Beyond the city, it was a typical August weekend in Minneapolis — farmers’ markets, coffee trips to cure hangovers, and patio breakfasts — but within the convention center, something completely different was taking shape. Aveda CongressThe brand’s much-anticipated hair show spectacular had taken over, attracting thousands of stylists from around the world (and a few journalists like me, who weren’t as familiar with the technical details but were just as excited to absorb everything).
For four days, Aveda’s hometown transformed into a hub of activity: featuring hair-cutting and coloring demonstrations, dramatic performances, runway walks, and motivational speeches that extended beyond skills to cover business, career, and personal development. Participants approached the event like a celebration, competing for prime seats in the auditorium, waiting in line for exclusive 2025 merchandise, and chatting with coworkers with the same excited vibe that used to be common during sleepovers.
And the drama more than lived up to expectations. My photo album is now filled with moments that may puzzle, but undoubtedly please, the average person: A beloved figure from a luxury fashion house and self-proclaimed “hair enthusiast” Charlie Le Mindushaving the head of a willing individual to Disney’s “Be Our Guest;” famous hair designerJawara Wauchopesending textured designs to gravity-defying levels; and Ivorian artist Laetitia Kyshaping hair into poetic, narrative-based art was among the standout features.
The central focus of this year’s Congress was the concept of abundance, a notion I kept highlighting in my notebook each time it was mentioned on stage. It wasn’t just a slogan, but a call to action — evident in the dramatic hairstyles, the enthusiastic applause, and the bold magnitude of everything. This sense of abundance extended beyond the visual elements: it was reflected in the messages delivered from the stage, as professionals encouraged stylists to recognize their value, establish confident goals, and embrace growth at every stage.
In front of you, four voices from the weekend delve deeper into that theme, sharing their insights on the business side of beauty and the creativity involved.
Have a Vision
Wauchope, who has collaborated with Beyoncé, Rihanna, and Doechii on some of their most memorable photo sessions, discussed the significance of mindset just prior to sending models down the runway with hairstyles that resembled actual pieces of art. “I genuinely believe in the power of the law of attraction,” he shared with the Muara Digital Team. “From the start, I created vision boards and established intentions for the career and life I aimed to create. I kept those images and dreams close, and I never ceased working towards them until they turned into reality.”
For me, it’s not just about working hard; it’s about maintaining a positive attitude, having faith, and trusting that the opportunities destined for you will eventually come your way,” he added. “I believe every stylist can gain from this perspective: Aim high, remain hopeful, and have confidence that what you send into the world will return to you in great measure.”
Know Your Worth
Van Michael — a guest artist for Aveda, owner of Van Michael Salons, and general cheerleader — urged every hairstylist in the room to increase their rates “by $10 by October,” (which, indeed, sparked a loud round of applause). The exactness of that number caught my attention, so I reached out to him afterward. “Hairstylists have been charging too little for years,” he explained during our post-show conversation. “If everyone increases their prices and sets a higher minimum, the top professionals can charge even more. This mainly comes down to supply and demand. If a stylist is completely booked, they should raise their prices right away.”
Give Back
Zac Fennell – hairdresser and creator of The Hair Project— moved the audience to tears, combining inspiration with a sharp reminder of duty. His nonprofit collaborates with community organizations in India and other regions to provide hairdressing training to survivors of trafficking, poverty, and abuse, giving them more than just a skill — but a renewed sense of self and hope.
Many view fashion and beauty as shallow, but creating The Hair Project has demonstrated how impactful these sectors can be when approached with purpose,” he stated. “Beauty goes beyond appearance — it’s about identity, self-assurance, and respect.
For Fennell, the key message is that fashion and beauty have a duty to contribute positively. “When you enhance someone’s look, you often boost their confidence, their chances, and how they are perceived by others. That’s what The Hair Project has shown me — beauty can be transformative when it’s inclusive, considerate, and based on helping others.”
Be Fearless
Elevate Hair was one of the standout performances of the weekend — the group has gained a reputation for delighting crowds with their unpredictable and memorable shows. As expected, their performance began with hairstylist, DJ, and Elevate founderTatum NeillScrolling through TV channels until a scary message showed up: “The aliens are coming.” What came next was an intense transformation with flashing lights, unique hairstyles, and shiny materials. Human “Material Girls” changed into alien creatures, but they were overshadowed by a huge green Alien Queen on stilts who commanded the stage like a high-tech ruler. The ending was a full-blown dance party — one I recorded and quickly sent to my mother-in-law with the message, “Guess where I am?” (Her reply: “Dance club?”)
As a beauty editor who feels most comfortable with the structure of skincare ingredient lists and step-by-step guides, I found myself completely taken aback — in the best possible way. I asked Neill how he maintains that kind of boldness in his daily work. His response was refreshingly straightforward: “I think ultimately it’s just hair. No one really knows what to expect from your presentation, so the only expectations come from within your mind. Sometimes you just need to take a deep breath, walk onto the stage, and be yourself.” Although Elevate’s interpretive performance might have gone over my head — despite my English degree — the main message was clear: what truly matters at Congress and beyond is the bravery to create without fear.
