HJ Reports: ALFAPARF Milano Professional’s #LoveYourEvolution Tour in Mexico

Published 29th Nov 2023 by Charlotte Grant-West

Supporting stylists with both education and inspiration, the ALFAPARF Milano Professional #LoveYourEvolution Tour was all about uniting the Alfaparf global family. The tour landed in Cancun, Mexico from 6-9 November 2023, and not only brought together Central American hairdressers but 800 professionals from 14 countries across the globe.  

Created in Italy, ALFAPARF Milano has been at the forefront of pioneering beauty for four decades. The global press were welcomed by the Alfaparf team, including Lisa Marangon, ALFAPARF Milano Professional’s European Sales Manager and Rudi Mostarda, the Global Creative Director. They shared the brand’s mission – product performance, agility, territory and sustainability. Speaking on sustainability, the brand outlined its goal to meet at least 13 out of the United Nation’s 17 sustainable development goals by 2030 before moving on to genesis of the #LoveYourEvolution tour. “The #LoveYourEvolution tour was born from the idea of loving your own identity. Supporting stylists is our aim, we want to support them with education and inspiration too,” explained Lisa.

From the UK and Ireland, attendees included Mikey Lewis of bebop, UK winner of ALFAPARF Milano’s 2023 Next Color GenHAIRation Award, as well as Lisa Whiteman from Whiteman Soho who was recently announced as the brand’s Colour Brand Ambassador UK.

The pinnacle of the three day event, the #LoveYourEvolution show, featured a live show by Mexican creative team Cuco and Guille, and Global Creative Director Rudy Mostarda. 

The first show was led by Cuco & Guille, who are members of the ALFAPARF Milano Professional Mexico, Artigiani Artistic Team. The team focused on pastels, hair pieces, up dos, and even featured a surprise in the form of a trapeze artist who was suspended in the air by her hair.

Rudy Mostarda finished off the show with a dramatic succession of seriously fast, but seriously cool live haircuts on stage. Meanwhile models and dancers surrounded the stage with Rudy’s unmistakeable avant garde creations. It was the perfect way to round off a whirlwind four days in vibrant Mexico.


Charlotte Grant-West

Charlotte Grant-West

Published 29th Nov 2023

Charlotte oversees the print magazine, website and social media channels at HJ. With over a decade of experience as a journalist, Charlotte was formerly Editor of Modern Barber and HJ Men, Social Editor at Netmums and Features Writer at Boots Health & Beauty magazine. She loves any products that make her hair bigger and more voluminous, and loves a behind-the-scenes peek at anything hair-related – whether it's a factory tour, BTS on a shoot or backstage at fashion week.

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