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find inside MAGAZINE ISSUE 27 JULY / AUGUST 2022
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14 MATRIX / BIOLAGE NATIONAL SALES MEETING Photo recap of the NSM
COMPETITION MAKEUP Makeup with Natalia Farahmand
Contact Efe Magazine Andrea Sampson, Editor 416.476.9900 andreasampson@efemagazine.com @andreasampsonefemagazine
18 VZN AWARDS UPDATE
20-53 VZN FINALISTS
Check out the work of our 2022 Finalists
An update on the award show and new date announcement.
Efe Magazine is published 6 times a year. All rights reserved. No part of this publication may be reproduced without written permission from the publisher. The publisher assumes no responsibility for the contents of any advertisement and any and all representations or warranties made in such advertising are those of the advertiser not the publisher. The publisher is not liable to any advertiser for any misprints in the advertising not the fault of the publisher and in such an event the limit of the of the publisher’s liability shall not exceed the amount of the publisher’s charge for advertising. Efe Magazine accepts no responsibility for unsolicited materials, but will be reviewed for editorial consideration. These submissions may be used by Efe Magazine and their affiliates in any medium without the consent of or payment to the submitting party. Published by Efe Magazine. Printed in Canada. E-mail: info@efemagazine.com
Design and Production by:
thevitalgroup thevitalgroup.ca Patrick Huffman: 416.882.2428
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CONTRIBU10
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By artists, for artists, supporting all artists. 5
1 D 'antal Sampson B .A. (Hons), J.D.
WRITER / SALES @dantalsampson
As we head into the summer, I am looking forward to opportunities to see friends, enjoy the sunshine, travel the world and relax. Simplicity is the ultimate sophistication!
2 Natalia Farahmand MAKEUP ARTIST @desideriobeauty
This summer I look forward to connecting with nature and realigning with water. I am eager to find a balance between major creative artistic projects and celebrating life by creating inspiring moments.
3 Joanna Gray
PHOTOGRAPHER @jgrayphototo
This summer I'm most looking forward to the adrenaline rush of all the work and play that is coming my way! After two slower summers from a business perspective, I cannot wait to again be consumed with shooting weddings and events. Any moment in-between, I'll be enjoying all that our vibrant city of Toronto has to offer. Find me at outdoor concerts, sporting events, festivals, patios, and parks filled with sunshine, laughter and love. Memorable moments will be made summer 2022, bring it on!
4 Keena Alwahaidi WRITER @keenaalwahaidi
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Funny enough, all I look forward to this summer is living out some normalcy now with the pandemic craziness slowing down. I can’t wait to say yes to those weekend trips and nights in with my friends.
5 K y'ana Sampson WRITER @_kyxx
This summer I’m looking forward sunnier, brighter, longer days. I’m looking forward to 8pm cotton candy skies and 8am hot and humid mornings! The summer sun makes everything in life 10x better. I love not having to wear layers or heavy boots and being able to soak up the sun in a cute summer outfit and some flips flops!
6 M onika Sidhu GUEST CONTRIBUTOR
This summer is about enjoying outdoor live music again! Ive become so much more appreciative of the amazing summers here in Toronto and I’m ready to enjoy all parts of it but I missed live music! I already have a few outdoor concerts in mind and I can’t wait to enjoy the beautiful summertime weather alongside some amazing music and even more amazing friends.
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LEAD WITH LOVE
E D I T O R 'S My life rule is to treat people the way I want to be treated. Personally, and in business. I lead with love, in every scenario. Why? For compassion. It brings out the realness in every situation. A love for others, a love for this industry, a love for ones passion and most importantly, a love for myself. And when you lead with love, your ego is always set aside. I’ve been told I take things too personally, but when your business is your whole life, how else are you supposed to take it? With a grain of salt. It’s not personal, it’s business. Four and a half years in, 27 books and about 10 independent shows later and I'm still fighting the good fight. I ask myself often, why are so many people in this industry that I love, still trying me on for size? I guess someone always will... And that would be okay, if they are direct about it. Trevor Noah said “There is something very liberating about fighting an obvious enemy, verses the enemy you have to prove exist.” And that resonated so deep with me because I’m always having to prove my enemies exist, especially to myself. That realization from friend to foe, as you slowly come to terms with who they are. You watch them pat themselves on the back as they feel they are
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doing you a favor by simply exiting in your world. They take advantage, they bully, they intimidate, they lie, hoping that in the midst of all your progress, I will not see through their intentions. But their truth always surfaces. As I look back, at every point in my life, someone was always trying to mold me into someone or something I wasn't. Be this type of hairstylist, be this type of mother, be this type of director, be this type of friend… I was told to laugh softer, speak quieter, dress "better", move slower. Basically, I was being asked to be anybody but me. But being me, being my entire me, is what has gotten me here today. I will not be small for anyone. I’ve always been unmoldable. My only option here is to be brave, to shine bright and move boldly. And I will not allow my enemies to alter that. I’m an artist. We are artists, we were born brilliant, kinda bad, also little bit mad. And for years many of us have been the 'unseen genius', trapped by the power of others not to be seen, heard or celebrated unless for their benefit. That part of our journey is over. We are entrepreneurs, which is probably the
L E T T E R most humbling experience one can encounter, other than being a parent. Because even though it’s yours, and you lead, direct and create everything for your business, it’s not for you. And It’s definitely not about you. It’s about your customers and the service you provide them. It’s about giving the best of everything you’ve got to someone else. And that’s not for weak. We take the chances many won’t. We’re not afraid to change and pivot, in fact, we thrive on that. While most seek comfort hanging on to the little they know and control, we are out here changing the world. We must stand up for ourselves, set boundaries and push back. Be who you intended to be, regardless of how that makes others feel. Continue to be authentic, as authenticity comes from within and only those who are, can see it… My son taught me that. I have a strong vision and purpose, and my purpose has significance in this world. And regardless of any fight, I will do what I came to do. We live in a world where nobody wants to be wrong but also where nobody wants to do the things that will make them right. So, lead with love. I end this note with five things I’ve learned that have gotten me through these four years.
1/ Never forget you are an artist; it will take you everywhere. 2/ B elieve – If you believe you are valuable and truly know your worth, you will be, and No one can take that from you. 3/ Time – Time it is precious and irreversible, stop spending time on anyone or anything that doesn’t have time for you. 4/ It’s not personal, its business, act accordingly with absolutely everyone. 5/ Perfect is not a thing. You will kill yourself trying. Aim for progress, not perfection.
Andrea Sampson Addressing hair by texture not race.
ANDREA SAMPSON, EDITOR // 416.476.9900 // andreasampson@efemagazine.com // @andreasampsonefemagazine
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MATRIX / BIOLAGE
National Sales Meeting A smile says a million words without a sound. Laughter is understood by all, without a single word spoken. Both are their own indicators of great feelings felt and incredible memories made. And we were lucky enough to capture these moments at the 2022 Matrix/Biolage NSM. Where for the first time in a long while the Matrix family gathered to share what has been, what is current and what is to come. It was a circus themed NSM filled with games, performances and surprises. We had the pleasure of hearing the back story of the President for the Professional Product Division for L’Oréal Canada, who is very accomplished. But what stood out most, was his dedication and commitment to his family. Those same values are the ones that surround L’Oreal professional which was very evident when the General Manager Anne-Laure had her daughter lead a group performance, what a sight! Bravo! The entire weekend was filled with insight and inspirations. It was great to see the brand personality come to life. We look forward to creating a strong partnership with this team.
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Competition
MAKEUP
BY N ATALI A FARA HM A ND [OWNER @DESIDERIOBEAUT Y ]
We create looks and deliver client expectations flawlessly, but why do we feel overwhelmed participating in makeup competitions? All artists can identify with the feeling of anxiety that competitions induce. Whether you win or not, entering competitions can be an incredible learning experience as a professional artist. Content creation based on everyday looks is important to build your portfolio. However, many competitions have themes that allow you to maximize your creativity with the added benefit of highlighting your work with the potential to generate more business opportunities. Keep reading because we have some essential tips to help prepare and develop a winning strategy!
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your look. If the contest is a stage competition,
1. READ THE RULES
repeatedly practice while timing yourself
Prior to planning your submission and before
each attempt. Every session, you should be
entering any industry competition, ensure
improving your timing, as you are learning
you have a clear understanding of the rules.
exactly what to do and what not to do. A good
Many contestants lose points simply for
friend of ours, Christina, once said: “Think of
not thoroughly indicating all the rules and
the Olympics.”
regulations, so take your time reading all
Bonus: Many competitions require a level of
the fine print. In some cases, entries may be entirely dismissed depending on the error. The technical factors are just as important to examine, as your beautiful work will speak for itself. 2. INSPIRATION
Most art pieces have a story behind them. Given the nature of competitions, typically artists are given a theme to the category they are entering. This can be a general theme of evening glam or fashion for example: editorial, bridal, or special effects etc. Whichever category presents itself, dig into your creative side and see what most inspires you in retrospect to what is required to create an original and outstanding project. You may look at past winners or finalist to
must also be given to the hair design, fashion styling, jewellery and accessories. All these factors combined together is what truly creates masterful competition art.
digital photograph of your competition entry.
the same page in regards to non-disclosure.
You have prepared an outstanding look, but
You may not win every contest you have
you must be able to present it accurately. You
entered. We have participated in many
may invest in a professional photographer
competitions before winning formally.
who is familiar with portraits and has had
Whether you receive a physical prize or not,
experience with how to appropriately edit
it does not reflect on your talents and skills as
if necessary. If you prefer to take your own
a makeup artist. Don’t let this discourage you,
photos, here are some basic pointers on how
the mindset is what makes a true winner. Look
to get the perfect shot:
back on what you could learn and improve
A DSLR camera – not your camera
is detrimental to your efforts. It should be
A steady shot – try the timer setting
encouraged to gain inspiration from anywhere
A neutral, solid background
possible as an artist but replicating a look will
Do not over edit!
3. CREATE A FULL LOOK
oversharing the process or the final photo is other parties involved in your entry are all on
Avoid directly comparing yourself as this
and as an artist.
Typically, when entering a competition,
Most competitions now a days will require a
Good lighting – natural light works best
also a reflection of who you individually are
the rules and regulations accordingly.
not permitted. Ensure you, your model and all
to brainstorm, coming up with new art that is
submitted. Read the fine print to understand
4. PRESENTING YOUR FINAL LOOK
determine the evaluation of a winning look.
not make your entry stand out. Take your time
exclusivity for the work and content being
5. PRACTICE!
on and try again until you achieve your goals! Most importantly, HAVE FUN! For educational training and mentorship programs, contact us on social media @desideriobeauty or on our website www.desideriobeauty.com.
Don’t hold back when it comes to preparing, practice is key! Re-do your look a few times before staging your photo shoot. This allows you to look closer into the techniques and
Creating a competition piece means the
details you are using to see if it is perfected to
overall look will be judged. Everything
your vision. Do not give up or get discouraged,
that will appear in the final look must be
adjustments can always be made, and you only
coordinated. This requires work not only for
get better with practice. You don’t need to get
just the makeup application, but consideration
your camera out until you are confident with
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Update
Recap Well, it wouldn’t be a recap without a good story to tell. Even if it’s not the recap I wanted to give, nor the ending I was expecting. I actually promised myself that I would stop talking about it. But here we are… And I think it’s only fair that you understand how we got here. Can I just start by saying you can never plan for this, and we started planning 12 months ago. Right after the very first VZN Awards. Remember, “if perfect was a thing” It was perfect. So, we wanted to recreate it, I mean who wouldn’t, after such a successful show. We wanted to give the industry all that and more. More sponsors, bigger booths, more giveaways, more food trucks, more people. It was going to be a whole lot of more. The opening show was going to be fire, we rehearsed for weeks, I even got a solo spot. Our hosts… The coolest duet to ever hit the beauty Industry’s stage... D’antal Sampson and Greg Stokes I mean C’mon. Yes, double trouble and they were prepared to take you through an exciting night of awards and performances. And let me tell you, they got jokes. And on top of all of that, our show is produced by the spectacular P & J Pascal and Jeremie. We have the pleasure of working alongside their talented team. It really doesn’t get any better. Like, we were ready. And then, four days before our show, we were told we would have to cancel or postpone it. That Cityview Drive in was
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closed indefinitely. The silence in the room (ZOOM) was deafening. It took me a minute to catch my breath, and when I did, we literally did everything we could to have the show as scheduled. But it was too short notice for anyone to turn around an event of this caliber in four days. We had to surrender. We had to give in to what would be. It was totally out of our control and we had to accept that. But that wasn’t the hardest part, the hard part was breaking the news to all of you. I felt like I had let you all down. For one year, we had all anticipated this very day. Everything we had all worked so hard for. The finalists, the sponsors, the performers, the DJ, everyone. And now it wasn’t going to happen as planned. Breaking this news was one of the hardest things I had to do in a long time. But the love and understanding I received from you all was so overwhelmingly beautiful. I want to thank you for believing in us and supporting all that we do. Without you guys we are nothing. And to know that you have our backs the way you did, had me to tears. Reminded me that I am on the right path, no matter how hard. Thank you. Our new show date is September 11th 2022 at Rebel Night Club 20 Polson St Toronto. Which I know is all too familiar. I promise, it will be BIG, BETTER, BEST. Bigger than you can image, Better than you thought it could be and the Best event you will attend this year!! We look forward to creating one of your best industry moments with you. See you on September 11th!
SEPT 11
2022
D'Antal
HostedAMbPyS:ON
REBEL NIGHT CLUB 20 POLSON STREET
TORONTO, ON
AL S D'ANT G STOKES RE AND G
Greg
Performance
ANDREA
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by:
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F IN A LISTS
BARBER OF THE YEAR
2022
PAUL PEREIRA
MIKKA GIA
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MUNNY THAPAR
F IN A LISTS
THAD JAYASEELAN
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F IN A LISTS
BRAIDS + CORNROWS + SINGLES ANDRIAN CAREW
FRANK CINI
2022
DIVYA NARINE
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CENTRAL CANADA STYLIST
2022
ANDRIAN MARTIN MENARD CAREW
FRANK CINI
F IN A LISTS
JERICA WENTZELL
CATEGORY FINALISTS CONTINUED...
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F IN A LISTS
CENTRAL CANADA STYLIST PAUL PEREIRA
DAREK WIERZBICKI
2022
RODRIGO ARANEDA
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ERIN FERNANDES
F IN A LISTS
FRANK CINI
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F IN A LISTS
COLOURIST OF THE YEAR
2022
NICOLE PEDE
LAURENTIU BOSTAN
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MICHELLE OLIVER + ERIN ENIGHT
F IN A LISTS
ERIN FERNANDES
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F IN A LISTS
EASTERN CANADA STYLIST
2022
HEIDI KENNEY
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JESSICA IOZZO
MANNY DIMI
2022
EXTENSION SPECIALIST OF THE YEAR
F IN A LISTS
JESSICA PAGLIUCA
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F IN A LISTS
MAKE-UP ARTIST OF THE YEAR JOSIANNE BOURQUE
THISO THANGARAJAH
2022
NATALIA FARAHMAND
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MEN'S CLIPPER CUTTING
2022
JAY LORENZANA
PEDRO GONZALEZ
F IN A LISTS
MUNNY THAPAR
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F IN A LISTS
MEN'S LONG HAIRSTYLING
2022
HANNAH HEWITT
MIKKA GIA
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LUKAS PRESS
F IN A LISTS
PAUL PEREIRA
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CREATING THE CHANGES IN BEAUTY TODAY FOR A BETTER TOMORROW.
THE BEAUTY OF 34
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I N C LU S I O N MAGAZINE
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F IN A LISTS
MULTICULTURAL ARTIST OF THE YEAR
2022
JANET JACKSON
ADRIAN CAREW
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FRANK CINI
2022
JED RYCEL
F IN A LISTS
MICHELLE OLIVER + QUINN ENRIGHT
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F IN A LISTS
MULTICULTURAL BARBER
2022
JUAN JOSE ROMAN + WILLIAM LUONG DIVYA NARINE
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THAD JAYASEELAN PAUL PEREIRA
SABINO DI TACCHIO AWARD
2022
MARLO STEENMAN
F IN A LISTS
NICOLE PEDE
RODRIGO ARANEDA
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F IN A LISTS
STYLIST OF THE YEAR
2022
TONY RICCI
ERIN FERNANDES
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JANET JACKSON
F IN A LISTS
MARLO STEENMAN
CATEGORY FINALISTS CONTINUED...
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F IN A LISTS
STYLIST OF THE YEAR LAURENTIU BOSTAN
ADRIAN CAREW
2022
ROBIN LACHANCE
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2022
JUSTON RIZZUTO
F IN A LISTS
NICOLE PEDE
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F IN A LISTS
TEXTURE ARTIST ERIN FERNANDES
MIRABELLE BIOSVERT
2022
LUKAS PRESS
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2022
THE SALON CHAIR STYLING TRANSFORMATION
REEMA JABER
F IN A LISTS
SHENISE CHARLES
MANNY DIMI
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F IN A LISTS
THE BARBER CHAIR
2022
ALLAN RODRIGUES
JORDAN CORDEIRO
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TIMOTHY RAMYAD + DIVYA NARINE
F IN A LISTS
DEREK O'BRIEN + DIVYA NARINE
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F IN A LISTS
THE SALON CHAIR COLOUR TRANSFORMATION
2022
COURTNEY BOND
ERIN GILLESPIE
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2022
GRACE TRANG
F IN A LISTS
SHARON MUDAVANHU
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F IN A LISTS
THE SALON CHAIR CUT TRANSFORMATION COURTNEY BOND
2022
CHRIS MAIATO
SHENISE CHARLES
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WESTERN CANADIAN STYLIST
2022
JUSTIN RIZZUTO
SIMON JAMES
F IN A LISTS
MARLO STEENMAN
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INDUSTRY'S CHOICE WINNERS
PRODUCTS OF THE YEAR
Best Oil
Best Dry Shampoo
Olaplex Bonding Oil
Joico Weekend Hair
Best Styling Product Matrix A Curl Can Dream
Best Hair Spray Schwarzkopf Professional Osis+ Finish Elastic
Best Deep Conditioner Joico Defy Damage Protective Masque
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Best Colour Line WHAT WILL BE THE 2022 COLOUR LINE OF THE YEAR?
Find out at the VZN Awards on September 11th 2022!
Sponsored by:
Produced by:
PASCAL & JE
REMIE
COVER F E AT U R E
PHOTOGRAPHY BY: JOANNA GRAY STYLED BY: NEAL JOLLY
MANNY DIMI 54
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We all know him as Manoloextendo aka Manny Dimi. Industry influencer and heart throb with a smile everyone will remember. But behind all that he is kind, talented and believe it or not, shy. Manny stepped into the industry only 14 years ago, a proud Marca College graduate. Obsessed with long hair for as long as he can remember. Being a hairstylist was his destiny, as he is the third generation Dimi to be a beauty expert. “It went by really fast” Manny says. Our cover shoot was done at the Scarborough Bluffs, where Manny was born and raised. It was a moment of reflection for him as he speaks about the many firsts he had there and how growing up in Scarborough really prepared him for the life he created for himself today as a hairstylist.
HOW IT STARTED “Not many people know I grew up in Scarborough. And I loved it, it’s so multicultural, I got to learn and understand so many different cultures. Fast forward to today, I have the most diverse clientele and there’s so many things that I can relate to them with. This has really help me to develop and grow within my career as I continue to expand my clientele. I remember in high school I would use an iron to straighten my friend’s hair (flatirons didn’t really exist back then), I was not afraid to try anything. I would replicate all the things I saw on television and in the magazines. I didn’t know what I was doing but I knew I needed a lot of hair spray. I would slick the sides down and puff up the top… That was my thing”.
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BEING ME “Even though I was in love with hair and knew that’s what I wanted to do, I didn’t start school right away. I was afraid. I didn’t want people to think I was gay or know that I was gay. I wasn’t ready for that. I was 21 when everything changed. I was out and proud. I went to hair school; I had just started a relationship with my partner, we’ve been together for 14 years now. For the first time, I was able to be my true self. I started this part of my life proudly as a gay man. I love the beauty industry for that, It made me feel comfortable and I could be me."
WHAT’S NEW “I never want to be that person who speaks about doing something and never actions it. I’ve wanted to do classes for years now, but I was so nervous. I mean, I’ve taught before, for Global Best Beauty Hair, but when it’s your it’s your own, it’s different. You feel like it has to be so perfect. I mean, everything goes through your head, what will people think, what will they say, will they like it? But I was ready, so it didn’t matter. I’ve partnered with Yogacolorist who I met 13 years ago at Fiorio St Clair where I was Sharon’s assistant. And now we’re doing this major colab on Sunday August 7th 2022 called Tall Dark Blended and Extended. A combination of creating the perfect blended brunettes, extension installs the most efficient way. Also, cutting extensions to perfectly blend with your client’s hair and styling. I am so excited to finally get to share all my little tricks. Attendees will learn how to take their clients hair to the next level.”
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WHY NOW The industry has been so amazing to me, I have created such a beautiful life being a part of it and now it’s my turn to give back. I think it’s important to share all that I’ve learned. I feel like keeping it to myself would stunt my growth.
FINAL THOUGHTS There is so much happening for me all at the same time, which makes me know I am moving in the right direction. Even though it’s a tad bit overwhelming, it feels right. I recently worked on the Drake video, lots of hours and so much hard work, but so worth it. To have something like that on my resume is priceless. The timing for everything is amazing and I’m just rolling with it. Also, I can’t believe I’m on the cover. I am so grateful for all that life is throwing at me. For all those coming up or just entering the industry. Try everything, do everything and be yourself, that will never fall you.”
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ROVED P P
"Addressing Hair by Texture, Not Race." - ANDREA SAMPSON
ROU
Efe Approved is the beauty industry’s guide for professional products suitable for all hair types. Here at Efe Magazine, we welcome diversity, and identifying textures is our specialty. We understand that product selection isn’t always easy. Efe Approved is a selection of professional beauty products tested by salon professionals on all hair types, achieving multiple styles. Only products with diverse capability are featured here. As individuals continue to embrace their natural textures, we as an industry must provide products that cater to the multiple textures that make up the world today. Did you know that over 65% of the world’s population has some form of curly hair? That means that less than half of our population has straight hair, yet we as an industry have focused our product development, research and advertisement on the minority hair type. Why? As the standards of beauty change, ensuring that all beauty is seen, recognized and celebrated, hair products must also see, recognize and celebrate all textures. It has been an exciting journey for the Efe Family to work with leading brands and uncover professional products with diverse capabilities.
JOICO’S CURL CONFIDENCE DEFINING CRÈME
Hydration, hydration, hydration! Remember to ensure that curls are well hydrated prior to applying product. We feel this is the biggest miss when working on curly hair. We tend to remove more moisture than required to speed up the styling process. When really, water acts as the transporter, distributing your product evenly for best end results. You all know we are a big fan of layering product. When working with 3A – 3C hair, we added a leave in conditioner prior to applying Joico’s Curl Confidence Defining Crème. This was only to create a solid foundation and eliminate wasting of product. As always, less is more. We started with a loonie size of product, really working it in from root to end to bring out the true definition of each curl. This allows us to leave hair to air dry or diffuse. When working on 4A hair we also added a medium hold gel for more control and definition.
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AUTHENTIC BEAUTY CONCEPT HYDRATE MASK
STMNT CLASSIC POMADE
It all starts at the sink, prepping hair for success. We all know that if hair is lacking moisture, it is also lacking protein. However, it will not accept protein without the adequate amount of moisture… The Hydrate Mask by Authentic Beauty Concept hits hair right. Catering to a very wide range of hair types: 2C – 4C. It was crazy to see the reaction to each curl type once they received their adequate amount of hydration. Hair was softened and curls were defined. Remember this is a mask not a conditioner, allow it to do its thing, give it some time. Apply a generous amount, sit your client under the dryer or steamer and wait for the magic to happen as it detangles, hydrates and make hair manageable for any style. Products such as Hydrate Mask are foundation setters and should be incorporated in your client’s regular hair routine. Perfect for back bar use, but do not miss the opportunity to retail this item for at home use.
Pomade is a must have in every barbershop/Salon. We love the way it can work its magic on all hair types. A truly versatile product and brand. Of course, the length of hair will determine how it is used, achieving looks such as the combover right down to waves. Ranging from hair types 2C – 4C. Let’s not forget less is more, especially when working on fine hair. A great styling tip: Add a spritz of water to your product when emulsifying, prior to applying to hair for an even distribution.
DO YOU KNOW THE CHARACTERISTICS OF EACH CURL PATTERN? STRAIGHT
2A
WAVY
2B
CURLY
2C
3A
3B
COIL / KINK / ZIGZAG
3C
4A
4B
4C
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