More Than a Haircut | How Switzerland Is Nurturing the Next Generation of Hair Artists
Held in Baden, Switzerland, Hairfestival Switzerland brought a wide range of hair creation to the stage, from cutting and colouring to styling and barbering.
Yet what emerged from the event was about more than the latest looks or techniques. At the heart of the festival was the work of the hair artist , reading texture, movement and facial balance, then shaping those elements into a look that reflects the individual. It also highlighted the role of the creative professional — someone who not only refines their own craft, but also passes experience, knowledge and technique on to the next generation.
Hairfestival Switzerland was therefore not simply a place to see finished work. It was also a space where skills were shared, ideas exchanged and new talent given room to grow.
In this feature, we look beyond the spectacle of the stage to explore the technique, creativity and culture of development that continue to shape Switzerland’s next generation of hair artists.
Hair Art on Stage
On the Hairfestival Switzerland stage, a wide range of disciplines came together — from barbering and colour work to updos and long-hair styling.
What stood out was not only the finished look, but the process of creating it.
Hair artists assessed movement, texture and balance in real time: where to build volume, where to remove weight, and how to shape the form from different angles. On stage, every decision and every movement of the hand became part of the expression itself.
Creating a hairstyle is not simply about arranging hair. It involves understanding facial features, overall presence and individuality, then translating those elements into a three-dimensional form. That requires both technical precision and the sensitivity of a creative professional.
Because the work unfolded live, the audience could see more than the final result. They could witness the moments in which technique became expression — and experience the creative process as it happened.
Look & Learn — Learning by Watching
One format that appeared repeatedly on the Hairfestival Switzerland stage was Look & Learn — learning by watching.
Rather than presenting only the finished look, the artists worked through cutting, colouring and styling techniques in front of the audience, sharing not only what they were doing, but also the thinking behind each step.
There is nothing particularly new about this way of learning. For generations, craftspeople have developed their skills by watching experienced hands at work. The same principle can be found in fashion, in professional kitchens and across many other creative trades: learning often begins with careful observation.
The Hairfestival stage brought that tradition into a contemporary professional setting. Audiences could see how an artist reads the hair, decides where change is needed and chooses the right moment to intervene — the series of small decisions that are often invisible in the finished result.
Instead of explaining technique through words alone, Look & Learn makes the process itself the lesson. It is a practical form of education that remains deeply relevant to the hair industry, where knowledge is often passed on through observation, repetition and experience.
Nurturing the Next Generation of Hair Artists
The wig pieces displayed at the festival had been created for a competition. Colour, form, texture and overall composition all came into play, and each piece reflected not only technical skill but also the maker’s own creative point of view.
For young hairdressers and students, competitions like these offer an important opportunity to test their abilities and turn an idea into a finished piece of work.
Day-to-day salon work is usually shaped by the needs and wishes of the client. A competition creates a different kind of challenge: participants develop their own concept, make creative decisions and bring the entire look together as a complete work. That process helps build the perspective of a creative professional, not just a technician.
Watching experienced professionals at work, creating something independently, and encountering the ideas of others all form part of the same learning cycle.
It is through that combination of observation, practice and creative experimentation that the next generation of hair artists begins to emerge.
Behind the Chair
One phrase that stood out at Hairfestival Switzerland was Behind the Chair.
It was a message shared directly from the stage with the next generation — and it captured something essential about the profession.
The work of a hair artist is not defined only by the techniques displayed under stage lights. In the salon, every client brings a different hair texture, facial structure, lifestyle and sense of how they want to be seen.
That means the job requires more than cutting or colouring skills. It takes the ability to listen, understand the person in front of you, and translate that understanding into a look that feels right for them.
A hair artist is not simply imposing a personal vision. The style is shaped through dialogue.
Behind the chair, there is observation, consultation, trust and judgement — all brought together through creative sensitivity.
Much of that is invisible in the finished hairstyle. And perhaps that is exactly what Behind the Chair is really about: the part of the profession that cannot be measured by technique alone.
“ It’s not just a haircut ”
Another phrase that appeared at the festival was, “It’s not just a haircut.”
It neatly captured one of the ideas running through Hairfestival Switzerland.
A hairstyle is not simply about cutting hair shorter or shaping it into place. It can reflect a person’s lifestyle, express something about who they are, and create a sense of change — in both how they feel and how they are perceived. For the hairdresser, it is also a form of creative expression and, at the same time, a business built on skill and trust.
A change in hairstyle can alter the way someone sees themselves in the mirror. It can shift how others perceive them, encourage them to try a different style of clothing, or even give them the confidence to explore a different side of themselves.
What a hair artist creates, then, is more than a shape.
It is part of how a person chooses to present themselves to the world.
Passing Culture and Craft on to the Next Generation
What became clear through Hairfestival Switzerland was that the event was about more than individual techniques or finished work. It revealed a culture designed to help artists continue to grow.
For a hair artist to develop, technical training alone is not enough. They also need opportunities to test their own ideas, encounter different perspectives and find new goals to work towards.
That kind of environment cannot be created by one person alone. Experience is passed down from senior professionals, inspiration comes from peers, and knowledge is eventually shared with those who follow. Together, these exchanges help sustain the creativity of the industry as a whole.
What Hairfestival Switzerland showcased was not only established talent.
It also created space for emerging artists to express themselves, take the next step and continue developing their craft.
Nurturing a hair artist, then, is not simply about teaching technique. It is also about creating an environment in which people can keep experimenting, learning and challenging themselves. That is where much of the festival’s wider value lies.
Organised by PM Care Systems AG
Hairfestival Switzerland is organised by PM Care Systems AG, a Zurich-based Swiss company founded in 1994. The company has long worked with the professional salon industry, supplying haircare, colour and styling products for professional use.
Today, PM Care Systems AG acts as the Swiss distributor for professional brands including Paul Mitchell and Professional by Fama. Its role extends beyond product distribution to include education, professional development and industry networking.
One of the principles the company highlights is “Hairdressers first” — an approach that sees hairdressers and salons not simply as customers, but as partners in shaping the industry.
That philosophy was visible throughout Hairfestival Switzerland. The emphasis on sharing expertise and giving emerging talent opportunities to develop felt closely connected to PM Care Systems AG’s wider relationship with Switzerland’s professional hairdressing community.
