America’s Beauty Show was underway and thousands of stylists and salon owners gathered to expand their knowledge, see top stylists and enjoy the entire “show” experience. Sunday, March 13th, was a huge day at ABS as it was the second annual “Texture!” programming. America’s Beauty Show is a large trade show for beauty industry professionals (tens of thousands in attendance) that draws stylists and manufacturers from around the world. It was held this year in Chicago March 11th-14th.

Texture! returned to ABS this year! This one-of-a kind free event showcased leading texture experts and educators in an intimate, interactive forum which included live hair demos. Texture! was hosted by founder Michelle Breyer and Modern Salon's Editor-in-Chief Laurel Nelson.

This is the second time the longtime dream of NaturallyCurly co-founders Gretchen Heber and Michelle Breyer, who long wished for the opportunity to get so many curl experts in the same room together, came to life! We are excited that this event continues to be a success and grow with each year!

Stylists got to hear the latest trends and watch demos on the latest techniques in working with texture. The Texture! panel featured a veritable who’s who of the curly hair industry, including Dickey, founder of Hair Rules salon and product line, Veronique Morrison, director of education for MIZANI, Ouidad, the "Queen of Curls" of Ouidad Salon and the Ouidad product line, Shari Harbinger, director of professional development, DevaConcepts, and John Benedetto, Director of Education for GK Hair. Attendees were able to meet and talk one on one and greet the leading texture educators and brand leaders. The event feature live demonstrations of the latest texture techniques from American Crew, international all-star educator Erica Grabczyk, top Ouidad stylist Ana Daniel, Anthony Dickey, Shari Harbinger and Veronique Morrison. Check out the Texture! supplement now for all things curly!

Global Keratin’s Juvexin™ Hair Taming System incorporates a unique keratin formulation, which protects the hair’s natural properties and prevents damage to the hair surface. Unlike over-processed hydrolyzed keratins found in the market today, Global Keratin’s Juvexin™ Hair Taming System is an organic, active complex component, delivered to the hair in its raw, natural state. Critical amino acids and proteins remain whole to condition hair and protect it from damage and aging caused by environmental factors. It works on all hair types, leaving it healthy looking, shiny and frizz-free for up to 5 months. It is available in Light Wave, Virgin/Curly/Colored and Thick/Coarse/Resistant.

The programming opened up with all the curl experts onstage for some texture talk —each panelist presented their company's unique theories on curl care, cutting and products. Each of the panelists has a unique methodology to how to cut, style and maintain curls. It was an extremely beneficial experience for the stylist to be able hear and see each expert discuss their practices and methods. A hot topic of discussion was keratin treatments. John Benedetto, Director of Education for GK Hair, discussed with stylists GK's reformulation and the facts about keratin. Other panelists joined in to talk about the smoothing treatments their salons offered and how to help and educate clients in understanding their options, wether transitioning or dealing with frizz. Learn more about keratin treatments here.

Each audience member received a and bag filled with information and tools to help him or her build their business. Each of the brands also provided samples to each attendee. Audience members were very excited about the panel and even more excited when they learned of they would be receiving samples from each brand and one on one time to discuss their individual questions.

Michelle Breyer and Shari Harbinger
Michelle Breyer and Dickey

Megan at Ouidad Demo
Megan at Ouidad Demo

Bag giveaway winner
Stylist bag giveaway

Hundreds of stylists piled into the convention center room to hear these legends of the industry describe their background, talk about their philosophies, offer concrete one on one advice and see them work. And while not all curl experts think alike, the event was a harmonious one, with the panelists all realizing the significance of the gathering. One of the attendees describe the event as “life changing” she has always work with curls and said when she heard about the opportunity to meet and talk with top curl experts she was there! In fact many stylists arrive an hour before hand to secure a spot and have some extra one on one time with the experts.

Following the panel were demonstrations by some of the panelists, a very popular part of the programming where the stylists were invited to come up close and have a back-and-forth with the presenters.

After the onstage discussion and question and answer session, the panelists began demonstrations and one-on-one discussion. Stylists were blown away that they were given the opportunity to meet these experts and ask their curl questions. One stylist stated that she couldn’t believe she got one-on-one time with each expert. She said it allowed her to have the most well-rounded discussions around curls that she’s ever had. Excitedly, she stated, “I discussed all my clients' needs from wavy to curly to kinky.” The event allowed stylists to hear everything from how to deal with waves, curls and kinks, to transitioning and protective styles, to how to provide definition, to hydration and a great day-to-day look for their clients. You name it, we discussed it.

The live demonstrations and one on one discussion drew quite the crowd. Stylist could go to each corner of the room and see and speak with each expert about their methods and philosophies.

This year is all about the guys! Curly men are rocking their texture like never before, and American Crew was there to show and tell us all about their new cuts and products for curly men. American Crew International All-Star Educator Erica Grabczyk showed us the latest trend in men. Check out the before and after pictures. Erica took the model's hair from drab to fab, and the final look was modern and chic. American Crew introduced their curl-specific line and a series of amazing haircuts for curly men. Learn more about the new American Crew curl-specific line.

Texture! panel
Texture! panel

Hair Rules Demo

Hair Rules Demo
Hair Rules Demo - after

Ouidad, the "Queen of Curls," is an internationally recognized stylist, salon owner, mother, author and global educator. In 1984, as a pioneer of the curly hair industry, she opened the first salon in the country to cater exclusively to curly hair. Since then, her trademarked cutting and styling techniques and specialized line of award-winning products have instilled confidence in curly and wavy haired people everywhere. Ouidad's progressive teaching style, informative website, and dedication to curl education all further her goal to empower every stylist with the knowledge of how to work with curls. Top Ouidad stylist Ana Daniel did a live demonstration of the signature Ouidad “Carving & Slicing” cutting technique and “Rake & Shake” on CurlStylist’s Megan Dorcey. Using Ouidad’s technique of the Rake and Shake and the Ouidad products, clients can get perfectly designed curls that are shiny, healthy, bouncy and defined.

Megan Dorcey

Megan before her treatment.

Megan Dorcey

And her after! Talk about gorgeous curls! Megan left loving her hair like never before.

Hair Rules redefines standards in hair care and styling services, taking the healthiest approach to achievable beauty as a means toward providing women with choices as they relate to style and self-expression. Mastering the mystery of textured hair, Dickey has created iconic hairstyles for designers, advertisers, photographers and celebrities alike. Sarah Jessica Parker, Minnie Driver, Alicia Keys, Kelis, and Andre 3000 are just a few of the notables he has styled. Dickey did a live demonstration of a two-strand twist take down, which resulted in some amazing curls. Check out the before and after photos from this demonstration. Dickey then spoke about how to deal with all types of curls, specifically focusing on transitioning and protective styling. Learn more about Dickey and the Hair Rules brand.

Check out this How-To on two strand twists!

MIZANI is one of the leading professional authorities for multi-textured hair. MIZANI is a division of L’Oréal USA, and is a complete line of professional treatments, shampoos, conditioners and styling products designed to meet the expanding needs of today’s global beauty. Textured hair with its unique properties and characteristics require special treatment and instruction to achieve the best results. MIZANI, the salon professional authority for multi-textured hair, has an elite team of multi-talented professional stylists with expertise to deliver advanced education programs and dedicated curriculum to transform the way texture is identified, managed and taught to stylists. Veronique Morrison, director of education for MIZANI discussed how to deal with transitioning and helping clients with their journey. During the live demonstration session, MIZANI stylists demonstrated how to achieve curly styles with their new Supreme Oil. Veronique and top MIZANI stylists then answered questions about natural hair, styling and cutting. Transitioning was a hot topic and Veronique and her team discussed and showed options for clients wanting to transition, those in process of transitioning and those who have recently chopped. Learn more about MIZANI.

Shari Harbinger (the "Go To Curl Girl"), partner of DevaConcepts and curly hair guru, believes that beautiful, luminescent color that looks “better than natural” is what hair color is all about. That and spreading the Deva philosophy. In her double-duty role as Director of Education for Deva Concepts and Color Director for Devachan Salon, Shari has both a loyal group of clients that rely on her for shiny, vibrant shades that are as modern as they are beautiful, and an enormous following in the salon industry for her eponymous training sessions. Harbinger loves that she gets to spend her time educating hair care professionals, while simultaneously helping women look better. At the event, Harbinger selected a stylist audience member for a signature DevaConcept cut and style. The stylist was amazed with her results and exclaimed that her curls have never looked better! Harbinger walked her stylist audience through the entire process from the dry cut to the wash to the styling and diffusing. Learn more!

See another curlies experience a Deva cut.

The ABS Texture! panel was a big success! We can't wait until next year!

American Crew Demo
Michelle Breyer and MIZANI Team

Deva Demo
Deva Demo