Industry News

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.   [btc-img id="854195"]   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.   [btc-img id="854196"]   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.   “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.”   [btc-img id="854163"]   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.   [btc-img id="854197"]   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.   Some standout classes from the education lineup:   Lisa Hernandez (@lisaherofficial): The Science of Color Corrections  Everton Muller (@evertonmuller_): A Story of Millions: Social Media Session Anderson Couto (@andersoncouto): Hair Bronze: Brazilian Blonding Technique and Free Hands Brunette Simone Borges (@simoneborg3s): From The Salon To The Stage—An Inspirational Talk Danilo Herbert (@daniloherbert): Free Hands Blonde Asil (@asil): The Loyalty Brand Method Mickey Colón (@mickeycolonjr): Air Touch and Reverse Balayage Gabriel Samra (@gabrielsamra): The Ultimate 3-in-1 Balayage  Melissa Schlukebier (@melissaschlukebieroficial): Curly Coloring      [btc-insert-slideshow ids="854176 854172 854171 854170 854169 854168 854167 854166 854165 854202 854201 854161 854155 854150"]   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.   [btc-img id="854152"]   “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.”   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.”   [btc-img id="854153"]   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.    [btc-products]   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.   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.   [btc-products]   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.”   [btc-insert-slideshow ids="854151 854203 854200 854199 854175 854174 854164 854159 854158 854156 854154"]   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.   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.    [btc-insert-slideshow ids="854177 854179 854194 854184 854183 854182 854181 854180 854178"]   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.”   [btc-insert-slideshow ids="854192 854191 854193 854190 854189 854188 854187 854186 854185"]   [btc-insert-slideshow ids="854149 854148 854147 854146 854145 854144 854143 854142"]   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.   “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.”   [btc-img id="854157"]