With a career defined by boundless creativity, innovation, and fearless leadership, Antoinette Beenders has shaped hairstyling in profound ways. At the 36th Annual North American Hairstyling Awards (NAHA) put on by the Professional Beauty Association, her legacy was officially cemented with the evening’s highest honors: the Industry Icon award.
Known for her trailblazing work with Aveda — where she serves as the brand’s Senior Vice President Global Artistry — Beenders accepted her award from Kevin Molin and then proceeded to blow the audience’s mind with a presentation featuring 5 hair models and dozens of drones. A lifetime of hairstyling technique on display and a powerful signal that she’s not finished.
The Tease connected with Beenders about this milestone moment, including the inspiration, products she used and logistical challenges involved with programming a drone sequence. Read on for our conversation with Antionette Beenders.
The Tease: How does it feel to be formally recognized as an ‘industry icon’ at NAHA?
Antionette Beenders: I am absolutely humbled and thrilled at the same time to have received the Icon Award as its first recipient. Having been in this industry for over 40 years, with 20 of those years spent in the USA, this recognition feels deeply meaningful. It’s an incredible honor, particularly as during the first 20 years of my career, I was also the recipient of the highly coveted British Hairdresser of the Year. This award feels like validation from the global hair industry, acknowledging and appreciating the work I have poured into my craft over the decades.
What’s iconic to you?
Beenders: To me, being ‘iconic’ means embodying a symbol that resonates deeply with a particular idea or movement. I admire the concept of being a female symbol—a figure who seamlessly bridges the worlds of hair and fashion, blending artistry with purpose. For me, that purpose ties directly to a commitment to using naturally derived products and fostering a sustainable consciousness in everything I do. It’s about creating a vision that not only transforms aesthetics but also champions environmental responsibility, making a mark on both the industry and the world as a whole.
Talk to us about the NAHA presentation. What was the concept? Did you always know it was going to be 5 looks?
Beenders: The concept behind the NAHA presentation was rooted in my latest Astral collection, which draws profound inspiration from the mysterious and intriguing realm of out-of-body experiences. This collection boldly seeks to push the boundaries of hair design, blending cutting edge artistry with advanced technology to craft something truly extraordinary.
In collaboration with multidisciplinary artist Ed Maximus, we employed AI-generated imagery for every element of the collection, apart from the model’s face and hair. This innovative approach allowed us to explore new dimensions of creativity and expand the visual language of hair artistry. Astral represents a natural evolution of my earlier work and builds upon the ridge technique I originally developed for a couture fashion show. With this collection, I aimed to elevate that technique to new heights, emphasizing three-dimensional forms that transcend traditional hair design.
Astral mirrors the fluidity and soft contours of rounded architecture, imbuing the designs with a sense of otherworldliness.
The decision to feature five models in the NAHA presentation was thoughtfully influenced by the size of the stage. I felt that five models provided the perfect balance — adequately filling the space while avoiding overcrowding or emptiness. Additionally, I always approach show design with a three-dimensional perspective, ensuring there are multiple layers of visual intrigue beyond just the hair itself. For me, it’s about crafting an immersive narrative, one that engages the audience on deeper levels. This is where elements like the film and drones come into play, enhancing the storytelling and adding an innovative dimension to the presentation. The interplay of these elements allowed the show to transcend traditional boundaries, creating a multi-sensory experience that truly captured the essence of the collection.
Walk us through one of the styles if you could. What were the products you used to get the look?
Beenders: The process began with careful preparation of the hair to ensure it was in its healthiest and most manageable state. We tailored the product selection to suit each model’s specific hair needs:
- For models with finer hair, we used Aveda Invati ultra-advanced thickening foam to add volume and create a plump texture.
- For models needing extra hydration, Aveda Nutriplenish styling treatment foam was applied to deliver moisture and softness.
- For models whose hair required repair, we applied Botanical Repair leave-in treatment to strengthen and rejuvenate their strands.
Once the hair was prepped, we began crafting the look. We started by pulling the hair back away from the face and focusing on flattening the sides of the head for a distinct geometric effect. This was achieved by using Aveda Control Force Hair Spray, which was brushed and blow-dried tightly into the sides, creating a square-like head shape.
Next, we turned our attention to the top of the hair, spraying and blow-drying it back to give a sleek, structured effect. Two small sections of hair above the parietal ridge were lifted and clamped vertically using a small straightening iron. This created a striking 3D texture, adding dimension and character to the look.
Finally, to embody the collection’s outer-worldly theme, we sculpted the hair into vertical fins on either side of the head. This avant-garde design transformed the models’ faces, giving them an alien-like appearance that seamlessly tied into the Astral collection’s vision of otherworldly beauty and innovation.
How did the drones come to be part of it? Was it at all stressful?
Beenders: As part of the storytelling, I wanted to introduce a futuristic element that not only added visual impact but also conveyed a meaningful message. We preprogrammed 40 drones to display the words ‘Artist,’ ‘Icon,’ ‘NAHA,’ and ‘Aveda’ to mark the occasion and elevate the presentation. However, once we got into the theatre, we discovered that the LED screens were not positioned as originally planned. This unexpected change required us to reprogram the entire drone sequence. It was undeniably stressful, but the unwavering support and flexibility of the NAHA team made all the difference. They generously extended our rehearsal time, allowing us to refine the programming and ensure everything was perfectly aligned for the show. Huge thanks go out to them for their dedication and collaboration in bringing this ambitious vision to life.
How are you feeling about the response to the presentation?
Beenders: The response has been overwhelmingly positive—I think my presentation was the highlight of the weekend and generated quite a buzz online. While I haven’t yet had the chance to share detailed close-ups of the hair, those are coming soon. My favorite feedback was hearing that the audience came expecting a top-tier hair show from me and Aveda, but they were absolutely stunned not only by the hair and the models but by the unexpected 3D drone presentation, which exceeded all their expectations.
For more from Beenders, be sure to follow her on Instagram.
