Aveda has launched their latest limited-edition hair and makeup collection, Rare Bloom, and along with it, their latest blonde toners or “enlighteners”. Cool, breezy and varied, just like the prairie the collection was shot on, the collection features sleek and choppy bobs, tousled waves, edgy, textured layers and larger-than-life 70s-inspired curls. “Blonde is having a moment too but this time it’s refined to be just the right tone for you and makeup is soft and natural with vibrant wildflower pops of colour here and there,” says Antoinette Beenders, Global Creative Director. “Whether you feel like channeling your inner rock star, bombshell or flower child, there’s a bit of something for everyone here.”

For the hair styles, Allen Ruiz, Aveda Global Artistic Director, Styling, translated the Rare Bloom theme as free-flowing natural beauty. “Little imperfections in the hair look natural and beautiful,” says Ruiz. “That’s what you see here: beauty by nature, as the wind is giving its own natural finish to the hair. Curls also played a big feature and they are light, airy, touchable and soft.”

The limited-edition Rare Bloom makeup collection attracts contradictory colours, balancing copper and ivory shades that are subtle, light and delicate with deeper, classic shades – indigo sky, blooming pinks and plums – create impossible-to-miss definition and complexity.

Nothing is overdone in this collection, and we are just loving the beautiful imagery.