A LEGACY OF CRAFTSMANSHIP, COLLABORATION, AND INNOVATION WITH AVEDA
Written By Editor In Chief of Mocha Group – Louise May
Images captured by General Manager of Mocha Group – Jarred Stedman
Invited into Aveda HQ in the heart of the city, Mocha Group’s GM Jarred Stedman recently had the privilege of sitting down with the amazingly talented Antoinette Beenders. Recently visiting Australia for a series of creative projects, Antoinette—an icon in hairdressing and Creative Director at Aveda—graciously shared insights into her work, her journey, and her vision for the future of artistry in hair. Known for her boundary-pushing collections and collaborative spirit, Antoinette’s story is one of constant reinvention and an unwavering dedication to her craft.
A Journey in Australia
During her time in Australia, Antoinette balanced creative work, casting sessions at Aveda HQ for her big-stage education and connecting with the Australian hair industry. Reflecting on how much the city has transformed, Antoinette noted, “It’s unrecognisable from what it was a decade ago.”
Reinventing Hair Artistry: The Astral Collection
One highlight of her visit is her latest body of work, Astral, a collection that merges classic hairdressing with imaginative, AI-enhanced visuals. This project allowed Antoinette to collaborate with Ed Maximus, a software engineer and artist who brought a unique, outsider perspective to the process. “Collaboration is everything,” she shared, explaining how Ed’s fresh vision challenged her to push her boundaries.
For Antoinette, the use of AI isn’t just about embracing technology—it’s about blending it seamlessly with the real craftsmanship of hairdressing. “The hair is real, the model is real, but the world around them can be AI-created. That’s where the magic happens,” she said. This approach highlights her belief in preserving the core skills of hairdressing while welcoming innovation.
“The hair is real, the model is real, but the world around them can be AI-created. That’s where the magic happens,”
This approach highlights her belief in preserving the core skills of hairdressing while welcoming innovation.
Breaking Formulas and Embracing Failure
Antoinette’s approach to creativity is fearless and constantly evolving. Rather than repeating her award-winning techniques, she embraces risk, viewing failure as a critical part of the creative process. “When people win an award, they often fall into a formula,” she observed. “But that bores me. For me, every project is a chance to try something new, to evolve.” This mindset is what keeps her work fresh and has sustained her relevance over four decades in the industry.
A Legacy with Aveda: Holistic, Sustainable, and Artistic
Antoinette’s partnership with Aveda spans nearly three decades. Drawn to the brand’s mission-driven ethos and plant-based products, she found a home in Aveda’s commitment to high-performance, sustainable beauty.
“Aveda isn’t just a brand to me; it’s part of who I am,”
she shared. Aveda’s three pillars—efficacy, mission of care, and artistry—reflect Antoinette’s own values, making her an ideal ambassador.
“Aveda means ‘knowledge of the whole,’” she explained. “It aligns with my holistic view of beauty, wellness, fashion, and art.” This alignment with Aveda’s values has allowed her to infuse her artistry with a commitment to sustainability, ensuring her work resonates not just creatively but ethically.
Mentorship and the Next Generation
In recent years, Antoinette has taken on a mentorship role, guiding young hairdressers and equipping them with the knowledge they need to succeed. “I can’t be here forever,” she said, “and these young artists need to take over.” Her mentorship is as much about preserving artistry as it is about fostering the next generation of innovators who will carry the industry forward.
A Visionary Approach to Artistry
Antoinette’s time in Australia was a testament to her commitment to artistry, innovation, and sustainability. Whether working with icons like Stella McCartney and Iris van Herpen or experimenting with AI in her latest collections, her drive to explore new possibilities continues to inspire. Her journey is defined by her unique ability to balance tradition with forward-thinking ideas, and her role with Aveda allows her to champion a brand that embodies her values.
As Antoinette continues to break new ground in the world of hairdressing, her legacy is clear. She is an artist who values both tradition and transformation, continually pushing her craft forward while preserving its essence. Her visit to Australia not only showcased her creativity but also underscored her lasting influence on the industry and her dedication to nurturing the next generation of hairdressing talent.
