Japan has always been at the forefront of cutting-edge style, from influential subcultures like the Lolita and the minimalist aesthetic of wabi-sabi, to advanced beauty innovations and global fashion icons. With its unique blend of tradition and modernity, Japan continuously pushes boundaries while honouring its rich heritage.
When it comes to hair, it’s no different. Brands like Shiseido Professional have redefined what hair can be — transforming it into a canvas for self-expression and creativity.
Beauty Creators Connect 2024 at Tokyo’s iconic Yoyogi Stadium.
When Shiseido Professional invited us to Japan to attend Beauty Creators Connect 2024, their annual hair event, we thought we were in for a celebration of hairstyles. But we couldn’t have been more wrong. Hair, in the hands of Shiseido Professional, isn’t just about looking good. It is performance art.
From gravity-defying updos to hair sculptures that look like they belong in museums, this year’s beauty con was a spectacle. Think futuristic cuts, bold hues, and techniques and styles so out there, they’ll leave you speechless.
Beauty Creators Connect 2024: Awaken Beauty From Within
Beauty Creators Connect 2024, held at the iconic Yoyogi Stadium in Tokyo, was a festival of colour, texture, and care, all brought to life through Shiseido Professional’s standout product lines: Primience, Crystallizing, and SUBLIMIC.
This year’s “Awaken Beauty From Within” theme emphasised the idea that we have the power to bring out beauty.
With the theme “Awaken Beauty From Within”, the brand emphasised the idea that we all have the power to bring out beauty. “Our beauty is individual and unique to every person,” said Harada Tadashi, Shiseido’s Top Hair & Makeup Artist and principal of the renowned SABFA hair and makeup school, during his opening speech.
Meeting the Creators paving the way for hair
Throughout the event, we experienced firsthand regional influences come to life with bold, boundary-pushing looks that celebrate each country’s rich culture and creativity.
Singapore Artistic Ambassador, Kiu Kai Soon, showing off his techniques during the Technical Demonstration segment.
A technical demonstration by Hiroyuki Teruya from in chelsea, along with contributions from seven regional ambassadors from Thailand to China wowed the audience. One of the proudest moments for us? Watching Singapore’s very own Artistic Ambassador, Kiu Kai Soon from Kiu Hair Gallery, showing off his cutting and styling skills as the clock ticks and the music thumps, revealing a stunning Autumn Orchid-themed look using Shiseido Professional’s Primience colour range to encapsulate the playful hues of autumn.
Malaysia Artistic Ambassador, Daviv Goh’s Y3K Cyber Punk look on the left, and Kiu Kai Soon’s Autumn Orchid look on the right.
Also joining him on stage was our Malaysian counterpart, Daviv Goh from D Hair Park, whose Y3K Cyber Punk style took futuristic hair design to a new level, showing just how diverse hair artistry can be.
Spotting a hair trend: The Cloud Perm
Showcasing the Cloud Perm hair trend.
Hair trends know no bounds and geography. One standout trend, shared and demonstrated masterfully by Korean hair salon A by Bom using Shiseido Professional’s Crystallizing range, is the Cloud Perm. Great for those looking for a modern, airy twist on traditional perms, the Cloud Perm features soft, dreamy curls with “cloud-like” texture, adding a natural-looking volume without harsh structure.
Learning the business of hair from Chahong
Beyond hair artistry, we also learned the importance of creating sustainable businesses and careers. South Korean celebrity hairdresser, Chahong from Chahong Academy shared valuable insights on running a successful salon.
Celebrating Asia’s best hair creators
In addition to showcasing stunning hairstyles from hopeful talents, the event also revealed the Grand Prix winners of the Beauty Innovator Award 2023-24. A big congratulations to Sean Chiu from Leighton HAIRONE in Hong Kong, who triumphed in the Art Creation Category, and Michimasa Kouno from Oluga hair&make in Japan, who took home the award for the Real Creation Category.
Shiseido’s Tadashi Harada closes Beauty Creators Connect 2024 in style.
The grand finale didn’t disappoint either. We were treated to hair performances by Jurk and Tensize from Japan, as well as Akozo from China, with Shiseido’s very own Tadashi Harada closing the show in style. The immersive lighting, synchronised audiovisuals, and fashion choices made it a true sensory experience.
Trying Shiseido Professional’s SUBLIMIC in-salon service
To top off the experience, we indulged in the Shiseido Professional SUBLIMIC in-salon service at Shiseido Passage Beauté in Ginza. This treatment embraces the Japanese concept of omotenashi — a sincere and transparent form of hospitality — and is tailored specifically to your hair’s needs.
And good news, you don’t have to fly to Japan to experience it. Just visit a Shiseido Professional salon near you, where you can also purchase the SUBLIMIC home care products. We flew home – our hair softer with an airy bounce we all love – proving yet again that the brand excels in every aspect of hair, from hair artistry to hair care.
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