A common hairstylist truth: going from a level 4 to level 9 in one sitting is not as quick or easy
 as most clients think! The process requires work and time, sometimes 3–4 appointments before you see a major change. The key to performing this kind of transformation with the least amount of damage is using the right products.

From the Japanese for white ‘shiro’ – Shiro Blondes celebrates the diversity of blondes by exploring various tone and shades on a universal base of white.

Singer Katy Perry took her star-studded look to the red carpet at this year's Academy Awards, with Joico leading the way. Thanks to celebrity stylist Rick Henry of LA's famed Nine Zero One Salon, Katy's platinum LumiShine sensation caught plenty of post-show buzz.

Damien Carney's collection has a distinct retro flavour, with a combination of golden waves, XXL volume and bold styling: classic fashion mag cover-shots from earlier decades. And the absolute protagonist? Blonde, of course!

An awe-inspiring hair fashion expression by Jamie Furlan & Danielle Solier at Xiang Hair, captured by the photographic genius of Andrew O'Toole. Artistry has no limits, playing with strong shapes and awesome textures, yet bringing out a feminine nature of each image.

The F&M Team shot their new collection: Neuetradition at Bed Head Studio with in-house photographer, Mauro Carraro. It’s a collection of images that showcases sheer simplistic style that incorporates functionality and creates an essence of raw sophisticated beauty.

Delightful, graceful looks that emit allurement and total beauty. The cut and finish is in perfect harmony with the evocative details and brilliant nuances created by hair master William De Ridder.

Re-imagine Blonde is a trend showing Ice Marbleized Effects. The color technique is a palette of shades that look like Mineral Erosion with Glacial Blues in Ice Agate Pattern Forms. To achieve the look, see the below step-by-step from Goldwell Artistic Director, Rebecca Hiele!

Vlady is a tribute to hairdressers' daily work, to the techniques and tools that day after day are used in hair salons. Vlady is a voluptuous imperfection, where color has been directly applied with airbrush to the hair at the moment of the shooting, in order to create interesting shadows in hair, face and body.

Nappy Hair is the contraction of Natural + Happy – the expression of a snappy and spontaneous femininity, a realist profile of a determined summer season which celebrates individuality and style. As Pierre Bergé said, fashion is not an art but it needs an artist to be created.