MANE LAND is a bold new day-to-night education and activation experience launching at Sydney’s Hordern Pavilion on Monday 20 April.
And to kick things off, we’re proud to announce Hairhouse as the Mane Land Principal Partner – a huge moment for this brand-new platform and the future of industry events.
Evolving from the established Mane Stage, Mane Land expands the concept into a dedicated platform centred on professional haircare, education, innovation and culture.
Named as the Presenting Partner for the inaugural event, Hairhouse brings longstanding industry expertise and an education-led approach to retail at a national scale. With more than 100 retail and salon locations across Australia, Hairhouse has played a significant role in connecting professional haircare with everyday consumers.
“Mane Land and Hairhouse share the same mission: connecting consumers with professional haircare, expert knowledge, and the brands driving innovation,” says Alex Merlino, Hairhouse Creative Director.
Mane Land has been designed to create a considered space where industry experts, brands and consumers can engage directly. Across the Hordern Pavilion, attendees will be able to explore professional haircare through brand showcases, expert-led insights and access to pro-approved products, offering a clear connection between salon expertise and at-home routines.
“Where professional haircare meets the consumer – that’s why Hairhouse and Mane Land belong together,” Merlino adds.
As the home of professional haircare, Hairhouse will present a curated presence at Mane Land, highlighting trusted brands alongside emerging innovations shaping the future of the category. The experience will focus on education, product discovery and expert guidance – reinforcing the value of professional haircare in the consumer space.
“Hairhouse is proud to partner with Mane Land. Hairhouse, exists to bring professional haircare closer to consumers. Mane Land connects experts and everyday hair lovers through education, innovation and experience, which mirrors Hairhouse’s mission of making pro products and expert advice accessible to all. As the home of professional haircare, Hairhouse is uniquely positioned to bridge the gap between salon expertise and consumer hair routines, making this partnership a natural and meaningful fit,” says Merlino.
In addition, Hairhouse will offer exclusive Mane Land show bags, with curated options featuring professional haircare products and tools. Designed to cater to a variety of hair types, routines and concerns, the limited-edition bags provide access to premium products at event-only value.
With Hairhouse confirmed as Presenting Partner, the inaugural Mane Land establishes itself as a considered new destination for professional haircare – bringing industry expertise and consumer engagement together under one roof.