On August 16th, Aveda kicked off the 21st edition of Aveda Congress in Minneapolis, Minnesota, bringing together more than 2,000 Aveda Artists, salon owners, industry professionals, speakers and guests to celebrate artistry, environmental responsibility and care. The multi-day event was designed or attendees to find inspiration, learn new hairstyling techniques from some of the world’s most respected artists, and share in Aveda’s mission to care for the world. Also, to seed a revolution.
The first day of Aveda Congress began with a blessing from Chief Tashka and Laura Yawanawá, of the Yawanawá indigenous people of the Amazon rainforest, a tradition that has carried through multiple Congress events as a testament to Aveda’s enduring relationship with the Yawanawá. Of note, Aveda has partnered with the Yawanawá since 1992 and, together, they have been able to more than double the size of the tribe’s land rights while engaging in efforts to preserve and enhance biodiversity and mitigate climate change. (They also support projects to secure local human rights, providing the Yawanawá people with access to clean water, sanitation and hygiene, food security programs, schooling, and scholarships.) Shane Wolf, President AVEDA & Hair Care, received his own blessing from Chief Tasha and then gave a rousing speech, talking to the future of the brand and its new stylist-focused programs. Wolf, himself a hairstylist, stepped into the role in 2024, and with this Congress, was able to address a redirection of brand — saying he and his team would be the “caretakers of the caregivers.” Time and time again he reminded the attendees that “Aveda is here for you.” No doubt a welcome note to the many salon professionals in the audience.
Wolf’s opening remarks began with a short video teasing Aveda’s forthcoming launch, Abundant Blowout. He even demonstrated the product live onstage, turning up the volume on the bounciest of blowouts. 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. Wolf promised “abundance would be everywhere.”
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.
This year, editorial hairstylists Jawara and Charlie Le Mindu 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 and fashion houses like Loewe and Off-White, shared his story onstage, then presented a curated collection of hairstyles that celebrated the beauty of textured hair. We’re talking sculptural looks accented by fans and floral hairpieces made with hair.
The French-born artist, Charlie Le Mindu, fresh off of his work with Chappel Roan, presented an avant-garde collection set in “Charlie’s Cut Salon,” complete with more than a half dozen dancers in his signature hair costumes. There was even a reimagined Disney song…. iykyk.
Day one of Aveda Congress also included a powerful segment by artist and activist, Laetitia Ky. With 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 feminism, justice, resilience, beauty, and care that shape our world.
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 and featured four incredible segments to highlight styles she’s honed over a legendary career, plus AI and robotic dogs. Beenders also reengaged with Chief Tashka and Laura Yawanawá, inviting Tashka to add ceremonial makeup to one of her models to honor the Blue Morpho Butterfly native to the Amazon. The presentation included a demonstration of her “Feathered Fishtail” braid, which she previously styled at fashion shows in the 90s, 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 mainstage highlights included 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 (led by Tracy Freeman); 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. Creative performances by Dame Salon, Van Michael Men’s Team, Ginger Boyle, Pyure Salon, Elevate Hair, Greta Coston, and Dosha Creative Team rounded out the Congress artistic lineup.
Congress was also home to an immersive experience area where attendees could learn more about Aveda’s naturally derived aromas, discover upcoming product launches, and have their aura photographed. There was also an “Aroma Bubble,” which first appeared at Minneapolis Pride Festival, a nod to Aveda’s truly inclusive nature.
In all, Aveda Congress 2025 was an inspiring celebration artistry and hair, a beautiful reflection of community and collaboration, and an enduring testament to the power, talent, and love of the Aveda network. It was also a call to continue caring about the world and each other, which couldn’t feel more revolutionary in these times.
