ESTETICA Magazine USA (1/2025)

USA EDITION
TRENDS
Mocha Mousse
Magic and more
BIZ BUZZ
Industry news, retail,
interviews, and digital
NYFW SS25
Fashion trends
on the runways

In this issue:
HAIR photoshoot Cover Story 04
ESTETICA
THE HAIR MAGAZINE
esteticamagazine.com
N. 155
01/2025
catwalks NYFW Spring-Summer 2025 06
direction Choco Mocha 12
color Spring Pastels 18
book Rebel Dreams 21
Best of USA Leading Ladies 22
Cover by WELLA
PROFESSIONALS
Hair: Dean Roybal​
Photo: Benjamin Askinas ​
Makeup: Nicole Servin ​
Styling: Dean Roybal
Products: Wella Professionals
trends The Best of International Hair Looks 29
pro interview Interview with Farouk Shami 78
retail I Want to Take You Home 80
interview Lori Pantel: Wella’s 75 th Anniversary 82
business Digital-Social Solutions 84
charity Beauty from Ashes 86
brand Innovations in Tools & Products 88
$
CONTACTS
Nives Carena
Estetica - Via Cavour, 50
10023 Torino (Italy)
nivescarena@estetica.it
Marlena DuRon
1564 Seabridge Lane,
Oxnard, CA 93035 (USA)
Tel. + 1 3104153360
marlenaduron@gmail.com
à
SUBSCRIPTIONS
e-mail: customercare@estetica.it
www.esteticamagazine.com
PUBLISHER AND MANAGING DIRECTOR
Roberto Pissimiglia
EDITOR-IN-CHIEF
Marie Scarano - esteticausa@estetica.it
GLOBAL EDITORIAL AMBASSADOR
Sergi Bancells - sergi@esteticamagazine.com
INTERNATIONAL EDITOR-IN-CHIEF
Laura Castelli - l.castelli@estetica.it
INTERNATIONAL ADVERTISING COORDINATOR
Monica Tessari - m.tessari@estetica.it
INTERNATIONAL COORDINATOR
Emanuela Vaser - e.vaser@estetica.it
LAYOUT
Manuela Artosi, Davide Cardente
ADVERTISING & P.R.
Nives Carena - nivescarena@estetica.it
ESPAÑA
Elisabet Parra
DEUTSCHE AUSGABE
Michaela Dee
FRANCE
Bérénice Claude
UK
Gary Kelly
ITALIA
Lucia Preziosi, Glorianna Vaschetto
DIGITAL
Erica Balduini, Matteo De Luca, Giorgia
Ludovico, Stefania Rao, Elena Romani

hairphotoshoot
COVER
STORY
KOLESTON XPRESS IS A REVOLUTIONARY NON-PROGRESSIVE
PERMANENT COLOR THAT HELPS PREVENT OVER-PROCESSING AND
PROVIDES UP TO 100% GREY COVERAGE IN JUST 10 MINUTES.
10-MINUTE COLOR: Koleston
Xpress is Wella Professional’s revolutionary
10-minute non-progressive
permanent hair color that helps
prevent over-processing, thanks to its
revolutionary Control-X Technology.
This fast-acting ammonium carbonate
is a new-to-Wella Professionals alkalizer
that acts as a supercharged magnet,
pulling the color dyes together quickly.
Color molecules are formed in only 10
minutes, preventing color from going
too dark. The result? Up to 100% grey
coverage and fast and fabulous color
every time.​ Today’s women look for
express beauty treatments and services
that cater to their fast-paced lifestyles
without compromising on quality.
Koleston Xpress’s 10-minute development
time empowers stylists to offer their
busy clientele a new Express Root-Touch
Up service. Koleston Xpress is also
a conscious choice for clients and the
planet, with a vegan formula and packaging
made from recycled materials.
E04
KOLESTON XPRESS
Koleston Xpress, in addition
to being quick and easy, is
also available in 18 shades.
Moreover, the built-in Metal
Purifier encapsulates metals to
avoid extra damage caused by
free radicals. The ME+ Dye
Technology also help to ensure
true-to-tone color. Koleston Xpress
by Wella Professionals is here to
bridge the gap between convenience
and professional quality with
a reliable express solution.
more
more

​
USA EDITION
TRENDS
Mocha Mousse
Magic and more
BIZ BUZZ
Industry news, retail,
interviews, and digital
NYFW SS25
Fashion trends
on the runways
Hair: Dean Roybal​
Photo: Benjamin Askinas
Makeup: Nicole Servin ​
Styling: Dean Roybal
Products: Wella Professionals
05E

haircatwalks
NY
FW
Spring
Summer
2025
Oribe/ @alexajaephoto Monse
E06

Photo: @alexajaephoto and @larufoto
Photo: @larufoto and @sicoli.eth
DIOTIMA
This show, set as a theatrical
presentation, hinged on the theme of
exercising creativity and whimsy.
Session Stylist Joey George captured
this essence through a very quirky and
playful hair look.
Photo: @larufoto
MONSE
The Monse S/S 2025 Collection was a cheeky and
playful take on suburbia, deconstructing American
sportswear classics. Oribe Principal Artist of Global
Design, Kien Hoang, enhanced the natural hair textures
to represent the purest version of each model.
WILLY CHAVARRIA
“América,” reflected the designer’s emphasis on diversity and unification,
with inspiration from the work of photographer Nacho Lopez. Session
Stylist Joey George captured the essence of these stories through bold
and adventurous hair looks.
Photo: @larufoto
07E

NY
FW
haircatwalks
Spring
Summer
2025
PRABAL
GURUNG
Wella Stylist Anthony Cole
created the look with
a goal of hair that was
weightless, bouncy and
healthy. For the color, Wella
Ambassador Briana Cisneros
selected shades that would
complement the model’s
natural hair color and bring
in that golden hour glow.
E08

Photo: Richie Lee Davis
VICTORIA
BECKHAM
Lead stylist Anthony Turner
and Wella Professionals
created an effortless hair look
with a goal of hair that was
sleek, polished and healthy.
“We tried several options but
decided on a low ponytail to
create an effortlessly styled
look.”
ANNA SUI
Garren, Celebrity Hairstylist and Co-Founder of R+Co and
R+Co BLEU said, “Anna wanted it to be kind of ‘rocker,’ the way
guys used to wear their hair, rolled forward. The... makeup is
avant-garde, and the hair is twisted onto the forehead.
It’s a very cool look.”
L’AGENCE
Lead Hairstylist Liz Rim
(@lizrimhair) used IGK
products to create the
hair look for the “Return
to the Plaza”-themed
collection.
Photos by Hannah Frankel
09E

hairdirection
Hair: Emma Simmons / Make-up: Lauren Mathis / Clothes: Anna Latham / Photo: Richard Miles
CHOCO
MOCHA
E12

INDULGE THOSE
TRESSES IN THE
IRRESISTIBLY
DELICIOUS ALLURE
OF CHOCO MOCHA
HAIR, A TRULY
DELECTABLE AND
STYLISH STATEMENT!
Gary Kelly & Marie Scarano
■ LUXE RADIANCE. “This look is all about
giving brunettes their moment! Rich,
warm brown tones with layers of depth,
catching the light in all the right ways.
I wanted that perfect mix of sleek yet
sculpted, bold movement that feels luxe
and effortless. It’s glossy, it’s dimensional,
and it’s got that expensive vibe. The color?
A dream blend of chestnut, caramel, and
mocha - think warm, rich, and full of life.
It’s not just brunette; it’s brunette with
attitude. Shiny, high-impact, and totally
unapologetic. This shade captures the
magic hour of summer evenings.
Luminous sun kissed skin, dynamic
looks and a vibrant spirit highlight the
beauty and freedom of the holiday vibe,
celebrating the enchanting glow of golden
sunsets.” Emma Simmons (UK)
▲ BRUNETTE NYMPH. “While the
haircut unleashes the natural texture
and shape of her hair to enhance her
facial features, this rich coffee shade
expresses the authenticity of her
personality.” Georgia Bolton (USA)
◆ WARM TO COOL, DARK TO LIGHT. “ We
wanted to capture the essence of the unique
earthy shades by beautifully merging
earthy warm and stone-grey-inspired
calm tones. This creates customized
trend looks with soft, natural colour
results – from warm to cool and dark to
light.” Angelo Seminara (UK)
● NATURAL DIMENSIONS. “Rich
chocolatey, multi-dimensional shades have
been at the forefront of our minds ever
since Mocha Mousse was announced as
Pantone’s Color of Year – highlighting
the versatility and timelessness of
brunettes, aligning with the growing desire
for authenticity in beauty. This shade is
the perfect balance of warmth and
coolness with golden caramel hues laced
throughout – this expensive-looking, rich,
glossy shade oozes luxury and is adaptable
in so many ways. The blending of the
warm and cool tones creates a beautifully
natural dimension.” Jamie Benny (UK)
Hair: Angelo Seminara / Model: Paulina Wyka / Photo: Ralph Mecke / Colour: Agnes Westerman, Salome De Wet,
Zachary Norman / Make-up: Yvonne Wengler / Clothes: Ingo Nahrwold / Products: Goldwell
Hair: Jamie Benny, Benny & Co. / Photo: Jack Eames / Make-up: Faye Marie / Styling: Masha Mobelli
●
◆
Hair: @Georgiacutz / Colour: Wella Shinefinity Color Glaze
▲
13E

hairdirection
Hair: Andrew Smith / Photo: Richard Miles / Make-up: Louise Lerego / Products: milk_shake
■
■ CHIARO-SCURO. “This two-toned
tousled pixie is charming, with the chocolate
undercut and roots contrasting perfectly
with the blonde lengths for a study
in chiaro-scuro.” Andrew Smith (UK)
▲ TEXTURED GLAM. “This look really
celebrates the natural beauty of sumptuous,
textured hair. It showcases a stunning
blend of warm browns that adds depth
and movement to her already gorgeous
hair. The placement of chocolate and mocha
shades mimics the natural variations in color
you might see as subtle reflections from
sunlight. It’s a look that feels both natural
and glamorous, showcasing the beauty
of Afro hair.” Simon Houston (UK)
Hair: Sam Villa and Guest Artist Jose Luis / Salon Creative Director: Teresa Romero
Make-up: Leticia Tapia and Sarah Contey / Photo: Nico Nordstrom Obsidian and Blush
Model: Sophia Bachand
◆
Hair: Simon Houston / Photo: Jack Eames / Stylist: Clare Frith / Make up: Maddie Austin Images: FPA
▲
◆ SUBTLE HINTS OF MOCHA. “Mocha
Mousse may be the Pantone Color of
the Year, but you don’t have to go all in.
A deep rich super shiny brunette with
subtle hints of mocha makes a beautiful
statement too. And nothing reflects light
like a beautiful brown hue, so make sure
to add extra gloss with a glaze.”
Sam Villa (USA)
● ANDROGYNOUS UNDERTONES. “This look
is all about breaking the boundaries of
traditional brunette shades by bringing a
modern, editorial edge to rich chocolate
and mocha tones. I wanted to create something
that felt both timeless and rebellious
—strong yet playful, structured yet effortlessly
free. The cut is inspired by the 1980s
power aesthetic, with its boyish charm and
androgynous energy, but given a contemporary
softness with weightless layering and
free-flowing curls. I wanted the movement
to feel completely natural yet sculptural,
allowing the texture to be the focal point.
For the color, I worked with a multidimensional
mocha palette, layering deep
espresso undertones with warm, goldenchocolate
accents to enhance the texture
and add richness. The goal was to create a
brunette that catches the light beautifully
- sophisticated yet completely wearable.
Fergal Doyle (UK)

●
Hair: Fergal Doyle / Make-up: Maddie Austin / Fashion: Anna Latham / Photo: Jack Eames
15E

hairdirection
Hair: Melissa Timperley & Sara Williams / Photo: Michael Young / Make-up Team: Sophie Frulli, Faye Cumberbatch, Emily Miller / Stylist: Taheed Khan
●
E16

● SOFTNESS, DEPTH, RADIANCE . “What
I love most about creating this look is
how it enhances the model’s natural
beauty while celebrating individuality.
As hairdressers, we have the gift to help
people feel their best, regardless of age,
gender, or background. With this image,
I wanted to do just that - letting the
model’s personality shine through, while
the warm, rich brunette tones bring
softness, depth, and radiance to her hair.
I also loved working with her natural
curls, shaping them to enhance their
movement and definition. It’s all about
creating beautiful hair that feels
authentic, effortless, and empowering.”
Melissa Timperley (UK)
■ MOCHA GOLD. “This look is all about
rich, glossy dimension and effortless style.
The color is a decadent mocha brown,
a shade that exudes warmth and
sophistication. Syrupy golden highlights
dance through the hair, catching the light
like sunbeams on a summer afternoon.
The blend of mocha and gold is truly
irresistible, creating a multi-tonal effect
that’s both luxurious and natural.
Laurent Voisinet (France)
Artistic Direction: Laurent Voisinet & Pascal Latil / Hair: Laurent & Carole Voisinet &
Manon Voisinet / Make-up: Nidia Vieira / Styling: Noémie Devime
Photo & Retouching: Pascal Latil / PR: ELP Hair Production in association with: Wella
France / Stéphanie Bozonnet & Emmanuel Mandon
■
▲
Art Direction: Bruno Marc Giamattei / Cut: Alberto Di Domenico / Colour: Sevda Durukan
Photo: Jamie Blanshard / Styling: Ellen Spiller / Make-Up: Katie Moore / Products: JOICO
▲ UNDERSTATED ELEGANCE. With ‘Mocha
Mousse’ being announced as the Pantone’s
Color of the Year, the rise in chocolate
shads has had a massive influence on stylists
who are looking to experiment with their
brunette clients. The interplay of light and
shadow creates a harmonious balance of
warmth and coolness, with undertones of
rich, creamy brunette to emphasize
dimension – a perfect shade for
understated elegance. ” Bruno Marc
Giamattei (UK)
◆ TURN UP THE SHINE. “Her hair had
never been colored, so we decided on a
low commitment color ideal for her
lifestyle. We wanted to turn up the shine,
smoothness and warmth. The result is a
deeper brown at the roots and warmer
lighter accents at the ends.”
Twylla James (USA)
Hair: Twylla James, Sam Villa Ambassador / Photo: Nico Nordstrom Obsidian
and Blush / Creative Director: Teresa Romero / Make-up: Tanya Ortega and
Leticia Tapia / Wardrobe: Michi Lafary Obsidian and Blush / Model: Gabrielle Tanner
◆
17E

haircolor
SPRING
PASTELS
GOLDWELL’S FIRST “COLOR OF THE SEASON” 2025
IS INSPIRED BY A CALMING COLLECTION OF COLORS
WITH A SOFT AND HAZY AESTHETIC.
Marie Scarano
ENCHANTED SOLACE is the new
Goldwell seasonal trend inspired by
a growing recognition of the power of
colors to soothe the senses, this calming
collection of colors features a soft
and hazy aesthetic that ushers in a new
era of beauty and emotional wellbeing.
Pink Ice, with its muted grey
undertones, embodies positivity; Blue
Mist evokes a mineral-like essence
that whispers serenity; Latte serves as
a reminder of warm sand illuminated
by gentle sunlight. Together they are
a sublime palette for spring, light and
airy, almost ethereal. “Enchanted Solace
is a testament to the transformative
power of color,” says Jane Boddy, Global
Color Expert. “These shades are
meticulously chosen to evoke feelings
of calm and comfort, addressing
our deep-seated need for emotional
well-being in today’s fast-paced world.”
Lighten up!
These sophisticated
shades are the perfect
palette for your spring
fashion goals.
E18

19E

PRODUCED BY
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hairbook
REBEL
Giancarlo Rapetti
DREAMS
HER BOUNDLESS SENSE OF OTHER-WORLDLY ESTHETICS CONQUERED
THE WORLD OF FASHION: SIMONE ROCHA.
SINCE HER DEBUT IN 2010, Simone Rocha has redefined feminity with
romantic and subversive esthetics. Drawing strength from her Irish roots, her
gothic and voluminous creations have seduced rebel icons like Rihanna and
Billie Eilish. The “brogue platform” shoes, the “dramatic” dresses, and her
pearl-shaped bags have become symbols of her unmistakable style, while her
collaborations with Moncler and H&M further amplified her fame. And
now a book published by Rizzoli New York celebrates her visionary universe,
strongly influenced by names like Louise Bourgeois and Rei Kawakubo.
Cindy Sherman,
Petra Collins, Ed
Templeton and Tim
Blank collaborated
on the book about
Simone Rocha.
21E

hair Best of USA
Hair: Charlie Price & Katie Nielsen / Photo: Charlie Price / Makeup: Sara Brentano
LEADING
LADIES
E22

HIGH VOLUME
The Warm Leatherette
collection exploits texture
both horizontally and
vertically. Grrrrowl!
23E

hair Best of USA
Left/ Hair: Jada Jenkins / Photo: Irene Udovichenko / Make Up: Jaleesa Jaikaran / Tools: Sam Villa / Products: Mizani| Right/ Hair: Jada Jenkins; Photo / Thomas Kirk / Make Up: Akua Robinson / Model: Anthia MoBaharani
E24

ROYAL HIGHNESS
Intricate braids & Afro
volume and a super-sleek,
sky-high do by a visionary
artist. Genuine beauty
that is both playful and
elegant for a chic sense
of pure regality.
25E

hair Best of USA
Team Collection: David Vendittelli, Marilyn Vendittelli, Samantha Dixon, Blossom Goertz @ INdustry Hair and Esthetics / Photo:Natasha Gerschon / Make-up: Rachel Hilton / Styling: David & Marilyn Venditelli
E26

TEMPO & RHYTHM
Volume and movement
reflect passion
and determination.
Hair in motion, evoking a
powerful form of dance.
27E

HAIR
TRENDS
The best of international hair looks
Il meglio della modacapelli internazionale
Le meilleur des tendances coiffure internationales
>>>
Die Top der internationalen Hair Looks
Lo mejor de la modacabello internacional

hairtrends
>>>
ENERGY

B UR ST
CAN YOU FEEL IT? A bold note rides the spring breeze. The rhythm shifts,
a thousand possibilities unfold, the scent of energy hangs in the air. Transformation
begins with the hair, now including men's styles with fresh proposals from
American Crew. Turn the page and discover your new look. Now’s time for change!
LA SENTITE? È una nota coraggiosa, che viaggia sull’aria primaverile.
Si cambia passo. Mille possibilità aperte, profumo di energia. La spinta al
cambiamento parte dai capelli. Anche al maschile, con le proposte by
American Crew. Sfogliate le pagine che seguono e scegliete il nuovo. Da subito!
RESSENTEZ-VOUS cette énergie ? Une note audacieuse flotte
dans l’air printanier. Le rythme change, mille possibilités s’offrent à vous.
La transformation commence par les cheveux, avec les nouveaux styles
masculins d’American Crew. À vous le changement !
FÜHLEN SIE ES? Eine kraftvolle Note belebt den Frühling.
Der Rhythmus ändert sich, tausend Möglichkeiten entfalten sich, der Duft von
Energie liegt in der Luft. Die Transformation beginnt mit dem Haar, auch bei den
Herren, mit frischen Ideen von American Crew. Jetzt ist es Zeit für Veränderung!
¿LO SIENTES? Una nota audaz flota en el aire. El ritmo cambia,
se despliegan mil posibilidades, la energía se percibe en el ambiente.
La transformación empieza con el cabello, con nuevas propuestas de American
Crew. Pasa página y descubre tu nuevo look. ¡Es hora de cambiar!
Hair & Products: American Crew

hairtrends
< >
Hair & Products: American Crew

hairtrends
Hair: Chetan Mongia
@Vision Blonde
Photo: Andrew O'Toole
Make-up: Kylie O'Toole
Styling: Kylie Brown

Hair: Sally Brooks
@Brooks & Brooks
Photo: Jack Eames
Make-up: Jo Sugar

hairtrends
Hair: Diana Carson
@Rainbow Room International
Photo: Michael Young
Make-up: Jak Morgan
Styling: Claire Frith

Hair: Fergal Doyle
Photo: Jack Eames
Make-up: Maddie Austin
Styling: Anna Latham

hairtrends
Creative Direction: Charles Harding
Hair: Marney Lian@Gritt London
Photo: Richard Miles
Make-up: Maddie Austin
Styling: Anna Latham

video
video
Hair: Sam Millard
Make-up: Sadie Jones
Cobelle Creative

hairtrends
Art Direction: Angelo Seminara
Photo: Andrew O’Toole
Make-up: Daniel Kolaric

Hair: Cos Sakkas@Toni&Guy
Photo: Jack Eames
Make-up: Lans Nguyen-Grealis

hairtrends
< >
Hair: Elle Page
Colour: M. Bazzoli & C. Henery
@Toni&Guy
Photo: Kevin Luchmun
Make-up: Kerry White & Jack Oliver
Styling: Borna Prikaski

hairtrends
Hair: Toni&Guy Australia Team
Photo: Milos Mlynarik
Make-up: Kelly Bowman
Styling: Jude McEwen

Hair: Lucia Siero@Toni&Guy
Photo: Kevin Luchmun
Make-up: Monnie K
Styling: Borna Prikaski

hairtrends
Elevate your look by breaking free!
Fai volare il tuo look. Liberati!
Élevez votre style en vous émancipant !
Befreien Sie sich durch einen neuen Look!
¡Rompe esquemas y eleva tu estilo!
video
Art Direction: Mia Carol
@Carol Bruguera
Photo: Ivan Raga
Make-up: Aina Aranda
video

hairtrends
Hair: Rush Artistic team
Photo: Jack Eames
Make-up: K. Mendiola & E. Whelan
Styling: Robert Morrison

video
video
Creative Direction: Gabin Ahmed
@Sebastian Professional
Hair: Medley Academy
Photo: Enzo Orlando
Make-up: Leah Hoffman

hairtrends
video
video
< >
Hair: Rick & Zoe Roberts
Photo: Richard Miles
Make-up: Roseanna Velin
Styling: Magdalena Jacobs

hairtrends
Hair: Giuseppe Manco
Photo: Liam Oakes
Make-up: Grace Hayward

Hair: Darja Laett@Toni&Guy
Photo: Dan Thomas
Make-up: Faye Bluff
Styling: Borna Prikaski

hairtrends

IS THE HAIR TREND 2025
Explore new trends with 3 distinct paths: born of knowledge,
playful image-making, & fearless experimentation.
Esplora le nuove tendenze attraverso 3 percorsi distinti:
conoscenza, immagine giocosa e sperimentazione
senza limiti.
Explorez de nouvelles tendances à travers 3 chemins :
celui du savoir, du jeu et de l'expérimentation sans peur.
Neue Trends auf 3 Wegen: auf Basis von Erkenntnissen,
spielerischer Bildgestaltung und mutigem Experimentieren.
Explora nuevas tendencias a través de tres caminos
distintos: el conocimiento experto, la creación de
imágenes lúdicas y la experimentación sin límites.
Hair: Italian Style Energy, Italian Style Framesi, Italian Style International
Photo: Karel Losenicky
Make-up: Silvia Dell’Orto
video
video
FRAMESI

hairtrends
Hair: Fergal Doyle
Photo: Jack Eames
Make-up: Maddie Austin
Styling: Anna Latham

Hair: Dexter Johnson@Toni&Guy
Photo: Kevin Luchmunn
Make-up: Monnie Kaur
Styling: Borna Prikaski

hairtrends
Hair: Marlon Hawkins
@Brooks & Brooks
Photo: Jack Eames
Make Up: Jo Sugar
Styling: Holly Bartley

Hair: David Corbett
Photo: Jack Eames
Make-up: Maddie Austin
Styling: Magdalena Jacobs

hairtrends
< >
Hair: Sam Elliot@Toni&Guy
Photo: David Mannah
Make-up: Kelly Mendiola
Styling: Borna Prikaski
Liujo@Hairkrone

hairtrends
Transparency: See the beauty within...
Trasparenza: scopri la bellezza interiore…
Transparence : captez la beauté intérieure...
Transparenz: Die Schönheit im Inneren ...
Transparencia: la belleza está dentro.
Hair: Ben Martin
Photo: Liane T Hurvitz
Make-up: Janice Wu
Styling: Simone Farrugia

video
video

hairtrends
Hair: Jean Louis David

Hair: Melissa Timperley
& Sara Williams
Photo: Michael Young
Make-up: S. Frulli,
F. Cumberbatch, E. Miller
Styling: Taheed Khan
video
video

hairtrends
Creative Direction: Charles Harding
Hair: Marney Lian@Gritt London
Photo: Richard Miles
Make-up: Maddie Austin
Styling: Anna Latham

Hair: Marc Antoni Artistic Team
Photo: Jamie Blanshard
Make-up: Katie Moore
Styling: Ellen Spiller
Products: Joico

hairtrends
SCARLETWAVE
A bold collection celebrating the world of cabaret - an iconic
symbol of French elegance and creativity through the ages.
Una collezione audace che celebra il mondo del cabaret:
simbolo iconico dell’eleganza e creatività francesi
attraverso il tempo.
Une collection forte célébrant l'univers du cabaret, symbole
de l'élégance à la française à travers les âges.
Eine mutige Kollektion aus der Welt des Kabaretts –
ikonisches Symbol französischer Eleganz und Kreativität
im Laufe der Zeit.
Una colección audaz que homenajea al cabaret, símbolo
eterno de la elegancia y creatividad francesa.
Hair: Intercoiffure France
Photo: Pascal Latil
Make-up: Stéphanie Joffroy
Styling: Crystel Pilone
video
video
INTERCOIFFURE FRANCE

hairtrends
video
video
< >
Art Direction:
Hiléna Neto@Viva La Vie
Photo: Jules Egger
Marc Antoni

hairtrends
Hair: Emma Simmons
Photo: Richard Miles
Make-up: Lauren Mathis
Styling: Anna Latham
Suzie McGill

Hair: Errol Douglas MBE
Photo: David Mannah
Make-up: Mikele Simone
Styling: Juliana Yao
Products: Uberliss
Hooker&Young

hairtrends
Hair: Olivia Binch
@Mark Leeson
Photo: Richard Miles
Make-up: Lauren Mathis
Styling: M&R

Hair: Cos Sakkas@Toni&Guy
Photo: Jack Eames
Make-up: Lans Nguyen-Grealis

hairtrends
DISCOVER MORE...
IN OUR HAIR GALLERY
ESTETICA CONTINUA!
GUARDA L’HAIRGALLERY
ESTETICA HAIR, ENCORE PLUS
AVEC SA GALERIE D’IMAGES
ENTDECKE MEHR…
IN UNSERER HAARGALERIE
DESCUBRE MÁS…
EN NUESTRA HAIR GALLERY
video
video

GLOBAL SYMPOSIUM
MARCH 23RD & 24TH 2025 - MILAN
JURY SEMINAR - MASTERCLASS
HAIR - AESTHETICS - NAILS
Inspire.
Compete.
Triumph.
This symposium is the ultimate opportunity for trainers to master the latest
innovations and equip their competitors for championship success. Jurors
will gain essential insights into the updated jury rules. Don’t miss your
chance to learn, compete, and leave your mark at the
OMC World Championship 2025 in Paris!
SEATS ARE LIMITED
Register now to secure your spot!
www.omchairworld.com
scan to register

prointerview
Interview with
FAROUK
SHAMI
Known as the “CHI Man” and
“King of Color”, Farouk
Shami speaks about the
past, present and future
of his remarkable career
and humanitarian efforts.
In 1978, Shami’s drive for innovation led
to the development of Sunglitz ® , the
world’s first ammonia-free hair color.
This milestone was just the dawning
of his mission as a leading innovator in
the hair industry and a passionate
philanthropist.
After developing ammonia-free hair
color in 1978, what were the next
milestones for Farouk Systems?
The development of the first ammoniafree
hair color was out of necessity –
I had developed an allergy to ammonia
and I wanted to create a safer
alternative for hairdressers. The success
of that innovation led to further
breakthroughs. In 1986, I founded Farouk
Systems, Inc. on other key milestones
like the development of the CHI and
BioSilk brands, pioneering silk-infused
haircare, and later revolutionizing styling
tools with ceramic and LAVA technology.
Did you ever dream of becoming an
international entrepreneur?
I knew I had a vision for change, but I
never imagined the scale of success
Farouk Systems would achieve. As the
Marie Scarano
Shami’s trademark red
boots symbolize his
vibrant personality and
unwavering passion.
Shami truly embodies
the American Dream.
E78

demand grew worldwide, I embraced
the challenge of expanding globally, and
today, our products are used in over
150 countries.
Shami was honored
with the Spirit of
Life Award at City
of Hope and is
known worldwide
for his humanitarian
contributions.
Is there one breakthrough that you
are particularly proud of?
Developing the CHI LAVA tools was one
of the most complex projects, because
we had to source the finest volcanic
lava minerals and combine them with
modern technology to create ultraefficient,
damage-reducing styling tools.
But I continue to be most proud of
pioneering ammonia-free hair color.
That was the foundation of everything
we have built at Farouk Systems, and it
changed the industry forever.
What improvements can we expect
for CHI tools?
We are constantly innovating to make
our tools lighter, more powerful, and
energy-efficient. Our latest advancements
include AI technology for customized
hair color, digital temperature controls,
and technology that gives less heat for
healthier styling.
How do you recruit extraordinary
artists and educators for your team?
I look for passion, creativity, and
dedication—traits you can’t teach. We
are really big in education and teaching
the upcoming generations of hair
stylists. We have a number of education
training sessions at our CHI Academy to
inspire those with the same dream I had
when I was younger. Our CHI Global
Artist Team is made up of the best in the
industry, and they are selected not only
for their talent but for their ability to
inspire and educate others.
What are Farouk Systems and CHI
doing about sustainability ?
Sustainability is a top priority for us.
We are continually sourcing more
organic and plant-based ingredients
while implementing responsible waste
disposal practices. Our CHI Vibes line is
100% vegan, and we remain committed
to developing more plant-based products
in the future. At Farouk Systems, our
passion lies in advancing the professional
beauty industry with safer, more
sustainable products. We integrate
cutting-edge American technology, such
as the AI Color Master Factory system,
to drive innovation while prioritizing
environmental responsibility.
Will there be branches of the
Farouk Shami Positive Image Center
or other social endeavors in the
near future?
Yes, we are committed to expanding
these efforts. Hair is a symbol of
confidence and identity, and I want to
ensure that those going through medical
treatments have access to quality
solutions. We also continue to support
various charities, including disaster
relief efforts, non-profits, and
empowering future hairstylists.
What about your free time
activities? Do you think you will
ever retire?
I love to travel and meet people from
different cultures—it inspires my work.
As for retirement? No! I love what I do.
Innovation is in my blood, and as long as
I can contribute to the beauty industry, I
will keep going.
79E

proretail
I want to
TAKE
YOU
HOME
The concept of retail sales in the salon is
really quite simple. It’s all about your
client wishing they could take some of
the pampering they get in your salon back
home with them. As a salon pro, you
should simply ask your affiliate brand for
some basic guidance on how to optimize
your retail skills with low-pressure sales
tactics that will boost your bottom line.
The whole idea of client loyalty is in this title.
How your clients and your salon can profit from
in-salon retail sales - it’s a win-win.
A power wall should be
placed in a high-traffic area
or at the front desk to help
spur impulse purchases.
E80

FOCUS ON YOUR SALON BRAND AND PRODUCTS
For example, VP Product Development at John Paul Mitchell
Systems Salon Kristen Firrel explained that the brand offers
their affiliate salons a””Guest Experience Guide” as a basis
for a retailing and merchandising approach. “While we
integrate the concepts of ‘Take Home’ into all of our education
programming, we have found eLearning to be a wonderful way
to help teach salon pros more about marketing,” she explains.
Two bi-monthly resources are “New & Now” and “The Planner”,
both of which are designed as tools to help salons with
marketing and merchandising.
While there are many universal ideas that can be applied to a
wide variety of retail settings, Z.one concept (including the
milk_shake brand) is just one company that is invested in
supporting salon owners and stylists in increasing retail sales,
The Salon
Interactive’s Beauty
Retail Revolution
supports beauty
professionals by
providing an online
retail solution:
.
>>>
providing everything from eye-catching, consumer-friendly
branding, to unique supporting tools and strategies for salon
sales development. By using these five tips, your salon will not
only increase retail sales, you will also increase and nurture
the most important thing between a salon and its clients –
loyalty.
SOFT-SELLING FOR CLIENT LOYALTY
Creating channels of education from brands to stylist to client
is key. Once the stylist truly understands the products being
used, he/she can keep up a friendly patter behind the chair to
soft-sell the take-home product. When
the guarantee comes from a trusted
stylist, chances are the client is willing
to buy the recommended product. It has
also been reported that between 50-
60% of people who try a free sample
Not just an appointment,
but an experience -
engage your guests for
lifelong loyalty.
of a specific product later actually purchase it. Also focus on
visibility and accessibility. For example, a power wall is a
display designed to maximize the visibility of your retail
offerings and encourage impulse purchases. Disruptors,
instead, are strategically placed displays featuring salon retail
products to generate spontaneous purchases. Both should be
revamped often to reflect seasonal needs or pop-ups or special
promotions. Social media campaigns and targeted promotions
based on client purchase histories can also be highly effective.
Likewise, you can incentivize clients with loyalty rewards or
points to be used every time they make purchases, referrals,
or on-line reviews. SalonInteractive
(www.saloninteractive.com) is also a
great way to create your own online
store with your favorite brands and
offer your beauty expertise to your
clients who can then engage 24/7,
while you keep track of your profits!
81E

prointerview
LORI
PANTEL
E82
Marie Scarano
Celebrating
Wella’s Diamond
Anniversary
Lori Pantel. CMO of
Wella Professionals
North America, is
busy preparing for an
incredible year.
With a landmark anniversary marking
75 years of longevity, artistry and impact
in North America, Estetica asked Lori
Pantel about what beauty industry
professionals can expect in the future,
with Wella Professionals as a driving
force in innovation.
75 years of success is well-worth
celebrating, and Wella Professionals
has plenty in store for such a landmark.
How does Wella’s history influence
innovation today?
Wella Professionals has been a leader in
the beauty industry for over 140 years,
with 75 of them right here in North
America. But our legacy isn’t just about
longevity, it’s about impact. Our powerful
brand portfolio is all about pushing the
limits of innovation and artistry to not
just inspire but to empower our PRO
community with the products, services &
tools that fuel their creativity. This
approach to innovation has been in our
DNA since we introduced cream color to
the industry and is maintained as we
continue to expand our color portfolio. As
we broaden our focus to Care, we will
continue to bring products that improve
the lives of PROs and their clients. As the
#1 salon professional hair color brand in
the world, we’re not just looking back at
our legacy, we’re laser focused on the
journey ahead and charting a path for the
future.
What celebratory plans are in place?
The 75th anniversary is all about
honoring the artists, educators, and
salon professionals who have made

Wella Professionals what it is today.
Frist, there is some exciting news about
expanding our global Ambassador
community. Then to share love for our
community, we’ll be launching Artist to
Artists, an engaging series where Wella
artists will interview each other, sharing
career journeys and actionable
professional advice with the hairdressing
community. And later this summer, our
limited-edition anniversary kits, backed
by our loved Wella Pro NA ambassadors,
will be available at key retailers, giving
stylists essential tools to elevate their
craft. Stay tuned to @wellahairusa for
more promotions and PRO content
throughout our 75th anniversary year.
How will you continue to elevate
stylists, ambassadors & their craft?
Wella’s focus on education will include
the development of new resources and
learning opportunities to continue
supporting the hair-dressing community.
The brand prides itself on providing
best-in-class education to the salon
professional community and will be
rolling out new tools and resources this
year. Lastly, we are excited to host
hairdressers from around the world at
our upcoming “Destination” event in
Malta. Destination, formerly known as
International Trend Vision, is a huge
educational event and competition where
stylists can discover the latest trends and
innovation in the industry and connect
with peers and professional leaders.
What new launches are planned?
The integration of the new built-in metal
purifier technology in our restaged
demi-permanent Color Touch line, is the
perfect example of innovations. As a brand
we constantly challenge ourselves to
deliver the best, most consistent color
Nikki
Lee
Daniel
Mora
Zach
Mesquit
results in the pro industry. The exciting
news is that this revolutionary technology
is available not just in our ColorTouch, but
in all of our color line, as it’s critical in
preventing damage and delivering superior
hair color results. In March, our Koleston
Xpress line will see 5 new shades so
our Pros will have more quick color
options for their clients. The nonprogressive
formula of this line is designed
to help prevent over-processing. This key
benefit reshapes the way color is
applied and meets clients’ demands to
get in and out of the salon without
sacrificing results.
How is Wella supporting the PRO
community impacted by wildfires?
Our hearts are with all those affected by
the devastating wildfires in Southern
California. We are immensely grateful for
the courageous firefighters and first
responders protecting the community.
As an LA-based company, our immediate
priority has been supporting our LA-based
colleagues during this incredibly
challenging time. To help affected
employees rebuild and recover, we have
launched an Employee Relief Fund.
Briana
Cisneros
Dereq
Clark
All funds raised will go directly to
those impacted.
To support our PRO community in need,
we are collaborating with relief
organizations and actively reaching out to
impacted hair and nail professionals and
salons to assess the broader impact and
identify meaningful ways to support those
affected. We are also leveraging our Wella
Rewards program to make a difference:
•Reimbursement Update: PPE and
clean-up items are eligible for
reimbursement.
•Tool Replenishment: Claim 12
essential products to restock your toolkit
and get back to work. To redeem, we
ask that customers reach out to their
respective salesperson for a link.
• Free Products: Wella will coordinate
complimentary product restocks directly
with impacted members and ask that
customers reach out to their respective
salesperson for a link.
• Studio Support: Need a workspace?
Email studioreg@wella.com for
information on how to schedule a chair
at our LA Studio.
83E

probusiness
DIGITAL-SOCIAL
Hairdressing is an art that requires manual skills as well as cutting-edge tools
and products. But it’s also a business where digital apps and social media
can help you optimize education and management.
People generally think of a digit as a number, but the second
definition refers to a “finger” (or toe). So yes, digital – more
than a computer or spreadsheet – refers to something being at
our fingertips. Indeed, the digital revolution has changed many
things in the way people work and play. Connections and
clouds have made enormous differences in communications
and the sharing of everthing from opinions to data. So it’s time
to focus on and master some of these solutions with a view to
upgrading everything in your salon, from your cutting, coloring
and styling skills to your salon management.
Here we will take a look at two main digital and social solutions
that can help you optimize your success as a salon pro:
education and salon management. We have asked some of
the best in the business about where you can get started
in both of these areas.
Find out more about ECRU
New York’s best in class
education to bring your
artistry to the next level:
www.ecrunewyork.com/
ecru-academy
ONLINE LEARNING AND ENGAGEMENT
Take some advice from Sam Villa, Co-Founder and Chief Creative
Officer of Sam Villa® and 2021 NAHA Educator of the
Year: “An investment in education is an investment in your Future”.
He advises, “Mastering live education and strategic social
media will set you apart, keeping you ahead in a rapidly
evolving industry.” Live and in-salon education are preferred,
but there are valid on-line options as well. And ECRU New
York is a leader in all these formats, aiming to engage as many
salon professionals as possible. Whether Virtual or In-Person,
ECRU New York classes focus on the latest styling and cutting
techniques and you can even have your choice of dates! The
courses guide you through the methodology and techniques of
creating shapes and how to use the products that will
bring them to life. An extra bonus:
you will receive a curated
selection of products
that will be used during
the workshop.
E84

SOLUTIONS
SALON MANAGEMENT MADE EASY
I knew we were on to something when Michael
Haase, owner of PlatinumBlack in LA, suggested
I look into Timely, claiming that the app had totally
changed the way he does business.
This app is designed to give salon pros the tools
they need to work smarter and reduce administration
by simplifying everyday operations. 24/7
online booking and client communications are
automated thanks to digital consultation forms,
loyalty programs, and customizable appointment
reminders. There are also settings for online
booking policies, preference for staff selection,
and multi-service bookings. Salons can even
change the color theme of the online booking
process to match their brand, adding custom
texts and instructions.
And Timely just got better! “Time management
and financial security are some of the biggest
challenges for our customers around the world,”
shared Everwell CEO Stuart Mclean. ”This is
why we’re excited about the launch of online
payments live in the US, with innovative ways
to take in-person payments coming later this
year.” And Timely’s powerful reporting suite
helps business owners track how their business
is performing. The future value report shows
how much they can expect to earn during a certain,
making it easier to make the right decisions
without having to crunch numbers in a spreadsheet!
more
more
Click here for more
valuable information
about Timely.
Salon management
and educational opps
are available at the
touch of your finger!
85E

procharity
Beauty
from
ASHES
Giving Back: Justin Michael Parra
spreads brotherly love and hope
to those in need with good
conversations and haircuts.
Hairdressers have the biggest hearts and
are constantly giving back to their
communities. Sam Villa Ambassador,
Justin Michael Parra, stylist at La
Bella Salon & Beauty Lounge, uses the
power of his craft to uplift others through
education, mentorship and acts of service.
“Justin’s dedication reminds us that being
a hairstylist is about more than technique
– it’s about building connections, fostering
confidence, and making a meaningful
impact on the lives of those around us. He
has set an example of how artistry and
compassion can come together to create a
E86

lasting difference,” says Sam Villa, Co-Founder and Chief
Creative Officer of Sam Villa and Global Artistic
Ambassador for Redken.
Parra explains: “Eight years ago when I was in beauty school,
my mother, Cherie Jones, and I started a non-profit organization
called Beauty from Ashes. The goal was to team up with
another organization called Mission Waco that holds an
outside church service every Sunday under the I-35 Bridge in
Waco, TX. She wanted to teach me the importance of giving
back to the community and helping those in need.
“As hair artists, we have a superpower that can radically
change a person’s life…it has changed my life as well. Having
once been homeless myself and coming from a life of drug
addiction and alcoholism and having many family members
that are addicts, unhoused and/or incarcerated, it’s a constant
reminder of where I come from.
Even simple, heartfelt
outreach initiatives
can have an enormous
impact on the community
“We bought an old truck when we first started in hopes of
fixing it up and turning it into a mobile salon so that we could
wash hair and give people a full salon experience, but
unfortunately it doesn’t run, and we haven’t been able to
come up with the funds to repair it yet. So instead, every
spring and fall we go to Church Under the Bridge and offer
haircuts and clipper trims to those in need.
“I do this because I love these people. I love their hearts…
their stories, and I love the huge smiles I see when I finish. I’m
able to see them for who they are, not what they’ve done or
what they’re going through. I’ve learned that a good
conversation and a haircut can inspire a lost soul to believe in
themselves again.”
87E

probrand
Innovations in tools and products
are vital to your success behind the chair.
Here’s what’s hot... Take stock!
1. GA.MA
GA.MA Professional’s new Lumine Beetle
Clipper. Small in size but packed with all the
features of a larger trimmer. The Professional
Sintered Blade make it the perfect choice for
detailed work like finishing touches, intricate
designs and precision cuts.
2. FROMM
Fromm Pro’s 5” x 11” Pop Up Foil in Croc
Print are stylish, high-performance foils that
combine function with fashion, ensuring
professional results with a bold, textured
design.
3. MILK_SHAKE
milk_shake incredible milk,
milk_shake incredible oil and
milk_shake incredible serum
add strength, softness, shine,
and protection from root to
tip. These innovative products will help
transform your client’s hair into a style that
is, well, Incredible!
4. SMALL WONDER
Small Wonder’s new Signature Conditioner
is a luxurious and revolutionary powder-tocream
formula that redefines hydration and
luxury in one sleek, innovative design.
5. KMS
KMS Hairplay Beach Style Creme is formulated
with upcycled seaweed, delivers weightless
hydration, touchable hold and an airy texture
for effortlessly tousled, beach-like looks.
6. DAIMON
The Daimon Perfect Hair Pairs include the
Wavy Hair Pair, the Growth Hair Pair and the
Oily Hair Pair, each crafted to tame waves,
promote healthy growth, or manage oily locks.
Daimon Barber has the perfect solution to
elevate your grooming game.
7. KERASILK
Kerasilk’s new Texturizing Cream is a highperforming
cream that beautifully creates
gentle definition, flexible hold, and a soft
shine, transforming lacklustre hair into an
effortlessly styled look.
8. GOLDWELL
The four new Colorance Gloss Tones are soft,
neutral shades that provide a personalized
color look with a healthy hair feel. Choose
from two natural, nutty tones or two new
cool beige shades
Recommended by
WAHL
The Peanut ® Li is the latest
enhancement of the staple Peanut ®
trimmer. It is the 2.0 version of the
iconic Peanut trimmer in a sleek,
cordless design with a more powerful
motor and renowned cutting precision.
The lightweight Peanut Li delivers
powerful performance and cordless
freedom for an array of trimming options.
9. GOLDWELL
Goldwell’s LightDimensions SilkLift Clay’s
tactile texture allows intuitive and precise
lightening using freehand techniques. Kaolin
Clay makes for a silky consistency that stays in
place for seamless balayage and highlights.
10. EUFORA
SCALPTHERAPY nourishes the scalp, supports
the natural microbiome, and creates the ideal
balance for stronger, fuller hair, thanks to the
purifying and oxygenating power of Aloe Stem
Cell Technology combined with the Eufora
ProAmino Cell Complex .
11. R+CO
R+COLOR’s new Super Palette offers
pure pigments for personalized color. Mix
this unique liqui-crème formula into any
permanent or demi-permanent crème hair
color to customize a more intense effect.
Scan here to
find out more about
the Peanut Li ®
E88

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89E

Il perfetto
equilibrio
fra scienza
e natura

The perfect
balance of
science
and nature
Actyva was created to enhance the artistry and
professionalism of hairdressers with targeted tools
and advanced solutions, elevating their mastery
to new levels of excellence. Today, it has found a
great partner in nature. For this reason, the
Kemon Open Lab was founded, a true ‘open-air
laboratory’ in the heart of Umbria, Italy, which in
becoming the beating heart of the Kemon group’s
research and development, has given new life to
Actyva. This highly specialized product range is
able to tackle every hair need through meticulous
product specifications as well as advanced
testing.
The Actyva product range is also enhanced by
the artistic and creative input from Kemon Global
Art Director, Angelo Seminara, who has created
a range of images of rare beauty with an essential
style in perfect harmony with the natural
elements.
“ When we talk about natural
beauty, we are referring to
effortless elegance and refined
sophistication. The goal is to
enable women to enjoy versatile
looks while respecting the beauty
and naturalness of their hair.”
A. Seminara

more
more
Scan the QR Code,
to find out more.
At the
heart of
beauty
A comprehensive, versatile range, created to
respond to every requirement: styling products that
guarantee total creative freedom, care products to
nourish and boost the hair’s natural beauty, plus a
wide selection of nuances for bright, lasting color
that helps maintain hair health. Each product is
a gift of nature from its very roots, offering you the
opportunity to connect with the essence of beauty
in its purest form.

“ I wanted to convey a
cheerful and sunny
concept: women playing
in sunlit fields and
embracing the warmth
of summer. It’s a vision
that reflects the essence
of the Actyva woman:
radiant, free-spirited and
naturally beautiful.”
A. Seminara

THE ULTIMATE BEAUTY EXPERIENCE
PROFESSIONAL
&
HAIR•BARBER•SPA & WELLNESS•NAILS
Collection by Kimberly Ibbotson @kimberlytayhair
UPCOMING SHOWS
PREMIERE ORLANDO
May 31-June 2, 2025
PREMIERE COLUMBUS
September 14-15, 2025
PREMIERE SAN ANTONIO
September 28-29, 2025
PREMIERE ANAHEIM
February 1-2, 2026
SCAN
FOR INFO
premiereshows.com
#premierebeautyshows

probrandnews
Espresso-
Inspired
Luxe Gloss by ECRU New York where beauty meets technology.
High Gloss Brilliance.
Luxe Gloss Translucent hair color uses
the newest chromazone technology that
offers 50% more hair color protection,
3X’s prolonged antioxidant activity, while
adding brilliant color, transforming the
look and feel of your hair with Intense
Glass-like shine.
The No Ammonia, No Peroxide, No
Parabens, No Heat Vegan formula serves
up perfectly balanced pigments in every
tube that can be applied to natural or
color treated hair with ease and no mess in
5-20 minutes.
Spring 2025 introduces a new shade to the
existing 7 shade collection. Espresso Luxe
Gloss, where deep rich tones meet highgloss
brilliance. Infused with nourishing
ingredients, this luxurious gloss enhances
depth, revives vibrancy, and delivers
radiant shine.
Scan for more
about Luxe Gloss
more
more
95E

probrandnews
Feel good hair
for feel-great days
milk_shake: loved by stylists, trusted by salons.
Hair that’s healthy doesn’t just feel wonderful, it helps you feel
more beautiful and uplifted, too. Introducing milk_shake! A
professional haircare and color line that helps give your clients
the amazing feeling of healthy hair, with an uplifting, multisensory
experience.
While most clients love the look and feeling of having healthy
hair, it can be a challenge for stylists to help them see the value in
investing in the proper care products to get them there.
It doesn’t have to be this way. Caring for hair can be just as
enjoyable and rewarding as changing it – the secret is in what you
use to do it. If the products that clients are using to achieve healthy,
gorgeous hair are enjoyable to use, they will want to use them.
milk_shake is part of Beautynova, an innovative and dynamic
Italian-based hair care company, offering a complete, professional
portfolio of haircolor, care, and styling solutions worldwide. In
the years since milk_shake launched, it has been recognized by
industry experts as “the most innovative emerging brand of the
latest years.”
A LEADERSHIP TEAM EXPERIENCED
IN SALON SUCCESS
“The vision for milk_shake, is
the same as the vision for
Beautynova, to keep salons at
the center of all we do.”
Cory Couts, President of Beautynova Americas
TRUSTED & PROVEN PROFESSIONAL PRODUCTS
THAT TRANSFORM THE FEELING OF ALL HAIR TYPES
milk_shake is a full range of professional and retail products
that transform the feeling of all hair types. Every ingredient is
carefully selected to improve hair’s health and feeling with
uplifting scents.
The milk_shake mission is to create beauty and health you can
feel (inside & out). At the core of every milk_shake product are
milk proteins that deeply nourish and repair. Formulas delight
the senses with airy whipped creams and light, silky serums,
and subtle scents like vanilla, strawberry or coconut.
97E

probrandnews
Cosmoprof
North America
Miami
Cosmoprof North America Miami’s second edition highlights the growing
global demand for beauty with 19,000 attendee visits and 900 exhibitors.
The second edition of Cosmoprof North America Miami
successfully concluded. This marks another significant milestone
for the event, which maintained the momentum of its inaugural
year. The three-day event, held from January 21-23, attracted
approximately 19,000 visits from 115 countries, firmly
establishing Cosmoprof North America Miami as a premier
global beauty event. The sustained high turnout further
underscores the growing demand for two major North American
A BRIGHT FUTURE
The success of CPNA events reflects a rising
demand from both established brands and
startups eager to present their latest
offerings to domestic and international
retailers, distributors, brands, and more.
events to meet the evolving needs of the beauty industry. As the
beauty industry evolves at an unprecedented pace, Cosmoprof
North America focuses on supporting its growth and fostering
valuable connections. “The overwhelmingly positive feedback
we’ve received in Miami confirms that the improvements we’ve
made have resonated well with our community. We are already
looking forward to our second U.S. event in Las Vegas this July,”
said Leslie Perry, Executive Director of the Professional Beauty
Association.
To find out more about Cosmoprof North America’s
upcoming events, visit cosmoprofnorthamerica.com
Cosmoprof North America’s
third Miami Beach edition is
scheduled for January 27-29,
2026, at the Miami Beach
Convention Center.
99E

USA EDITION
Estetica USA Edition, n. 155 - Since 1993 - N. 1 Spring 2025
Index of Advertisers
ESTETICA ITALIA
EDIZIONI ESAV
Via Cavour, 50
10123 Torino (Italy)
Tel.: +39 011 83921111
Fax: +39 011 8125661
www.estetica.it
ADVERTISING DIRECTOR & P.R.
Nives Carena
nivescarena@estetica.it
WEST COAST SALES REP.
Marlena DuRon
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