
Wella Announces the Finalists of Wella Trend Vision Awards
This year’s awards centered around the Monochromatic trend, which is rooted in minimalism and intentional by design.
At the America’s Beauty Show press conference—hosted in collaboration with Cosmetologists Chicago—these standout professionals were recognized for their contributions to the industry.

Robert Brown is presented his award by Anna Manukyan, Treasurer, Cosmetologist Chicago Board Member.
Credit: Anne Moratto
At the America’s Beauty Show (ABS) press conference—hosted in collaboration with Cosmetologists Chicago—these standout professionals were recognized for their contributions to the industry. Following the awards presentation, MODERN SALON editors sat down with each honoree for a quick conversation, to capture some quotes live, and also to hear their insights, career reflections, and what this recognition means to them.
A 30+ year industry veteran shares how distribution has evolved, why listening is the most underrated skill, and what gives him hope for the future of beauty.
Q: Tell us about how you got your start in the beauty industry.
Robert Brown: I didn’t have family in the industry, but a very good friend of mine, his father was so connected in the industry people used to call him “the Godfather” because he knew everyone. I was looking for a job, and he said, “I have one for you.” That was 33 years ago. I started with Avlon, going from salon to salon to salon, and built my career from there.
Q: With so much beauty product information available online today, do you find people think they already know everything?
Brown: Absolutely, the internet is empowering. It’s changed our lives. But there are still things you can only learn through experience in this industry. Understanding the science behind products, for one. It can be misunderstood depending on someone’s level of knowledge.
I remember early in my career, there was a big debate about whether you could lighten hair after using a relaxer. Some said absolutely not. Then I saw someone do it successfully. That person had a deeper understanding of the chemistry. You can look things up, but experience matters.
Q: You’ve worked with major distributors like Beauty Systems Group and SalonCentric. How has distribution changed over the years?
Brown: There used to be more mom-and-pop distributors—family-run businesses. The relationships aren’t that different person to person, but structurally, it’s very different now. With companies like Sally Beauty Holdings or L’Oréal, there are more moving parts—inventory management, corporate systems. Relationships are still key, however, as is communication.
Q: Why is communication so important today?
Brown: Communication is huge, and not just talking—listening. People don’t always think of listening as a communication skill, but it’s probably the most important one.
A lot of people are listening to respond, not to understand. When you really listen and process what someone is saying, you can respond in a meaningful way. That builds trust and puts people at ease. That’s critical in sales, in partnerships, really in any part of this industry.
Q: You also talked about “reading the room.” What does that mean in practice?
Brown: It means adjusting how you communicate based on who you’re with. You can’t walk into every room and talk to everyone the same way. Especially now—people are more sensitive, and saying the wrong thing can be a problem. You have to understand your audience and adapt.
Q: In the past, big product launches drove excitement in the industry. What are you most excited to talk about today?
Brown: Honestly, the conversation has shifted. When I got into the industry, people used to say it was recession-proof. Then we went through the pandemic.
Seeing the industry bounce back has been incredible. That resilience—that’s what I talk about now. I’ve seen people at this show that I hadn’t seen in years, even some who left the industry, and they came back just to reconnect and see what’s happening.
Q: What’s the overall sentiment you’re hearing now?
Brown: The big thing is: we’re still here. We’re still moving forward. The industry is still going. That’s what people are excited about and honestly, it’s refreshing.

Susan Haise accepts her award.
Credit: Nicole Johnson
“Education is the foundation of growth, development, and in salon environments, education is foundational to inspiration. It motivates, it allows people to grow, to increase pricing. It’s the foundation of the economics of the salon industry. I love to attend it, and I love to deliver it.”
“I believe beauty is belonging, and when people are your passion and your purpose, it just makes it such a fun industry to work in. I get to work with really dynamic people and serve amazing people as well. Ultimately, it's all about love.”

Kristen Erickson accepts her award from Luis Alvarez.
Credit: Nicole Johnson
“I’ve designed two America’s Beauty Show logos, the show’s program book, and the advertising. I’ve won about 38 design awards throughout my career. The Sydell L. Miller Woman of Achievement Award is my first award for leadership.”
“I know for a portfolio, they say you should only include your best work. But I’m so proud of everything I’ve done. I’ve got to put it all in there.”
“I'm one of those people that are behind the scenes, and no one really knows, but I just get things done.”
“Every time I step into a class as an educator, I don't care if just one person is there. I want them to come out of it with something. I also want to be educated. I want to make sure that I'm learning something as well. You can't walk into the room and be the smartest person. That means you’re not elevating.”
“I'm going to create spaces that allow people to feel okay with being in the room: don't feel intimidated, ask the hard questions, get the answers. We don't have to worry about a fence. I don’t ever want anybody to feel like I’m untouchable.”

Jalia Pettis accepts her award from Ronit Enos.
Credit: Nicole Johnson
“Jalia came from the corporate world into our industry, took everything she learned about human resources and communication, combined it with the art and beauty perspective, and she brings it all together. She’s a single mother. She’s an entrepreneur. She’s a mentor. Who better to receive this first award?”
“We're super excited to have started this award, and with Jalia as the pioneer. There are just so many people to recognize, and I can't wait.”
When an unexpected appointment with Olympic figure skater Alysa Liu turned into a five-hour transformation, stylist Kelsey Miller leaned into the unknown, proving that saying yes can lead to career-defining moments.

Kelsey Miller is presented her award by Frank Fulco, CEO, America's Beauty Show.
Credit: Anne Moratto
Q: So how did this opportunity even come your way?
KelseyMiller: The Olympic trials were in St. Louis, where I live. One of my clients was out to lunch with someone in the figure skating world, and he mentioned they needed someone to fix a skater’s hair. My client said, “My stylist is right down the street, want me to reach out?”
At first, she couldn’t tell me who it was—just that I might need to tone her hair. I said yes, of course. Then the coach contacted me directly and explained everything. I had no idea it would turn into something this big.
Q: You mentioned you thought this was just another client. You didn’t expect it to turn into this, right?
Kelsey Miller: Not at all. Her coach reached out to book the appointment, but at first, he just made it without much detail. So I asked, “Who am I doing and what are we doing?” Then he started sending me videos of her figure skating and mentioned she had these “tree rings” in her hair that she wanted to be more of a milk tea color, they were kind of gingery.
I had to Google a few things because I didn’t fully understand what he meant at first. I thought I was just going to tone her top halo. I even watched her skate that night, but her hair was up, so I had no idea about the two sections underneath.
Then she got in my chair, and it turned into a whole thing.
Q: What happened once she sat down?
Miller: I realized this wasn’t going to be quick, so I asked her, “Do you have a curfew or somewhere you need to be?” She said, “No, I’m free until tomorrow.” I was like, “Okay, let’s go.” Five hours later—we did it.
Q: We saw you were using Schwarzkopf products. Is that your go-to?
Miller: Yes, I’m a Schwarzkopf girly! I love it. Their bleach is amazing, it’s gentle but lifts really well. She had already bleached her hair twice in one week, so I was nervous about the integrity. But with that bleach and Olaplex, I felt confident her hair would be okay—and it was.
Q: How did your regular clients react to all of this?
Miller: They’ve been so supportive. They’re like, “Oh my God, this is so cool!” Local news picked it up, so people were reaching out saying they saw me on TV. My clients joke, “Don’t forget about us when you’re famous!” And I’m like, “You’re the OGs, I could never forget you.”
Q: It also feels like moments like this shine a spotlight on hairdressers.
Miller: Totally. Hair is such a huge part of identity. Alysa wouldn’t be who she is without that look, it’s her personality. She even said she didn’t want to skate unless she could have her hair that way, and they made an exception for her.You think of figure skaters as very classic, but she has this wild, alternative side and still skates with so much grace. After every performance, she pulls her hair down to show it. It’s who she is. The power of hair is amazing; it builds confidence and helps people express themselves.
Q: Has this experience changed anything for you?
Miller: Honestly...everything. Alysa is so inspiring. She’s only 20, and I’m almost 40, but I really connected with her. She’s exactly who you think she is—down-to-earth, positive, uplifting. She wants everyone to feel happy and loved.
Being part of that, even for one night, was incredible. I left feeling so inspired. It was an amazing experience.

This year’s awards centered around the Monochromatic trend, which is rooted in minimalism and intentional by design.
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Wella artists presented the Monochromatic trend movement, introduced new Pure Perfection color and Sebastian styling innovations, while the Wella team created interactive fun throughout Wella Studio in Los Angeles.

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One-Day Personal and Professional Development Education Event for Beauty Professionals Set for October 25, 2026, at the Hilton Philadelphia City Avenue.

According to the report, people are moving away from copy-paste trends and toward community, using real experiences to develop a sense of taste and beauty that reflects who they are.

Hairstylists and barbers can showcase their creative and technical vision in two global categories with cash prizes and a chance to represent in Portugal.

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The Professional Beauty Association and Pivot Point team up to develop an ongoing study that measures the confidence of salon owners, stylists, school owners, and students.

This shared recognition celebrates the strength of industry collaboration in advancing professional mobility.

In Dubai, a salon visit isn’t an appointment. It’s a weekly routine, and clients can spend $800 to $1,400 a month on it, according to Gaurav Tripathi of MADI International. On October 6-8, 2026, the market behind those numbers opens its doors as Beautyworld Dubai marks its 30th edition at the Dubai World Trade Centre, bringing together distributors, brands, stylists and salon owners from all over the world.
Sponsored by BeautyWorld Dubai