HJ BUSINESS
HJ Reports: Aveda Congress
HJ headed to Minneapolis, MN, in the United States for the 21st Aveda Congress 2025
Jawara
RICHIE DAVIS FOR AVEDA
On 16 August, over 2,000 Aveda Artists, salon owners, industry professionals, speakers and guests gathered for the 21st Aveda Congress. The two-day event aimed to inspire, showcase new techniques from some of the world’s most respected hairstylists and reinforce Aveda’s mission to care for the world.
The event opened with a blessing from Chief Tashka and Laura Yawanawá, a tradition that reflects Aveda’s long-standing partnership with the Yawanawá. “Thanks to this partnership we have been able to protect the rainforest and all the living things that are in the territory… We have been able to secure our culture and our biodiversity,” said Chief Tashka.
Taking to the stage, Shane Wolf, President AVEDA & Hair Care – and a hairstylist himself, spoke about the brand’s future highlighting new stylist-focused programmes designed to provide “care to the caregivers” and empower the Aveda salon network; something which is already working with a 200% year-on-year increase in Google searches to “find an Aveda salon near me”. Shane also teased the launch of Abundant Blowout with a live demonstration, that turned up the volume on a bouncy blowout before closing with the message: “All salon professionals are welcome in the Aveda network. We have always been more than a brand. Aveda is a movement. We’re not interested in being the best. But we are determined to be the only.”
Shane Wolf
AVEDA
Allen Ruiz and Luis Gonzalez
AVEDA
Abundant Blowout, created in partnership with Aveda Artists, was the hair hero at this year’s Congress, appearing in several presentations, notably a live demonstration from Aveda Global Educator and Artist, Bea Carmichael, who created a ‘90s supermodel blowout, using a small crimper at the root of her model’s hair to create even more volume. Editorial hairstylists Jawara and Charlie Le Mindu also showed off their skills on the Congress mainstage. Jawara, an Aveda Institute New York graduate who works with celebrities like Diana Ross, Solange and Beyoncé
Knowles, shared his story and passion for showing versatility in textured hair. He then presented a curated collection of hair looks that played with textured and incorporated braided sculptures -these were accented by fans and floral hairpieces made with hair.
The French-born artist, Charlie Le Mindu, who has worked with brands like Vivienne Westwood, presented an Avant-Garde musical experience set in Charlie’s Cut Salon. Whilst performers in overflowing hair costumes danced to Beauty and the Beast’s ‘Be Our Guest’ Charlie ended the presentation by shaving his model’s head.
Antoinette Beenders
RICHIE DAVIS FOR AVEDA
Aveda Artists Allen Ruiz and Luis Gonzalez unveiled their newest collection, Caution. Shot in just black and yellow, the collection blended editorial hair colour techniques with salon-friendly cuts. Allen and Luis shared the story of their partnership and how stepping out of the salon and into creative work is achievable (and rewarding) for every type of hairdresser.
Meanwhile a presentation from Aveda Japan Creative Director, Masa Honda, titled RE:GENERATION saw hair looks created, dismantled and recreated by Masa and the Aveda Japan Art Team; drawing on the themes of connection, rebirth, and how cells multiply to create life.
Expectations were high for the Evening Performance presented by Aveda Senior Vice President, Global Artistry, Antoinette Beenders – and it did not disappoint. Antoinette’s presentation, Inspired by Nature, focused on the recalibration of the brand weaving in inspiration from the ‘90s and the historical partnership with the Yawanawá. This included a demonstration of a feathered fishtail braid, previously styled by Antoinette at fashion shows in the ‘90s, as well as a breakdown of the techniques used to create the animal-print hair colour on the models. Attendees also had a sneak peek at her (as yet unnamed) forthcoming collection, inspired by sea creatures that uses AI technology for elements such as clothes, Antoinette explained: “I think you have to embrace technology because otherwise you’re left behind… Where I draw the line is the hair and the model – that needs to be real.”
Antoinette Beenders
RICHIE DAVIS FOR AVEDA
This year’s Aveda Congress showed the Aveda salon network at its strongest, celebrating an abundance of creativity, innovation and the power of community that echoed Shane’s closing message to the Aveda network – ‘don’t be a me too, be a ‘how to’.
Chief Tashka and Laura Yawanawá
AVEDA