Antoinette’s show included references to nature, to animal and underwater life (at one point, her models turned to the light, like deep sea creatures) and always reminded us of the interconnected web of life.
Growing up in Wisconsin, the Minnesota-based Aveda brand made its way across the state line and into my local salons when I was a teen. On August 16, I attended my first (and Aveda’s 21st) Aveda Congress in Minneapolis, MN. I probably told at least a dozen people that Aveda was my first experience with a professional product (apologies to those who tired of hearing it).
My friends and I would save our babysitting money to buy one special Aveda splurge—the Rosemary Mint Shampoo. It was never left in the shower where the undeserving and uninitiated (my brothers) might use it. That shampoo was under lock and key. It was my precious, cherished, professional beauty product.
That sense of specialness—the feeling that when talking about Aveda it was always about so much more than shampoo and conditioner—was very much alive at the three-day event in Minneapolis, where Aveda loyalists gathered for stage presentations, what’s-new demos, and all-day celebrations.
The Whole Package: A Celebration of Artistry and Mission
“We’re not just here to preserve a legacy. We’re here to seed a revolution for the future of beauty. Aveda has the opportunity to lead the conversation around conscious beauty, creativity, and sustainability—and that’s exactly what we’re going to do.”–Aveda President of Hair Care, Shane Wolf
Aveda means “knowledge of the whole” and a holistic approach to the content included stage presentations from Aveda artists, from invited global creatives, from salon teams, and from leaders of initiatives that Aveda gets behind and supports. We were fully wrapped in Aveda.
Nearly 2,300 Aveda Artists, salon owners, industry professionals, speakers, and guests gathered for the multi-day event, themed “Seed a Revolution.”
The event began with a traditional blessing from Chief Tashka and Laura Yawanawá, reflecting Aveda’s long-standing relationship with the Yawanawá people. Aveda President of Hair Care, Shane Wolf (@shanessalonbeat), reminded us of Aveda’s origins as one of the first beauty brands to be a conscious steward of the earth–a truly revolutionary act–while sharing how Aveda is poised for future growth.
“We are taking the DNA of Aveda—its artistry, its commitment to sustainability, its respect for nature—and bringing a sharper focus to what that means today. Aveda has always stood for something bigger than beauty. Now it’s about making sure those values are as relevant for the next generation as they were for the last.”–Shane Wolf
Global Artists Take the Stage
International hairstylist Jawara (@jawaraw) brought his visionary artistry to the stage at Aveda Congress 2025, honoring the beauty of texture in hair. “In a single photo, I’ve seen beautiful hair with bad energy. You can feel when a client is uncomfortable. What I’ve learned is to step away from just doing hair and to listen to intuition. That’s why clients want to work with me—not because I’m the best hairstylist, but because I match their energy.”–Jawara @jawaraw
Mainstage highlights included:
- Jawara, an Aveda Institute New York graduate and celebrity stylist, who presented a textured hair collection inspired by his editorial work.
“When I first started working in fashion, there was a big deficiency in people knowing how to work with textured hair. Because I grew up around textured, straight, and curly hair, I assumed everyone could do everything I knew how to do. It was a shock to realize that wasn’t the case.
“Backstage, girls with textured hair would hide in the bathroom until they could come to my chair. They didn’t want anyone else touching their hair. For me, it’s all hair—why wouldn’t everyone know how to do it?”–Jawara
WATCH Jawara’s Aveda Congress presentation
- Charlie Le Mindu, known for avant-garde fashion collaborations, who staged “Charlie’s Cut Salon” complete with dancers in hair costumes.
Charlie Le Mindu played a “mad scientist stylist” and he delivered a trademark theatrical presentation that made hair the symbol, the costume, and the message.
- Allen Ruiz and Luis Gonzalez, who presented their collaborative collection Caution featuring bold black-and-yellow hair color paired with precision cuts.
WATCH the “Caution” Collection onstage at Aveda Congress.
Allen Ruiz and Luis Gonzalez shared a new collection, “Caution”: “Sometimes you want a collection that is really deep and resonate and sometimes you just want to do a shoot that is black and yellow. When you find the right person to collaborate a dumb idea suddenly becomes really great.” –Allen Ruiz
- Laetitia Ky, artist and activist, who shared her powerful story of identity and transformation through intricate hair sculptures.
“As a teenager, you want to grow, to own your body and your choices. But I lived in an environment that said, ‘This part of your body isn’t good enough. You have to shave it, you have to change it, if you want an education.’
“That was the moment I realized I was actually in love with my hair. Before, I didn’t think much about it. But when they told me I had to shave it completely or I couldn’t attend school, it became precious to me. Sometimes you only realize how much you love something when someone tries to take it away.”–Laetitia Ky
“When I was in school, there was a strange rule that said girls had to shave their hair before attending class. If you let your hair grow too long, you couldn’t sit with the boys, you couldn’t sit with the professor—it was old-fashioned thinking. If you went to school with even one strand of hair showing, they would send you back home. Every morning, you had to show up looking like an egg.”–Latetita Kye
- Antoinette Beenders, Aveda SVP of Global Artistry, whose Inspired by Nature performance revisited techniques from Aveda’s heritage while offering a preview of her upcoming sea-creature-inspired collection.
“There are so many hidden messages in my show. It’s about a recalibration and asking who are we, and who are we moving forward with? Under Shane’s direction, it’s very clear that we are taking the best from the past and adding the new focus on the hairdressers first. That’s super exciting for me—it’s quite a big step change for Aveda. And I’m really chuffed that Shane is taking it back to where we need to be. That’s really what this weekend is about: seed the revolution.”–Antoinette Beenders
Antoinette Beenders mainstage at Aveda:
- Masa Honda’s RE:GENERATION. Born in Japan, Masa Honda serves as the Creative Director of Aveda Japan. His presentation spoke to the basic building blocks of life–the DNA, the molecules, the amoeba–and how they are all connected.
The Masa Honda presentation concluded with models being gently looped together, showing our interdependence.
- The Aveda Texture Team’s showcase of curls and blowouts was a powerful statement on acceptance of choice; three models featured three different looks–one pixie with marcels, one smooth and straight with strong color, and one curly and loose.
Creativity and Collaboration in Action
Throughout Congress, attendees also experienced creative showcases by Dame Salon, Van Michael Men’s Team, Ginger Boyle, Pyure Salon, Elevate Hair, Greta Coston, and Dosha Creative Team. The event reflected the diversity of artistry within the Aveda network, from editorial experimentation to salon-ready techniques.
Giving Back and Looking Ahead
Philanthropy also played a central role. Scott Harrison of charity: water returned to share his mission of clean water access. Since 2018, Aveda has helped raise more than $6.7 million for the cause.
“Caution” onstage at Aveda Congress, by Allen Ruiz and Luis Gonzalez
Immersive Experiences and Brand Innovation
Beyond the stage, attendees explored immersive Aveda experiences, including:
- The Aroma Bubble, first seen at Minneapolis Pride
- Aura photography sessions
- Sneak peeks at upcoming product innovations
- Educational activations highlighting Aveda’s naturally derived aromas and plant-powered performance
For more information on Aveda Congress 2025.
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