Our Industry Embraces
Return to New Normal
How Digital Platforms
are Filling in the Gaps
Curly, Wavy, Undulating... but
Always with a Great Finish
THE GREAT ITALIAN JOURNEY
To find out how you can become a Great Lengths
certified stylist, speak to our team on
+44 (0) 113 278 1292 and start your journey.
#MyHero 4-Step Intense Restorative System works to
repair and rejuvenate hair from the inside out.
Powered by X-Tech, a combination of 10 Keratin
and Amino Acids that easily absorb into the hair to
rebuild the hair’s inner matrix, while smoothing
and sealing the cuticle.
cleanse & clarifier.
& hair softening
RESTORES FROM THE
REPAIRS THE CUTICLE
MOISTURE AND SHINE.
For more information or to become a salon stockist contact our friendly Salon Success team
on 0845 659 0011 or visit our website salon-success.co.uk/mydentity
Also available from Salon Services salon-services.com
FREE SALON DESIGN SERVICE
Bring your salon ideas to life with our free Takara Belmont Salon Design Service.
Offering a professional interior design and consultation package,
our design team will transform your vision into reality.
* T’s & C’s apply
We are living through unusual times! Although things are not back to what most of us
would describe as ‘normal’, we at Estetica are totally in awe of how our friends and colleagues
in the hair industry have not only bounced back, but have grasped every new opportunity,
Hair: Adam Reed for ghd
Photo: Claire Rothstein
Make-up: Claudine Blythman
Stylist: Ozzy Shah
embraced new working practises and shined a positive light on the lives of so many of their
salon clients and customers. Love it or hate it, Social
Media has over the past few weeks
played an outstanding role in showing
the world what a great industry we are.
In our editorial office, we have received countless stories about hair salons up and down the
UK who have done that little bit extra to try and help and support people and organisations
in their local community who might have been in need of a bit of a leg-up. However large or
small their efforts, its stories like these that make us all feel very proud and privileged to be
part of this amazing industry. Since lockdown began, was lifted and then in September
began to rear its ugly head for a second time, we’ve published scores of stories on our website
www.esteticamagazine.co.uk about the altruism of industry professionals, salon owners &
staff and how, despite their own worries and concerns, they have thought of others whenever
they can. So, this issue of Estetica is dedicated to every one of them!
Editor-in-Chief, Estetica UK
Discover Estetica UK digital!
Follow us on Social Media or at
Estetica n. 3/2020
Sara El Basyony
UK SALES & MARKETING
Catwalks Catwalks A/W 20-21 10
Looks ‘T’ for Texture 18
Engagement Toolkit to Confidence 22
Vision Shades of Autumn 26
Step by Step Ring Press 86
Education New Learning 88
but remember it’s
also all about the
Stéphanie Argentin, Marie Coccoluto
Bel M. Dolla, Cristina Hernández
Lucia Preziosi, Glorianna Vaschetto
Héctor RamÍrez, Ernesto Álvarez,
Karla Cuéllar, Fernando Farfán
Matteo Franceschini Beghini,
Erica Balduini, Ludovica Cavalli,
Erika Marchese, Wilma
Sommariva, Valentina Stella
Interview Daniel Kaner 92
Products Damage Repair 95
Wedding Emotions / Autumn Attitude 33
choices to reflect
the warmest glows
of the season, from
russet browns to
The condition you want,
the tone you love.
Demi-permanent cream hair color
Demi-permanent cream hair color
Demi-permanent cream hair color
More XG to Love
Crema XG is a rich, demi-permanent cream colour that is perfectly shade-matched to
Paul Mitchell® Color XG® for a complete service solution. Formulated in Italy, this creamy,
durable vegan colour imparts depth, dimension and shine for healthy hair and long-lasting colour.
• More than 40 shades that are perfectly shade-matched to Color XG®
• Vegan, no-ammonia colour is formulated with cottonseed oil and rice milk
• DyeSmart® System ensures maximum colour penetration
• Opaque coverage is ideal for a wide variety of services: toning blondes, colour refresh, grey blending,
top coat, adding shine and more.
Choose Crema XG for colour that’s always predictable, always beautiful.
For more information contact our friendly team on 0845 659 0011
or visit our website salon-success.co.uk/cremaxg
IN ALL ITS THOUSAND-
THE BOB STILL
ECLECTIC YET HIGHLY
GLAM, IT FORMS THE
EPOCHAL HEART OF
Naeem Khan Cividini
THE CHALLENGE OF THE UPDO
IS THE HARDEST FOUGHT
BATTLE IN THE CAMPAIGN FOR
HAIR SUPREMACY: FROM THE
SALON TO THE (VIRTUAL!) RED
CARPET, STAKES ARE HIGH!
THE ALLURE OF SEVENTIES RETRO,
BUT WITH ACCENTS OF THE
EIGHTIES… AND FOR NOSTALGIA-
LOVERS, A SURPRISE RENAISSANCE
OF UNDULATING WAVES.
Kemon Open Lab - San Giustino, Summer 2020
Founded in Italy in 1959, Kemon is a brand born out of family tradition, innovation and a desire
to create sustainable, high-performing products that are as good for the planet as they are for hair.
Kemon is owned and run by the third generation of the Nocentini family, with key ingredients
still grown on the family farm in Umbria and developed in their in-house laboratories.
Kemon has a portfolio of sustainable, vegan and organic certified brands encompassing care,
style, colour and texture to help elevate your client’s salon experience.
AETHICAL AND ENVIRONMENT
Bond Creator Complex
Be part of a more sustainable future with Kemon.
For more information or to become a salon stockist contact our
friendly team on 0845 659 0011. Or visit our website salon-success.co.uk/Kemon
Also available in Salon Services stores and online at salon-services.com
‘T’ for Texture
Be it curly, wavy or just gently undulating, textured hair is ‘in’, but
it’s not a case of ‘anything goes’: the keynote is a beautiful finish.
While conventional colouring techniques have always complemented any style and texture of hair, the on-going passion for
freehand application over the past few years has also helped drive a surge in enthusiasm for textured styling, thanks to the
way they help create a sense of 3-dimensional density and subtle shadowing effects on the hair. When hair is finished with
one of the many bespoke professional finishing products which are available, the results can be nothing short of outstanding.
We chose some of our favourite textured hair looks from recent collections and asked their creators to comment:
“Naturally blonde hair was the perfect choice to this textured bob. Setting lotion was sprayed through the hair and blow-dried. Then,
using cut coat hangers, sections of hair were weaved in and out and sealed with a silver clip. Then sealed with irons . Coat hangers were
removed and using a bristle brush and fingers, hair was gently teased into the shape. The combination of blonde and teased texture gives
it a fashion-forward finish.”
Sharon Malcolm, Northern Ireland Hairdresser of the Year, Sharon Malcolm Hairdressing, Newtownards
“The paint was all about enhancing the muse’s hair. Painting on a virgin copper canvas, I used a 100% freehand technique
to contour and shadow the hair to create different depths of dimension. To create a high shine lip gloss finish, I played
around with adding more pearlescent pigments in with my brighter copper shades to give me something a little more
neutral, natural and commercially beautiful. It’s the perfect accompaniment for textured hair.
Grace Dalgleish, Brooks & Brooks, London
“Hair is a wonderful fabric that can be moulded and shaped in many ways. Hair was naturally fine
and straight so used a small tong and Davines Volume Mousse to create tight ringlets. We then
broke the curls down by pinching the end of the hair and shook out to separate. Curls can enhance
or flatten colour. By shaking the hair rather than brushing meant that we kept the cuticle flattened,
so the hair stayed shinier. By adding curl also adds depth to the colour by creating shadow and a
contrasting lightness as it reflects back out at you”.
Noel Halligan, NOCO Hair, Bristol
“With this look we wanted to maximise the shape and texture of the model’s natural hair,” explains Jonathan
Andrew. “To do this, I applied Fudge Professional Blow Dry Aqua Primer to prep the hair and then spritz
with the Fudge Professional Curl Revolution to help support the natural waves. Then using a wand, I
wrapped sections of hair towards the face working from back to front. Once the hair was set, I gently brushed
out the curls into waves and added definition with the Fudge Professional Texture Spray and defined the
shape and ends with the Fudge Professional Aqua Shine Serum to add a soft polish finish to the style.”
Jonathan Andrew and Tracy Hayes, Fudge Professional Global Brand Ambassadors
“This look was all about the texture. Hair was curled using a curling tong and then brushed out to break
the hair up and give it a softer finish. Volumising products were then used to provide the hair with added
texture and to create movement. The model had a gorgeous natural looking hair colour and by adding
curls or texture to the hair this really emphasises the hair colour and shows of the different tones within
the hair to give a more dimensional look. The different tones in the hair worked hand in hand with this
textured hair look allowing it to look even thicker in appearance.”
Karen Thomson, Owner of KAM Hair and Body Spa
“With the model’s hair we used a salt spray working with the natural texture to create head shape waves.
We used covered clips to keep the waves in the natural formation and diffused the hair dry to create this
beautiful undone texture that would really show off and enhance the vibrancy of the model’s hair colour.”
Suzie McGill, Artistic Director at Rainbow Room International and Owner of Rainbow Room
International’s Uddingston Salon
124 trends trends 125
“When creating this look it was all about partnering both volume and texture together to give us the ultimate voluminous style.
We wanted to give it a natural feel in reference to the name of the collection, FRAE, which pays tribute to our Scottish heritage.
We wanted to give a raw feeling throughout the hair, making sure It looked and felt natural at all times.”
Kevin Paul Finnell, Creative Director, F&M Hairdressing
SOFT & BEAUTIFUL
Voluminous curls are a huge trend and always have been throughout the years, a trend that will never disappear. My vision for this
look was full, eye catching curls embracing the models natural texture of her hair and embracing this. It was about creating something
eye catching, whilst keeping the texture soft and simple throughout. Creating this soft texture with a beautiful finish gives us the
perfect hair shot.
Bruno Marc, Joico Ambassador for the UK, Europe and Ireland
Toolkit to Confidence
Aveda has created a reopening toolkit for all salons, including
guidance on safety precautions, team preparation, customer
facing messaging and social media assets to use.
There’s no escaping the fact that daily life has changed in a big way since CoVid-19, and nowhere more so than in the
salon. While clients will still need to see you in person for their cut and colour, many have been used to purchasing their
products online and others may be feeling more hesitant about the logistics of a salon appointment in these unsettling
times. To help your salon pass the message onto clients that you are a safe space, Aveda’s toolkit includes guidance on
safety precautions, team preparation, customer facing messaging and social media assets to use:
Fashion For Peace
Stella McCartney Spring 2020 in Milan
Influencer Street Style
Influencer Street Style by Aveda
Naeem Khan NYFW SS20
Fashion For Peace
Antoinette Beenders at Stella McCartney Spring
2020 in Milan
Aveda has always been a huge
presence in terms of providing
global creative inspiration
across the hair industry.
Here, we showcase the brand’s
involvement at some of its last
events and initiatives pre-Covid.
• An industry first, Aveda has launched A-Commerce to help salons boost their profits through online sales.
It’s super simple to get started without training sessions or stock management. Salons earn 10% commission on all
retail sales sold via their salon on aveda.co.uk, to give you the chance to earn between salon visits, and your clients
the opportunity to purchase retail when they’re not in the salon. The site clients see looks just like your brand, but
Aveda handles all of the fulfilment and costs related to postage and packaging, so you can concentrate on using
your expertise to advise rather than thinking about the smaller details that go into selling online. From salons who
have already trialled this, they have beaten their sales targets by more than 58%, and new clients shopping online
has gone up by a huge 1,600%!
• The brand's latest investment to technology, ‘Powered by Flossie’, will put Aveda at the forefront of the salon
industry, to be the first brand able to market appointments on behalf of salons. aveda.co.uk receives on average 4,000
visits per day, and with this new platform integrated into aveda.co.uk we will be able to drive loyal online guests
into salons for services in just a few easy clicks. Not just that, however, every time Aveda then runs large media
campaigns to support its hero franchises, increasing the traffic to the website and recruiting new guests – Aveda is
then able to drive them into Aveda salons through their journey online to help maintain customer retention into
the brand and your salon.
• As well as the support through online sales, Aveda is also ensuring clients stay loyal to your salon with its reward
programme, Pure Privilege. Clients get points whenever they buy products through you, and can also receive them
for in salon services as well, including up to 1,000 points for a colour appointment.
• Live Education has been replaced with a Full Virtual Education programme which has meant Aveda is now more
accessible, more cost effective and can now reach a wider audience while delivering a wider range of education
programmes. Since lockdown Aveda has engaged over 4,000 Artists to provide online education – quite a jump from
the 558 Artists who would have been presenting live education at the Aveda Academy. Post Covid-19 the rband is also
planning to amplify its physical education offering while continuing to drive a virtual education calendar.
NEW! The Demi Flash Toners
Available in three problem-solving shades!
• Ammonia-free toners can be used individually or intermixed
for customization with long-lasting results.
• Tones in 2-10 minutes and lasts up to 4-6 weeks.
• Enhance, tone or neutralize lightened hair in a fl ash.
Neutralize resistant brassy,
gold tones or leave a
Control and neutralize
pale yellow tones in natural
and pre-lightened hair.
Use on pale yellow
hair to leave a beautiful,
sandy beige result.
For more information contact our friendly team on 0845 659 0011
or visit our website salon-success.co.uk/thedemi
Entitled ‘Wild Honey’
and inspired by the beauty
and sweetness of nature,
the copper shade used
throughout Noel Halligan’s
collection adds a fusion of
flavour and fluidity.
Hair: Noel Halligan for
Noco Hair, Bristol
Photos: Amanda Thomas
Make-up: Shari Knowles
B ri t
“To see, smell, taste
and touch the true
beauty of nature
is one of the real
joys of mankind”
The Zandra Rhodes woman is
feeling rebellious! James Oxley
used Fudge Professional to
create the hair for this Zandra
Rhodes inspired collection for
AW20: “The Jungle of Eden”.
Hair: James Oxley using
Inspiration: Zandra Rhodes
Photos: Daniel Sachon
Make-up: Terry Barber @ MAC
Styling: Lily Bling
B ri t
“Fabrics such as liquid
lamé and crêpe de chine
are synonymous with
the brand in the 80s”
Strong female images with a
heightened sense of their own
being. Striking base tones
combine form with subtle
Hair: Robert Kirby
Photos: Andrew Kimber
Make-up: Marta Wozniak
Products: Id Hair
B ri t
“The mind of a
queen and the
heart of a warrior,
she is all things...
B ri t
We are delighted to publish
the winning look in the KH
Hair ‘Image of the Year’
competition - created by the
West Bridgford salon.
Hair and Clothes Styling:
KH Hair West Bridgford
Photo: Rob Smalley
at Scene Photography
Make-up: Cristina Lazzarotto
"The true beauty of the bride lies in the eyes of the groom", or so they say. Nevertheless, the unwavering admiration of her husband-to-be is by
no means all it takes for a girl to feel at her best on the big day: it takes a never-to-be repeated commitment to creating that sublime total look!
"La vera bellezza della sposa sta negli occhi dello sposo ", o almeno così si dice. Tuttavia, l'ammirazione incrollabile del futuro marito non è
tutto ciò che serve affinché una ragazza si senta al meglio nel suo grande giorno: ci vuole un impegno irripetibile per creare un look sublime!
Man sagt: "Die wahre Schönheit der Braut liegt in den Augen des Bräutigams". Trotzdem ist die unendliche Bewunderung ihres zukünftigen
Mannes keineswegs alles, was eine Frau braucht, um sich an diesem großen Tag in Bestform zu fühlen: Es bedarf eines nie dagewesenen
Engagements, um diesen grandiosen Look zu kreieren!
La vraie beauté de la mariée est dans les yeux de son époux. Comme le veut la tradition. Mais l'admiration du futur marié ne suffit pas toujours
pour que la jeune femme se sente parfaite. Il lui faut également de nombreux préparatifs pour que sa beauté rayonne ce jour-là.
"La verdadera belleza de la novia está en los ojos del novio", o eso dicen. Sin embargo, la admiración inquebrantable de su futuro esposo no
es, de ninguna forma, todo lo que se necesita para que una mujer se sienta en su mejor momento en el gran día: ¡se necesita un compromiso
inagotable para crear ese look total sublime!
Hair: Anne Veck
Photo: Patrice Guyard
Make-Up Shameem Kumar
Styling: Maddy @ Bicester Bridal
All images by: Hair: Anne Veck/Photo: Barry Jeffery/Make-up: Janine Bird/Styling: Kate Jeffery
Hair: Simon Hill,
Photo: Chris Bulezuik
Make-up: Michael Becman
Hair: Artistic Team Inebrya
Photo: Filippo Fortis
All images by:
Hair: Juan Ayoso/Photo: Antonio Luna /Make-up: Jose Merina/Styling: Maria Divan
Hair: Rafael Bueno/Photo: Dani Medina/Make-up: Jorge Sánchez/Styling: Rodolfo Mcartney
INTRICATE PLAITS &
THEIR OWN VIBE
Hair: Gandini Team
Photo: Paulo Rentfle
Make-up: Alemka Krupc
Styling: Amélie L.
All images by:
Hair: Xevi Jubany for KIN Cosmetics
Photo: María Bailac
Make-up: Emma López García
Styling: Jordi Dalmau Costura
Products: KIN Cosmetics
Hair: Philip Bell for Ishoka
Photo: Trevor Leighton
Hair: Eric Sammartano & Laurent Legal/Photo: Daniel Pister/Products: Wella Professional
THAT THE SUN
Hair: Toni Pellegrino
for Sposi Magazine
Hair: Toni Pellegrino for Atelier Emè
Photo: Gianmarco Vetrano
Hair: Toni Pellegrino
for Sposi Magazine
Hair: Olga García
Photo: David Arnal
Make-up: Wilder Rodríguez
Styling: Aaron Gil
Hair: Mayte Garrote
@ Different Estilistas
Photo: David Arnal
Make-up: Jose Luis Blasco
Styling: Visori Fashionart
All images by:
Hair: Juanmy Medialdea
@ Juan Miguel Medialdea Peluqueros
Photo: Alejandro Onieva
Make-up: Sergio Castillo, D&D
Styling: Juanmy Medialdea
Products: Schwarzkopf Professional
Hair: Carine Larchet
Photo: Greg Alexander
Make-up: Carine Larchet
Products: LaRoche Posay,
SHORT & SHARP,
THE BOB IS
Hair: Xaro Ferri Sanchís
@ Xaro Ferri Estilistas
Photo: Julian Gabaldón
Make-up: Karla Rillo
Styling: Vicente Blasco
All Images by:
Hair: Kílian Garrigós, Miguel
Silva, Inna Lipkovich
Photo: David Arnal
Make-up: Natalya Sidorova
Hair: Trevor Sorbie Art Team
Photo: Boy / Girl
Make-up: Victoria Martin
Styling: Cynthia Laurence-John
DEFY CONVENTION AND
DROP A BOMBSHELL:
IT'S YOUR BIG DAY
FOR TURNING HEADS!
Hair & Photo: Ross Charles/Make-up: Sonia Schofield/Styling: Ross Charles
Hair: Jonathan Turner
Photo: Michael Young
Make-up: Kirsten Bailli
Styling: Clare Frith
All images by:
Hair: Juanmy Medialdea @ Juan
Miguel Medialdea Peluqueros
Photo: David Arnal
Make-up: Sergio Peña Castillo,
Jessica del Arbol
Styling: Juanmy Medialdea
WHEN THE WORLD
IS YOUR OYSTER
IT'S DOWN TO YOU TO
FIND YOUR PEARLS!
Hair: Gennaro Diana, Roberto Vitaro, Valentina Musco for Matrix/Photo: Oak Studio/Styling: Maison Le Dive/Products: Matrix
Hair: Filippo Sepe
Photo: Cesare Colognesi
Make up: Kriss Barone
Hair: Alfaparf Milano
From bright reds and burnt oranges to russet browns, Autumn is not only an attitude, but an immersion into a tender, aromatic dream. Cool yet
vibrant, its beauty is reprised in the hair fashion trends that borrow its name. Lose yourself in the autumnal spirit and feel free to roam!
Dai toni aranciati alle nuance ruggine, l'autunno non è solo un atteggiamento, ma un'immersione in un sogno tenero e profumato. Fresco ma vibrante,
la sua bellezza è ripresa nelle tendenze della modacapelli che si rifanno al suo nome. Perdetevi nello spirito autunnale e sentitevi liberi di creare!
Von strahlenden Rottönen und leuchtendem Orange bis hin zu Rostbraun. Der Herbst ist nicht nur eine Jahreszeit, er ist ein Eintauchen in einen
zarten, duftigen Traum. Kühl und dennoch strahlend. Herbstliche Namen spiegeln sich in den Haarfarben wider. Tauchen Sie in die herbstliche
Stimmung ein und beflügeln Sie Ihre Kreativität!
Des reflets cuivrés aux tonalités de marron intenses, l'automne n'est pas seulement un style, mais s'offre comme une immersion. Un rêve tendre
et parfumé. Fraîche et vibrante, sa beauté inspire la tendance coiffure. Laissez-vous séduire par son esprit et sentez-vous libre de créer !
Desde rojos brillantes y naranjas tostados hasta marrones rojizos, el otoño no es solo una actitud, sino una inmersión en un sueño tierno y
aromático. Fresca pero vibrante, su belleza se refleja en las tendencias de la moda del cabello que toman prestado su nombre. ¡Piérdete en el
espíritu otoñal y siéntete libre para crear!
Hair & Art Direction:
Tom Connell for Davines
Colour: Ashleigh Hodges
Photo: Stefano Galuzzi
Make-up: Victoria Martin
Hair: Eric Zemmour
Photo: Stéphane Gagnard
Make-up: Kelly McClain
Products: L'Oréal Professionnel,
Babyliss Pro, Great Lengths,
Miquel García Cotado
Hair: Revlon Professional
Photo: Miguel Reveriego
Make-up: Dani Rull
In this page:
Hair: J .Ayache, G. Mandelli,
Q. Barnette for Jean Louis David
Photo: M. Bresson
Make-up: N. Maillard, M. Hirano
Styling: F. H. Evans
EMBRACE THE WARM SHADES OF AUTUMN:
TAKE HEART, THERE’S A CRISPNESS IN THE AIR.
Hair: Paddy McDougall,
Andy Smith for Indola
Styling: Christopher Maul
Hair: Angelo Seminara,
Goldwell Global Ambassador
Colour: A. Seminara,
Photo: Andrew O'Toole
Make-up: Laura Dominique
Hair: Giovanni Iovino for Cotril
Photo: Andrea Varano
THE SICILIAN ADVENTURE: WARM LIGHT, ANCIENT
HERITAGE, BRIGHT COLOURS & COOL LIFESTYLE!
In this page:
Art Director: Rossano Ferretti
for Great Lengths
Photo: Alessandro Molinari
Hair: Groupe VOG - Mon Coiffeur Exclusif
Hair: Laetitia Guenaou
Photo: Przemysław Choła
Make-up: Karolina Supernak
Art Director: Yuri Coppari
Hair: La Biosthetique
Artistic Team Italia
A new digital way to enhance
international business is
An editorial and digital
service supporting hair & beauty
product manufacturers in enterprises
into new international markets.
JOIN US TODAY!
NOW MULTIPLY IT.
Elumen HD max Technology penetrates
deep into the hair to create colour intensity
The @Elumenated Technology combines
oxidative dyes and direct dyes in the
same pre-mixed shade formulation for
the first time.
The HD 3 Color Technology in @Pure
Pigments creates multi-dimensional,
high-definition colour results for unique
light reflections from all angles.
DIRECT DYE FORMULATION
COMBINING DIRECT DYES
WITH OXIDATIVE DYES
LEADERS FOR 20 YEARS.
AND IT’S JUST THE BEGINNING.
GOLDWELL GIVES US A GLIMPSE INTO THE FUTURE OF DIRECT DYE TECHNOLOGY.
Elumenation is Goldwell’s first-of-akind
portfolio of direct dye-based
products, which take hair colour to
a whole new level. An entirely new
category of Color Technology that
started with a question posed by
Goldwell’s Research & Development
scientists: how to make direct dyes
To fully grasp the uniqueness of
Goldwell’s mastery of direct dyes, we
need to look back to 20 years ago.
Direct dyes do not penetrate deeply
into the hair, which means that they
wash out easily. This was the starting
point of “Project Super Color”.
Starting with the launch of Elumen
in 2001, Goldwell’s mastery of direct
dyes became evident when they
created a direct dye that could last
like a permanent colour. From that
point on, creating colour that was
shinier and more brilliant than ever
before became the brand’s mission.
The Ring Effect: Elumenation adds even
more multi-dimensional shine to every colour
service through the use of technologically advanced
In 2002, Goldwell began a collaboration
with the colour and photo dye
experts at Fujifilm to explore new
types of direct dyes that had never
been used in hair colour before. This
collaboration led to a number of
remarkable innovations in direct dye
technology, including the creation
of @Elumenated Hair Colour in 2014.
A milestone for Goldwell, combining
oxidative dyes with direct dyes in
pre-mixed formulas so that colour
not only wraps the hair with direct
dye brilliance, but provides the full
coverage of an oxidative hair colour.
The pinnacle of the Goldwell/Fujifilm
collaboration came with the development
of the HD 3 Color Technology,
found in @Pure Pigments, a completely
new direct dye molecule derived
from photo dyes, which creates
multi-dimensional shine and gives
entirely new depth, dimension and
holographic brilliance to hair colour.
“Direct dye technology has been
around for a long time with no
significant innovation. Our goal
was to push the performance
further – to make it better, brighter
and more long-lasting.”
DR. DOMINIC PRATT
VICE PRESIDENT KAO
RESEARCH & DEVELOPMENT
“Elumenation opens up an entirely
new world of hair colour creativity.
Layers of colour create never-beforeseen
effects in every hair colour
service. It’s a whole new category
of service for salons that want to
set themselves apart by delivering
truly bespoke hair colour.”
GLOBAL CREATIVE DIRECTOR
High-definition direct dye additives that elevate
oxidative hair colour with incredible vibrancy
and brilliance: this is @Pure Pigments.
@ELUMENATED HAIR COLOUR—
DIRECT DYES AND OXIDATIVE
DYES IN THE SAME FORMULA
HD 3 COLOUR
WITH HD 3 COLOR
Goldwell’s world of Elumenation
comprises oxidant-free colour, readyto-use
formulas and high-definition
direct dye additives. Elumen, Topchic,
Colorance and @Pure Pigments give
every stylist the creative tools to
reveal the true artist inside. Encouraging
them to play around with
multi-layer dyeing, brilliance and
shine—using highly-efficient direct
Iridescent, holographic effects that change
and move with the light. Multiple tones of
@Pure Pigments create dazzling, morphing
Adding tone-on-tone colours to Topchic and
Colorance formulations creates spectacular
intensity. Show-stopping looks with vivid
brilliance and colour saturation.
Adding @Pure Pigments drop by drop to
toners and blonde shades creates pastel
washes of colour from subtle to intense.
Beautiful rich cool tones are created by
adding @Pure Pigments Matte Green and
Pearl Blue to reduce and eliminate warm
tones in the hair.
A WHOLE NEW WORLD
@Elumenated Hair Color is more than a new colour. It adds a whole new
category of hair colour services to the salon menu, encompassing full head
colour applications, dimensional blondes and freehand or balayage services.
“The intensity and shine of
Goldwell’s colour is what
initially attracted me to the
brand. Then I discovered
all the technology behind it
and I can honestly say I’ve
never seen hair colour like
this before. It’s the future
of hair colour!”
GLOBAL BRAND AMBASSADOR
COOL IS THE NEW HOT
The new Elumenation COOL CHIC shades welcome a whole new look in hair
fashion. The latest shade collection combines warm shades with icy cool
@Elumenated tones to create trendy, wearable shades elevated by Elumenation.
Everything you need to create truly individual fashion statements.
Check out the latest addition to @Pure Pigments – COOL PINK.
Hair: Adam Reed
Photography: Claire Rothstein
Make-Up: Claudine Blythman
Stylist: Ozzy Shah
collection by ghd
remixes the past
for a directional
classic styles and
Since first rising to popularity in
the 80s, Crimp has been a break
out trend for this season. ‘Ring
Press’ is such an outstanding
interpretation of the trend that
we’ve even featured it on our front
cover for Autumn 2020!
1. Prep the hair with ghd curl
hold spray. Divide hair into 4
quadrants and take a horizontal
section in the front quarter.
2. Place 2 hoops, 1 nearest the
parting on top and with them
overlapped, feed the hair through
3. Feed out and under the bottom
4. Place your third hoop over
the second and weave the hair
5. As you weave the hair through
the third hoop pull it up to create
the T-shape. Flatten the hoop
down and away from your parting
and weave the hair under the
second hoop and over the third
6. From the third hoop onwards
start adding in sections of hair.
7. Continue until you reach the
ends of the hair.
8. Press all the hair using ghd
9. Remove the rings.
10. Dress the hair using ghd
detangling comb to soften the
step by step
Hairdressing training and support has always been
a ‘hands-on’ affair. This year has seen a switch-over to
digital – and we’re all doing our best to embrace it! Gary Kelly
Throughout the bleak months of 2020, we’ve heard countless soundbites, slogans and catchphrases,
supposedly invented to help us through the pandemic. One of the most pointless was ‘no-one could have
predicted this.’ Well of course they couldn’t, so why keep saying it!? Instead of ruefully reflecting on what
might have been, from the very beginning of the crisis our truly awesome British Hairdressing Industry set
about diversifying its working practices in order to keep everyone focused and moving forward in a
positive state-of-mind. One of the major areas in which we have all excelled is in the word training and
education – and we’ve done that by embracing digital formats, that prior to the pandemic many would have
dismissed as unfeasible. While we’re all desperate to meet up again face-to-face in all the creative and
educational formats that are such an important part of our working lives, in the meantime, online
engagement is working wonders in helping through until such time as that will be once more a possibility.
Here, we’re delighted to showcase some of the many digital initiative that, for so many reasons, have been
helping to keep our sanity intact as we work our way through to a brighter future:
THE FELLOWSHIP FOREVER!
Events and opportunities are two of the key components of being a member of the Fellowship for British
Hairdressing, so when lockdown commenced and live, in-person education was put on hold, we had to
think of new ways to communicate with our members and keep them engaged, inspired and supported,”
explains Ken Picton, President of the Fellowship for British Hairdressing. “We have a large and engaged
social media audience, so going live through Instagram and Facebook was the obvious solution to getting
our education and messages out there. We wanted to go a step beyond the busy schedule of Instagram Lives
which were taking place, and so we worked closely with CS Media to create a few different formats which
streamed through lockdown, and have continued since. We held weekly Drinks with the President, as well as
interviews twice each week with guest experts. We have run #THEKNOWLEDGE education platform on
our website for just over a year, so this was an extension of our existing communication plans. Our live
broadcasts were such a success that we’ve continued them since lockdown eased. We now host a weekly
evening show, the Sunday Showdown, which brings together highlights of our vast catalogue of video
education and interviews. We’ve also hosted online workshops, to ensure that members are still getting
access to education and staying connected. With education such a pivotal part of what we do, we were keen
to find a solution that ensured we could keep it going – and this has been a huge success with our members.”
ghd is committed to supporting their community and helping them thrive and grow their businesses under
challenging circumstances. This autumn, the has been taking its professional partnerships one step further,
with the launch of the ghd Premier Programme. This salon loyalty scheme will see ghd identify, partner
with, and elevate businesses through enhanced education, exclusive content and launches and an immersive
brand experience. Working together, ghd will elevate the status of their Premier Partner salons so they can
excel as the destination salon in their area for fashion-led, ultra-desirable hair and an exceptional, elevated
retail experience. The comprehensive business support also extends to online, with ghd providing access to
bespoke content to help salons develop a premium presence on social media, as well as in the salon.
“In uncertain and ever-changing times, we recognise that we can help salon owners to see their business
adloremter education 125 89
thrive,” explains Antony Strianese, ghd Managing Director UK & Ireland. “Through our new Premier
Programme, we will forge stronger business relationships with meaningful support that encompasses
education, inspiration and exclusive retail opportunities. We want to demonstrate to salons how, in
becoming a ghd partner, they can raise their profile, define their authority as experts and grow their
business. On top of this, we want to create a community that stylists want to be a part of, and are proud to be
involved with, promoting creativity and providing inspiration across all areas of a salon business.”
Leader in the luxury hair extension market, Great Lengths has introduced Virtual Education - its brand new
online platform for hair extension training. Transforming their traditional two-day certification course into
bite size modules, allowing greater flexibility for students to work in their own safe space. Each aspiring hair
extension student will work one on one with a dedicated Great Lengths educator throughout their training,
working through each module together for an even more comprehensive education experience, with
scheduled time to discuss theory elements and receive practical demonstrations, tutorials and hands-on
experience via video call. “We have been working on the platform over the summer months and are thrilled
to announce the launch of Great Lengths Virtual Education,” said Louise Jenkins, Creative and Education
Manager for Great Lengths “We have all had to adapt quickly to the changing norm, and this way we can
continue to carry out our training courses for pre-bonded and GL Tapes to many delegates in a safe and
cautious manner, whilst keeping the integrity of the courses and keeping our quality and standards high”.
John Paul Mitchell Systems is investing over $4 million dollars to help their salons
get back to business across the globe, including colour, backbar and service support
though its Salon Jumpstart Stimulus program. It includes incentives and support for
salons all year long through education, products, service marketing and more to
help rebuild cashflow. The scheme also includes a custom weekly education
programming on @PaulMitchellPro on Instagram and @PaulMitchellHairCare on
Facebook with inspirational stories, business-building ideas and artistic
inspiration, as well as guidance and resources to prepare salons with new standard
operating guidelines, assistance around employment, loan and tax credits, and
overarching human resources. “Since day one, our salon partners have been the
heart of everything we do. With that, we have shifted our focus for 2020 to
protecting our industry by supporting our most valuable partners: salons and
stylists,” comments Michaeline DeJoria Heydari, Vice Chairman.
And finally, a beacon of light shining on the future of hair education: Wella Professionals understands
freelancers sometimes need some educational support. The brand is therefore delighted to announce that
from November it’s reinstating Wella Studio Courses in London, Manchester and Dublin. They’re safe, they’re
socially distanced and they’re waiting to welcome everyone, including freelancers, into the #WellaFamily. For
a complete course listing, please check out the education.wella.com web page. If juggling a freelance column
means a Wella Studio visit is not an option, Wella online provides a wealth of webinars & zoom classes to suit
your needs – and all for free. From the “Practical Advice For Freelancers” to the ever-popular “Colour Craft”
course series, and from “Express Glow Up With James Earnshaw” to “Creating Compelling Instagram
Content”, it’s all there for you. Create an account in seconds at education.wella.com
WE ARE ONE
As well as its tigifuse.com website, TIGI has also created a specific hub at weareonetigi.com where salons
have access to inspiration, toolbox kits with social media posts, as well as calendars on TIGI Instagram
Lives and country-by-country government updates. Above all, the We Are One TIGI website gives visitors
a strong sense of community, focusing on the fact that the brand is there to support hairdressers. There are
many activities available: Lucy Hicks, Regional Education Specialist for TIGI, provides ‘How to’ tutorials
on topics such as consultations and colour correction, virtual online and bespoke and Instagram lives.
Aaron Overton, Education Team UK has established a local market Facebook group to support salons , as
well as a virtual assistant training programme to support salons to train their younger team members.
EACH SALON IS LIKE A COMMUNITY
CENTER. SALONS NURTURE PEOPLE.
SALONS HAVE POWER ON THE MARKET
THANKS TO THEIR LEADERSHIP AND AS
THE VESTIGES OF SMALL BUSINESS
Daniel Kaner, President and Co-Founder of Oribe Hair Care and brilliant conversationalist,
talked with Estetica about the company joining forces with Kao Salon Division.
We touched upon everything from synergies, to development and roads less taken.
What can you tell us about the internationalization of the Oribe brand after
becoming a part of Kao?
Several years ago, I was introduced to Cory Couts (Global President, Kao Salon Division)
through my friend and industry veteran John Moroney (VP Creative & Communication,
Kao Salon Division). We identified Goldwell as a strategic partner for us, as their color is
the gold standard in our industry and a perfect companion for our brand, which
eventually led to a partnership with the Kao Salon Division North America in 2018.
What was amazing is that we really got to know the organization before we joined them.
We worked closely with Trevor Attenborough (President & GM, Kao North America)
and his team, including educators, field sales and marketers. It usually doesn’t work that
way, as acquisitions often happen before a relationship has been formed. But we had a
great relationship going into the acquisition which has made our transition seamless.
Kao brings a structured footprint throughout Europe and Asia: professional managers and
“I’m proud of our team and the many
stakeholders involved in our brand. Many of educational facilities that span the globe, and in many ways it's really a dream for a brand
our partners have been with us from the very like ours to be able to share these resources. Our goal is to bring the very same values and
beginning. I think back to when we started
the brand with limited resources and many of principles into the expanded network that the professional division has provided. We’ve
our partners believed in our goal... which
learned that a true global brand speaks in local dialects and is sensitive to local market
allowed us to turn our vision into a reality.
Our goal is greater than selling products, it’s conditions. Our partnership allows us to enter the market in a careful and thoughtful way.
become more about strengthening our larger
network and making sure that we evolve
“We have a special group of engaging,
together and leave the community stronger
passionate educators who are equally
than we found it, providing an interesting
talented at both setting standards
future for younger artists and owners.”
and being role models. We look
forward to growing this and meeting
new education colleagues throughout
the world.” Daniel Kaner
“I love the Rough Luxury Molding Paste.
It works beautifully, with just a very small
amount of it in my hair. Then several years
ago we went into hand-milled soap...
it’s so dense, that to me if feels like you’re
using beauty cream on your body...”
How has Oribe managed to stay on top?
I’ve spent a great deal of time in my career with very serious hairdressers and business owners, and
there is such a deep sense of professionalism and love for the artistic side of the business. This was
the group that tested our products in the early stages, and we remain deeply tethered to this
community. Our products are designed to speak to them. In turn, these were products that consumers
who relied on results would also be proud to use. Success is defined in many ways, but we feel
best when we earn the trust of a stylist who is willing to recommend our products to a customer.
How do you approach education?
From the outset, education has been one of our cornerstones of support to our salons.
Our signature education program, Journey to Mastery, was modeled after our internal educator
training program which we adapted for stylists. The global program allows hairdressers to
experience a broad base of techniques.
What role does mentorship play in your approach?
It’s our responsibility as leaders to help develop the people that we work with. The act of
mentoring and coaching has become my chosen form of leadership. We as mentors are
responsible for guiding our team members along their journeys. It’s the difference between
a good career and finding something that you love and that you are good at.
Association Internationale Presse
5, Rue Boudreau
75009 PARIS (France)
Don’t miss the opportunity... visit now
4 5 6
9- PAUL MITCHELL
Stop damage in its tracks with Damage Rewind Reconstructing Shampoo and Conditioner by Fudge Professional. Unique optipleXTM
technology reconstructs bonds throughout the hair, whilst specialised hairguardTM complex targets cuticles and seals them
shut in just one wash! The conditioner then penetrates deep into the hair’s core to reconstruct bonds after chemical, styling and
environmental damage, as well as weightlessly smoothing the cuticle.
Wella Professionals Fusion Intense Repair Mask gives up to 95 % more resilience against breakage* and is designed to repair and
protect the hair against breakage and damage. The formula is designed with the silksteel fusion program, inspired by spider silk, one
of the strongest fibres in nature. It penetrates deep down the cortex and instantly recovers hair fibres, helping to prevent future hair
breakage (*vs. non-conditioning shampoo).
label.m Therapy is a luxury haircare range incorporating the exclusive Rejuven-8 Complex. With eight of the most technologically
advanced anti-ageing ingredients. This sulphate-free conditioner will restore, replenish and rejuvenate hair and is designed to quickly
transform weak, dull, aged hair into strong, radiant and youthful looking hair.
Nioxin 3D Intensive Deep Protect Density Mask leaves hair conditioned, manageable and smooth. This mask will deeply condition
dry or coloured hair, providing maximum protection and while strengthening the hair shaft against damage and reducing breakage.
It is perfect for thinning hair, expect hair to feel conditioned, manageable and smooth.
TIGI Copyright SOS Extreme Recovery Treatment is clinically proven to repair internal damage and return hair back to virgin condition
in just 5 minutes. It contains 100 times more keratin than just using shampoo & conditioner and repairs internal damage from the inside
to return hair back to virgin condition after just one treatment. It also increases the flexibility of hair, making hair less prone to breakage.
Botanical Repair Strengthening Shampoo and Conditioner strengthen and repair damaged hair with plant powered 3-layer hair
repair. The shampoo luxuriously cleanses and gently removes excess oil, product build-up and pollution, while the conditioner
pampers and instantly detangles helping minimize breakage, leaving hair looking shiny and healthy.
K-Pak Color Therapy Color-Protecting Shampoo washes away dirt and debris while being gentle to colour-treated hair. With its
luscious lather, you’ll actually help extend the life of your shade’s vibrancy and fight future damage every time you wash. JOICO fuses
serious shade protection with K-PAK reconstruction not only helps extend the life of colour, but also restores healthy-looking hair.
RE/START advanced hair technology by Revlon Professional is created for hydration, colour protection, recovery, volume and scalp
balance. Using a comprehensive range of skincare inspired textures including micellar shampoos, melting conditioners, jelly masks
and transformative drops to bring a range that truly cares for hair from the scalp to root to tip.
Awapuhi Wild Ginger from John Paul Mitchell Systems has a complete performance driven line of products designed to repair and
replenish the hair. The key technologies of KeraTriplex has been developed to address the needs of multiple hair types with instant
results that your client will love. It's also perfect between salon visits, so clients can maintain perfectly cared-for hair at home.
GIVE LIKE A
Gift the magic of a good hair day with the ghd
Wish Upon a Star collection. Featuring our bestselling
ghd styling tools in limited edition gift
sets that your clients will love.
To discover more, contact your ghd
account manager or call 01924 423400.
Wish upon a
ghd realises women are
a force to be reckoned
with: this season, the
Three Wise Queens are
here to make your hair
dreams come true!
Wonderous Waves or
Live like a Queen this
festive seasion by turning
your hair fantasy into
a reality with the ghd
limited-edition Wish Upon
A Star collection - beautifully
inspired by the constellations:
iridescent whites and deep,
luxurious midnight blues.
STYLER GIFT SET
Featuring ultra-zone with
predictive technology that senses
your personal hair needs and
adapts the delivery of power
accordingly, the ghd platinum+
styler comes in a luxurious
iridescent white with a satin finish
gold wishbone stored in a luxury
GHD HELIOS PRO
The gift of a salon blowdry in
your hands. The new ghd helios TM
professional hairdryer with luxury
dust bag comes in sparkling white
with satin gold accents, offering
30% more shine* and drastically
(l-r): ghd helios TM ,
ghd platinum+ styler,
ghd gold styler.
GHD GOLD STYLER
The iconic ghd gold® styler
features dual-zone technology
for premium performance, a
modernised design for smooth,
snag-free styling, and delivers
unparalleled results stored in a
luxury vanity case – perfect for
the girl who seeks hair perfection
*Technical testing, 2019, vs naturally dried hair.
New ghd Wish Upon a Star collection
is available now - contact your ghd
account manager or call 01924 423400
for more information.
Salon professionals know that furniture
and equipment are key to every service,
so it’s important to make the right choices.
National Sales Manager
highlights six essential
things to consider when
buying new equipment.
1. Is your equipment fit
for purpose? Design and style are
important but functionality that
suits its intended purpose is vital
too. Visit a dealer or showroom to
ensure that the dimensions are
right for your salon space. You can
also see if there’s potential to
introduce new revenue-boosting
services or consider alternative
types of equipment.
2. Quality Invest in quality and
you’re investing in your business!
Make sure the equipment meets
salon demands and that service
backup is there should you need it.
The loss of service income from
damaged or unusable equipment
and the cost of replacing or
repairing cheaper equipment is a
3. Style and Comfort Try equipment
to see what it feels like from a
customer point of view. As clients’
spend almost their entire visit in a
chair, comfort is paramount. Our
products are rigorously tested to
ensure there’s no degradation in
comfort over many years of use -
another reason why investing in
quality is so important.
4. Working heights/position Take
a team member to test equipment
functionality based on the actual
services you’re using it for.
Ergonomic features such as
working height, reclining and
rotational motions are important to
5. Are your selections future
proof? Will they remain on-trend
and can you update it without
having to repurchase entirely? Can
it be easily maintained and
repaired and can replacement
parts and engineers be easily
found when required? These are
important questions that should
be considered before you buy.
6. Design for Success Design and
planning can have a dramatic
impact on service quality and
business performance, so speak to
one of the Takara Belmont team
to plan and design for success.
With leasing available from our
dealers, investing in benchmark
quality is affordable and tax efficient,
so discover your options by visiting:
calling 020 7515 0333 or emailing
There’s never been a more important time to create a hairdressing
experience and see furniture and equipment as integral to that,
as well as functional.
Great Lengths add three NEW
decadent limited edition colours to
their collection: Peach Blonde,
Strawberry Blonde and Brown Rose.
Great Lengths continues
to add to its already
extensive colour range to
ensure the perfect colour
blend and match for Great
Lengths wearers, every
time. Peach Blonde,
Strawberry Blonde and Brown
Rose are the latest 3 natural tones
to be added, bringing the grand
total of possible colour options well
over 80. Louise Jenkins, Creative
& Education Manager for Great
Lengths UK & Ireland comments
on each new limited edition shade:
Peach Blonde: “Great lengths are
known for having a wide range of
blonde shades to suit all depths and
tones, and the launch of our new
Peach Blonde delivers the next in
the series of blonde trends.
Predominantly blonde, but with a
soft peachy glow when the light
hits, this shade is perfect for adding
a different dimension and intrigue
to hair, whilst still ensuring that it’s
flexible to last the test of time!”
Strawberry Blonde: “The perfect
new natural for auburns! Filling
that gap between deep auburn
brunettes and light copper blondes,
this strawberry shade offers the
perfect mid colour. This shade
suits almost all skin tones as its
depth sits right in the middle of
the colour spectrum.”
Brown Rose: “Brown Rose offers
clients the ability to be something
other than chocolate brown!
As we see the low maintenance
hair trends continue, we need to
consider how we can change it up
for our brunette clients to give
them variety without creating
more maintenance for them.
The soft balayage of rich brown to
rose brown in this limited colour
offers clients the chance to add
warmth and dimension to their
hair without having to consider
Peach Blonde, Strawberry Blonde and Brown
Rose are the latest 3 natural tones to be
added, bringing the grand total of possible
colour options available to well over 80.
Photo credit: Joanne Fox Hair Extensions –@jofoxhair Photo credit: @colourworlduk
Each shade is available in both GL Tapes, which can last 6-8 weeks,
subject to the correct aftercare and maintenance and can be re-taped up to
three times, also Great Lengths keratin pre-bonded hair which can last
significantly longer when taken care of correctly, lasting up to 3-5 months.
To discover more about Great Lengths
please visit www.greatlengths.com/uk
Estetica n. 3/2020
Corso Cairoli, 16
10123 Torino (Italy)
Tel.: +39 011 83921113
Fax: +39 011 8171188
Via Cavour, 50
10123 Torino (Italy)
Tel.: +39 011 83921111
Fax: +39 011 8125661
31 Southampton Row,
London WC1B 5HJ
Tel. +44 (0) 2035851224
BEAUTYASIA SINGAPORE 100
PAUL MITCHELL 8-9/24-25
TAKARA BELMONT 4/98
PRINTED IN ITALY BY
Tipo Stampa s.r.l.
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and remains the property of the
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make use of it as seen fit. This may
include the withdrawal of
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publishing houses. Estetica
requires exclusive publication
rights in the hairdressing sector
for all photography submitted
which must not therefore be
offered for publication to other
magazines in the hairdressing
trade or industry.
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by writing to Edizioni Esav -
just got cooler
RESISTANT COOL COVER SHADES FOR
COOL, GREY COVERAGE
FIND OUT MORE:
Talk to your Account Manager/Education Team or visit education.wella.com
uk.wellastore.com | @wellahairuki | #WellaColour