Mark Woolley and Electric London are leading sustainability for salons.
Published:From a rose garden in the South Downs to a borehole water source and Peruvian coffee beans to order, Electric London is one of the most exciting sustainable brands in the industry.
Founder of Electric London, Mark Woolley, believes that great hair and a healthy planet can work side by side and with sustainability at the heart of his business, he’s putting his beliefs into practice.
“Sustainability is incredibly important to us and it’s our responsibility to create products that not only service the client, but care for the world we live in. We have an incredible piece of land in Sussex, with a natural resource in our borehole, and from the roses we grow to the coffee we serve, every decision is an opportunity to do things better,”
– Mark.
1 The Rose Garden Behind The English Rose Serum
English Rose Serum is Electric London’s hero product and the roses used to produce the serum’s signature rose oil are grown in Electric’s own rose garden in Sussex. By sourcing within the British Isles whenever possible, the brand reduces the carbon miles associated with raw material supply chains.
2 The Falmer Court Sustainability Plan
Electric London’s Falmer Court sits within one of England’s most beautiful landscapes, and Mark dedicates time and resources to care for the property and land. Working in partnership with the South Downs National Park and academic teams from the University of Sussex, Electric London is developing a sustainability and biodiversity plan for the future. This includes planting more than 200 trees across the Falmer Court land, installation of dew ponds to support natural water retention and local ecosystems, and a biodiversity plan developed alongside Sussex University researchers.
3 From Borehole To Bottle
Falmer Court is home to its own natural water source, accessed via a borehole, which is one of the natural ingredients in their product range.
4 Fully Recyclable Packaging
Across the entire Electric London product range, packaging is fully recyclable. This commitment ensures that its environmental footprint is as light as possible.
5 Peruvian Coffee Roasted For You
Electric London imports its own fairtrade and organic coffee beans from Peru and has them roasted to a bespoke taste which is then available to all Electric partner salons.
For More Information
www.electric-hair.com
@electric_london_
@markwoolley1
@electricspace_london
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Inside Olivia Garden’s sustainability Journey.
Published:Sustainability conversations in the professional hair sector often focus on colour, chemicals or water usage. Tools are discussed far less yet every hairdresser relies on them daily.
For a brush brand, where durability, heat resistance and chemical resilience are non-negotiable, the sustainability challenge is particularly complex. That’s why Olivia Garden achieving B Corp certification is significant, not because it’s a badge, but because of what the process demanded behind the scenes.
A Purpose-Led Starting Point
For Olivia Garden, the journey began not with marketing, but with philosophy.
“Our purpose was the starting point. We have always believed that business should be a force for good, and B Corp embodies exactly that. It felt like the ‘Holy Grail’ of sustainability certifications because it doesn’t just focus on environmental practices, but also governance, people, supply chain and community impact,”
– Marie Hélène Aldenhoff, Lead Vendor and Operations Management and B Corp Leader.
The B Impact Assessment (BIA) evaluates companies holistically. Under previous standards, brands needed at least 80 points across multiple categories, including detailed measurement of plastic usage, sourcing transparency and internal governance policies.What surprised the company most was not how much needed changing, but how much was already in place.
“It revealed that we were already on a very good track. Producing brushes in South Korea or China might not immediately sound sustainable, so we initially thought we were far behind. But the assessment showed that many responsible practices were already embedded in our company particularly around people and culture.
One fun example: having a gym in the office does not earn B Corp points, but encouraging employees to engage in health activities does. So every month, after our company meeting, we organize a 30-minute walk together.”
The Plastic Reality
For a professional brush brand, plastic is unavoidable. Tools must withstand heat styling, colouring chemicals, daily wear and constant cleaning. Not all recycled or bio-based plastics can meet those standards.
“Plastic remains one of our biggest challenges. We refuse to compromise on quality. Performance comes first, which makes the sustainability journey more complex, but also more meaningful.
Responsible Plastic Use For Olivia Garden Now Means:
Durability itself becomes a sustainability strategy. A brush that lasts years reduces overall resource consumption far more effectively than a weaker “eco” alternative that needs replacing quickly.
The biggest ongoing challenge? End-of-life solutions. The company hasn’t yet found a perfect system to collect and recycle brushes. That remains a focus area.
Structural Change
Certification required more than environmental adjustments. Internal policies were formalised, sourcing procedures strengthened and nearshoring initiatives accelerated. Suppliers are now continually challenged to provide lower-impact materials, from recycled plastics to FSC-certified components and more responsible aluminium sourcing.
Perhaps most importantly, sustainability is now embedded in innovation.
“Every new product development starts with the same question: what is the impact on the planet, and how can we reduce it?”
The cultural shift has been equally important. Feedback structures were strengthened internally and externally. ESG considerations are now treated with the same seriousness as profitability. They don’t see sustainability as a commercial advantage, but rather as a necessity. If you’re not sustainable, at some point you risk disappearing.
What It Means for Hairdressers
For hairdressers, the relevance is growing. More businesses are examining their environmental impact and increasingly, clients are asking questions.
Sustainability has long been central to Olivia Garden’s UK Ambassador, Anne Veck’s ethos.
“If I claim to run a carbon-neutral salon but then stock products from a company that uses non-recyclable plastic or harmful chemicals, my message loses its integrity. Working with responsible brands means I don’t have to ‘apologise’ for the tools I use. Their values act as an extension of my own,”
– Anne Veck.
Learning of Olivia Garden’s B Corp certification, reinforced that alignment.
Anne Veck’s Checklist For Conscious Choice
Transformation, Not Marketing
Olivia Garden is clear that B Corp is not a sales tool.
“Do it for the right reasons. B Corp is not marketing, it’s transformation. If you approach it as a way to strengthen your business long-term, it becomes incredibly powerful,” – Marie Hélène Aldenhoff.
This Earth Month, the message is simple: sustainability in professional hairdressing doesn’t stop at what goes on the hair. It includes the tools in your hands and the values behind them.
For more info about Olivia Finger Garden and its B Corp accreditation, please visit www.oliviagarden.eu/en/we-are-a-certified-b-corp.
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Celebrating the graduation of 13 colourists at Greater London House.
Published:Marking a major milestone in advanced colour education in the UK and Ireland, Revlon Professional has celebrated the graduation of 13 colourists from its prestigious Colour Specialist Programme.
The Revlon Professional Colour Specialist Programme is the brand’s most advanced and comprehensive colour education course to date. The graduation ceremony brought together educators, graduates and industry guests for an afternoon of recognition, reflection and celebration.
Following arrivals and gowning, guests were welcomed by Matt Horder, General Manager Revlon Professional UKI, before Rio-Agor Watts, Group Education Manager UKI Revlon Professional Brands, shared the story behind the programme and its importance for the future of colour education.
Certificates were presented by Philip Meehan and Karen Thomas, who have played a pivotal role in developing and delivering the programme, before the graduates shared reflections on their journey. The ceremony concluded with photography and a celebratory reception in the Revlon HQ glasshouse.
The results from the inaugural cohort reflect the high level of dedication and technical excellence demonstrated throughout the programme:
“We are incredibly proud of every graduate who committed themselves to this journey. The programme is designed not only to deepen technical expertise but also to create a supportive community where colourists can challenge themselves, share ideas and grow creatively. Their dedication, curiosity and passion for learning truly embody the spirit of Revlon Professional,”
– Matt Horder, General Manager Revlon Professional UKi.
Raising the Bar in Colour Education
The Revlon Professional Colour Specialist Programme is an invitation-only course designed for experienced colourists looking to master both the science and artistry of hair colour.
Across eight intensive training days delivered over four modules, participants explore advanced colour theory, the chemistry behind Revlon Professional formulas, and the science of light, pigment and oxidation. The programme combines pre-course study, online assessments, in-salon case studies and a final examination to certify each graduate’s expertise.
Open to colourists with NVQ Level 3 and a minimum of four years’ professional experience, the programme challenges participants to deepen their technical understanding while refining their creative approach to colour.
“This recognition as a Master of Colour really does mean a lot to me. Before starting the course I had self-doubt, but with the help of Karen, Philip and the Revlon team it gave me the confidence to step outside my comfort zone and be more creative. The knowledge we’ve gained has helped us better understand colour and communicate that with our clients, while also giving us the confidence to push our creative boundaries,”
– Graduate Sally Roux of Inspire Oakdale.
For the graduates of the RCS Class of 2025, the ceremony marked not only the completion of a rigorous educational journey, but the beginning of a new chapter as recognised Masters of Colour within the Revlon Professional community.
For more info visit: www.revlonprofessional.com
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TrichoCare Education & Colourstart join forces to mark Allergy Awareness Week.
Published:To mark Allergy Awareness Week running from 22–28 April, TrichoCare Education have teamed up with Colourstart, the UK’s leading professional allergy test, to give away £10,000 of free Allergy Awareness training, for hairdressers who want to develop their skills.
All the information is bite-sized and available online to learn at your own leisure. It takes just an hour to complete, giving hair professionals a practical introduction to allergy;
The course is normally £65, and on completion, you can download an official TrichoCare Education CPD certificate.
Is The Course For You?
It is specially designed for anyone who works in the hair profession: stylists, colour experts, barbers, juniors, apprentices and reception teams.
If you’re a hairdresser you are more likely to encounter allergy in your everyday work, both in yourself and in your clients. It’s estimated that a third of people in the UK live with an allergy. Up to 20% of those with allergies live with a severe form of their condition, and struggle daily with the fear of a possible attack, which can be severe.
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“It’s vital that everyone in the industry understands the mechanics of allergy to help them make good decisions on behalf of them and the people they work with as well as their clients. Increasing awareness and knowledge helps build trust in our sector, giving us the knowledge and confidence to work to increased standards,”
– Nick Plunkett, Colourstart’s CEO.
To claim your free course, simply go to:
www.trichocare.litmoseu.com/self-signup/ using code: AAW2026
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Founder of Cloud Nine and the driving force behind both Cloud Nine and ghd, leaves behind a legacy that helped define modern hair styling.
Published:Robert began his career in the salon, where his passion for hairdressing was shaped by craft, discipline, and a deep understanding of his clients.
He recognised early that hair was not simply about appearance, but about confidence, identity, and control. Through years of listening, he identified a clear and unmet need: people wanted the freedom to move between styles, to experiment, and to express their individuality-but the tools available did not yet allow it.
A perfectionist by nature, Robert was relentless in his pursuit of a better solution- driven not just to improve products, but to create something iconic. He combined professional expertise with commercial understanding, always maintaining a clear focus on the people he was creating for.
His search for innovation took him around the world, culminating in a pioneering partnership in Seoul, South Korea, where he helped develop what would become groundbreaking ceramic technology in hair straighteners. This step-change in performance laid the foundation for a new category, realised first through ghd and later through Cloud Nine, where he continued to evolve the category with a focus on control, temperature, and long-term hair health.
At Cloud Nine, Robert remained actively involved in product development, consulting on new innovations and helping to shape the direction of the brand. His influence remained constant, with his thinking and standards continuing to guide the products created under his name.
In doing so, he helped change a generation of people’s relationship with their hair- bringing professional-level styling into everyday life and giving millions the freedom and confidence to express themselves on their own terms.
Cloud Nine continues to work with that original partner more than 25 years later, reflecting Robert Powls’ enduring belief in craftsmanship, integrity, and staying true to the source of innovation.
His legacy lives on through the brands he built, the category he created, and the standards he set for the industry.
From straighteners with 11 heat settings and pressure-reducing Revive Mode® to hairbrushes that minimise breakage, Cloud Nine puts your hair type, your style, and your needs first. No other styling tools adapt to your hair’s specific needs to promote strength, glossiness, and long-lasting health.
With Cloud Nine, everyone is invited to the kinder future of hairstyling.
For more information, visit www.cloudninehair.com.
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Marlene Lamont, Stylist and Owner of Urban Hair & Beauty, on 5 Reasons why Apprenticeships are Vital for the Industry.
Published:I’ve been in this industry for over 40 years, and for more than 20 of those I’ve run my own salon, Urban Hair & Beauty, in Auchinleck. From the very beginning, I’ve always employed up to three apprentices at a time and made sure they have a position at the end of their training.
Apprenticeships have always been about much more than simply filling roles; for me, it’s about nurturing talent, creating opportunities, and shaping the future of the industry.
1. Fresh Perspectives Keep the Salon Relevant
One of the most exciting aspects of working with apprentices is the fresh perspective they bring. They’re often naturally skilled with social media and digital tools, which are vital for any modern salon. This isn’t just about posting on Instagram or TikTok. It’s about understanding what resonates with different audiences, spotting trends early, and bringing creativity that keeps the business ahead of the curve. Apprentices are also in touch with emerging styles and techniques, which keep our services current and competitive.
2. Supporting Senior Stylists and Increasing Efficiency
Apprentices are invaluable in supporting our more experienced stylists. As they gain confidence and skills in shampooing, treatments, blow-drying, and basic colouring tasks, senior stylists can dedicate more time to creative, high-value work. This also allows the salon to accommodate last-minute appointments and extra clients without compromising quality. In practical terms, apprentices help the day-to-day run smoothly, while senior staff can focus on pushing creative boundaries and maintaining our high standards.
3. Positive Energy Sparks Innovation
There’s something about the energy apprentices bring that is contagious. Their enthusiasm and curiosity can spark fresh ideas, encourage new techniques, and keep the team motivated. For seasoned stylists, it’s a reminder of why we fell in love with this job in the first place. That energy flows through the salon, creating a welcoming, lively atmosphere that clients notice. When the team feels inspired, clients feel it too. It’s what makes visiting the salon feel modern, vibrant, and enjoyable.
4. Mentoring Builds Leadership and Technical Skills
Mentoring apprentices is incredibly rewarding for everyone involved. Senior stylists develop leadership and management skills by guiding someone else’s learning, becoming coaches, facilitators, and mentors. They learn to give constructive feedback, manage performance, and support professional growth. At the same time, teaching forces stylists to really understand the techniques themselves, which sharpens their own technical knowledge and improves consistency across the salon. It’s a cycle of growth that benefits the entire team.
5. Investing in the Future of the Industry
Apprenticeships are about more than just training; they’re a way to invest in the future of the industry and give something back. Despite the challenges of the current economic climate, taking on young people and supporting their careers allows salons to foster a skilled, motivated workforce. As mentioned, I’ve always ensured that every apprentice at Urban Hair & Beauty has a guaranteed position after their training, which gives them stability and confidence as they step into their careers. Ultimately, apprenticeships are about people, growth, and opportunity.
Seeing someone gain confidence, develop new skills, and step into a career they’re proud of is incredibly rewarding. It’s what keeps me inspired every day and what makes running a salon truly fulfilling.
Follow @marlenelamont on Insta for more inspiration.
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Joining a network of influential organisations committed to elevating standards.
Published:Scrummi, the pioneering sustainable B-Corp brand transforming professional beauty with eco-conscious, biodegradable products has been named as an official Patron of the British Beauty Council.
Elevation to Patron status marks a significant step forward in Scrummi’s mission to drive meaningful environmental change across the beauty industry.
As a certified B Corporation, Scrummi has consistently challenged conventional
industry standards by innovating responsibly sourced, biodegradable products for beauty professionals to fulfil their mission… and liberate the planet from laundry!
The British Beauty Council, established to represent and support the UK’s diverse beauty ecosystem, brings together industry leaders, brands, and policymakers to advocate for positive change. Scrummi’s appointment as a Patron signals a shared commitment to tackling some of the sector’s most pressing challenges, including waste reduction, sustainability education, and responsible sourcing.
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This announcement comes at a pivotal time for the beauty industry, as consumers and professionals alike demand greater transparency around sustainability and product offerings that work hard for them. Scrummi’s leadership in this space positions it as a driving force in redefining industry norms and championing innovation that doesn’t come at the planet’s expense.
As a Patron, Scrummi joins a network of influential organisations committed to elevating standards and ensuring the future of beauty is both inclusive and sustainable.
For more info about the brand, visit www.scrummi.com.
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Born in Cheshire and now expanding further afield, the rebrand signals a bold new direction for one of the UK’s most exciting barbering businesses.
The rebrand follows the opening of the brand’s fourth location, Crate Manchester, at the end of 2025, with further expansion plans already in motion.
Crate Manchester opened in December 2025 as a co-working space designed for Barbers. While co-working is well established in hairdressing, there was a real gap for barber-focused spaces. That’s what triggered the opening of Crate Manchester.
“Three months after opening, I’m delighted to share that it’s been a huge success, with five barbers running chairs on the shop floor with a steady stream of regular clients,”
– Charles Rose, Founder of Crate Collective.
Crate Manchester has become a home for barbers in the city, and it gives them the freedom to run their own business, while still benefiting from the Crate brand, one-to-one support from Charles and his wife Alex, and the community that they’ve been building from day one.
“With plans to expand further, the name ‘Crate Cheshire’ no longer felt right. Crate Collective reflects where we’re heading, and we’re excited to be planning the opening of two more locations in the midlands in 2026. Watch this space!”
– Charles Rose, Founder of Crate Collective.
The rebrand to Crate Collective marks a significant milestone in the brand’s journey, reflecting both its growth to date and its ambitions for the future. With a clear vision, a strong community ethos and expansion firmly on the horizon, Crate Collective is set to continue making its mark on the UK barbering industry, in 2026 and beyond.
Keep up to date with the latest updates from Crate Collective by following on INSTA: @charlesrose1, @cratecollective_, @cratemanchester, @thecrateacademy
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By Nilofer Aydinli, Managing Director at Enki Towels.
Published:Earth Month is here, and we caught up with Nilofer Aydinli, Managing Director at Enki Towels, to get her insight into how salons can be more sustainable.
Here’s a checklist that you can follow and start your sustainability journey towards making your salon, and consequently the planet, a better place.
Switching to LED Lighting
Simply replacing all salon lightbulbs with LED energy-efficient bulbs it will allow salons to save significantly on their energy costs.
Go Paperless
Going paperless and opting for online booking systems, online loyalty cards and gift cards, salons can drastically reduce paper waste.
Washing At Lower Temperatures
Washing at a high temperature consumes a large amount of energy, which in turn contributes to carbon emissions and climate change. Where possible, salons should consider washing at lower temperatures. However, it’s also important to note that some things in the salon, such as regular cotton towels, need to be washed at a higher temperature for the best hygiene practices and to ensure they do not spread bacteria or viruses.
Choosing Durable, Responsibly Made Towels
Taking the above into consideration, using disposable, eco towels is a great way to not only avoid the issue of your towels not being safe and hygienic, but using disposable eco towels like Enki Towels will also allow salons to go laundry free and save money on energy and water usage. Enki Towels are also vegan, biodegradable, and compostable – helping salons to become more sustainable and preserve the planet.
Considering Detergent & Cleaning Product Choices
Many conventional products can contain harsh chemicals, therefore, doing some research into the detergents and cleaning products available to you, what are more eco-friendly alternatives with natural ingredients, is a great yet simple way to become more eco conscious in your salon.
Reducing Overstocking
Overstocking in the salon this can increase waste and contribute to chemical pollution. Instead, salons should consider inventory software or regular audits of their stock to establish minimum and maximum stock levels for each product that they have and to avoid overstocking, whilst also ensuring they have enough product for client demand. POS integrated technology on salon systems is particularly great for this as they can track sales trends, analyse sales data, and set up low stock alerts.
Recycle Everything!
From hair, to foils and colour tubes, salons should consider partnering with specialised recycling initiatives to recycle as much as possible. This not only reduces environmental impact but also hair clippings for example can be repurposed and made into hair extensions.
Use Eco-Friendly Products
Choose to retail greener, more eco-friendly products with recyclable packaging where possible. These products will be better for the environment but also will be incredibly gentle on client’s hair too. It’s a win win.
Although many of these points may be small operational changes, they can make a big impact for salons. They create positive impacts on the environment, and allow salons to over time, adopt more eco-friendly habits which will help more pressing challenges such as resource depletion, climate change and pollution.
For more info visit www.enkitowels.com
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Supporting Raising Industry Standards and Advocating for Best Practice in Hair and Scalp Health.
Published:The iconic British hair care and trichology brand with over 50 years of heritage, has joined the British Beauty Council as a Patron to Support Raising Industry Standards and Advocate for Best Practice in Hair and Scalp Health.
“The hair and scalp category is experiencing significant growth, yet misinformation remains widespread. As a brand grounded in trichology and clinical expertise, we feel a responsibility to help raise standards of education and understanding. Our collaboration with the British Beauty Council provides a powerful platform to champion evidence-based information, advocate for best practice, and ensure that hair and scalp health are recognised as an essential part of the wider beauty and wellbeing conversation,”
– Anabel Kingsley.
The partnership marks a significant step in the brand’s continued commitment to supporting and shaping the future of the UK beauty industry.
“As we enter a new chapter for Philip Kingsley, our ambition is clear: to reclaim our position as the leading authority on holistic hair and scalp health. Joining the British Beauty Council as a Patron is a pivotal step in that journey. The Council’s work in shaping policy, strengthening industry collaboration, and elevating standards aligns closely with our own values. Together, we have a powerful opportunity to help drive the industry forward, champion innovation, and ensure that hair and scalp health are recognised as essential components of overall longevity and wellbeing,”
– Joseph Grigsby, CEO of Philip Kingsley.
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The British Beauty Council
As a not-for-profit organisation, it’s dedicated to addressing the sector’s shared challenges and enhancing its reputation. As the first industry-wide body committed to lobbying legislative issues with policymakers, the Council plays a vital role in uniting the industry and driving meaningful change.
“From starting on the hairdressing floor to creating bespoke haircare products for A-listers and building a renowned family-run brand, Philip Kingsley is a true British beauty success story. We are delighted to welcome the brand to our network of Patrons and are excited to work with them to raise the reputation of the sector. There’s no denying hair and scalp care is booming, and we are thrilled to collaborate with Philip Kingsley during this period of growth,”
– Millie Kendall OBE, CEO and Founder of British Beauty Council.
For more info follow Insta @britishbeautycouncil, and @philip_kingsley.
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Designed to strengthen its global operating model and support continued expansion across markets, ghd has announced the following leadership changes.
As part of this evolution, ghd is transitioning the Chief Marketing & Digital Officer position into a broader Chief Growth Officer (CGO) role. This shift reflects the brand’s ambition to bring together category strategy, brand building, consumer experience and professional advocacy, digital acceleration, and commercial performance under one integrated agenda.
Stepping into the new CGO role will be Liz Griffiths, who currently serves as Managing Director UK&I. Liz’s tenure leading one of ghd’s largest markets positions her strongly to lead the integration of ghd’s global growth functions.
With Liz moving into the global role, Ross Leibbrandt will become Managing Director UK&I. Ross, currently Managing Director APAC, brings over a decade of ghd leadership experience and deep expertise in managing complex, multimarket regions.
In addition, Norberto Videira, who currently serves as Managing Director EMEA, will expand his remit to become Regional Managing Director EMEA & APAC. This change consolidates two strategically important regions under a single leadership structure, helping to enable greater consistency and operational excellence globally.
“These leadership changes mark an important step in strengthening the way we operate as a global brand. As we celebrate 25 years of ghd, evolving our structure and unifying our growth functions helps create greater consistency, agility, and impact across our markets. Liz, Ross, and Norberto are exceptional leaders who bring deep experience, strong commercial acumen, and a shared passion for our brand and consumers. I am excited to work with them in their new roles,”
– Jeroen Temmerman, CEO of ghd.
These changes reflect ghd’s ongoing efforts to align its leadership structure with its global operating model. For more information on the brand, visit www.ghdhair.com.
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From a golden, glistening blonde celebrating its Californian roots, to a multi-dimensional brunette shade.
Below JOICO talk us through the trends, and share the colour technique and formulas.
Paying homage to JOICO’s Californian roots, this golden, glistening blonde is beaming with health. Lighter ribbons are blended throughout a darker blonde base for a sun-kissed effect where the sun would naturally hit the hair. Ensure the highlights are placed strategically throughout the hair for that glowing, glossy, luxurious effect. Adding a super subtle shadow root will add depth and dimension to the look.
Color Technique
Working from her natural level 6 base, we applied a combination of highlighting and root blending techniques to create contrast and movement, resulting in a beautifully dimensional look with highs and lows. We completed the look with a custom toner to refine and enhance the overall tone.
Root Blend
JOICO LumiShine Demi-Permanent Liquid 20 ml 9NWB + 15 ml 7NWB + 30 ml 9G + JOICO LumiShine 5 Volume Crème Developer (1:1)
Highlights
JOICO Blonde Life Lightening Powder
– with JOICO LumiShine 10 Volume Crème Developer (1:1.5)
– with JOICO LumiShine 5 Volume Crème Developer (1:1.5)
Toner
JOICO Blonde Life Demi Gloss 10G + 5 Volume Coconut Oil Developer (1:1)
Styling Technique
Our top tool for achieving big, bouncy hair is the JOICO JoiFULL Volumizing Styler – work 1 – 2 pumps evenly throughout clean, damp hair and blow-dry to activate fullness and lift.
Follow-up with a styling iron throughout the mid-lengths to create beach-ready waves. For this look, a messy ‘lived-in’ finish with lots of texture, so don’t worry about the waves being too uniform!
To lock in your look, use JOICO Humidity Blocker+ Protective Finishing Spray – formulated with humidity-busting ingredients, this product guarantees a 24-hour shine-shield for frizz and static protection.
Dark, rich, and seductive – this alluring brunette lures you in. Full of depth and dimension, this multi-dimensional shade has a cooler base with smoky undertones. A luxuriously expensive-looking hue that oozes sophistication and elegance.
Colour Technique
JOICO Lumishine Demi-Permanent Liquid Colour was applied to damp hair to enrich the radiance of her natural level 4 deep brown hair, enhancing both depth and luminosity.
Colour Formula
JOICO LumiShine Demi-Permanent Liquid Color ½ 6NWB + ½ 4NWB with JOICO Lumishine 5 Volume Crème Developer (1 : 1)
Styling Technique
Apply JOICO JoiWhip Firm-Hold Design Foam to clean, damp hair. The perfect product for building body and shine in one airy ‘poof’ of protection.
Curl the hair tightly with a curling iron to create body and volume. Don’t forget your heat protectant – we love JOICO Heat Hero Glossing Thermal Protector! Instantly delivering a shield between your hair and any thermal-styling tool in your repertoire; this product infuses and fortifies hair with a healthy, glossy sheen that locks out dulling pollutants.
This super rich yet creamy brunette gives the hair a truly mesmerising shine, showcasing the hair’s health. This palette of gorgeous mocha, espresso and caramel tones are the key to achieving that perfect, timeless brunette allure. When paired with a voluminous, bouncy blow-dry, each individual shade gets its chance to sparkle!
Colour Technique
Starting from her natural level 5 base with existing highlights between levels 7 and 9, we created dimension using a highlighting and toning technique.
Colour Formula
Lightening Formula
JOICO Blonde Life Lightening Powder mixed with JOICO LumiShine 10 Volume Crème Developer (1:1.5)
Toning Formula
JOICO LumiShine Demi-Permanent Liquid ½ 7NA + ½ 6NWB + JOICO LumiShine 5 Volume Crème Developer (1:1)
Styling Technique
Apply JOICO JoiWhip Firm-Hold Design Foam to damp hair, achieving crunch-free volume that doesn’t weigh the hair down. Our secret weapon for the perfect bouncy blow-dry!
For this look, we recommend teasing the crown to achieve that effortlessly voluminous look and use a large barrel round brush to blow-dry the hair.
Lock this look in with JOICO Body Shake Dry Texturising Finisher, a buildable texturising spray that’s never stiff or sticky, helping you to achieve the volume and lift that you desire.
Bold, vibrant, fiery – this shade is the ultimate powerhouse red. The perfect colour companion to show off luxuriously shiny hair, this fade-resistant red commands attention in any room.
Colour Technique
To achieve a vibrant, solid red on this bold silhouette, we applied JOICO LumiShine Permanent Crème Color 6RR with JOICO LumiShine 10 Volume Crème Developer (1:1)
Colour Formula
JOICO LumiShine Permanent Crème Color 6RR with JOICO Lumishine 10 Volume Crème Developer (1:1)
Styling Technique
Start with JOICO JoiWhip Firm-Hold Design Foam on damp hair. This mousse builds extraordinary, crunch-free volume and hold; delivering the va-va voom factor every time.
For heat protection when styling, we recommend using the JOICO Heat Hero Glossing Thermal Protector – a must-have for healthy, glossy hair that’s shielded from effects of heat-styling tools!
After styling, follow-up with the JOICO Colorful Glow Beyond Anti-Fade Serum – our secret weapon for that extra dose of colour vibrancy.
CREDITS
Hair – JOICO EMEA Creative Team
Art Direction – Bruno Marc Giamattei
Photography – Jamie Blanshard
Products – JOICO Europe
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