualcelebration Destination 2025.

A line-up of artistry on stage, hands-on education, brand experiences and trend reveals were on the menu, as Wella Professionals’ unveiled R.I.S.E. with Wella, a global platform dedicated to advancing Relationships, Inspiration, Science and Education.

Delegates from Wella’s RED club in the UK & Ireland joined the global gathering and were welcomed to Malta by Wella Company general manager UK & Ireland, Max Amen, at a gala dinner at Malta’s famous La Valette Hall. The sunset drinks reception and dinner were followed by a hair show by HOB Academy’s Akin Konizi, Nestor Sanchez and Elijah Hourrides, alongside business advice from HOB Salons chief executive, Natasha Grossman.    

HOB Academy

Jordanna Cobella

The main Destination event was hosted by Patrick Cameron, and throughout, guests were treated to immersive education sessions, brand booth explorations and the unveiling of Wella Professionals’ new global campaign, “Make It You”.

A Trend Reveal Show saw artists unveiling Surreal Color, the brand’s Autumn/Winter 2025 trend inspired by artificial intelligence and the tension between reality and fantasy. Global ambassadors, including James Earnshaw, Renya Xydis, Yuya Nara and Romeu Felipe, showcased colour and care transformations using Koleston Perfect, Ultimate Repair and more from the Wella portfolio.

Cult brand Sebastian Professional delivered session styling at its finest, courtesy of global ambassadors, Shay Dempsey and Anthony Cole, creative director Pedro Saldana, and ambassadors Angelo Vallillo and Bekki Delehedy.

There were also honours for the winners of the International TrendVision Awards from 2023 and 2024, which finished with the Make it You show, featuring hair creations from global ambassadors James Earnshaw, Nikki Lee and Romeu Felipe.

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Mark O’Keeffe Is New President of the Irish Hairdressers Federation

Mark O’Keeffe Is New President of the Irish Hairdressers Federation

May 14, 2025 | HOME INFORM, INDUSTRY NEWS, INFORM, INFORM HEADER

Mark O’Keeffe Is New President of the Irish Hairdressers Federation

Sugar Culture boss takes over from Lisa Eccles

by AMANDA | INFORM

Mark O’Keeffe, the founder of Sugar Culture Hairdressing and Beauty Group, is the new president of the Irish Hairdressers Federation. He was appointed at the IHF’s AGM, taking over from outgoing president, Lisa Eccles.

“My focus will be on advocating for initiatives that support the industry’s growth and creating pathways that provide valuable opportunities for aspiring professionals,” he said. Healso announced Nicola Lawless, from The Hair Company in Broadstone, as the Federation’s new vice president.

Left: IHF vice president Nicola Lawless; right: IHF president Mark O’Keeffe

Left: outgoing IHF president Lisa Eccles; right: Mark O’Keeffe

His speech underscored the IHF’s ongoing commitment to advocating for the industry, from presenting pre-budget submissions and engaging in government lobbying to initiatives such as the Save Our Salons campaign. The launch of the IHF Art Team, led by Steven Kelly, has also upped the creative dimension of the IHF’s efforts, celebrating stylist talent and giving back to the industry by spotlighting exceptional work produced in Irish salons.  

Mark thanked outgoing president Lisa Eccles, declaring “I wouldn’t feel prepared for this role without the privilege of learning from her.” His presidency holds a particular personal significance, as he follows in the footsteps of his father, Frank O’Keeffe, who served as IHF president in 1982.

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Revealed: New HMRC Guidance On Rent-A-Chair Models And Employment Status

Revealed: New HMRC Guidance On Rent-A-Chair Models And Employment Status

May 13, 2025 | HOME INFORM, INDUSTRY NEWS, INFORM, INFORM HEADER

Revealed: New HMRC Guidance On Rent-A-Chair Models And Employment Status

Fresh assistance from government comes as many salons consider changing their employment models to survive increasing costs

by AMANDA | INFORM

HMRC has unveiled new guidance in a bid to help hair businesses determine employment statuses for tax purposes.

The new guidance is focused particularly on those using the ‘rent a chair’ model, where hair professionals pay an agreed fee or percentage of their income to use a chair or space within a salon.

Developed in collaboration with “industry stakeholders”, the guidance includes information about common working practices and how they relate to employment status. Included is the HMRC’s Check Employment Status for Tax (CEST) tool, designed to help determine whether an individual is employed or self-employed for tax purposes.

HMRC has described its guidance as “user-friendly” and includes examples of common scenarios that indicate whether an individual might be employed (such as having set working hours determined by the salon) or self-employed (such as setting their own prices and maintaining their own client list). 

The new guidance responds directly to requests from the industry for clearer, sector-specific information at a time when an increasing number of salons are exploring the move to rent-a-chair and collective models, in part due to the increased costs associated with running an employment model following the Autumn Budget.

“We understand the hair and beauty industry operates with various working arrangements, and it’s vital that both salon owners and professionals get their tax status right,” said Kelvin Shorte, deputy director, Taskforces & Specialist Compliance, HMRC. “Whether you’re a salon owner with staff or someone who rents out chairs in your premises, this guidance will help you understand your obligations, so you can get your tax right first time.”

Included in the guidance is a new video, clarifying that employment status “isn’t a matter of choice and outlines the different tax obligations for employed and self-employed individuals”. It also includes information about VAT registration requirements and the importance of written agreements when renting salon space.  

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Make Trends Your Business

Make Trends Your Business

May 6, 2025 | CREATIVE PROJECTS, EXPLORE, HOME EXPLORE

Partnership

From rich mochas to peekaboo panels, discover the potential power of harnessing trends – with luxe looks that are coveted by clients

There’s no doubt colour is your salon’s superpower, recharging profits and creativity and thrilling clients in the process. But what will fuel your colour business to the next level? Let us introduce you to the power of trends… and a macro trend that shows no sign of slowing is Expensive Hair, with full beam finishes so flawless and fabulous they shimmer with shine.

For this Creative HEAD front cover shoot project, in partnership with L’Oréal Professionnel Paris, we unleash an abundance of delicious-looking, high-end hues, thanks to the talents of Robert Eaton and Josh Goldsworthy. But more vitally, we uncover the commercial case behind the looks – the importance of understanding what’s trending, the psychology of consumer trends and how you can turn a trend into a brilliant business booster. Let’s see what’s trending right now… 

The Artist: Robert Eaton, creative director, Russell Eaton 

An industry icon and a multi-award winner, Robert’s brief for this project was to deliver two luxury takes on this season’s brunettes, powered by the oil-rich formula of iNOA, which is also ammonia-free. Delivering super shiny results and a scalp that feels nourished, iNOA is a game-changing product for colourists – helping to craft hair looks so glazed and gorgeous they’ll make your mouth water! “Clients are often searching for luxury, both in the service they receive in the salon, and of course, in their hair,” says Robert. “My clients are always looking for high shine, well-conditioned hair. These looks really bring that to life in an accessible way. As colourists, we’ve got a responsibility to create beautiful hair, and also hair that’s well maintained.” 

The luxe look here comes from defined, bouncy, shiny curls for sure, but also from the magical mix of shades. Just like a bespoke suit is a symbol of luxury, personalised blends of tones, delivered by expert techniques, gives this trend a high-ranking status. A combination of ash beige and warmer shades creates a custom colour that pops while enhancing the curl pattern too. And is there a more trending palette right now than brunette? From Mocha Mousse to Ganache Brunette, brown has proven it’s endlessly versatile and ideal for tailoring. From hints of caramel to kisses of copper, brunette offers the scope to curate something rich, deep and reflective that says ‘affluence’ without being loud or overt.  

Robert Eaton on Mocha Glaze

Shades and Steps

L’Oréal Professionnel Paris iNOA 6.1 + 20 vol; 7.31 + 20 vol; 8.13 + 20 vol; 10.21 + 30 vol

  • Mist hair with Metal Detox Professional Pre-Treatment Spray and comb through, before sectioning the hair into four quadrants
  • Starting at the back, apply 6.1 to the root area melted into 8.31, and 10.21 throughout the lengths and ends
  • Allow the curls to dictate the section pattern by increasing and decreasing the width of each section. Work throughout the head until you reach the hairline
  • At the hairline apply the 8.13 to the root
    Through the mid-lengths and ends of the hairline, alternate between 8.13 and 10.21
  • Develop for 35 minutes
  • Rinse, shampoo and treat with Curl Expression
Brown has dumped the boring moniker and is playing to its strengths – rich tones, glistening gloss, major reflects… When done brilliantly, brunette always looks premium, and this season, those finishes are liquid and luxe. “Expensive Brunette” views on social have seen steady growth in 2025, and Robert’s take on the trend blends notes of caramel, mocha, vanilla and a little warmer cinnamon. That’s deliberate, based on the move towards warmer browns, and those shades illustrate what underpins this trend – those deeply-saturated glazed tones look delicious, rich and sumptuous to achieve an irresistible result that looks almost good enough to eat.  

Robert Eaton on Expensive Brunette

Shades and Steps

L’Oréal Professionnel Paris iNOA 6.8 + 20 vol back section; 7.8 + 20 vol middle + parting; 7.34 + 20 vol front; 8.31 + 30 vol hairline melted into 8.31 + clear + col vol lengths + end

 

  • Mist hair with Metal Detox Professional Pre-Treatment Spray and comb through
    Section hair from ear to ear and apply iNOA 6.8 and 20 vol root to tip
  • Isolate the hairline 1-inch deep from recession to top of ear
  • Apply 8.31 and 30 vol at the root, and melt through on mid-lengths 8.31 + Clear and 30 vol
  • Create a triangle section with widest part from temple to crown. Apply 7.8 and 20 vol
  • On either side of the head, create two more triangle sections and alternate applications of 7.8 and 7.34 with 20 vol
  • Develop for 35 mins
  • Rinse, shampoo and treat with Vitamino Color Spectrum

Colour AND Treat 

Think of the double duty that a colour appointment can deliver – firstly with that luxurious experience courtesy of iNOA (thanks to its oil-rich, ammonia-free formula) and secondly with the backwash boost of a professional treatment, just like the salon exclusive Deep Conditioner from the new Vitamino Color Spectrum range. And if a client wants to keep that ‘just coloured’ vibrancy locked in, Vitamino Color Spectrum is the ideal take home treat, too! 

Make It Personal 

“Luxury is about personalisation, ensuring that each technique, each colour formulation, is bespoke and personalised to a client,” explains Robert. Curate a perfect combination that can’t be replicated at home, taking into account skin tone, hair type and the ideal blend, to nail ‘Expensive Brunette’ every time. 

The Artist: Josh Goldsworthy, creative director, Goldsworthy’s Hairdressing  

From presenting at industry-facing avant garde shows to flexing his editorial prowess as a busy session stylist, Josh delivers incredible colour results that are bang on-trend and expertly tailored to his loyal clientele. His take on ‘expensive hair’ is rooted in the bespoke, engineered by a business-building evolution of balayage. “Balayage is already a really established commercial look used in salons, but this trend is pushing it into a whole new realm,” explains Josh. “Peekaboo Balayage is about placing subtle and sometimes bolder colours within the hair, just underneath, so you get these pops of colours and iridescent tones. This is that next forward step for clients to try something new, something that gets them out of their usual toner or application and gives them some versatility and the ability to change it up, every time.” 

This iridescent yet creamy soft blonde acts as a veil through the top section of the hair… and then you’re treated to a seasonal surprise with deep slices of the two new pearlescent coral shades from Dia Light. Add a little movement and PEEK-A-BOO! The underneath reveals something more playful and unexpected. Colour can be as bold or as muted as you want, warm or cool – the power of ‘Peekaboo Balayage’ is in its versatility. We’re hooked!

Josh Goldsworthy on Whipped Cream Blonde

Shades and Steps

L’Oréal Professionnel Paris Blond Studio Purple Lightening Balm + 30vol  

L’Oréal Professionnel Paris Dia Light 10.23 + 9 Volume DiaActivateur; 8.24 + 9 Volume DiaActivateur; 10.24 + 1g Violet booster + 9 Volume DiaActivateur

  • Mist hair with Metal Detox Professional Pre-Treatment Spray and comb through
    Apply full head of highlights utilising fine and medium weaves with Blond Studio Purple Lightening
  • Develop for up to 50 minutes
  • Rinse and shampoo with Metal Detox
  • Isolate 1cm of the hairline. Following the shape of the head, create a star shape on top and apply Dia Light 10.23 from root to tip to these areas
  • Using diagonal back sections alternate between 8.24 and the 10.24 + Violet Booster
  • Develop for up to 20 minutes
  • Rinse, shampoo and treat with Metal Detox

Josh has opted for something more subtle this time, with a palette of honeys and caramels. As the cyclical nature of trends brings us back to the boho vibes of the Noughties, this look is ideal for that laid-back luxe vibe and will simply stun when the sun hits the sparkling mix of shades. “This warm, bronde tone with the copper boosters gives it a really expensive, beautiful feel, and it means you’re not seeing any start or stop point within the highlighted pieces,” says Josh.  

Josh Goldsworthy on Boho Bronde

Shades and Steps

L’Oréal Professionnel Paris Blond Studio Purple Lightening Balm + 30vol  

L’Oréal Professionnel Paris Dia Light 9.03 + Copper Booster + 9 Volume DiaActivateur; 8.24 + Copper Booster + 9 Volume DiaActivateur

  • Mist hair with Metal Detox Professional
  • Pre-Treatment Spray and comb through
  • Apply full head of Foiliage utilising a mix of teasy lights and classic balayage weaves with Blond Studio Purple Lightening Balm + 30vol
  • Rinse and shampoo with Metal Detox
  • Working to a centre parting, gloss using 1cm diagonal back sections from front to back. Applying from root to tip, alternate between Dia Light 9.03 + Copper Booster and 8.24 + Copper Booster
  • Develop for up to 20 minutes
  • Rinse, shampoo and treat with Vitamino Color Spectrum

Focus On Versatility 

Peekaboo Balayage is fantastic for those clients who might need a more conservative look for their nine-to-five but then can reveal their playful side through alternative styling. “If you put a wave or a curl through, it’s really going to bring the look alive. It’s so versatile for everybody,” says Josh. This is a technique that works for any client, any hair type, any shade and is an excellent first toe dipped into the world of colour. You can dial up or dial down, depending on the mood – just see how Josh amped it up for the shoot! 

Top Ups And Quicker Services 

That versatility extends to your business, too. “Peekaboo Balayage can stand alone as its own service within the salon, but from a business point of view, we can also look at it for top-up services in between,” says Josh. “Once we’ve got that pre-lightened section in, we’re looking at four- or six-weekly repeat services, which will be express services with a toner that would be cost effective. It’s a real opportunity.” And another positive for business? Clients don’t need to commit to a global colour, meaning a quicker appointment time that frees you up for more clients in your day. 

Build Services Around Occasions 

Peekaboo Balayage is the custom colour Gen Z will crave, encouraging more younger consumers to opt for professional colour. And as the summer rolls closer – think of festivals, parties and events – build services around those occasions, helping to grow your colour business in fresh and new directions.

 

 

A Creative HEAD shoot in partnership with L’Oréal Professionnel Paris  

Photography Jon Baker, assisted by Ethan Humphries 
Reportage photography and artist portraits Anett Posalaki  
Videography Austen Killingbeck-Jones, assisted by Douglas Cock  
Hair Robert Eaton and Josh Goldsworthy, with additional hair support provided by Phoebe Dean (for Josh), Nicola Chamberlain, Bobbi Murray, Fran Sleighthome, Victoria Strain, Joe Strangward and Cathal Walshe, all for L’Oréal Professionnel Paris  
Make-up Eliza Clarke, assisted by Babi Campos  
Fashion Harriet Nicolson, assisted by Carla Grottola  
Models Valentina Biliosa (Boss), Chelsea Kent (Body London), Phoebe Summer (MMG) and Kay-leigh Rachel Sussman (Zone)  
Editorial Amanda Nottage (Creative HEAD) 
Digital and social media Kelsey Dring and Caitlyn Brandom (Creative HEAD) 
Creative direction and production Joanna Kidd (Creative HEAD) 

Shot at Loft Studios in London  

Set To Stun

Set To Stun

May 6, 2025 | PORTFOLIOS

Set To Stun

From Robert Eaton’s ‘Mocha Glaze’ to Josh Goldsworthy’s ‘Whipped Cream Blonde’, get ready for summer’s colour rush with looks that dazzle with shine and techniques that work for every client

A Creative HEAD shoot in partnership with L’Oréal Professionnel Paris

Photography Jon Baker, assisted by Ethan Humphries  

Hair Robert Eaton and Josh Goldsworthy, with additional hair support provided by Phoebe Dean (for Josh), Nicola Chamberlain, Bobbi Murray, Fran Sleighthome, Victoria Strain, Joe Strangward and Cathal Walshe, all for L’Oréal Professionnel Paris  

Make-up Eliza Clarke, assisted by Babi Campos  

Fashion Harriet Nicolson, assisted by Carla Grottola  

Models Valentina Biliosa (Boss), Chelsea Kent (Body London), Phoebe Summer (MMG) and Kay-leigh Rachel Sussman (Zone)  

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