Aveda has announced that Luis Gonzalez will be joining their North American Artistic Team as the brand’s new color director.
Since 2005, the Colorado-based hairstylist has been committed to Aveda and education, and is currently the creative director and co-owner of VIDA Salon in Denver. Gonzalez is known for his passion for helping other colourists overcome their limitations and focus on all aspects of hair colouring, such as placement, formulation and artistic expression.
Gonzalez’s passion and talent for hair colour can be seen through his onstage work at Aveda Master Jams and Aveda Congress, his time spent working backstage at New York Fashion Week, as well as his multiple editorial publications and award-nominated collections, including for Colourist of the Year at the North American Hairstyling Awards (NAHA).
In his new role Gonzalez will create new collections for the North American Aveda network, lead and develop artistry and products for Aveda North America, as well as teach high-touch educational classes that focus on new techniques and collections.
“My goal in this new role is to inspire artists to express themselves through hair colour by elevating their artistry and expanding their skills,” he says. “Having fun and being creative with my guests fuels me to learn more and educate myself further. My goal is to empower professionals to continue their education and reach for their goals. Sharing information helps me discover more about my career every day and drives me to go beyond limitations and reach for success—that is what puts what you learn into motion.”