For Antoinette Beenders, love is work and work is art. The spirited Brit shares her passion for hair and education.


Antoinette’s Surprising Secrets

Favorite Music: The early ’90s. “Ministry of Sound and Massive Attack; I was a club queen.”

Guilty Pleasure:
Collecting fine art photography. “I’ve a bit of a habit and like to go to Reflex Art Gallery in Amsterdam.”

Biggest Challenge on Set:
Finding models in the middle of Norway. “One girl showed up, so I had her take me all around the village and introduce me to her friends.”

Life Changer:
Visiting Nepal. “They have nothing, and it made me realize I don’t need things. This makes you powerful as a person; you can do what you need to do.”

Choose Beauty: Antoinette Beenders

Antoinette Beenders, vice president of
creative and global creative director of
Aveda, is one of those people who makes
it straight-up obvious why they’re so
successful. She lives and breathes hair,
design and image creation.


Unaware that not everyone’s so
hard driven, she pegs herself as boring:
“My 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.”


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 world’s top creative talent.
She currently spends most her time
creating images for
Aveda, developing
new products, photographing models and
designing ads. What she’d most like to do
next is win an award for an Aveda ad campaign,
and she probably will.


“My job encompasses so many things;
I’m never in a rut,” 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
importantly
was raised to have
confidence: “There’s a lot to
be said
for that.” Apparently
so, because there’s
not
question she can’t
answer with ease:


How do you create a
collection?



“Go to history and
juxtapose. Do Bardo
with a twist. Go matte
not smooth. Add the opposite
of what’s expected;
if sepia was photographically
hot last season, try neon. Then
show the looks in short, medium and long
variations with altered textures.”


Where do you get new ideas?


“Everywhere! Get out of the salon. Go to a
museum. I love the New York and Paris fabric
exhibitions, which translate into length
and texture. I’m not a Facebook girl but online,
I like the fashion gone rogue website.”


Dream makeover?


“The Queen of England. She needs a good
cut and a blow out. I actually looked into
it but apparently it’s rule of the monarchy
that she has to look as she does on the
currency.”


A tad cheeky that, but only natural
coming from a woman who says if she
hadn’t been a hairdresser, she’d have been
a detective.


“I like to suss things out, research and
fix problems,” says Beenders. “Right now,
I have enough ideas for the next 10 years.”

Choose Beauty: Antoinette Beenders
Antoinette Beenders, shooting at the Trona Pinnacles in California’s Mojave Desert.

Choose Beauty: Antoinette Beenders
Beenders’ fave image is her newest one for Aveda, inspired by the 1980s blow out and the financial news, transformed into sassy fashion.