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Last updated: December 02, 2021

Win A Year Of Professional Training + A Photoshoot In NYC

L'Oréal Professionnel ID.ARTIST winner Sophia Hilton Not Another Salon @hiltonsophia
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2010 ID.ARTIST Winner + Not Another Salon Owner Sophia Hilton / Photo Credit: Instagram via @hiltonsophia

L’Oréal Pro’s BIGGEST Talent Development Program Is Coming To America: How To Enter

Picture this: Your work being featured on celebs, the Met Gala carpet and magazine covers—or opening one of the most famous hair salons on Instagram. Could you be the next Sophia Hilton? You heard it here first! You CAN be her peer by applying for the same program that helped launch some of the biggest careers in hair. 


For the FIRST TIME EVER, the ID.ARTIST talent mentorship program, sponsored by L’Oréal Professionnel, is coming to America, 18 years after the career-defining contest first launched in the UK. With a year of professional training (virtually and in person) under your belt and the opportunity to fly to New York City for a photoshoot to produce a collection, it’s all possible. 


We’re sharing EVERYTHING you need to know to enter, advice from previous winners AND how your life can change as an ID.ARTIST. 


What is the ID.ARTIST program? 

“I am in no doubt that the ID.ARTIST program completely launched my career,” says Sophia Hilton, 2010 ID.Artist Winner. “[It] allowed L’Oréal [Professionnel] to recognize me as a potential new educator and allowed me to meet lots of people which then spun off to have so many opportunities in my future.”


The ID.ARTIST program helps artists get discovered and gives them a solid foundation of professional training, mentorship with industry leaders and the opportunity to produce an editorial collection in collaboration with all eight winning program participants. 


Ready to apply? Click here to enter now!


Check out the work from ID.ARTIST alumni below!

ID.ARTIST Winner Patrick Wilson styling on-set with musician Amber Mark / Photo Credit: Instagram via @patrickwilson


What can you expect as an ID.ARTIST?

  • 12 months of virtual and live mentorship with a team of leaders within the pro beauty, fashion and art industries
  • Mentorship focuses on: Color, balayage, session styling, social media, communication, photography and more
  • A paid trip to New York City to participate in a photoshoot with all 8 winners
  • Start building your portfolio and conceptualizing your own professional brand
  • A tool kit full of L’Oréal Professionnel products and tools to use throughout the year of training 


How do I enter to audition for the program?

  • Submit a transformation (color, cut or styling) on Instagram Reels
  • Tag #LorealPro_IDArtistUS & @lorealpro_education_us
  • Once you’ve posted on Instagram, click here to fill out the form!
  • Submissions are open December 1, 2021 – February 15, 2022
  • 8 winners will be selected to participate in the 2022 program


When does the program take place?

  • The 12-month ID.ARTIST program starts in February 2022 
  • All artists will meet once a month to participate in the program virtually, plus one live session!
  • The program culminates with a paid trip to NYC to participate in a photo shoot with all 8 winners


Who can apply for the program?

Any hairdresser in the U.S. can audition—regardless of age, experience or product lines used in the submission process. However, If you are using product that is not L’Oréal Professionnel, do NOT TAG the other brands used in the submission! All winners will receive L’Oréal Professionnel products to use throughout the year of mentoring.


Apply now to become a 2022 ID.ARTIST Winner!


Are you an ideal candidate? Read this advice from the A-List roster of previous winners!


Looking for more than the 9-to-5 salon lifestyle.

“I think any hairdresser looking to evolve their skill set from the normal 9-to-5 that the salon offers should apply,” says celebrity stylist Patrick Wilson. A few other key qualities: “Someone that’s passionate about color and styling and feels they have something to gain from this creative process, and a team player that isn’t afraid to showcase their creativity, drive and ability.”


L'Oréal Professionnel ID.ARTIST winner celebrity stylist patrick wilson sex education aimee lou wood
ID.ARTIST Winner Patrick Wilson styling “Sex Education” star Aimee Lou Wood / Photo Credit: Instagram via @patrickwilson


You want to be seen as an artist and find new opportunities.

“I think anyone should enter this even if you don’t think you’re ready,” says Sophia Hilton. “My ex-boss, who is currently British Hairdresser of The Year three times in a row, told me that it’s worthwhile to keep entering so you learn how to get better. Do you want to be seen in this industry and make it impacting, [but] you need a springboard? I really believe this is the place.” 


“For me, I feel being part of the ID.ARTIST program really gave me a platform, offering the opportunity to showcase my work to a much bigger audience,” adds Patrick. “I’m proud to say that I’m now a Kérastase Expert, a contract that might not have happened if I hadn’t made it onto the program all those years ago.”


L'Oréal Professionnel ID.ARTIST winner Sophia Hilton Not Another Salon @hiltonsophia
ID.ARTIST Winner + Not Another Salon Owner Sophia Hilton / Photo Credit: Instagram via @hiltonsophia


Building a network of professional artists is important to you.

“The most wonderful thing about the whole experience was making friends with people in the industry that I’m now still very close to,” says Sophia. “We see each other’s events now and everybody individually [has] done really well. It was more than just work, it was community building that I’m really grateful for.”


Session styling is your goal but you don’t know where to start.

The ID.ARTIST program was my first introduction to session styling, working backstage and getting a real insight into how the industry really works,” says Patrick. “There were lots of education opportunities along the way, and I got to meet some of my hair idols. The mentorship program really helped with my own confidence when it came to presenting on stage, and just working with like-minded people that were interested in hair the same way that I was refreshing and inspiring.”


L'Oréal Professionnel ID.ARTIST winner harriet stokes
ID.ARTIST Winner, London-based hairdresser, educator & business owner / Photo Credit: Instagram via @harriet_stokes


Looking for MORE L’Oréal signature education in 2022? Click here!

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