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Make Trends Your Business

Make Trends Your Business

Apr 17, 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 XXXXXXX (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  

They’re In A Different League 

They’re In A Different League 

Mar 25, 2025 | CREATIVE PROJECTS, EXPLORE

A Creative HEAD shoot in partnership with Diva Pro Styling  

Each hair stylist has their own little idiosyncrasies when it comes to styling techniques. Give each stylist a brief, with the same tools, and each one will deliver something completely different… so, that’s what we did. Creative HEAD, in partnership with Diva Pro Styling, assembled Rebecca Jacques, Birte Klintworth and Giuseppe Stelitano and gave each their own brief – challenging them to bring concepts to life on three different heads of hair, all helped to life by the breadth of Diva Pro Styling tools in their kit bags, including the new range of Diva Atmos Professional Stylers.   

These briefs were set within the prism of S/S25 runway trends. Think Chloë, a fashion house that often sees its show models sporting ‘undone’ hair, but sending their looks down the S/S25 catwalk noticeably more dressed and ‘done’. From celebrity looks to client requests, there’s a noticeable return to hair that looks styled. And this is the season to try something fresh – from festivals to summer parties, events to holiday hair, we’ve pushed our stylists to the ‘finish’ line to create wearable looks with an editorial vibe that clients will covet.   

For a few years, beauty trends have shied away from anything that looked like you made a real effort. Slowly, we’ve seen a return to hair that looks ‘done’. From Sabrina Carpenter to the wives of Capitol Hill, big hair is BACK. It’s blown out, it’s bouncy and it’s bringing us back to the ‘90s… Giuseppe Stelitano has embraced the big brief and delivered to the max.  

For a few years, beauty trends have shied away from anything that looked like you made a real effort. Slowly, we’ve seen a return to hair that looks ‘done’. From Sabrina Carpenter to the wives of Capitol Hill, big hair is BACK. It’s blown out, it’s bouncy and it’s bringing us back to the ‘90s… Giuseppe Stelitano has embraced the big brief and delivered to the max.  

The Look: Hair was prepped with mousse and blasted dry using the Diva Professional Atmos 2 Atom Hair Dryer. Then section by section, Giuseppe used the Digital Crimper from the root to the nape to set in that texture he needed for the final updo. Once done, he brushed through, shaped then twisted hair in pieces before pinning. Using the new Atmos Professional 13mm Super Slim Styler, he straightened small sections to create a windblown effect (“I can go literally to the edge, tapping at the ends and bending over at the root”).  

The Trick: “Because I need the volume, especially on the top, I use the Digital Crimper vertically and kept going upwards,” says Giuseppe. “You’re almost directing the roots as well.” 

The Tools: Diva Professional Atmos 2 Atom Hair Dryer; Digital Crimper

The Look: This is almost an undone updo, a little messy but elevated. Giuseppe started by gently stretching out Rubi’s curls using the Atmos 2 Atom Hair Dryer and his fingers. Then he added a couple of donuts on the top of the head to build the hair up. After brushing the hair, around the hairline, he went in with the new Atmos Professional 13mm Super Slim Styler to create a soft wave. He then switched to the 25mm Standard Styler, where there was more hair to manage. Visually building up the hair and to add definition, he used the 19mm Digital Tong on selected areas on top and through the front sections.   

The Trick: “I use the Atmos Professional Styler almost for backcombing, on a lower heat,” says Giuseppe. “I use it at the end, to finish the look – pulling down, so it almost locks in a nice, soft flatness.” 

The Tools: Diva Professional Atmos 2 Atom Hair Dryer; Atmos Professional 13mm Super Slim Styler; Atmos Professional 25mm Standard Styler; 19mm Digital Tong  

 

The Look: We’re donning the red swimsuit and heading back to the ‘90s for this one, as Giuseppe found inspiration in the iconic blonde waves of Pamela Anderson. Using the Atmos 2 Ultra Hair Dryer with a nozzle (“The Ultra has a bit more power”) he blow-dried section by section with a round brush, drying any product – he used thickening spray – from roots to ends. He then turned to the new Atmos Professional 25mm Standard Styler, taking sections (not too big) and creating a glamorous blow dry. Finally, fixing the diffuser to the dryer, he diffused the hair lightly on a cold setting before finishing with the Atmos Professional 25mm Standard Styler – again through the front, adding a bigger curl. 

The Trick: “I over-direct the hair forward,” says Giuseppe. “Then with the styler, you can go close to the roots, give it the first bend – this will determine the type of curl – and then slowly, gently, just pull the styler up, holding the ends of the hair while you’re doing it, so you still have control. This gives curl and hold.” 

The Tools: Diva Professional Atmos 2 Ultra Hair Dryer with a nozzle and a diffuser; Atmos Professional 25mm Standard Styler 

The embrace of natural texture over the past few years has been a breath of fresh air, creating space for anyone with any kind of kink or coil to get playful. Rebecca Jacques understood the assignment, from the perennially popular beachy wave (with added micro braids!) to wet-look zigzag bends to the swept-over joy of a cloud of delicately embellished coils. 

The embrace of natural texture over the past few years has been a breath of fresh air, creating space for anyone with any kind of kink or coil to get playful. Rebecca Jacques understood the assignment, from the perennially popular beachy wave (with added micro braids!) to wet-look zigzag bends to the swept-over joy of a cloud of delicately embellished coils. 

The Look: Hair was prepped with mousse and hydration spray then blow-dried using the Diva Professional Ultra 2 Atmos Hair Dryer. With the new Atmos Professional 13mm Super Slim Styler, she added kink and bend to horizontal sections of hair, using low elevation and a high tension – pulling out the volume a little bit towards the ends, rather than forcing it into a new shape and structure. She also went through with the Digital Wave & Curl to create a more stretched out wave in places. Hair was slicked back using the edges of a detailed editorial brush – “you get a super slick sideburn area” – before finishing with a strong centre part, and two tiny triangles of hair pulled through. The Atmos Professional Wide Styler straightened the ends. 

The Trick: “There was a variation on how tight we pressed the Digital Wave & Curl into the hair,” says Rebecca. “Sometimes we got a more intense imprint, other times it was slightly softer.”

The Tools: Diva Professional Atmos 2 Ultra Hair Dryer; Atmos Professional 13mm Super Slim Styler and 42mm Wide Styler; Digital Wave & Curl 

The Look: Taking zigzag sections prepped with a dry texture spray for grip, mainly along the parietal ridge, Rebecca created pockets of texture using the new Atmos Professional 25mm Standard Styler. When it’s all brushed out, it’s less uniform, more lived in – it was about enhancing Gerda’s natural texture rather than pulling it out. Rebecca straightened the edges with the styler, then added some skinny braids to finish the look. 

The Trick: “Rather than the ‘S’ bend you normally see, I’m physically curling it and then turning it straight all the way around to continue that pattern,” says Rebecca. “Keep the styler completely vertical, because we’re not looking at volumising at the root. Straightening out that edge afterwards gives it a cool, lived-in look.”

The Tools: Diva Atmos Professional 25mm Standard Styler

The Look: Using a cocktail of mousse, hydration spray and serum, some of the hair was twisted into place at the back, where the curl pattern was different to the front. A lot of the prep was done using the Diva Professional Atmos 2 Ultra Hair Dryer (“Because it’s got a deeper diffuser, you can really get into the root area, but I love the smaller one for the more detailed curls, too.”). Rebecca looked at which curls required more definition, working through horizontally with the section pattern, armed with the Gold Dust Multi Wand with the micro barrel. Because Rubi’s hair was going to be pushed over to one side, she alternated the curl pattern so that it pushed against the root for maximum lift. Some of the curls were broken up with Rebecca’s fingers to expand the shape, then to add a little more flare, she flattened out part of the root with the Multi Wand using a compressing technique, elevating the hair with high tension away from the scalp. 

The Trick: You’ll notice the detail at the side, where Rebecca went super low to keep it more editorial, using a tail comb to press and set the hair against the scalp using a cool shot from the Atmos 2 Ultra Hair Dryer. 

The Tools: Diva Professional Atmos 2 Ultra Hair Dryer with diffuser; Gold Dust Multi Wand using the micro barrel. 

This trend has an air of superiority, an edge that demands that you look but don’t touch. It’s about a deliberate application of care and curation, planned and prepped for the ultimate outcome. Birte Klintworth’s understanding of the brief has amplified this idea of ‘perfection’ beyond the norm. Texture is retained, playful elements are applied but everything is seen through a lens that is altogether editorial and fresh. 

his trend has an air of superiority, an edge that demands that you look but don’t touch. It’s about a deliberate application of care and curation, planned and prepped for the ultimate outcome. Birte Klintworth’s understanding of the brief has amplified this idea of ‘perfection’ beyond the norm. Texture is retained, playful elements are applied but everything is seen through a lens that is altogether editorial and fresh. 

The Look: Hair was prepped smooth with a strong blow dry, thanks to a round brush and the Diva Professional Atmos 2 Ultra Hair Dryer (“It’s great because it makes the hair super shiny as well”). Using the 25mm Digital Tong (with a little hairspray for hold), Birte took some sections of hair and over the surface used the roundness of the tong but also the clamp to create clearly defined edges. “I don’t want to make them look too busy,” says Birte. “It’s really about placement and visually seeing what makes sense, looking back into the mirror to see how it’s evolving. I’m keeping it very minimal, because that’s going to make it look smoother and pristine.” 

The Trick: “I hold the tong horizontally,” says Birte. “I put the tong on top of the hair, and then I bend the hair against the clamp, so on the upper level, there’s going to be a mark, and then on the lower level, you can see the curve of the top.” 

The Tools: Diva Professional Atmos 2 Ultra Hair Dryer; Digital Tong in 25” 

The Look: Firstly, the hair in the nape zone was blow-dried upwards, then fixed into a pony – tied with an elastic. The sides were dressed with plenty of setting spray and once set, Birte tied the hair sections up and over the existing ponytail. Her last section – the top of the hair – leaving a little bit of a visible parting, is dressed the same way. Twisting the hair up, Birte applied hairspray at the ends, and using the Atmos Professional XXL Styler, straightened them into more definitive spikes.  

The Trick: “I prepped the hair with the Atmos Dryer, blow drying from the roots into the direction of my ponytail.”

The Tools: Diva Professional Atmos 2 Ultra Hair Dryer; Atmos Professional 51mm XXL Wide Styler  

The Look: Birte tied a ponytail, very smooth and close to the natural shape of Rubi’s head, but with a strip of hair left out in the front. That was dried using the Atmos 2 Ultra Hair Dryer with the diffuser attachment and draped on top of the flatter surface. Birte saturated the hair in the ponytail with a curl cream and then diffused it “so it can really settle and get a nice volume”. Once dry, she used an elastic to tie the hair – creating her own unique sculpture. “I create a little bit of definition in some places,” says Birte. “You can see the curl, but that one piece of elastic is running through and tied in different places.” She then turned to the Micro Stick to define a couple of pieces.  

The Trick: “I pick up the natural texture and don’t manipulate it much, using the Micro Stick,” says Birte. “I just want to give it a little more definition.” 

The Tools: Diva Professional Atmos 2 Ultra Hair Dryer with diffuser; Micro Stick 

A Creative HEAD shoot in partnership with Diva Pro Styling  

Photography: Harvey Williams-Fairley, assisted by Loredana Hrinciuc   

Hair: Rebecca Jacques, assisted by Aimee Atkins; Birte Klintworth, assisted by Amber Carpen; Giuseppe Stelitano, assisted by Tiziana Di Marcelli – all for Diva Pro Styling

Key tools: Diva Atmos Professional Styler – XXL Wide 51mm, Wide 42mm and Super Slim 13mm; Atmos 2 Dryer; Atmos 2 Atom Dryer; Atmos Micro Stick; Digital Crimper; Digital Wands

Fashion: Issie Gibbons

Make-up: Eliza Clarke, assisted by Babi Campos 

Editorial: Amanda Nottage (Creative HEAD)

Digital and social media: Kelsey Dring (Creative HEAD), Caitlyn Brandom (Creative HEAD), with video editing support from Rux Amarazeanu 

Creative direction and production: Joanna Kidd (Creative HEAD)

Models: Rubi Deschamps (W MGMT), Gerda Kazakeviciute (W MGMT), Ping (Named Models)

Shot at Spring Studios in London  

  

 

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The Trends For 2025

The Trends For 2025

Feb 12, 2025 | CREATIVE PROJECTS, EXPLORE

We’ve got the moodboards, we’ve got the techniques, and we’ve got the hair teams telling us what’s hot right now! For Creative HEAD’s March cover story, in partnership with Wella Professionals, the winners of the 2024 TrendVision Award got to work with exceptional industry artists, to put their signature spins on five hair trends for the year ahead – all full of creative inspiration and business potential. Keep scrolling for ALL the newness, as we take a deep dive into the looks your clients will come calling for in 2025

Welcome to a brave new world, where we strive to bridge the gap between the digital and the physical. Drawing on inspiration from Balenciaga’s AI generated art alongside the Cosmic Attraction trend identified by global beauty insights platform Beautystreams, this taps into the cultural zeitgeist. Surrounded by the proliferation of AI into our daily lives, Unreal Appeal considers the impact from a beauty perspective.

Corrine McNaughton (centre), Medusa and 2024 TrendVision Award Craft Visionary UK winner 2024. Mentored by Janice Hunter (left) and Silvia Salerno (right), Sassoon Academy 

A metallic cosmic colour palette, combined with inspiration from the icons such as Grace Jones and Tilda Swinton, were key elements in creating this digitally infused look. As was the model… “We tapped into what our model, Lilly, looks like in a digital world and from an AI perspective, ‘lily’ means love, purity, feminine,” says Sylvia. “She loved the idea of looking feminine but also boyish. This is gender neutral, there isn’t that separation.” It’s a look that’s perfect for salon consultations – from bold experimenters to something more pared back. “It’s a look that’s perfect for salon consultations,” adds Janice, “from bold experimenters to something more pared back – you can translate that look so easily.

Colour Product + Application

The duality of ‘yin and yang’ fuelled the creative section of the colour technique, making use of negative space to mimic the area between the real and the unreal, melting metallic shades together to create fluidity using the cool cosmos-inspired ice white backdrop. “It was all about opposites,” says Corrine.  

  • Regrowth pre-lightened with Wella Professionals Blondorplex 9, mixed 1 to 1.5 with Welloxon Perfect 4% 
  • Developed for 40 minutes and emulsified at the backwash for 3 minutes 
  • Rinsed then applied the creative target shades of Illumina Silver Mauve and Platinum Lily equal parts with 2 parts Welloxon Perfect 1.9%, in a root melt technique 
  • Global application of Color Touch equal parts 10/81 + 10/6 + 10/0 combined with 2 parts Color Touch Crème Emulsion 1.9%
Cut And Style Product + Technique

The aim was to give the style a sense of ‘anti-gravity’ while still retaining a strong shape and full fringe effect with texture 

  • A tight form was created on a diagonal section pattern through the sides and a square elevation through the top to allow for a structural shape that would create a fluid but strong structure.  
  • Length and fringe were visually connected for face framing, to create a little extra contrast.  
  • To avoid damage, Wella Professionals Ultimate Repair four-step regime was used throughout. Hair was wrap dried, with EIMI Perfect Setting and Body Crafter layered into the hair through a four-step drying process.  
  • A straightener was used to elevate and mould the hair upward.  
  • Hair was the dressed with EIMI Glam Mist using a soft brush to create texture, then finished with a very light spray of Performance Hairspray for light hold but leave the hair workable.  

 

When the Cherry Cola trend broke through last year, you could feel a sense of it being a temporary moment of play. Yes, we’d had Cowboy Copper the year before too, but reds weren’t really back, were they? Well, 2025 has called, and its reply is: “oh hell, yes!”. There has been some trepidation in recent years around reds – just a bit too much, too in-your-face – but the new era reds are more subtle enhancements that offer a kiss of warmth, of a juicy tone that whispers rather than shouts…

Alex White (right), House of Colour and 2024 TrendVision Award Craft Visionary Ireland winner. Mentored by Stuart Matuska, Toni&Guy

Desert skies and architecture fed into the referencing to create a lived in red that has flow and movement throughout the hair (“something dustier and smokier, with a natural thread running through,” describes Alex). She amassed beautiful images of desert rock formations, focusing on little grooves throughout the rocks, inspiring them to leave the hair quite free and flowy. “This is salon friendly, it’s really attainable for clients,” says Stuart. “There’s a place for every kind of red, but with this trend, its softer and less saturated for everyday wear.” 

Colour Product + Application
  • Wella Professionals Color Touch is perfect for a low maintenance gloss. Alex worked with 7/75 at the root then 7/47 for a reverse balayage before toning globally with Color Fresh Mask in Rose Blaze 
  • For a bespoke element, hair was dipped into a bowl with Perfection /5 and /6 to give the illusion of lightness going into dark – an easy and impactful personal touch you can add in the salon 
  • A hot cross bun section was used for the root colour, then diagonal sections through the back of the hair to deepen some areas for a more lived-in look using different types of weaves 
  • Through the front section, curve sections were taken from the temple to the back of the ear to create a bespoke colour, developed for 35 minutes, leaving a veil of lightness on top to amplify that lived-in vibe 
    Care And Style Product + Technique
    • System Professional Colour Save Shampoo, treatment and condition was used to protect the colour, with the treatment restoring the hair’s PH level before toning 
    • Color Fresh Mask in Rose Blaze was applied globally and developed for 20 minutes 
    • EIMI Extra Volume Mousse created texture and movement; blow dried in for a sleek finish 
    • ghd Curve Soft Curl Tong added more soft movement, before applying EIMI Texture Touch to manipulate hair into place around the edges 
    • Some backcombing added a little body through the top section of the hair while keeping it lived-in 

    When you think blonde in recent years, you think cool in tone, bright and light. Yet as shades have become warmer in recent seasons, this new era blonde dials it down to something subtle, chic and oh-so wearable for all – a perfect entry level step for a colour-shy client who’s been tempted but has yet to take the plunge. 

    Skye Holford (centre), Regis/Kleek Apprenticeships and 2024 TrendVision Award XPOSURE Creative Colour UK & Ireland winner. Mentored by Christel Barron-Hough (right) and Gen Itoh (left), Stil.

    Welcome to the West Coast, where the artisanal vibe with our Next Gen Blonde is a “relaxed fusion of boho and future,” says Skye. While Gen started looking at inspiration from the Y2K era and 1970s musicians, look closely and you might spot the influence of fashion label Jil Sander. “They’re [Jil Sander] really good at hard, structured lines, but then bringing in an element of nature or organic textures to make it softer,” adds Christel.  

    Colour Product + Application
    • For that kiss of sunshine, the team turned to Wella Professionals Illumina, using a hand painting technique using foils and mesh, following the natural hair fall. “We wanted to create something very soft that would enhance the natural curl pattern,” explains Skye. “It’s very soft in terms of tonal palette, it can create a really radiant finish,” adds Christel. “It’s something that’s very quick and easy to do in the salon, easy to pick up and adapt.”  
    • The combination of Illumina and Blondor delivered that sun-kissed chic (Illumina 9/19 + 9% Welloxon Perfect; Blondor + 6% Welloxon Perfect; Illumina 8/38 + 6% Welloxon Perfect; toned with Illumina 10/36 + 8/13 + 1.9% Welloxon Perfect)  
      Cut And Style Product + Technique
      • To lock in the colour, it was over to System Professional Color Save Shampoo and Conditioner 
      • For its antioxidant properties, a Wella Professionals Service Post Color Treatment was added into the mix to neutralise any colour oxidants left and to return the hair to its PH level.  
      • For styling, the vibe was for a slimline, modern androgynous feel, while those beautiful bends were given a little polish. Using a finger curling method and Twisted Mask from Sebastian Professional, each curl was pinned each as the team went along – section by section, curl by curl 
      • Once all pinned, the hair was covered with a mesh wrap and Skye used a metal mesh diffuser to keep frizz at bay 
      • Fully dry, hair was left to cool for five minutes, then each curl was separated as it was unpinned 
      • Just a spritz of Re-Shaper Hairspray from Sebastian Professional added the final touch 

       

      After years of long hair ruling mainstream trends, a boom of bobs exploded across the trends landscape last year – Italian! French! Mob Wife! They were sleek, chic ever evolving. So, what are we going to see next? Well, plenty of those bob clients who opt for the chop are going to experiment and edge ever higher… say hello to the Micro Bob. 

      Maggie Grant (centre), House of Colour and 2024 TrendVision Award Colour Visionary Ireland winner. Mentored by Akin Konizi (right) and Nestor Sanchez (left), HOB Salons & Academy 

      For the colour, the Micro Bob team was inspired by Mocha Mousse – Pantone’s Color of the Year. “We visualised warm, rich brunette tones, incorporating a little bit of lightness through the top to enhance that texture and to bring out the shape,” says Maggie. “This earthy brunette will be a huge trend in 2025 and is very salon friendly.” And the cut pushes those 2024 bobs to the edge… “This is a little graduated bob that’s got lots of texture, loads of movement, is still very relevant and very sexy,” explains Nestor. “It can still be moved around, tucked behind the ears. It’s the next part of the evolution,” adds Akin. “It’s what we need to get clients back into the salon.” And if Emma Stone is any indicator, we could be seeing this tipping into a pixie cut era… 

      Colour Product + Application
      • Hair was lightened globally with Illumina 7/81, with a few scattered creamier tones through the front to add dimensional texture, with the help of Blondorplex and Welloxon Perfect 6% 
      • A mix of Color Touch Crème Emulsion 8/71 1.9% with Welloxon Perfect 1.5% pastel oxidant was used to tone and nail that muted brunette finish 
        Cut And Style Products + Technique
        • This bob showcases the need for a bespoke cut, working with the model’s growth pattern to ensure when they were layering into the hair, no nasty spikes were created 
        • Graduated in the back with a textured top, the length at the front falls just below the cheekbone to keep that bob vibe – and is ideal for return visits. “This needs maintenance, because after six weeks or eight weeks, it falls out of shape, so clients have to come back,” smiles Nestor 
        • To get that finish, volume and shine was amped up by wrap drying in EIMI Perfect Setting to ensure a super sleek, frizz free result 
        • A little Texture Touch matte holding paste delivered that piecey movement 

        The beauty world is enraptured with the concept of glass skin (Pat McGrath’s launch of her Glass Skin masks, designed to whet the appetites of fans of the look she created for that iconic Maison Margiela’s couture show last year), and dive into the most popular search terms for hair, and you’ll find the same key terms – glossy, shiny, polished. Welcome now to the era of Glass Hair, with locks so luminous, it appears as if it’s been carefully blown from the most reflective of glass.  

        Gemma Hill (left), Luvely and Wella Professionals Wella Colour Higher Level Diploma student. Mentored by Jordanna Cobella, Cobella 

        Emma parachuted in at the last minute, to take over from TrendVision Colour Visionary UK winner Dawid Mielnik, based at Regis Salon at James Bushell, Harvey Nichols, who had worked with Jordanna on the moodboards and referencing, but was unable to make the shoot.  

        Skincare and beauty tears filled the moodboards with this trend. While Glass Hair might not be new, believe us when we say it’s getting bigger this year. “Who doesn’t want healthy, shiny hair?” asks Gemma, “and that’s what this trend is all about.” But the team behind this look wanted to give the look a twist (literally), delivering a dual texture delight that celebrates the curls of the model’s Afro texture with a section of mirror-like shine. This also referenced Jordanna’s breathtaking show at the TrendVision Award Final. “It’s a juxtaposition that brings the hair texture to life,” explains Jordanna. The secret? Just like with skin, it’s all in the layering… “That’s the key to this trend – layering colour, glazing in layers. That’s what gives us that real high shine finish.” 

        Colour Product + Application

        With glossy hair one of the BIG searches on both Google and TikTok, this is a brilliantly adaptable trend to any texture to give guests what they’re hunting for. “This is really good for clients, it’s an easy service,” says Gemma.  

        • This look is all about enhancing the natural depth of the hair by tweaking the tone and layering on shine, with a more chocolate based tone and a sheer glaze on top – all thanks to Wella Professionals Shinefinity 04/07 and 0/00, layered for subtle tones and a beautifully enriched, radiant finish 

          

          Style Product + Technique
          • A twist out technique – taking two strands, doing a rope braid, followed by a twist, then set onto heat – makes the most of that tantalising texture. “It’s really important to keep the hair as hydrated as possible,” adds Jordanna, who cocktailed Briogeo Gel Cream and Curling Gel, picking the hair apart using well-oiled hands (thanks Sebastian Dark Oil!) and slowly but surely stretching out the curl 
          • To give that uber shiny glass hair result, soft finger waves gracefully frame the face, enhancing the natural curl pattern and creating a beautifully sculpted yet fluid shape 
          • Sebastian Liquid Steel was applied to create long-lasting hold 
          • New Ultimate Smoothing Miracle Oil Serum for that glossy finish, a spoolie was used to define and enhance the natural texture along the hairline, adding a soft, effortless wave. It took a little bit of testing on some arm hair first to get the mix of products just right! 

           

          A Creative HEAD shoot, in partnership with Wella Professionals 

          Photography Tom O’Neill, assisted by Josh Bryant and Arthur Millier Radnall
          Reportage photography Sarah Seal
          Videography Austen Killingbeck-Jones, assisted by Douglas Cock
          Hair Alex White and Stuart Matuska (Red Revolution); Maggie Grant, Akin Konizi and Nestor Sanchez, assisted by Elijah Hourrides (Micro Bob), Corrine McNaughton, Janice Hunter and Silvia Salerno (Unreal Appeal), Skye Holford, Christel Barron-Hough and Gen Itoh (Next Gen Blonde), Gemma Hill and Jordanna Cobella, assisted by Gabriel Canton (Glass Hair), with additional support provided by Eliz Alieva, Keira Campbell-Sharp and Marie Hall – all for Wella Professionals
          Make-up Eoin Whelan, assisted by Lucy Freeman
          Fashion Issie Gibbons, assisted by Lacie Gittins
          Models Lilly Bridger (Body London), Chuyao (The Hair Desk), Keilah Deere (Boss Models), Miles Marsh (Named Models), Oyinda Nihinlola (The Crowd Models)
          Editorial Amanda Nottage
          Digital and social media Kelsey Dring, Caitlyn Brandom, Maddi Lane
          Creative direction and production Joanna Kidd

          Shot on location at VIEW at JJ Studios, Wimborne House 

           

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          “We Believed Pricing Should Reflect The Time, Products, And Expertise Involved, Rather Than Gender”

          “We Believed Pricing Should Reflect The Time, Products, And Expertise Involved, Rather Than Gender”

          Jan 9, 2025 | CREATIVE PROJECTS, CREATIVE PROJECTS HEADER, EXPLORE, HOME EXPLORE

          “We Believed Pricing Should Reflect The Time, Products, And Expertise Involved, Rather Than Gender”

          Co-founders Jenna Husbands and Alicia Hammersley‑Fenton have converted a disused railway arch in Worcester into a sustainable hair salon with inclusivity at the forefront 

          by MADDI | CREATIVE PROJECTS

          Mosu hair salon exterior

          Nestled in a transformed railway arch in Worcester, Mosu’s sustainable ethos is palpable from the minute you set foot in the door. Neutral tones, Oway products lining the walls, minimalist furnishings and palm fronds framing the space all help to create a sense of calm and serenity. Co-founded by Jenna Husbands and Alicia Hammersley‑Fenton, Mosu is a progressive, inclusive, and sustainable hairdressing space. With its genderful ethos and attention to every detail, Mosu has quickly become a community favourite. 

          What inspired you to create Mosu? 

          “Our goal was to ensure that every client received the same high level of care and consideration. With Jenna’s expertise in the hair industry – specialising in short hair and male grooming – and Alicia’s background in client experience and brand development, we initially saw a gap in the market for men. Our original idea was to create a premium barbershop, offering an elevated experience with services like cutthroat shaves and facials. 

          “However, we realised we were unintentionally limiting our vision. That’s when we decided to create a completely gender-neutral space, embracing a more progressive and inclusive approach. Adopting gender-neutral pricing was a key part of this vision. While we were initially nervous about how it would be received – especially in a small city like Worcester – we believed pricing should reflect the time, products, and expertise involved, rather than gender. The response has been overwhelmingly positive.” 

          What drew you to the railway arch as a location?  

          “This part of Worcester is an up-and-coming area that required vision, and we saw incredible potential in transforming the space into something special. It took us two years to secure the lease, as the structure came with its own complexities. Along the way, we watched other businesses open in spaces we had considered, but we always felt that the arch was worth the wait. As our flagship hair space, it makes a bold statement and reflects the uniqueness of our brand.” 

          Mosu hair salon transformation

          What were some of the biggest challenges you faced during the renovation?  

          “The biggest challenge we faced was during the build itself. Converting a disused railway arch brought unique complexities and required a lot of plan refinement to secure the lease. When construction finally began, progress was unexpectedly halted, and we had to bring in additional trades to address and rectify significant work. This delayed our initial launch by a year. 

          “Fortunately, our flexible jobs allowed us to contribute as much as possible to the process ourselves, though it still placed a significant strain on us. Looking back, the challenges we overcame made our opening day even more meaningful.” 

          How did you incorporate sustainability into both the renovation and daily salon life?  

          “Every decision we made – during both the renovation and in daily operations – focused on creating a premium, eco-conscious space. 

          “We opted for a 100 per cent renewable energy supplier and invested in energy-efficient appliances, including infrared heating, a heat pump tumble dryer, and an inline water filter. During the build, we prioritised sustainable materials like Kabric, responsibly sourced wood, and durable, high-quality fixtures designed to last.” 

          “We’ve vetted every supplier to ensure we’re making the most sustainable choices, from cleaning products to toilet paper. We share our efforts on a dedicated page on our website, so clients can see how seriously we take this commitment.” 

          Mosu hair salon interior
          Mosu hair salon exterior
          Mosu hair salon interior
          Mosu hair salon before
          Mosu hair salon exterior
          Mosu hair salon interior
          Mosu hair salon interior
          Mosu hair salon interior
          Mosu hair salon interior
          Mosu hair salon Oway products
          Mosu hair salon interior
          Mosu hair salon transformation
          Mosu hair salon interior
          Mosu hair salon bathroom
          Mosu hair salon Oway products
          Mosu hair salon interior

          Describe the atmosphere you’ve created at Mosu…  

          “From the beginning, we wanted to create a space that feels warm, inviting, and reflective of our ethos. We’ve used earthy, neutral tones and natural materials to add a sense of calm, balanced with clean lines to keep things fresh and modern. We offer quiet appointments for those who prefer a peaceful experience, along with a curated selection of design, travel, and food books for a moment of mindfulness. 

          “Our playlist, a blend of electronic and mellow beats, completes the atmosphere, making Mosu a space where clients can truly relax and feel at ease. We’re always so pleased to hear clients’ first impressions when they step into the arch. The structure’s high, curved ceilings create a unique space with an airy yet comforting ambience.” 

          What are some of your favourite areas or features?  

          “While we love the open-plan workspace and its welcoming vibe, one feature that’s especially meaningful to us is the bathroom! Creating an accessible WC within the unique constraints of the arch was challenging, but inclusivity was a priority from the outset. Standard commercial washroom packages were shockingly utilitarian and expensive, so we spent countless hours sourcing equipment that balanced functionality with style. We used earthy tones, eco-friendly plaster from DetaleCPH, Carrara marble tiles and matte black fixtures to create a cohesive, modern look. 

          “The positive feedback we’ve received about the bathroom means so much to us. It’s a small but important example of how we’ve approached every detail with care.” 

          Mosu hair salon bathroom

          Continue Reading

          “I Wanted To Be Somewhere Where Everything Is Designed For Me, The Hairdresser”

          “I Wanted To Be Somewhere Where Everything Is Designed For Me, The Hairdresser”

          Dec 10, 2024 | CREATIVE PROJECTS, CREATIVE PROJECTS HEADER, EXPLORE, HOME EXPLORE

          “I Wanted To Be Somewhere Where Everything Is Designed For Me, The Hairdresser”

          Inside Host Manchester, the brainchild of scalp bleach expert Sarah Louise Keane.

          by KELSEY | CREATIVE PROJECTS

          Located just minutes from Manchester Piccadilly on historic Ducie Street, Host Manchester offers hairdressers a home-from-home – a bespoke space which puts their craft firmly in the spotlight. Set in the iconic former ‘Home’ nightclub, the space captures the spirit of innovation and individuality, packed with unique details and nods to Mancunian culture, like the carefully curated prints seen on the gallery walls.

          Spanning two floors, the light, spacious space is the epitome of thoughtful design, with every detail considered with the hairdresser in mind.  “The biggest thing for me – not just as someone who teaches who needs a space designed for that – but as a hairdresser who works for herself, I wanted to be somewhere where everything is designed for me, the hairdresser,” Sarah says. “As nice as it is to have a dimly lit backwash, if you can’t see what you’re doing, it’s not ideal,” she adds, laughing.

          The three key areas which the space addresses are light, layout and the backwash area. First and foremost, there are massive windows which span both floors. There are also 36 Daylight Bars that mimic natural light, ensuring perfect visibility no matter the weather – ideal for the many days of rain that Manchester is known for!

          The backwash areas are strategically placed to maximise the benefits of natural light upstairs, while downstairs, the event and education space has been designed for creativity and learning.

          The hairdressing stations have also been carefully positioned to take full advantage of the natural light flooding, ensuring that every station is bathed in optimal light. The thoughtful placement also encourages collaboration through an open, inviting atmosphere. “We wanted to create a space where everyone can come together – whether that’s a hairdresser working behind the chair, someone who does education, or people like Peter [Host’s co-founder], who wants to have a branded event,” Sarah explains. “We can do it all under one roof!”

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          They’re In A Different League 

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          “We’re Curating Something Special Here” – Inside The Noir, Edgy Revamp Of Josh Wood’s Atelier

          “We’re Curating Something Special Here” – Inside The Noir, Edgy Revamp Of Josh Wood’s Atelier

          Nov 27, 2024 | CREATIVE PROJECTS, CREATIVE PROJECTS HEADER, EXPLORE, HOME EXPLORE

          “We’re Curating Something Special Here” – Inside The Noir, Edgy Revamp Of Josh Wood’s Atelier

          A decade on, the iconic Notting Hill salon has transformed into a sleek, modern space with
          a bold vision – blending high-end design, artistic flair and next-level support for its talented team.

          by MADDI | CREATIVE PROJECTS

          Josh Wood_Maria Stavang
          Josh Wood_Maria Stavang
          Josh Wood_Maria Stavang
          Josh Wood_Maria Stavang

          A decade after its initial launch, the Josh Wood Atelier has enjoyed not only an interior refresh but a business rethink, too. Design group West and Vittori were brought on board to elevate the space. “I wanted it to look slick, stripped back, modern,” says Josh. “It’s a little more noir, slightly edgier. We’ll be hosting art and flower installations, so we need to have a backdrop that can keep evolving.” His favourite element? A pink quartz underlit table in the colour room: “It glows,” he whispers, describing it as his pièce de résistance. “It took some doing with engineers because those quartz bricks are quite heavy. It was a labour of love.” 

          This transformation wasn’t just aesthetic; it reflects a shift in the Atelier’s ethos. Josh explains, “We wanted to think about the next five to ten years and what the industry might look like. It’s about creating a much cleaner, crisper space – a blank canvas – using very high-quality furniture and materials. The design before was quite full-on and we pared it back to focus on timeless functionality.” 

          Located in Notting Hill, just behind Holland Park tube station, the Atelier aims to strike a balance between its international reputation and a local salon feel. “A lot of our clients are high-profile or high-net-worth individuals, and their image is incredibly important. But they don’t see hair as separate from their overall look – it’s about the full picture,” he explains. “So, we think about how they’re going to look and feel at the end – whether they need brows, lashes, nails or make-up. We’re a one-stop shop for incredibly time-starved clients.” 

          Josh Wood_Maria Stavang
          Josh Wood_Maria Stavang
          Josh Wood_Maria Stavang

          The redesign also prioritised flexibility, allowing the space to evolve over time. “The upstairs floor, for example, used to feel more curated with old furniture I’d collected – library tables from France, a black metal chest from America. Now, we’ve stripped it back so it’s more open and adaptable. I dream of hosting a sculpture exhibition up there one day,” Josh shares. 

          Beyond the physical changes, the Atelier now operates more like a talent management agency, nurturing the careers of its self-employed stylists, including The It List Editorial Stylist winner Mike Mahoney. “The industry has shifted,” Josh explains. “Most people here are self-employed and running their businesses. We encourage their growth, whether that’s through creativity or building a team. We act almost like agents, helping manage both their salon clients and creative work. If someone has a big job, we’ll take care of the logistics so they can focus on their craft.” 

          Clients have embraced the changes wholeheartedly. “They love the freshness and cleanness of the space,” Josh says. “But more than that, they appreciate the spirit of the business. We’re curating something special here, from partnering with Chanel for make-up at Claridge’s to introducing Bio Sculpture nails and collaborating with local food producers. It’s all about creating opportunities and taking the headache away from the team, so they can focus on what they do best – being creative.”  

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          Partnership From rich mochas to peekaboo panels, discover the potential power of harnessing trends – with luxe looks that are coveted by clientsThere’s no doubt colour is your salon's superpower, recharging profits and creativity and thrilling clients in the process....

          They’re In A Different League 

          They’re In A Different League 

          Three artists, three briefs, three different heads of hair – how will they meet the challenge set by Creative HEAD and Diva Pro Styling?