HJ Reports: ALFAPARF Milano Professional’s #LoveYourEvolution Tour

Supporting stylists with both education and inspiration, the ALFAPARF Milano Professional #LoveYourEvolution Tour was all about uniting the Alfapar f global family. The tour landed in Cancun, Mexico, from 5-9 November 2023, and not only brought together Central American hairdressers but 800 professionals from 14 countries across the globe.

From the UK and Ireland, attendees included Mikey Lewis of bebop, the UK winner of ALFAPARF Milano’s 2023 Next Color GenHAIRation Award, as well as Lisa Whiteman from Whiteman Soho who was recently announced as ALFAPARF Milano Colour Brand Ambassador for the UK.

Created in Italy, ALFAPARF Milano has been at the forefront of pioneering beauty for four decades. The global press were welcomed by the Alfapar f team, including Lisa Marangon, ALFAPARF Milano Professional’s European Sales Manager and Rudi Mostarda, the Global Creative Director. They shared the brand’s mission – product per formance, agility, territory and sustainability. Speaking on sustainability, the brand outlined its goal to meet at least 13 out of the United Nation’s 17 Sustainable Development Goals by 2030 before moving on to the genesis of the #LoveYourEvolution tour. The #LoveYourEvolution tour was born from the idea of loving your own identity. "Supporting stylists is our aim, we want to support them with education and inspiration,” explained Lisa. The brand also revealed it will be sponsoring ‘Hairstyle the Talent Show’, a reality TV show currently being broadcast in Italy, Spain and the US.

“The #LoveYourEvolution tour was born from the idea of loving your own identity. Supporting stylists is our aim, we want to support them with both education and inspiration"

The #LoveYourEvolution show was the pinnacle of the event, and featured a live show by Mexican creative team Cuco & Guille, and Global Creative Director Rudy Mostarda. Cuco & Guille, members of the ALFAPARF Milano

Professional Mexico, Artigiani Artistic Team led the first show which featured pastels, floral accessories, up dos, and even an acrobatic artist suspended in the air by her hair!

Rudy Mostarda finished the show with a succession of seriously fast, but seriously cool, live haircuts on stage. Meanwhile models and dancers surrounded the stage wearing Rudy’s avant garde creations. It was the per fect way to round off a whirlwind five days in vibrant Mexico.