Wella Professionals proudly reflects on the success of its 2025 RED Forum, held from 21st to 24th September in the vibrant city of Buenos Aires, on the Argentinian coastline.
The annual event for Wella’s RED loyalty program salon partners, gathered industry leaders, creative trailblazers, and beauty professionals from Australia and New Zealand over four days of inspiration, networking and innovation.
The 2025 Red Forum featured an impressive array of speakers, including Keynote Speaker Kirryn Zerna, and Sebastian Professional Global Artistic Director, Shay Dempsey and panels comprised of Wella Company leadership and shining stars from our pro community. The sessions provided invaluable insights into leadership, creativity, community and the future of the salon industry. Throughout the forum, attendees engaged in hands- on workshops, panel discussions, and creative sessions.
Wella welcomed industry icon, Renya Xydis (ANZ Creative Director for Wella Professionals) and Juliet Cummins (General Manager of Valonz Group) from Valonz Haircutters for a discussion on ‘The Art & Commerce of Creativity: How to Turn Vision into a Thriving Business’.Together, they gave a rare, unfiltered look at what it really takes to sustain creative excellence while running a profitable, future- ready salon business.
Rekishia Jessup, General Manager, South Asia and Pacific comments: “Wella’s RED program is designed to empower our salon partners to grow by arming them with the tools they need to thrive. From industry-leading education, future-thinking digital tools and world-class inspiration from the best artists and experts around the world, the RED program brings our Wella family together for networking and learning opportunities throughout the year, and Forum is the annual highlight. More than an industry event, it’s a celebration of creativity, connection, and the unstoppable spirit of our hairdressing professionals. Buenos Aires, with its energy, colour, and cultural richness, is the perfect backdrop to ignite the passion and purpose that drives this industry forward.
RISE with Wella Professionals
Wella Professionals ignited its “Rise with Wella” initiative at the 2025 Red Forum, energising the industry with a bold commitment to empower hairstylists through Relationships, Inspiration, Science, and Education. This year’s Forum brought the pillars to life through inspiring panels, hands-on workshops, and creative excursions, connecting a vibrant community of professionals and sparking new ideas. By celebrating innovation and sharing real success stories, Wella inspired stylists to rise together, redefine what’s possible, and drive the future of hairdressing.
Wella Professionals guest artist and owner of The Disco salon in Brisbane, Mikey Forster says, “I’ve attended many Wella Red Forum’s and they just keep getting better and better! Each year I leave feeling inspired, motivated, and ready to share all the insights and learnings with my team.
I’m always wowed by the incredible atmosphere of community within the Wella family.”
