A place where craftsmanship meets innovation

In the heart of Mexico City, a place has emerged where creativity, practical skills, and vision blend in a unique way: Henkel’s Academy of Hair ‏(AOH). It is the largest training center of its kind in Mexico and one of the most important in the Latin American region. Since its launch in October 2024, the Academy has been setting new standards by offering a cross-brand environment where professional stylists can advance their skills.

At the Academy of Hair in Mexico, it’s about more than just hair – this is where craftsmanship meets entrepreneurial thinking. With 750 square meters of training space, it is the second-largest Academy of Hair in Henkel’s global network. The course offerings – diverse and hands-on – range from coloring, cutting, and styling to salon management and content creation. The goal: to empower hairdressers not only in their technical skills but also in their confidence as entrepreneurs. Whether they are just starting out or are already established salon owners, the Academy provides content tailored to different levels of experience. It also offers specialized programs for hair professionals looking to spark new ideas and position themselves as pioneers of the latest trends and techniques, while welcoming consumers eager to deepen their knowledge of hair care and styling.

Structured in a modular format, the courses are tailored to the individual interests and goals of the participants, with durations ranging from a single day to several weeks depending on the topic and complexity. This allows participants to thoroughly learn and practically apply new techniques. To make learning as flexible as possible and reach a broad audience, the Academy uses a hybrid approach supported by cutting-edge technologies. Digital registration systems and streaming options enable both in-person and online formats while interactive whiteboards help create immersive and experience-driven event concepts. This results in a learning environment that combines modern technology with hands-on expertise – creating space for exchange, inspiration, and growth.

Interactive, collaborative, and holistic: the educational approach of the Academy of Hair

“What sets us apart from other similar concepts is that we don’t just offer seminars at the Academy of Hair – we create experiences,” says Alejandra Beltrán, Education Director for Henkel in Mexico. The AOH’s educational concept goes beyond traditional knowledge transfer. It embraces a more playful and holistic approach: Hair professionals are encouraged to experiment with new techniques, gather inspiration, and translate what they’ve learned into their own salon practice. And since a successful salon thrives on more than just great craftsmanship, the AOH also offers training in areas like social media. “When our customers succeed, we succeed too,” says Alejandra. “Our goal is to become the leading training hub for haircare professionals – not just in Mexico, but across the entire region – reinforcing our positioning as The Authority in Hair.”

Understanding needs and driving innovation in a dynamic market

Through the exchange between brands, hair professionals, and consumers, new trends and techniques are meant to emerge directly from practice – meeting the demands of a growing market. “In Mexico – and Latin America in general – there is a rich diversity of hair types and styles, as well as an extremely dynamic hairdressing scene,” says Alonso Sierra, General Manager for Consumer Brands Professional at Henkel in Mexico. “We’re also seeing a growing awareness among consumers in the region about the importance of hair health. Together with our stylists, we want to find answers to these evolving needs.” The path to those answers lies in education and community – both fostered at the Academy of Hair. “The Academy allows us to connect with our customers on a much more personal level than in day-to-day business,” Alonso explains. But it’s not just about looking outward: “The Academy also brings together our teams from different brands, encouraging the exchange of ideas and driving innovation across the company.”

What further sets the Academy of Hair apart is its sensory store – Henkel’s first direct retail outlet worldwide. The space opens up access to the company’s professional product lines for hair care, coloring, and styling – typically reserved for certified hairdressers – to a broader audience. Offering a new way to engage with consumers, the store invites visitors to experience products firsthand and benefit from personalized consultations with Henkel experts. These professionals provide tailored recommendations based on individual hair types, specific needs, and daily routines.