PaintS/S19

OPINION
Wella Professionals
ARE YOU
Zoë Irwin for Wella Professionals
using Illumina Color Opal Essence
READY TO
COLOUR
TEXTURED
HAIR?
CLIENTS WITH AFRO
HAIR ARE INCREASINGLY
EMBRACING THEIR
NATURAL TEXTURE…
AND THE POSSIBILITIES
OF COLOUR. ZOË IRWIN,
UK COLOUR TREND
EXPERT FOR WELLA
PROFESSIONALS, WARNS
UK SALONS TO PREPARE…
2018
THE UK HAS SEEN a rise in women transitioning from relaxed
straightened hair to wearing it in its natural form. Over in the
US, Mintel reported that women with natural texture overtook
those using chemical straighteners and relaxers for the first
time. Without the sensitivity caused by relaxers, and the very
silhouette of the hair changing dramatically, what’s followed is
an incredible surge of hair colour experimentation, from vivid
brights to delicate and rich tones.
I’ve seen it from Coachella to Brooklyn, from East London to
West, and it’s been an influence for my debut trend launch as
Wella Professional’s colour trend expert – Colour Texture Embrace
[pictured below left]. From freehand ‘Pintura’ colouring techniques,
to global applications of bleach that are then dyed to pretty pastels
or vivid brights, these colour trends are as popular on women as
men, making this a huge market for hair colour and education.
I’ve discussed this trend movement with women in the beauty
industry, and such was the interest and desire for more information
on colour techniques and availability across the UK, I couldn’t help
but wonder… is your salon ready for this?
It’s odd (not to mention outdated and downright wrong) that
clients with textured hair can’t just walk into any salon to get
their hair done. Hair is hair in its many forms. Training for Afrotextured
hair should come at the apprentice stage and follow
through a stylist’s ongoing education. By narrowing their market,
hairdressers are missing out. It’s important to have knowledge on
products that work well in textured hair, as well as education on
how to weave and colour and style.
According to The Institute of Practitioners in Advertising, Afro-
Caribbean women spend six times more than other ethnicities on
beauty and hair services – six times! This is incredible – there are
exciting opportunities just waiting for savvy salons who want to
serve people with ALL types of hair texture.
I’m hoping changes in hair education throughout UK salons
follow, in terms of techniques and ideas as much as hair theory.
It’s time to immerse yourself in textured hair education – we’re at
the start of something very exciting, and it’s about time!
50 | PAINT
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