With over two decades of experience working with some of the world’s most prestigious brands, Joe—known as @TheColourBoy on Instagram—has mastered the art and science of hair colour. His extensive expertise, both behind the chair and in professional colour development, allows him to approach every hairdressing scenario with confidence, creativity, and innovation.

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Joe joined Aveda in 2019 as the UK & Ireland Colour Specialist, where he played a pivotal role in developing and elevating the brand’s colour strategies. His dynamic artistry, technical prowess, and ability to inspire salon professionals quickly propelled him to International Technical Capability Manager, where he mentored and empowered Aveda artists worldwide. Through his leadership, Joe contributed significantly to the growth of the region, elevating Aveda’s colour business and expanding its influence across Europe and beyond.

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In 2024, Joe was promoted to International Hair Colour Manager, now leading the European colour business with a visionary approach. He continues to drive regional growth, developing innovative strategies to enhance Aveda’s presence while maximizing business opportunities for salons. His influence extends globally, having worked on multiple international hair colour campaigns and travelled extensively to India, the Middle East, Scandinavia, and Australia, among other regions.

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Despite his corporate leadership, Joe remains deeply connected to salon life, still working behind the chair and ensuring that every education session is infused with real-world expertise. As a key contributor to Aveda’s Global Research & Development team, he provides invaluable insights into product innovations, seasonal trends, and cutting-edge colouring techniques that captivate consumers and elevate salon professionals.

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Joe’s specialist techniques and bespoke colouring skills have made him a sought-after colourist for influencers and celebrities alike, earning him features in Glamour, Vogue, EsteticaMagazine, CreativeHead, and beyond.

A true industry trailblazer, Joe’s passion, innovation, and dedication continue to shape the future of professional hair colour while driving regional and global growth for Aveda.