Wella TrendVision Archives

Hair Festival 2024 is in the books, amassing two days of unparalleled industry connection at Sydney’s ICC over June 30 and July 1, as presented by INSTYLE and Styleicons. With an all-new date and location, the event saw astronomical growth, with over 6,000 attendees spilling through the doors – a 30 per cent growth from 2023.

The energy throughout the ICC was palpable. The education classes were packed and engaged, the floor was buzzing over both days at stands and THE STAGE., the competitions inspired a full crowd and Wonderland was an unmissable celebration of it all. Speaking to educators, stand owners and attendees throughout the event, the consistent mantra was a feeling of recovery and reignition after a difficult few years through COVID and financial hardships – in other words, we’re back baby!

“The turnout and feedback has been sensational,” shared Festival Director Renita Collins. “It’s been fantastic to watch Hair Festival grow every year. We knew changing not just the venue but dates was going to be a risk, one that was well worth it. This year truly showcased the diversity and the very best of the exceptional hair industry.”

“The hairdressing community defines camaraderie, creativity and innovation and Hair Festival 2024 brought all of that together through product, demonstrations and innovation highlighted throughout the show floor, education sessions and competitions with enthusiasm and energy that only the hair industry knows how to bring. The vibe was electric and it was thrilling to be a part of. Stay tuned for 2025 dates, to be announced soon.”

The Festival Hub, which was free to enter, was the epicentre of that vibe, as attendees visited over 90 brands for the latest in business, technology, care and colour products, hair extensions, tools, salon furniture, straightening services, men’s hair, philanthropy and so much more. THE STAGE., presented thanks to Artègo and Pivot Point, hosted bite-sized education, as well as the Hair Festival competitions, throughout the weekend, as attendees flitted between stands, the Business Hub, the Barber Hub and a chance to sit at THE STAGE. and take it all in. Brands were overwhelmed by the response.

“We’ve loved the event, it’s the second year in a row we’ve been a part of it, and it’s exceeded our expectations,” shared Melanie Sutherland from Matrix. “It’s been busy all weekend with lots of different faces, getting our product into lots of different hands, it’s been great. There’s been a line the entire time, attendees have loved it, and the feedback has been really good.”

Free attendee bags with products greeted guests, thanks to NAK Hair and ORI Lab, Pure and Juuce and Hair Aid, while Paul Mitchell sponsored the lanyards.

The education rooms were a testament to this industry’s penchant for growth. 20 sessions across business, colour, style, hair extensions, barbering and beyond saw busy rooms ready to learn, ask questions and be inspired. From bold creative looks thanks to local and international talents, to key business insights, social media tips, pricing know-how and even life lessons, it was an inspirational experience, both on and off the stage.

“It was so exciting to educate on stage, it was the closest to being a rockstar without playing any music,” said Lexie Shay of Danger Jones. “It was an awesome vibe and amazing turn out, there was a lot of pressure and stress, but it was really good and great to interact with the crowd. Events like this help people’s motivation and gets people inspired, I always feel so hyped for so long after events like this.”

The REALtalk Business Forum kicked off some of that inspiration on Sunday morning, with panels and keynote speakers across innovation, sustainability, social media, holistic salons and staff and salon management, with vulnerable and transparent conversations. For salon owners and managers, the session will inevitably change the way you look at what you post, how you lead and the future at large.

“The set up at REALtalk was really amazing and the response has been very positive, it seemed to have a huge impact,” said Aygun Sana of Vish, who spoke on the Innovation panel. “I’ve been approached by many people about how good and important it was, and it definitely created a buzz around Vish.”

The live Hair Festival Competitions saw a stellar turnout, with an all-new timeslot of Monday morning and a new location of THE STAGE. Sponsored by O&M, new categories, cash prizes and a new awards structure, that decided the Hair Festival Champion, amidst style, barber and emerging talent, elevated the platform. A large crowd watched hairdressers compete, show off their looks and then win, bringing the live competition scene fully back to life at the Festival Hub.

“We are investing in the next generation, it’s about being clean and kind in everything that we do,” said Gary Prigge from O&M. “Sponsoring the live competitions with new hairdressers and new energy was really important and there was a great success in what we saw unfold, with beautiful work, new faces and new names. It was really nice to have it on the floor, so it created a vibe and hype and attracted attention.”

Wonderland was the requisite party to truly celebrate this industry spirit. Held at The Establishment bar, attendees entered the chromosphere of metallic delights through a glowing, multi-coloured archway that provided the ideal Instagram backdrop. Celebrating 10 years of Rogue Beauty with the necessary giant cake, attendees danced the night away with a live band, canapes, a taco and bao station, a spin pod, photo opportunities and flowing drinks.

“Wonderland was awesome, it was put together really well, the venue was amazing, the entrance really stood out, the music was great, there were great vibes and good energy, it was lots of fun,” said Josh Congreve from Joico.

Sustainability was, as always, central to the event, with partnerships with Sustainable Salons and Waste Free Systems that included sustainability pledges, conscious recycling and waste management, sustainability sessions at REALtalk and presence in the Festival Hub.

Hairdressing is built on connection – connecting with your clients, your team and your community, and Hair Festival was the focal point for that bond. Whether shopping, learning, competing and undoubtedly connecting, we hope you walked away with important insights and inimitable memories, shopping bags in tow.