Scandi Blondes

Ellie Jump for Joico

Starting her hairdressing career when she was only fourteen years old, Daniela Engstrom soon knew she had a real passion for hair colour. Her credo that everything is possible and that you have to believe in yourself –plus her total addiction to color –has led her to her current positions: color educator for Sweden and now also a member of the Joico European Color Design Team. Daniela draws her inspiration from the world around her: people walking in the streets, nature, things she sees online. She incorporates her inspiration into her work in a natural way ensuring inspirational results every time.

Scandi Style

“Scandi Style is a way of life, and the aesthetic comes naturally to us as Scandinavians. It’s not about being too contrived or trying to hard; Scandi Style is natural, effortless and at the same time stylish and is an approach I we take n most things we do whether it is interiors, fashion, or beauty.

Scandi Blonde

Most Scandinavians natural base is around a 7 (medium blonde) or 8 (light blonde), which is light in comparison to many areas in Europe, and to create the Scandi Blonde look there’s a lot of foiling, pre-lightening, and toning going on.

I love creating new tones to use and there are lots of formulas on my Joico Deep Dive sessions you can find many to work with. I love to use Joico Blonde Life to help me create clean and crisp Scandi inspired blondes.

My clients are good at looking after their hair and I think Scandinavian women in general have a beauty regime that gives them an effortless beauty. I always recommend Joico products to my clients – we have a shampoo and conditioner for every hair type and by using the correct care product it ensures longer lasting colour and healthy shiny hair, which makes my life easier when they return to the salon. Heat protection is a must and to finish a little oil such as Joico K-Pak Brilliant Glow Brightening Oil helps protect and add shine.

I do believe less is more when styling. I tend to use Joico Defy Damage Protective Shield when cutting and styling and I use heat protection in the way of Joico Humidity Blocker + and a little oil to finish. I like to keep it simple for clients, and I know they prefer to use one or two styling and finishing products along with a great shampoo and conditioner to keep their hair looking and feeling great until their next salon visit.”

For more information on the colour world of JOICO and Marc Antoni Group, click HERE.

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