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Couple Turned Co-founders: How A Personal Journey Inspired A Holistic Haircare Brand

Couple Turned Co-founders: How A Personal Journey Inspired A Holistic Haircare Brand

Oct 29, 2024 | DOCUMENTS, DOCUMENTS HEADER, EXPLORE, HOME EXPLORE

Couple turned Co-founders: How a Personal Journey Inspired A Holistic Haircare Brand

Kieran Tudor, a stylist turned founder, alongside his wife Laura, created CENTRED to redefine hair health with a focus on internal wellness.

by CAITLYN | DOCUMENTS

For Kieran Tudor, co-founding CENTRED with his wife Laura wasn’t just about creating another haircare brand, it was about solving a deeply personal problem. “CENTRED was born from the journey of hair recovery. I helped my wife and co-founder, Laura, after she suffered from severe hair loss and burnout back in 2017.” 

Faced with the challenge of supporting Laura through hair loss, Kieran realised there wasn’t a natural solution that addressed both internal wellbeing and hair health. This led to the development of the Inside Out Method, now a core part of CENTRED’s product philosophy. 

 “After developing a protocol we used to recover Laura’s hair, we set out to create our range of products that we wished existed but didn’t,“ he explains. In February 2020, after 18 months of research and development, CENTRED was launched, with a mission to help others going through similar challenges. 

Kieran’s journey was fuelled by witnessing the emotional and physical toll hair loss took on his wife. Seeing the daily struggle Laura faced helped Kieran understand the stress and anxiety hair loss can bring and inspired him to fill the knowledge gaps and provide a solution not only for Laura but for his clients too. 

“Unlike clients who I would see every 6-8 weeks, I saw Laura holding clumps of hair every single day and asking me what to do! Not only did I feel quite helpless, but it also really hit home the emotional and psychological impact that hair loss can have,” he shares. 

Kieran’s years of experience as a hairdresser became crucial as he and Laura developed the CENTRED product line. “When it came to formulating the products, that’s when being a hair professional really helped,” he explains. Kieran’s hands-on experience allowed him to case-study products and test samples to ensure they met the highest standards. “I had really high standards and expectations, as did Laura, so we were determined to develop products to the highest standards, or we wouldn’t have done it at all.” 

“I think when you’re working behind the chair and recommending your products to your clients, you have to know you’re giving them the best, not cutting corners on ingredients,” Kieran adds. “This direct feedback from clients allows me to continually refine the products and stay true to the brand’s values. For us now it’s also about supporting hair professionals as much as possible.”  

Launching CENTRED came with its own set of obstacles, especially given the timing of its debut. “At the beginning, it was all around raising awareness which was difficult in 2020 as we had just a minor thing of a global pandemic taking over so much of the attention.”  Undeterred, Kieran and Laura focused on personal connections through 1-on-1 Zoom consultations to help clients during those early, uncertain days. “We set out to support our customers in those early days with virtual consultations, helping us to connect with people and build some real trust and loyalty.” As CENTRED grew and expanded into retail, Kieran learned another important lesson: not to spread the brand too thin.  

For other stylists looking to start their product line, Kieran offers this advice: “Find your niche and messaging early on and stick to it. It may feel like you’re repeating yourself, but it is better to do one thing really well than 10 things in a mediocre way.”  

Kieran and Laura’s journey of dealing with hair loss firsthand and launching CENTRED is a powerful example of how personal experiences can lead to innovative solutions, especially when you have prior expertise. For stylists and salon owners considering their own product line, Kieran’s advice is clear: focus on your niche, stay committed to your vision, and never stop learning. 

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Zoë Irwin Wants YOU To Offer This Hair Service

Zoë Irwin Wants YOU To Offer This Hair Service

Oct 23, 2024 | DOCUMENTS, EXPLORE, HOME EXPLORE

Zoë Irwin Wants YOU To Offer This Hair Service

The John Frieda creative director on her hair facial service launch – and why every stylist should be delivering this to clients 

by CATHERINE | DOCUMENTS

Zoë Irwin

The past couple of years has seen the ‘skinification’ of hair cranked up, as the hair world is influenced in both ingredients and treatments by skincare and beauty. Well, Zoë Irwin has taken this to heart with her hair facial service at John Frieda… and she’s adamant that this service is one that ALL salons and stylists should be offering its clientele.  

“I realised that I learn a lot from beauty treatments, and that women understand the idea of a facial. You have a super deep cleanse and you probably learn more about cleansing your own skin better,” explains Zoë. “They detox you, take out all your impurities, and then they start adding. I love that. It’s one mask on top of another, I love the layered process of it. The psychology behind it is that when you leave, you’ve got this beautiful skin. You’re like, ‘oh my god, I’m going to go back in a month, because this is so good’. But ultimately when you go home, you double cleanse, you add a mask the next week, you don’t let that skin go. No one does. So, I thought, ‘why aren’t we doing this in hair? Why aren’t we levelling this up?’.”  

Now, that’s what she’s done with the £120 service at the iconic John Frieda in London’s Mayfair. The service starts with a detoxifying cleanse, removing coppers and damaging metals from the water and breaking down product residue so that she’s working with a clean base.  

From a trip to India, Zoë learned massage techniques that she’s transferred into the next step, an incredible scalp massage. “When you start massaging people’s heads and necks, you can’t mess around. You’ve got to know your stuff,” she adds, “but the power of massage is massive.” Yes, it’s relaxing, but the action helps stimulate the cells in the hair follicles, powering up that growth factor. 

“I want to people to come out of this service knowing much more about this impact,” she says. “When they come to the basin, I give them a mirror, and I teach them the movements. Then I use a scalp exfoliator, the Virtue ones, very gentle – and I show them in the mirror where and how to place it. Then I teach them the massage movements. So, I’ve totally clarified and got this clean base, which means that the hair will now accept product much, much better.”  

Now, the “hair’s like a sponge”, and Zoë will layer on a strengthening treatment, followed by a moisturising mask. “Hair will only accept so much at one time. It’s like a supercharged treatment …  I’m trying to pre-empt the issues that people have with treatments – ‘I don’t want one on my hair today because I want my blow dry to last’. That’s because it’s in the wrong place. It’s all stuff that you and I know, but the consumer doesn’t know. It’s like a prescriptive service; you come out and your hair is beaming. I finish with an acidic gloss that will shut everything down. I’m using cosmetic plus hydration.” 

The big message is how important the scalp is – perfectly timed with the social media obsession with all things scalp care.

@zoeirwinhair

It was for a press event to launch a Manta brush that Zoë realised she had something interesting in her hands… “The press just went nuts for how it was all being shown,” she recalls. “The Daily Mail’s Lucia Ferrari went on the front page along with a page inside. From that we had people come from all over the country, and I realised that this isn’t something that people are thinking about enough. Now, we sell it as a packaged service like you see in beauty, you can buy three together.”  

Zoë’s philosophy is all about restoring hair to its healthiest, strongest state to deliver the best results. “When you’re colouring hair, you’re colouring the quality of what’s in front of you. So, if I address that before I colour it, I can therefore give the colour that people want.” 

Her treatments are divided into sessions. The process begins with a consultation, where Zoë assesses the steps needed to achieve the desired results. Next is the “radiance reset”, featuring a deep cleansing treatment and massage therapy 101. “They learn how and where the to put the product on,” she explains. Finally, the hair is ready for colour. “When they come for their colour, they get the best colour they’ve ever had, because their hair’s in the right condition. It works.” 

scalp massage

Image: Karolina grabowska

Zoë’s seen raging success across the board with her clientele. “It’s about £120, but people now just come in for it. And my clients come to me just to have the head massage. They often go out with wet hair, but they come for the massage because it’s extremely powerful, you know?” 

She’s a fierce advocate for hair getting the attention to detail that it deserves. “We put all this effort into our skin, but people stop at their hair,” she muses. “But stylists can take their skill and package it, make it so easy to understand and for the client to buy into. This is something that I feel that hairdressers everywhere should be doing. I’ve really seen how important it is and how people love it. You sell the dream.” 

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From Freelancer to Founder: How Katy Grimshaw Built Spectrum One 

From Freelancer to Founder: How Katy Grimshaw Built Spectrum One 

Oct 17, 2024 | CONVERSATIONS, CONVERSATIONS HEADER, HOME EXPLORE

From Freelancer to Founder: How Katy Grimshaw Built Spectrum One 

As a freelance hairstylist, Katy Grimshaw saw a gap in the market and turned her frustration into a thriving brand with Spectrum One.

by CAITLYN | FREELANCE, BUSINESS

As a freelancer, Katy Grimshaw quickly realised that relying on inconsistent hair extension products was a major obstacle in her career. “The quality of other hair extension brands wasn’t great and super inconsistent. As a freelancer, I felt the effect of instantaneously having to be solely responsible for fixing things when they weren’t perfect,” she explains. This frustration sparked her journey from stylist to entrepreneur, eventually leading her to create Spectrum One, a brand that solved her professional struggles and has become a trusted name for hairdressers across the industry. 

For Katy, the leap from freelancing to building her brand was fuelled by a need to provide reliable, high-quality extensions that she and others in the industry could count on. As she launched her salon, she knew she needed more control over the products she used. “I wanted to have my own hair extensions brand to coincide with launching my salon. I had the dream of leading the brand as a hairdresser myself,” Katy adds. This vision marked the beginning of Spectrum One, created out of necessity but driven by Katy’s ambition to make an impact in the hair extension market. 

Katy’s experience behind the chair became a powerful asset as she transitioned into product development. “It really helps being a hairdresser and working hands-on behind the chair with the hair extensions all the time because you see firsthand what your clients want and need, and in turn, what our professional customers, the hairstylists, want and need,” she comments. Her daily work provided the insights she needed to innovate, allowing her to craft solutions that addressed the pain points of her clients and fellow professionals alike. “It helped to determine the types of hair and methods I wanted to innovate and develop, and the colours we chose – it’s the driving force behind the whole brand.” 

While Katy’s knowledge as a stylist shaped the development of Spectrum One, the journey wasn’t without its hurdles.  “Finding a supplier was by far the biggest challenge. I thought the first supplier I found was the best ever, but I’ve still got around £60,000 worth of stock stashed downstairs in the salon thanks to them,” she exclaims. Despite these setbacks, Katy saw each obstacle as an opportunity to refine her business practices. “We tightened everything up, especially supplier communication.” Her perseverance and attention to detail ensured that Spectrum One could deliver the consistent quality she had originally set out to achieve. 

As Spectrum One grew, so did the demands of running both a brand and a salon. Katy learned that having the right team in place was critical to balancing these two worlds. “Alone I really can’t balance it, making it work completely relies on the support of my team,” Katy comments. Her team became integral to ensuring the success of both sides of the business.  

“I can’t have just a brand or just a salon – one doesn’t make sense without the other.” The synergy between her salon and brand allowed Katy to continually test and improve her products, keeping her at the forefront of innovation in the hair extensions industry. 

Katy’s journey offers valuable lessons for other stylists, freelancers, or salon owners looking to create their brand. She encourages others to embrace the challenges that come with entrepreneurship. “It’s not something that’s very easily done, so it needs careful consideration. There’s a time investment to consider as it takes years of testing before you can even go to market.” 

 “A mistake I made was underestimating how many hats I’d have to wear. I’m not just a hairdresser with a hair extensions brand, I have to understand sales, marketing, distribution, SEO, e-commerce retailing, websites, social media, and the list goes on.”  

Katy Grimshaw’s journey from a frustrated freelancer to the founder of a leading hair extension brand shows that innovation often comes from personal challenges. By turning her frustrations into opportunities, she was able to create Spectrum One, a brand built on quality and trust. Her words to aspiring brand creators: “It takes years of hard work, but the reward of seeing your vision come to life is worth it.”

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The Cool Huntress

The Cool Huntress

Oct 11, 2024 | CONVERSATIONS, CONVERSATIONS HEADER, EXPLORE, HOME EXPLORE

The Cool Huntress

Zoë Irwin is the talented stylist who’s shown us how to predict, name and package hair and fashion concepts in a way that makes journalists swoon and consumers want to buy. Where on earth would this industry be without her?

by CATHERINE | CONVERSATIONS

 
Zoe Irwin

The Independent calls her “the Stella McCartney of hairdressing”. Her Liberty print styling menu caused a beauty blogger meltdown. And such is her industry kudos that John Frieda asked her to join his salon group as creative director. Zoë Irwin is a truly original and inspiring hairdresser, and it’s fair to say the world of hair would look very different without her imprint.

Ah, yes, her imprint. Zoë has taught us so much. In 1998 she was one of the first to show that it was possible to combine session and salon work, assisting Guido Palau every season for 10 years, while holding down a series of high-profile roles at top London salons. In 2000 she persuaded top fashion photographer Stuart Weston to shoot a hair collection for the legendary Soho salon, Stage Door, where she was creative director, paving the way for a whole new wave of hair and fashion collaborations to follow (previously, the hair world had not been deemed cool enough for fashion photography). And from the get-go she has drilled into us how translating trends from the world of fashion into consumer-friendly hair services can unlock lucrative new revenue streams for our hairdressing businesses. Oh yes, this girl means business.

Zoë’s work blends traditional technique, honed over her remarkable 40-year career, with new concepts developed from her deep understanding of youth culture – she plays with fabrics, language, colour and more, always staying one-step ahead of the game. As a result, brands, magazine editors and fellow stylists have sought out her creative direction and predictions, which are always expertly referenced, emotively named and beautifully packaged.

 

Zoe Irwin

The Independent calls her “the Stella McCartney of hairdressing”. Her Liberty print styling menu caused a beauty blogger meltdown. And such is her industry kudos that John Frieda asked her to join his salon group as creative director. Zoë Irwin is a truly original and inspiring hairdresser, and it’s fair to say the world of hair would look very different without her imprint.

Ah, yes, her imprint. Zoë has taught us so much. In 1998 she was one of the first to show that it was possible to combine session and salon work, assisting Guido Palau every season for 10 years, while holding down a series of high-profile roles at top London salons. In 2000 she persuaded top fashion photographer Stuart Weston to shoot a hair collection for the legendary Soho salon, Stage Door, where she was creative director, paving the way for a whole new wave of hair and fashion collaborations to follow (previously, the hair world had not been deemed cool enough for fashion photography). And from the get-go she has drilled into us how translating trends from the world of fashion into consumer-friendly hair services can unlock lucrative new revenue streams for our hairdressing businesses. Oh yes, this girl means business.

Zoë’s work blends traditional technique, honed over her remarkable 40-year career, with new concepts developed from her deep understanding of youth culture – she plays with fabrics, language, colour and more, always staying one-step ahead of the game. As a result, brands, magazine editors and fellow stylists have sought out her creative direction and predictions, which are always expertly referenced, emotively named and beautifully packaged.

“Zoë’s work is inimitable in that her references offer deep knowledge of her craft – historically, socially and culturally. Her references start not with a trend but from the bare basics of where a style began and she is a teacher to us all (a 1960s style; ears will be covered, stemming from The Beatles).” Ellen Burney, Vogue contributor

“What’s been key to my career is how each different part embellishes the others,” says Zoë. “By doing the shows with Guido, I was seeing hair trends six months ahead of time, and because I worked in a salon, I was able to turn that into something for my clients, which other session stylists couldn’t do because their world was quite separate back then. I started launching styles with names and a whole feeling behind them because that was how Guido worked; it was always about the concept of character. So, for example, for the hair at Chloë, we didn’t tong like we did in the salon. Guido would explain it was as if the woman was looking in the mirror getting ready, so she’s going to do this, and this. And that’s how I learned to tong. It wasn’t the technical way, it was with character.”

This creative foresight, coupled with her ability to build stories around hair that incorporate trend, fashion and historical context, instantly made Zoë a favourite among the beauty press – but not without some clever strategic thinking, too. “I was very young back then and competing for page space with big-name hairdressers, so I decided to target the interns – to do their hair and tell them about my ideas. And most of those young girls have gone on to land the top jobs in beauty, and we’ve remained genuine good friends along the way, mainly because I’m such a fan-girl about journalists and I just love spending time with these women.”

Hannah Betts (The Times, The Telegraph), Rose Beer (ES magazine), Amy Bannerman (pre-loved style director at eBay)… Zoë is friends with them all, but is also aware that they are highly knowledgeable about beauty and that every new trend she launches needs to be authentic and impressive – something she is at pains to teach other hairdressers. “Imagine Vogue is going to call you tomorrow and ask you about fringes,” she declares. “What are you going to say? You can’t use ‘hairdresser speak’! The language you use has to translate into something they can write in their magazine. So, I try to bring that out of my students, getting them to spend a lot of time describing a specific shade of blonde, for example.”

A self-confessed “hair nerd”, Zoë has always fully immersed herself in whatever task she set herself. She learned French so she could study hairdressing in France (her impressive chignon is what led Guido to invite her to join his team); she went to Milan to study trends; she signed up for Central Saint Martins’ Cool Hunting course and studied Fashion Journalism at the London College of Fashion. It has all paid off – handsomely. “In the hair world, being a creative director means you’re part of the art team, but for me, being a creative director is about creatively embellishing the salon. I realised quite quickly that if I learn about things, then I can design something, and with my press contacts I can get it published.”

And what success! For Headmasters, she launched the Kitten Haircut, featuring a new silhouette inspired by Paris Vogue shoots with Guido (Vogue, ELLE, The Sunday Times). For Hari’s, she designed Cobain Chic, a dip-dye colour treatment aimed at attracting a younger clientele (Vogue, Grazia); the Prada Laced Nail, based on the intricate dress designs of the season (Sunday Times Style); and Skin & Hair Salads, nutritional foods and juices targeting different hair types (Vogue, Harper’s Bazaar, Tatler and Grazia). Then, for Taylor Taylor in Liberty, it was the Tie it Up menu that breathed new life into the store’s heritage prints with strips of fabric woven into Frida Kahlo-esque up-dos (Tatler, Harper’s Bazaar). And for John Frieda, it’s been the Liquid Brunette mocha-noir colour service (The Telegraph) and the fawn-inspired Bambi Blonde (too many titles to mention – this one went stratospheric!), among others. But achieving so much press success doesn’t make life easier for Zoë: “When something goes big, it creates huge pressure for the next trend. John Frieda’s is a big name and I don’t want to let the team down. But [salon owner] Nicola [Clarke] is super-encouraging. We collaborate a lot on naming the trends and coming up with the right language to use around them.”

Staying relevant over a period of 40 years is difficult in any industry, but in Zoë’s role, the pressures become especially enormous. She’s mastered the art of spotting trends, but what about more practical things, like social media?  

“I feel like social media has come along and made everything very difficult because brands are just obsessed with numbers. It puts us under insane pressure,” says Zoë. “And what breaks my heart is that to satisfy the KPIs people want now is not necessarily about being creative. So, I can do a really beautiful shoot, and it will flop, while someone will film themselves clowning around, and it will attract a big audience. I know that’s how it works, but I just can’t bring myself to do that.”

“Five, 10 years ago, my Instagram used to represent who I was and I’d never lose the job. Now I feel like I have to produce work that I hope will satisfy some brands and I’m not sure I can do that while maintaining my integrity. I grew up doing beauty shoots with Tatler and Glamour and everything looked editorial and pretty, but that doesn’t work on social media. Things have got to be shot through a phone and look raw, and I think a lot of hairdressers of my generation really struggle with that rawness.”

Teaching and inspiring young hairdressers is a passion of Zoë’s – and one that has never diminished throughout her career. In 2002 she co-launched Project X for the Fellowship for British Hairdressing, a programme that encouraged aspiring young stylists to incorporate influences such as art and architecture into their work. Now, the Fellowship have asked her to return, in a new role that will see her look after the organisation’s colour teams.

“Initially they asked me if I wanted to go back into Project X, but I was like, ‘You know what? I want to do something different’. So, I want to do colour, but I want to do colour my way, and I’m really excited about it. I find education very fulfilling. I have people come up to me and say, ‘I did your class 25 years ago, and I still really love it’. And the other day someone came up to me from Headmasters and said, ‘Everyone wants you back for a seminar’. When I’m teaching people, that’s where my complete obsession with hair comes across.”

Having recently moved out of London to Hastings, where she’s been able to buy her home outright (“I had found myself taking on jobs I didn’t want to do because of needing money, so I decided to take away that worry”), Zoë is finding a sense of fulfilment in this new phase of her career, people-watching on her commute to work and studying life-coaching. “Things feel more peaceful,” she says. “I have the luxury of time to really look at things that I’m interested in.”

And when she looks back at her incredible 40-year career to date, Zoë feels nothing but happiness. “I feel like relationships are formed in hairdressing that are truly magical – we’re like a family that has basically grown up together. And this industry has always allowed me to go outside, explore other worlds, and then bring what I’ve learned back into the fold. It’s always given me the freedom that I’ve wanted, and I have never, ever been bored. I’ve been accepted.”

 

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‘The Hairvoyant’, Tom Smith, Predicts Rich, Bold Colours For Autumn

‘The Hairvoyant’, Tom Smith, Predicts Rich, Bold Colours For Autumn

Oct 9, 2024 | EXPLORE, HOME EXPLORE, TECHNIQUES, TECHNIQUES HEADER

‘The Hairvoyant’, Tom Smith, Predicts Rich, Bold Colours For Autumn

Indulgent tones and bold statements rise to the top this season

by CAITLYN | EXPLORE

Autumn 2024 is all about embracing rich, indulgent tones that capture the season’s cosy yet vibrant vibe—think earthy, luxe shades that feel like wrapping yourself in a cashmere scarf. Leading hair expert Tom Smith is here to reveal the shades set to dominate, blending warm, autumnal hues with creative, trend-forward twists. “As the days grow cooler, we see a shift towards deeper, richer shades,” he says, noting how these colours bring an effortlessly chic, warm glow to any look.

Kennedy Claire Walsh on Instagram

Chappell Roan on Instagram

A major standout this season? ‘Terracopper’, the earthy copper that feels like a luxe upgrade to your go-to autumn shade. Inspired by the warmth of autumn leaves, Tom calls it “an intense, grounded twist on the classic copper,” giving off a natural, cosy vibe perfect for the season. This rich hue is ideal for anyone looking to switch things up but keep it familiar.

Emma Chamberlain on Instagram

Blake Lively on Instagram

Not ready to let go of that summer glow? ‘Sunflower blonde’ is your answer. “It’s all about keeping that golden radiance alive as we move into autumn,” Tom explains. Bright, youthful, and glowing, this shade keeps summer vibes strong well into sweater weather.

Avril Lavigne on Instagram

SZA on Instagram

Feeling a little bolder? ‘Flamingo pink’ is the season’s showstopper. Neon, punchy, and impossible to ignore, it’s the ultimate choice for anyone looking to turn heads. “It’s not for the faint of heart,” Tom notes, “but if you’re ready for a bold change, flamingo pink is your colour.” This shade brings the fun back into autumn hair, proving that vibrancy isn’t just for summer.

Jane Fonda on Instagram

Salma Hayek on Instagram

Meanwhile, ‘natural greys’ are here to stay as more people embrace their evolving hair colour. “It’s about honouring the greys, not hiding them,” Tom says, encouraging clients to work with their natural shades for a low-maintenance, polished look that screams ‘effortless cool.’

Khloe Kardashian on Instagram

Salma Hayek on Instagram

For brunettes, ‘cinder toffee brunette’ is this season’s indulgence. Think caramel meets chocolate, with just a hint of golden glow. “It’s rich but with a brightness that’s perfect for autumn,” says Tom. This shade is perfect for those transitioning from summer, keeping things light while still embracing the season’s deeper tones. It’s the hair equivalent of ordering a pumpkin spice latte but with an extra shot of sophistication.

With such a diverse palette, autumn 2024 offers something for everyone. Whether your client’s vibe is subtle and warm or bold and daring, this season’s colours have you covered. Tom’s top advice? “Stay tuned to your client’s comfort level—gradual shifts or bold pops, it’s all about making them feel fabulous.” And with clients becoming more adventurous, the possibilities are endless.

Ultimately, it’s all about balance. Whether they’re craving a soft, seasonal switch to ‘terracopper’ or ready to take the plunge with ‘flamingo pink,’ the key is creating a look that feels personal and perfectly autumn-ready. Because nothing says autumn chic like hair that’s in tune with the season’s trends.

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Why Antoinette Beenders Is Embracing AI

Why Antoinette Beenders Is Embracing AI

Oct 3, 2024 | CREATIVE PROJECTS, EXPLORE, HOME EXPLORE

Why Antoinette Beenders Is Embracing AI

Aveda’s creative director is integrating artificial intelligence into her photographic collections. Controversial? She argues embracing change is essential  

by MADDI | CREATIVE PROJECTS

Astral II, Aveda, Antionette Beenders, Ed Maximus

Astral 2.0, a futuristic collection inspired by iconic stylist Antionette Beender’s work with Dutch designer Iris van Herpen, fuses real hair with AI-generated clothes – a move that’s causing ripples across the industry. “Hairdressers here are very nervous about AI,” says Antoinette. “A lot of my friends in the UK hairdressing community don’t really understand it, but I think once they do, they’ll be all over it – like with Instagram or Uber.” 

Antoinette is using AI as a tool to elevate her craft, blending traditional hair techniques with digital innovation. “AI is the future, right?” she remarks. Working together with multidisciplinary artist Ed Maximus, they have been experimenting with AI to create mind-bending visuals that bring hair to life in new ways. 

Astral II, Aveda, Antionette Beenders, Ed Maximus

Antionette Beenders, Ed Maximus

Astral II, Aveda, Antionette Beenders, Ed Maximus

The Aveda creative director approaches hair the way fashion houses approach couture. “I see it like ready-to-wear and couture. Ready-to-wear is the everyday hair clients want, and couture is the inspirational, artistic side that might not be worn every day,” she explains. “The hair and face are real, but we’re pushing it further with AI.” 

Despite her love for tech, Antoinette is steadfast in her belief that hairdressing will remain an art form grounded in human touch. “Hairdressers are scared of AI because they fear their trade will vanish. But I don’t think that’ll happen – computers cutting hair isn’t on the horizon yet.” Her message to the industry is clear: embrace technology as a tool, but never lose sight of the fundamentals. As she puts it, “Focus on connection and technique, and let product companies focus on providing high-performance tools.” 

As the conversation draws to a close, Antoinette hints at the future: more AI, more collaborations, and certainly more pushing boundaries. But she’s also adamant about one thing: Aveda will always remain rooted in natural, high-performance products, standing as a beacon for sustainability in an ever-changing industry.  

Astral II, Aveda, Antionette Beenders, Ed Maximus
Astral II, Aveda, Antionette Beenders, Ed Maximus

Hair concept @antoinettebeenders supported by @allenruizstyle @ianmichaelblack 

Artist @edmaximus @walterobal

Production @codeproductions 

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