Wella Professionals, the world’s No. 1 salon colour brand*, has marked another milestone with the success of its 2025 Red Forum, held from 21–24 September in Buenos Aires. The annual gathering for Wella’s RED loyalty program salon partners brought together industry leaders, creative innovators and professionals from across Australia and New Zealand for four days of inspiration, networking, and education.

The forum featured keynote presentations from Kirryn Zerna and Sebastian Professional Global Artistic Director Shay Dempsey, alongside panels with Wella Company leadership and standout voices from the professional community. Industry icon Renya Xydis, ANZ Creative Director for Wella Professionals, and Juliet Cummins, General Manager of Valonz Group, led a candid discussion on “The Art & Commerce of Creativity: How to Turn Vision into a Thriving Business.”

A key highlight was the unveiling of RISE with Wella Professionals, an initiative designed to empower stylists through Relationships, Inspiration, Science, and Education. The pillars came to life with hands-on workshops, creative excursions and thought-provoking panels that celebrated innovation and encouraged the community to “rise together, redefine what’s possible, and drive the future of hairdressing.”

Rekishia Jessup, General Manager, South Asia and Pacific, said: “Wella’s RED program is designed to empower our salon partners to grow by arming them with the tools they need to thrive… More than an industry event, it’s a celebration of creativity, connection, and the unstoppable spirit of our hairdressing professionals.”

Guest artist Mikey Forster, owner of The Disco in Brisbane, added: “I’ve attended many Wella Red Forum’s and they just keep getting better and better! Each year I leave feeling inspired, motivated, and ready to share all the insights and learnings with my team.”

Here, we take you inside the epic Wella RED Forum that was.