TRUSS Just Opened One of the Most Stunning Academies for Hairdressers

BTC “On Location”: São Paulo Welcomes TRUSS Academy, A Game-Changer for Hairdressers in Brazil & Beyond

Brazil is a powerhouse in the global beauty industry, home to the fourth-largest beauty market in the world and a professional community of over 1.3 million hairstylists. Now, it’s also home to something truly groundbreaking: the first-ever TRUSS Academy, a global education hub designed to elevate the craft of hairstyling through innovation, artistry and business education.

Behind The Chair was on-site in São Paulo to experience the academy’s grand opening firsthand, along with Mary Rector (@marybehindthechair), Behindthechair.com Founder & CEO, who toured the space and spoke with TRUSS leadership about their ambitious vision for professional education.

A Monumental Investment in Hairdresser Education

TRUSS Professional has long been recognized for its high-performance products and cutting-edge techniques, but what truly sets the brand apart is its investment in hairstylist education. The academy is the culmination of a R$35 million investment ($7M USD) over two years, going directly into training programs, educational spaces and both online and in-person platforms.

Located in the heart of São Paulo at the intersection of Avenida Rebouças and Rua Oscar Freire, the academy spans 1,300 square meters and is designed to offer hairstylists a one-of-a-kind learning experience.

“TRUSS Academy is more than a training hub—it’s a space designed for transformation and innovation, with an ambitious goal of revolutionizing the beauty industry by directly training thousands of hairdressers each year,” says Daniel Knopfholz, Vice President of New Business at Grupo Boticário.

Take a look inside the stunning new academy space:

The curriculum is built on three core pillars:

• Art – Honing hairstyling and coloring techniques at the highest level
• Trends – Keeping professionals ahead of the ever-evolving industry
• Innovation – Integrating the latest advancements in hair science and business education

By combining hands-on technical mastery with business education, TRUSS Academy is setting a new standard for professional development in Brazil and beyond.

Sign up for classes online & in person at the Truss Academy—click here!

A Space Designed for the Future of Hairdressing

Beyond the curriculum, the design and functionality of the academy itself make it a truly world-class education center. Every detail has been carefully considered to inspire, challenge and prepare hairstylists for success in a rapidly changing industry.

“From the moment you walk in, the modern yet warm entrance immediately evokes an overwhelming pride in being a hairdresser—and in being part of the TRUSS family,” says Mary Rector. “The space is incredibly well thought out, with multiple rooms dedicated to different learning styles: hands-on training spaces, lecture-style ‘look & learn’ areas, brainstorming rooms with white walls for idea generation, and a warm, community-focused lounge area. They even have a retail-style center for teaching retail strategies and a total ‘Met Gala’ mirror room designed for incredible viral selfies. They’ve thought of everything.”

The academy also reflects TRUSS’s commitment to sustainability, featuring:

• I-REC certification for renewable energy use
• Water and energy-saving technologies
• A 630-ton reduction in CO₂ emissions annually
• Recycled materials used throughout the design

An exclusive look inside the Truss Academy Grand Opening celebration: 

Truss Ambassadors @gabrielsamra, @asil, @colorbymarina, @mickeycolonjr & @lisaherofficial

Truss Ambassador @mickeycolonjr

Truss Global Ambassador @gabrielsamra

Truss Expert @simoneborg3s

BTC's Mary Rector, Kristen-Cote Favaro & Steph Bong with Truss Brazil Artists

A Booming Market & Bold Vision for the Future

The launch of TRUSS Academy comes at a pivotal moment for Brazil’s hair industry. In 2023, the Brazilian haircare market reached R$28.2 billion in sales—growing at nearly three times the global average. The demand for education is just as strong, with 500 new professionals entering the formal beauty market every day.

TRUSS has been at the forefront of this growth, expanding its B2B operations to over 100,000 points of sale across Brazil since its acquisition by Grupo Boticário in 2023. With the academy, the brand is creating a lasting legacy, ensuring hairstylists have access to the knowledge, techniques and business acumen they need to thrive.

“I always want to celebrate the opening of academies and show my support for companies demonstrating such a high level of commitment to training the next generation of stylists and colorists,” says Mary Rector. “This academy opening is a testament to TRUSS’ dedication to education and to hairdressers’ success. This is truly one of the most beautiful salon pro academies in the world!”

More Than an Event—A New Era for Education

The opening of TRUSS Academy wasn’t just a celebration—it was the beginning of a new chapter for hairstylists in Brazil and across the globe. By prioritizing education, innovation and sustainability, TRUSS has set a new benchmark for what it means to truly invest in the professional beauty industry. And for hairstylists worldwide, this is just the beginning. For more information, visit trussprofessional.com.