Our 7th annual ARROJO EXPO was filled with passionate presentations, tear-jerking moments, and heart-thumping bass, all for the love of hairdressing and the celebration of women. 

It began with a women’s themed cocktail party. Featuring Julz Coda's Beyond Beauty School documentary, “Generation seX,” a model presentation by top female stylists, and the unveiling of new Heroes Way installations that celebrate the greatest female influences on Nick’s career, it set the mood for a high-minded weekend of togetherness, inspiration, and fun.  


Click the image above to see more photos from the EXPO Welcoming Cocktail Party. 

Day 2 featured a star-studded presentation lineup, led by Vivienne Mackinder and Charlie Price. These international superstars captivated the audience with delightful and masterful demonstrations of cutting and styling prowess.

ARROJO’s creative team also took the stage to reveal the brand’s trend direction for 2018. A new color presentation, “Monochrome,” illustrates how foils can be used to add to even more pop to established hair painting practices, while the American Wave presentation, “Kinesis,” spotlights advanced wrapping techniques with extra small bendy rods as means to create masses of texture and movement. Completing the trifecta, Creative Director Lina Arrojo demoed her trend ’18 haircut from the new ARROJO collection, L.S.D (Loud. Sexy. Disorder).

Click the image above to see more photos from Sunday's Presentations. 

In the afternoon salon owner and motivational speaker, Geno Stampora drew a standing ovation with his inspirational mantras and hilarious speaking style. Jeff Mason, President of STX Salon Software, continued the business insights with ideas for using technology to engineer success. Completing an incredible day, world-renowned editorial stylist Paul Merritt offered a men’s presentation. Titled “Control,” it highlights the elevated barbering techniques applied on the ARROJO Cosmetology Barbering Program, while showing off vanguard street style for guys about town. 

After a quick cat nap, we got our dancing shoes on and went to the club for the big reveal of Lina Arrojo’s 2018 trend collection. L.S.D. It was Loud. It was Sexy. It was Disorder. Inspired by disrupting the ath-leisure trend by blending street style and classic glam, Lina broke all the rules from cutting to color to styling. With an epic performance by Sandflower on a Spice Girl’s cover track, the L.S.D. models swept on stage for a killer, party-starting finale to an unforgettable day.

Click the image above to see more photos from Sunday's After Party.

On Day 3 attendees chose between hands-on education or a business symposium. The hands-on attendees got to learn the cut and color trends for Sunday’s show with our team educators. Meanwhile, business owners and decision-makers gathered at The Jerome L. Greene Performance Space for a day of sharing ideas, swapping stories, and gaining insights, so one and all could take away fresh thinking that stirs the imagination. 

First on the platform was the Women Making Waves panel of industry-leading women. They set the bar HIGH. With Karen Gordon as moderator, Bonnie Bonnadeo, Jessica Walker, Nuala Guildea, Ginger Boyle, and Gail Federici shared candid stories, impactful experiences, and real-world business building tips.

Click the image above to see more photos from the Business Symposium and the Hands-on Education. 

After lunch, presentations by Geno Stampora, Jeff Mason, and Nick Arrojo continued the revelations on creating and sustaining success. With Geno Stampora, we ‘made it rain,’ as he showed what we are all capable of when we work together. Jeff Mason gave us a discerning presentation on social media and branding in the digital world. Nick Arrojo then wrapped up Expo with his story about the beginnings of ARROJO and his plans for the future— a future full of growth, action, and coming together with our peers to make the industry better today than it was yesterday.

To all of the guest speakers, attendees, and ambassadors who came together to make EXPO the summit of inspiration and influence, thank you.


Photo Credit: AKLO, Brandon Tobin, Steve Kim, Loretta O'Connell