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  "path": "/inside-the-sebastian-shape-lab-exhibit-in-toronto/",
  "publishedAt": "2026-05-07T13:54:07.000Z",
  "site": "https://www.salonmagazine.ca",
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    "Shows"
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  "textContent": "Sebastian Professional marked the start of its new era with an immersive rebrand event in Toronto.\n\nHeld on March 3, 2026, at the Illuminarium in the Distillery District, the space was transformed into the Sebastian Shape Lab Exhibit, featuring new editorial brand imagery from Sebastian’s global artists that was projected across the walls.\n\nGuests also experienced a range of interactive activations, including a Polaroid photobooth, temporary tattoos and a hairstyling station, which was stocked with the brand’s refreshed product line that features updated packaging.\n\nThe evening began with a welcome from Wella Company Canada’s general manager Marianne Mediros, who set the tone for the brand’s next chapter.\n\n“One of our most beloved brands within our portfolio is the Sebastian brand,” she says. “This is truly a brand that was created by hairdressers, for hairdressers, with the intention and the thoughtfulness that you have no limits to the creativity, art and craft that you bring to your work every day.”\n\nThe stage presentation opened with global ambassador Anthony Cole and Toronto-based top Sebastian artist Gianpaolo Colombo, who created two editorial effortless-textured looks that reflect the brand’s refreshed creative direction.\n\nFollowing the live demonstration, Cole took to the stage to share more insight into the relaunch and how it aligns with the evolving needs of today’s clients.\n\n“This relaunch is amazing for us in so many ways,” he says. “If you think about your customers today, they’re looking for effortless looks. They want to be themselves. They’re not bringing in photos of other people anymore. They’re saying, ‘I want something for me.’”\n\nCole also emphasized the versatility of the brand’s products when creating customized looks in the salon.\n\n“As a stylist, when it comes to creating these custom looks, all the products I’ve ever tried are interchangeable with one another,” he says. “Whether you’re layering or cocktailing, everything will never give you a negative response. That’s what I absolutely love. I travel the world to do hair, and people ask if I’m afraid. I say I’m never afraid because I have an arsenal of liquid tools behind me.”\n\nBuilding on this foundation, Cole and Colombo shifted into a technical segment, demonstrating customized cutting techniques designed for real salon application. The duo focused on creating face-framing layers and a modern fringe, showcasing approaches that balance precision with efficiency.\n\nThe presentation then moved into editorial styling with each artist sharing their distinct creative perspective. Cole introduced his Botticelli-inspired waving technique, delivering soft, sculptural movement, while Colombo presented an avant-garde editorial updo that highlighted shape and structure.\n\n_Salon_ also had the opportunity to go backstage after the hair presentation to speak with Cole to learn more about the rebrand and its impact on stylists.\n\n### **Q &A**\n\n**Salon: What does this rebrand mean for Sebastian Professional and for the stylists who use it?\nAnthony Cole:** Sebastian has rebranded is for stylists—whether you are an editorial stylist or working with everyday clients. We’re welcoming you into the Sebastian culture. It’s the perfect time for us because everyone wants epic, beautiful hair, and everyone wants to be themselves. We’ve always been a close culture and very avant-garde, and sometimes people were a little afraid of the product. Now, as we relaunch, we’re welcoming everyone in the salon. That is important because we can give you something you can take back to your clients and build on even further.\n\n**Q: What techniques are becoming more important for session and editorial hair right now?\nA:** What is becoming more important is working with the model’s look. It used to be about pulling inspiration from multiple images. Now, you’re often given a photo of the model, and that becomes the inspiration. I look at the model’s face shape, and create something that enhances their natural beauty. It’s about interpretation.\n\n**Q: As a global ambassador, how are you helping define the new creative direction of Sebastian Professional?\n** **A:** As a global ambassador, I’m involved in creating products, reviewing imagery and working closely with the creative director. We each bring different perspectives to hair, and together it creates a strong balance. I enjoy collaborating with the entire team. It’s now a global role for me, and I have the opportunity to share what I want to bring forward for the brand.\n\n**Q: What do you hope stylists take away from the Shape Lab Exhibit experience and the creative message behind the runway?\n** **A:** I want stylists to take away our cutting techniques and how efficient they are. The looks had a commercial feel that clients can relate to. I want stylists to take back the idea of faster cutting. Time is important in the salon, and what we can offer is efficiency through hybrid styling, where repair and styling work together, along with techniques like back cutting and other methods that help create customized looks more quickly for clients.\n\n  *   *   *   *   *   *   *   *   *   *\n",
  "title": "Inside the Sebastian Shape Lab Exhibit in Toronto"
}