HJ Reports: Wella Destination 2025

The Wella Professionals global community gathered in Malta for Destination 2025, Jayne Lewis-Orr reports

Jordanna Cobella

1000+ hairdressers from 52 countries enjoying inspiring presentations and creative demonstrations equals Wella Professionals Destination 25. Guests arriving from the UK’s Wella RED Club were treated on opening night to a gala dinner at the beautiful La Valette Hall, where the UK and Ireland General Manager, Max Amen said, “RED is about coming together and sharing ideas, and this event will give us an opportunity to gain knowledge and grow.”

Dinner was preceded by a beautiful show from the HOB Acadey team headed up by their international creative director, Akin Konizi. With Nestor Sanchez and Elijah Hourrides joining him on stage, the team talked through the finished cuts and colours, sharing looks that showcase the precision glass cutting trend in addition to textured styles with inspiration taken from the street and not the catwalk.

"Culture and productivity became the focus as we built an army that understands our vision as we know that even in tough times, there are opportunities."

Akin was joined by HOB CEO, Natasha Grossman to share useful business insights as she explained, “Culture and productivity became the focus as we built an army that understands our vision as we know that even in tough times, there are opportunities. Our apprentices are the lifeblood of our business and whilst we have tweaked their hours, we will not compromise on training.”

James Earnshaw and his model, Drag Race Runner-Up, Tayce

Host Patrick Cameron

Destination 2025 was hosted by Patrick Cameron who opened the event by introducing Hugo Kunetz, Chief Revenue Officer who reaffirmed the company’s commitment to “shaping the future so we can thrive together.”

Yannis Rodocanachi, President of Brands and Chief Marketing Officer introduced R.I.S.E. outlining the brands commitment to relationships, inspirations, science and education and Marlene Lotter, Senior VP Global Hair Brands introduced the new global campaign, Make It You.

Taking to the stage, Global Ambassadors Renya Xydis, Yuya Nara, Romeu Felipe and James Earnshaw showcased the autumn/ winter trend collection, Surreal Colour inspired by AI, utilising the brand’s colour and care ranges.

Session styling ran through the Sebastian Professional Art Jam show which was led by Global Ambassadors Shay Dempsey and Anthony Cole.

For the UK and Ireland delegates, a session with futurist and one of Interpol’s future team, Richard van Hooijdonk delved into the world of AI, technology, trends and the companies of tomorrow. “Generative AI will potentially disrupt up to 90 per cent of existing jobs and we need more people who are passionate about the future or obsessed with the future, and whilst this might make you feel uncomfortable, it is exciting.” In a world of rapid change, it is imperative to manage uncertainty but not sit still, even if you are doing well as Richard reminded guests of prominent retail chains who didn’t change with technology. “The companies of tomorrow will be ecosystems, and you need to work with people who will find start-ups you can partner with and know and recognise the challenges – we have to play with tomorrow,” said Richard. “You need to be able to predict what’s next and then have the flexibility to evolve, remembering that new leadership skills are learned, and true leaders are made and not born. Finding apps to do automated campaigns and using the data you have in your CRM system is key.”

The final night honoured the winners of the International TrendVision Awards from 2023 and 2024, and were a riot of colour and celebration as teams from around the globe joined together to support their industry partners. The event culminated in the Make It You show, named after and bringing to life the new campaign with the hair created by Nikki Lee, Romeu Felipe and the UK’s James Earnshaw.

With opportunities to network on a vineyard trip and a boat around the Maltese coastline, where dolphins joined the fun, Wella RED Destination brought R.I.S.E to life as it was a great balance of inspiration, education and relationship building.