For Antoinette Beenders, love is work and work is art. The spirited Brit shares her passion for hair and education.
Antoinetteâs Surprising Secrets
Favorite Music: The early â90s. âMinistry of Sound and Massive Attack; I was a club queen.â
Guilty Pleasure: Collecting fine art photography. âIâve a bit of a habit and like to go to Reflex Art Gallery in Amsterdam.â
Biggest Challenge on Set: Finding models in the middle of Norway. âOne girl showed up, so I had her take me all around the village and introduce me to her friends.â
Life Changer: Visiting Nepal. âThey have nothing, and it made me realize I donât need things. This makes you powerful as a person; you can do what you need to do.â
Antoinette Beenders, vice president of
creative and global creative director of
Aveda, is one of those people who makes
it straight-up obvious why theyâre so
successful. She lives and breathes hair,
design and image creation.
Unaware that not everyoneâs so
hard driven, she pegs herself as boring:
âMy hobby is my work; I eat, sleep,
drink it. My top beauty rules are sleep,
eat healthy organic food and exercise.
My guilty pleasure is to stay home.â
Centered and focused, yes. But
boring? Anything but. The 2004 British
Hairdresser of the Year and nine-time
nominee has traveled the globe and
worked with the worldâs top creative talent.
She currently spends most her time
creating images for
new products, photographing models and
designing ads. What sheâd most like to do
next is win an award for an Aveda ad campaign,
and she probably will.
âMy job encompasses so many things;
Iâm never in a rut,â says Beenders.
The Roots of Success
Born in Holland, Beenders says her
mother was an accountant and her father
was a photographer who showed
her how to see
things. She got the
best of both,
she adds, but more
was raised to have
confidence: âThereâs a lot to
for that.â Apparently
so, because thereâs
question she canât
answer with ease:
How do you create a
âGo to history and
juxtapose. Do Bardo
with a twist. Go matte
not smooth. Add the opposite
of whatâs expected;
if sepia was photographically
hot last season, try neon. Then
show the looks in short, medium and long
variations with altered textures.â
Where do you get new ideas?
âEverywhere! Get out of the salon. Go to a
museum. I love the New York and Paris fabric
exhibitions, which translate into length
and texture. Iâm not a Facebook girl but online,
I like the fashion gone rogue website.â
âThe Queen of England. She needs a good
cut and a blow out. I actually looked into
it but apparently itâs rule of the monarchy
that she has to look as she does on the
A tad cheeky that, but only natural
coming from a woman who says if she
hadnât been a hairdresser, sheâd have been
âI like to suss things out, research and
fix problems,â says Beenders. âRight now,
I have enough ideas for the next 10 years.â
Antoinette Beenders, shooting at the Trona Pinnacles in Californiaâs Mojave Desert.
Beendersâ fave image is her newest one for Aveda, inspired by the 1980s blow out and the financial news, transformed into sassy fashion.