Nearly 2,300 Aveda Artists, salon owners, industry professionals, speakers and guests gathered to celebrate artistry, environmental responsibility and care.

First Up
Aveda Congress kicked off with the traditional blessing from Chief Tashka and Laura Yawanawá, a tradition that has carried through multiple Congress events as a testament to Aveda’s enduring relationship and partnership with the Yawanawá.

Next, the President of AVEDA & Hair Care, Shane Wolf, spoke about the future of the brand and new stylist-focused programs designed to provide “care to the caregivers” and empower the Aveda salon network.

Abundant Blowout
The new product, which was created in partnership with Aveda Artists, appeared in several presentations, including a live demonstration with Aveda Global Educator and Artist, Bea Carmichael, who used a small crimper at the root of her model’s hair to create even more ‘90s supermodel volume.

Congress Mainstage
Editorial hairstylists Jawara and Charlie Le Mindu shared their hair stories, followed by presenations. Jawara a curated collection of textured hair looks 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 collection set in “Charlie’s Cut Salon,” complete with dancers in hair costumes.

Caution
Aveda Artists Allen Ruiz and Luis Gonzalez presented their collaborative collection, titled “Caution,” with a bold, arresting palette of black and yellow Aveda hair color by Gonzalez and his VIDA Salon team, paired with Ruiz’s precise, inventive cuts. The collection was inspired by collaboration, mentorship, and how more editorial techniques can blend with commercial, salon-friendly looks.

Symbols of Resilience
Artist and Activist, Laetitia Ky shared a segment about vulnerability and strength. She shared how embracing her natural hair became both a reclamation of identity and the spark for her transformative art. Through her intricate hair sculptures, Ky translates personal experience into powerful symbols of resilience, beauty, and care that shape our world.

Animal Print Hair
The day ended with the Evening Performance presented by Aveda Senior Vice President, Global Artistry, Antoinette Beenders. Titled “Inspired by Nature,” Beenders’s presentation was inspired by Aveda’s founder Horst Rechelbacher and mission of care. The presentation included a demonstration of her “Feathered Fishtail” braid, which she previously styled at fashion shows in the 1990s, as well as a breakdown of the techniques used to create the animal-print hair color worn in one segment of the performance. Beenders also gave attendees a sneak peek at her forthcoming collection, which was inspired by sea creatures and featured precise cuts with V-shaped fringe and dynamic movement.

Other Highlights
~ Aveda Japan Creative Director, Masa Honda’s RE:GENERATION presentation, which focused on cells and how they multiply to create life.
~ The Aveda Texture Team’s showcase of a voluminous blowout, curly pixie, and defined curls; and a futuristic presentation called “Twinsburg” from London-based avant-garde hairstylist Sylvestre Finold.
~ Charity: water founder Scott Harrison returned to share his inspiring story and mission to provide clean water to all; Aveda first joined forces with charity: water in 2018 and has since helped raise over $6.7 million for clean water access.
~ An immersive experience area where attendees could learn more about Aveda’s naturally derived aromas, discover upcoming product launches, and have
their aura photographed, as well as experience the Aroma Bubble, which first appeared at Minneapolis Pride Festival.

Aveda Congress 2025 was a joyful celebration of the art of hair, a beautiful reflection of community and collaboration, and an enduring testament to the power, talent, and love of the Aveda network.

For more information about the brand, please visit www.aveda.co.uk.