When conversations spark about artistry and innovation in hairdressing, few names resonate as powerfully as Antoinette Beenders. As Aveda’s Senior Vice President of Creative, Antoinette has shaped the brand’s global aesthetic and inspired hairstylists around the world for decades.
With an extraordinary career spanning over 30 years, Antoinette’s artistry transcends hair—it’s a bold expression of fashion, culture, and storytelling. From crafting breathtaking avant-garde collections to translating trends into salon-friendly techniques, she continues to set new standards for creativity in the beauty industry.
A Career of Accolades and Iconic Imagery
Originally from the Netherlands, Antoinette trained under the legendary Trevor Sorbie in London, quickly rising through the ranks to become one of the most acclaimed hairdressers of her generation. Her list of achievements is staggering, including multiple British Hairdresser of the Year awards and, most recently, being named the NAHA 2025 Legendary Icon—one of the highest honors in North American hairdressing.
Her work is celebrated for its bold silhouettes, sculptural shapes, and innovative textures. Whether designing for fashion shows, editorial shoots, or global creative collections for Aveda, Antoinette’s vision consistently pushes the boundaries of hair artistry.
Creative Leadership at Aveda
In her role at Aveda, Antoinette is responsible for developing the creative direction behind Aveda’s global imagery, collections, and education. She collaborates closely with artists, photographers, makeup artists, and fashion designers to bring each vision to life.
Her signature approach often blends sustainability with high fashion—a philosophy that perfectly aligns with Aveda’s mission of caring for the world we live in. This focus on artistry, sustainability, and education makes Antoinette a true industry icon.
See Antoinette Live at Aveda Congress 2025
Antoinette Beenders will be gracing the Global Stage at Aveda Congress 2025, one of the industry’s most anticipated events, renowned for showcasing top artists from around the world. Her stage performances are legendary, captivating audiences with creative storytelling, breathtaking transformations, and pure artistry.
If you’ve ever dreamed of experiencing the energy and brilliance of Antoinette’s work in person, Congress 2025 is the place to be. Expect bold concepts, inspiring techniques, and a celebration of artistry that only she can deliver.
Why Stylists Should Follow Antoinette Beenders
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She’s a source of creative inspiration for both avant-garde artistry and wearable trends.
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Her work is deeply rooted in sustainability and ethical beauty—a core value for modern salons and stylists.
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She’s a master educator, sharing techniques and insights that elevate every stylist’s craft.
Don’t miss the chance to see her in action and draw inspiration for your own creative journey.
