MILK_SHAKE Shakes Up HAIR FESTIVAL 2025

By Mari Canton

milk_shake® made its Hair Festival debut this year, and we came ready.

From the moment doors opened, the energy around our stand was impossible to miss. Built to stand out, the custom space drew stylists in with bold visuals, hands-on access to the new Life Styling vegan range, and our cult favourites lining the shelves. Tucked behind it all, a live demo stage ran back-to-back sessions with no scripts or smoke and mirrors, just solid technique from hairdressers who live and breathe the craft.

And we didn’t stop there. Education ran deep across the weekend, led by international milk_shake® artists Andrew Smith, Gianluca Grechi, Sabrina Nicolazzo and Luca Malnati. They brought a sharp mix of technical knowledge, creativity and openness to every session. It was all about breaking down techniques, exchanging ideas and inviting stylists into the process rather than performing at them.

In the Pyrmont Theatre, we unveiled URBANA, our latest Beauty Insight collection. Inspired by the pace and grit of modern cities, the looks blended structured silhouettes with raw edges and tonal contrasts. It was street-influenced and editorial, but always wearable. Led by Andrew and Gianluca, the collection was stripped of ego and rooted in real-world hair. No overstyling. Just clever, crafted cuts with movement and attitude.

Later, we brought URBANA to the main stage with a fashion walk that ditched the spotlight polish. Models moved through the crowd in double denim, bringing the collection to life in motion. No fluff or filters, just strong looks shown with purpose.

Back at the stand, the pace never dropped. Stylists came through curious and left with something useful, whether that was a fresh styling technique, product insight or a direct conversation with one of the guest artists. The new Life Styling range was in constant rotation, with live feedback from pros testing it in real time.

And yes, our Spin the Wheel station added a hit of fun, but it wasn’t the reason people stayed. They stayed for the connection. The stand wasn’t just about good hair, it was about creating a space where stylists could ask questions, share knowledge and feel part of something bigger.

milk_shake® didn’t come to sit on the sidelines. We came to be part of the industry and we’ll be back.

@milkshakehair_aus