Aveda artist, Jeppe Gregersen joins us to talk all things Aveda and the opportunities that have risen for him since working with the brand. Jeppe’s career began aged 16, in Denmark. After completing his education he moved to London – the world centre of hairdressing! He then met Gary Ingham and was offered a job to work with him – the rest is history. Jeppe worked closely with Gary to rebuild their assistant training programme, and eventually headed up the Art and Education teams. “In my 10 years with Gary & Aveda I’ve done everything from backstage at LFW with Stella McCartney, to managing a team of 30, to becoming an Aveda educator (specialising in cutting), travelled the world, and worked with some of my icons!” says Jeppe.
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How did you discover Aveda?
By luck! Gary Ingham had just become an Aveda salon when I joined. It ended up being a fantastic coincidence.
Why did you want to align yourself with the brand?
When I started, I didn’t know much about Aveda, and Gary Ingham was also new to the brand. Neither of us were particularly environmentally aware at that point. To be completely honest I was probably a bit sceptical about natural brands’ ability to create high–performance colour or hair care.
Aveda proved us completely wrong – the products are incredible, and we instantly connected to the values of Aveda and their mission statement. Aveda hugely influenced our business and led the salonitself to align with the mission too. I’m incredibly proud to be working in a business where we pride ourselves on causing minimum impact to the environment.
With help from forward-thinking companies like The Green Salon Collective, The Hair Collective,Easy Dry Towels, Apostle Coffee and others, we can move our guests closer and closer to a ‘guilt free service’. From our completely circular economy on foil, zero–chemicals to landfill, all the way down to details such as the teas and coffees we serve – it all started with the Aveda mission statement.
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What do you like most about Aveda?
That we are part of the global family that started this amazing movement in the beauty industry.
It’s amazing to see how many cool companies are either starting up with hard-line eco-missions or are at least moving towards a more environmentally aware approach. Trends can change the world. Hopefully this is a trend that will be staying for a very long time.
You were involved in the AW22 Collection, what was the brief?
The brief was ‘Infinite Space’. Joe Hill (Aveda Int Capability Manager) wanted to create an inclusive collection, and was inspired by all the different environments in which we inhabit and coexist;editorial–style images that our guests could relate to; and of course, via a collection of carefully crafted, beautiful images, to showcase the dramatic power of Aveda’s new Permanent Vegan Treatment Colour System.
What trends do you see being popular this season?
I’m really excited about post-pandemic men’s hair. I think lockdown opened up a wealth of style possibilities for men and consigned the short–back–and–sides to the bin for many guys. Length gives us the ability to create shape, and I think we’ll see a lot bolder shapes going forward.
That’s why I’m launching a new Men’s Long Hair Masterclass for Aveda Education in early 2023. We’re going to help stylists broaden their gents offering and modernise their skills by adapting some classic shapes into cooler more masculine haircuts. We’ll be talking about trends, consultations, maintenance & styling tips and everything else needed to get fully-equipped to deal with the many new ways gents can wear their hair longer; as well as helping stylists expand their column and keep their work creative and interesting.
What was your favourite look from the collection?
I worked mainly on the Underground look, so I’m probably a bit biased! I love the sectioning patterns Joe used for the colour work and I think the haircuts will be something we’ll see more of next season – a slightly different take on a classic bob, started from the front and cut with a razor.
Can you share the techniques used to achieve this look?
I worked on the haircuts and the styling! I started from the front as I wanted the shape to drop down heavier towards the back. I cut everything with a razor to get a more textured baseline, as well as weaving some sections out and razoring off. I find this technique works well on thick straight hair to give the baseline more space to move with the texture.
What’s next for you on your Aveda journey?
Whatever it brings! I’m really looking forward to launching the new Men’s Long Hair Masterclass. I hope to keep strengthening and growing my life with Aveda, especially with Aveda cutting education programs.
Most of my career has been built on taking chances, and I’m taking a chance on moving back to Denmark in late 2023! After over a decade in London, I’m taking what I’ve learned back home. I’m hoping to continue working with Aveda to develop the creative and education channels between London and Denmark.
Find out more about Aveda HERE
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