Aveda Canada’s CEO and President, Ray Civello, combined his creativity and business smarts to become a hairstyling force to be reckoned with. Not only is he a sought-after platform artist and educator, but he also runs his own chain of successful salons.

Here, he shares his beauty mantra, hairdressing tips and trend predictions.

Top trend predictions for 2014?

Long bobs, more textured hair, and the modern perm that is random and natural looking. 

Best colour advice?

Hair colour should enhance your facial features, accentuate your haircut, and fit your personality. Solid colours when done right can almost, always achieve this.

Secret weapon? 

Aveda’s Invati Scalp Revitalizer because not only does it promote hair growth, it’s great for styling and refreshing second-day hair. 

Strangest styling advice you’ve ever heard?

Using Aveda’s Caribbean Therapy Body Crème in the hair as a styling product. 

Personal mantra?

Stay engaged and be present in everything you do.

Mentor?

Horst Rechelbacher, the founder of Aveda Corporation.