Inside TRUSS Connection Global: Education, Launches & Community in Peru
Artists
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Anderson Couto, Andy Macedo, Asil Simsek, Danilo Herbert, Everton Muller, Gabriel Samra, Jhoan Acevedo, Lisa Hernandez, Melissa Schlukebier, Mickey Colon, Nelson Santibáñez, Simone Borges
TRUSS Professional brought their global education community to Lima, Peru, for TRUSS Connection Global, a three-day event that gathered more than 300 beauty professionals from around the world for technical education, business training, product launches and nonstop community connection.
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TRUSS welcomed attendees from around the world to TRUSS Connection Global at The Westin Lima in Peru, where country flags filled the education room and branded installations set the tone for the three-day event.
Held June 21 to 23, the event marked a major moment for the brand’s global education strategy, bringing together artists, educators, distributors, salon professionals and ambassadors from more than 25 countries. Behindthechair Senior Editor of Social & Digital Storytelling Lauren Freas attended on behalf of BTC, experiencing the event alongside the international TRUSS community.
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TRUSS Connection Global opened with a flag-filled celebration representing the international TRUSS community, bringing together artists, educators and beauty professionals from more than 25 countries in Lima, Peru.
From the stage to backstage moments and late-night celebrations, the biggest takeaway was the genuine sense of connection. Artists supported each other between presentations, teams seamlessly handed off tasks and attendees connected across language barriers through a shared love of education, hair and the TRUSS community.
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“TRUSS Connection Global was born from a simple but powerful vision: to unite the global TRUSS family in one place,” says Jhoan Acevedo (@jhoanacevedoactor), International Event Specialist for TRUSS Professional. “It wasn’t just about hosting another beauty event—it was about building a global community.”
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Jhoan Acevedo, creator of TRUSS Connection Global and International Event Specialist for TRUSS Professional, brought his vision for a globally connected education experience to life in Lima, Peru.
A Multilingual Education Experience
The three-day schedule was packed from morning to night, moving from education sessions to lunch breaks, more education, dinner and evening events. Many of the classes and presentations were delivered in Spanish and Portuguese, with translation headsets available in English, Spanish and Portuguese throughout the event so attendees could follow along and stay connected to the education.
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Behindthechair.com Senior Editor of Social & Digital Storytelling Lauren Freas used the event's live translation headsets—available in English, Spanish and Portuguese—to follow every class and presentation throughout TRUSS Connection Global.
The education program combined technical color education, product knowledge, motivation and business-building topics. Sessions focused on advanced blonding, balayage, color transformations, hair lighting, entrepreneurship, personal branding, growth mindset and team management.
Join TRUSS Professional Global Ambassador Marina Sellecchia in this exclusive class to learn expert foil placement, formulation secrets and tips for creating dimensional, luxurious brunettes. Elevate your skills and become the go-to brunette specialist in your area!
TRUSS Global Ambassador Asil shared strategies for building demand, attracting the right clients and creating long-term loyalty behind the chair.
Anderson Couto led a live color demonstration, breaking down his approach to Brazilian blonding and freehand brunette techniques.
TRUSS Global Ambassador Gabriel Samra shared his signature stage presence and color expertise during the live education lineup.
Jorge Ramirez assisted Gabriel Samra onstage, helping bring the live color transformation to life for attendees.
Anderson Couto shared technical education with attendees during the live class lineup.
Lisa Hernandez led a live color demonstration focused on creative transformation.
Attendees locked in as Lisa broke down her Color Correction tips.
Andy Macedo joined the education lineup, helping guide attendees through the live presentation.
Andy Macedo assisted Everton Muller onstage, translating from Portuguese to Spanish so attendees could follow the presentation in real time.
Danilo Herbert demonstrated his Free Hands Blond technique live onstage, showing attendees how he approaches dimensional blonding.
Behind the scenes, Danilo Herbert prepped his model for the Free Hands Blond presentation.
Rafael Almeida opened the event, welcoming attendees and setting the tone for three days of education, connection and innovation.
Attendees filled the education room as artists and educators shared technical demonstrations, business strategies and motivational sessions from the main stage.
Mickey Colón shared his approach to Air Touch and Reverse Balayage during a technical education presentation.
TRUSS Global Ambassador Asil shared strategies for building demand, attracting the right clients and creating long-term loyalty behind the chair.
Anderson Couto led a live color demonstration, breaking down his approach to Brazilian blonding and freehand brunette techniques.
TRUSS Global Ambassador Gabriel Samra shared his signature stage presence and color expertise during the live education lineup.
Jorge Ramirez assisted Gabriel Samra onstage, helping bring the live color transformation to life for attendees.
Anderson Couto shared technical education with attendees during the live class lineup.
Lisa Hernandez led a live color demonstration focused on creative transformation.
Attendees locked in as Lisa broke down her Color Correction tips.
Andy Macedo joined the education lineup, helping guide attendees through the live presentation.
Andy Macedo assisted Everton Muller onstage, translating from Portuguese to Spanish so attendees could follow the presentation in real time.
Danilo Herbert demonstrated his Free Hands Blond technique live onstage, showing attendees how he approaches dimensional blonding.
Behind the scenes, Danilo Herbert prepped his model for the Free Hands Blond presentation.
Rafael Almeida opened the event, welcoming attendees and setting the tone for three days of education, connection and innovation.
Attendees filled the education room as artists and educators shared technical demonstrations, business strategies and motivational sessions from the main stage.
Mickey Colón shared his approach to Air Touch and Reverse Balayage during a technical education presentation.
For Gabriel Samra, Director of Stage Mastery and Global Ambassador, the event was about giving stylists education they could immediately take back to the salon.
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Gabriel Samra and Jorge Ramirez demonstrated advanced color and styling techniques during a live stage presentation at TRUSS Connection Global, sharing professional tips with attendees in Lima, Peru.
“TRUSS Connection Global means a lot to people around the world because, as hairstylists, we’re always looking to be educated by people who inspire us,” says Gabriel. “TRUSS brought together ambassadors, educators and artists who love sharing something new—pro tips, techniques and product knowledge stylists can use every day behind the chair.”
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He adds, “We’re connecting, networking and inspiring people—but we’re also being inspired by their stories, their lives and what they have created in their careers.”
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Gabriel Samra shared signature color techniques and stage artistry during his live presentation.
New Product Launches Took The Stage
TRUSS also used Connection Global to preview new color-focused launches throughout the week, including the brand’s four-part Color Shield Collection and TRUSS FAST Color.
The Color Shield launch included both professional and home-care products designed for color maintenance, including shampoo, conditioner, leave-in care and a salon-exclusive treatment.
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During the presentation by TRUSS Master Educator Nelson Santibáñez (@nelson.educapro), the collection was positioned around helping preserve colored hair, support shine and protect against fading.
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The brand also previewed FAST Color, a 10-minute color line designed to help salon professionals deliver quicker color services. The launch was presented as a solution for modern salon clients who want faster results without sacrificing the professional color experience.
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For Rafael Almeida, TRUSS’ Commercial Planning and Strategy lead, the launches were part of a bigger strategy to support stylists with education, tools and a more complete portfolio.
“Education is key for TRUSS,” says Rafael. “We want attendees to feel part of the TRUSS family and see that we’re continuing to invest in education—helping them grow, develop and build a long-term relationship with the brand.”
He adds, “We want to keep expanding—whether that’s new regions, new states, new channels or new countries—and continue improving our product offering. Our goal is to build a full portfolio so stylists can find everything they need with TRUSS.”
Melissa Schlukebier showcased techniques for enhancing and styling natural curls during her live education session.
Behind the scenes, Danilo Herbert prepped his model for the Free Hands Blond presentation.
Danilo Herbert broke down placement and finishing techniques for creating seamless blonde dimension.
Attendees connected with artists and educators throughout the event, bringing the TRUSS community energy beyond the stage.
TRUSS Global Ambassador Everton Muller joined the international education lineup, sharing his perspective on social media and brand-building.
A model showcased the finished curly look from TRUSS Global Ambassador Melissa Schlukebier's live education session.
Jhoan Acevedo welcomed attendees and shared the vision behind TRUSS Connection Global.
Simone Borges participated in the opening flag ceremony, celebrating the global TRUSS community.
Models, including Peruvian influencer Ivana Yturbe, showcased the final runway looks to close out TRUSS Connection Global.
The TRUSS Professional marketing and events team helped bring three days of education, networking and unforgettable experiences to life.
Melissa Schlukebier showcased techniques for enhancing and styling natural curls during her live education session.
Behind the scenes, Danilo Herbert prepped his model for the Free Hands Blond presentation.
Danilo Herbert broke down placement and finishing techniques for creating seamless blonde dimension.
Attendees connected with artists and educators throughout the event, bringing the TRUSS community energy beyond the stage.
TRUSS Global Ambassador Everton Muller joined the international education lineup, sharing his perspective on social media and brand-building.
A model showcased the finished curly look from TRUSS Global Ambassador Melissa Schlukebier's live education session.
Jhoan Acevedo welcomed attendees and shared the vision behind TRUSS Connection Global.
Simone Borges participated in the opening flag ceremony, celebrating the global TRUSS community.
Models, including Peruvian influencer Ivana Yturbe, showcased the final runway looks to close out TRUSS Connection Global.
The TRUSS Professional marketing and events team helped bring three days of education, networking and unforgettable experiences to life.
Parties, Performances & A Black-Tie Finale
The event schedule did not slow down after education ended each day. Attendees moved from classes into evening experiences designed to celebrate the global TRUSS community and give artists, distributors and salon pros more time to connect.
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One night, guests attended an off-site party at Huaca Mateo Salado, a historical site in Lima. Another evening featured a silver-themed celebration complete with glitter makeup applications, performers on stilts, disco-ball-inspired outfits and a DJ.
Gabriel Samra and his husband, Issac, celebrated with attendees during the evening festivities in Lima.
The historical site party featured live cultural performances, music and dancing.
Luis Alfredo, Anderson Couto, TRUSS Global Ambassadors Everton Muller and Asil, TRUSS Professional Brand & Marketing Specialist Alessandra Heck and BTC Senior Editor Lauren Freas celebrated the community-driven energy of the event.
Peruvian influencer and model Ivana Yturbe modeled for TRUSS and helped introduce the silver-themed party before the evening’s performances began.
Attendees filled the night with dancing, music and nonstop energy.
The historical setting created a one-of-a-kind backdrop for the evening celebration.
The off-site party brought attendees together for a night of culture, connection and celebration.
Bright styling and high-energy moments set the tone for the outdoor celebration.
Guests pose with Ambassador Melissa Schlukebier against the backdrop of a historical site for an unforgettable night in Lima.
Gabriel Samra and his husband, Issac, celebrated with attendees during the evening festivities in Lima.
The historical site party featured live cultural performances, music and dancing.
Luis Alfredo, Anderson Couto, TRUSS Global Ambassadors Everton Muller and Asil, TRUSS Professional Brand & Marketing Specialist Alessandra Heck and BTC Senior Editor Lauren Freas celebrated the community-driven energy of the event.
Peruvian influencer and model Ivana Yturbe modeled for TRUSS and helped introduce the silver-themed party before the evening’s performances began.
Attendees filled the night with dancing, music and nonstop energy.
The historical setting created a one-of-a-kind backdrop for the evening celebration.
The off-site party brought attendees together for a night of culture, connection and celebration.
Bright styling and high-energy moments set the tone for the outdoor celebration.
Guests pose with Ambassador Melissa Schlukebier against the backdrop of a historical site for an unforgettable night in Lima.
The result was a week that felt equal parts education summit, product launch experience and global community reunion.
“More than anything, I wanted every attendee to leave feeling inspired, valued and proud to be part of something bigger than themselves,” says Jhoan. “I hoped that everyone left believing that no matter where they come from, they have a place within the TRUSS family—and that together, we’re shaping the future of our industry.”
TRUSS Brand Specialist Andy Macedo, Global Ambassador Asil and Luis Alfredo joined the silver-themed celebration after a full day of education.
TRUSS Global Ambassadors Gabriel Samra and Lisa Hernandez celebrated with attendees at the silver-themed party.
Lauren Freas and TRUSS Professional Brand & Marketing Specialist Alessandra Heck joined the silver-themed celebration, one of the after-hours events that brought attendees together beyond the education stage.
Performers brought the silver theme to life with disco ball costumes, stilt walkers and high-energy dancing.
Metallic looks and high-energy moments defined the event’s silver-themed party.
Guests leaned into the silver dress code for a night of celebration and connection.
Silver styling, metallic backdrops and live performers created an immersive party experience.
The dance floor stayed packed as attendees celebrated after a full day of education.
TRUSS Brand Specialist Andy Macedo, Global Ambassador Asil and Luis Alfredo joined the silver-themed celebration after a full day of education.
TRUSS Global Ambassadors Gabriel Samra and Lisa Hernandez celebrated with attendees at the silver-themed party.
Lauren Freas and TRUSS Professional Brand & Marketing Specialist Alessandra Heck joined the silver-themed celebration, one of the after-hours events that brought attendees together beyond the education stage.
Performers brought the silver theme to life with disco ball costumes, stilt walkers and high-energy dancing.
Metallic looks and high-energy moments defined the event’s silver-themed party.
Guests leaned into the silver dress code for a night of celebration and connection.
Silver styling, metallic backdrops and live performers created an immersive party experience.
The dance floor stayed packed as attendees celebrated after a full day of education.
Ambassadors and attendees gathered for the event's elegant black-tie gala on the final evening.
The evening concluded with a black-tie gala celebrating the connections made throughout the event.
The closing gala brought the global TRUSS community together for one final celebration.
TRUSS Global Ambassador Mickey Colón celebrated alongside his wife, Kristen, who was surprised with a special birthday celebration during the closing gala.
The gala featured a glam bot experience where attendees captured slow-motion videos to commemorate the evening.
Guests celebrated the final evening in elegant black-tie style.
TRUSS Global Ambassador Melissa Schlukebier joined fellow attendees for the evening celebration.
The gala brought together ambassadors, artists and guests to close out the event in style.
Ambassadors and attendees gathered for the event's elegant black-tie gala on the final evening.
The evening concluded with a black-tie gala celebrating the connections made throughout the event.
The closing gala brought the global TRUSS community together for one final celebration.
TRUSS Global Ambassador Mickey Colón celebrated alongside his wife, Kristen, who was surprised with a special birthday celebration during the closing gala.
The gala featured a glam bot experience where attendees captured slow-motion videos to commemorate the evening.
Guests celebrated the final evening in elegant black-tie style.
TRUSS Global Ambassador Melissa Schlukebier joined fellow attendees for the evening celebration.
The gala brought together ambassadors, artists and guests to close out the event in style.
A Global Community Moment For TRUSS
TRUSS Connection Global reinforced the brand’s continued expansion in Latin America and beyond, while positioning education as the center of their international growth strategy. For attendees, the event delivered hands-on inspiration, business perspective, new product education and a deeper connection to the TRUSS network.
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“At the end of the day, my greatest hope was that every person who attended left believing that this wasn’t just another beauty event,” says Jhoan. “It was the beginning of a global movement built on education, innovation, collaboration and genuine human connection.”
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The TRUSS Global Stage Team came together to close three days of education, artistry and collaboration.
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