@SAMELLIOTHAIR
@SMARTEST73
THE BEST BRANDS IN THE INDUSTRY BRING THEIR BEST EDUCATORS & BIGGEST LAUNCHES.
the houses of
Brand Sponsors
Discover the industry-leading brands powering the BTC Show 2025. Click on any sponsor to explore their educators, see their sponsored events, and learn more about their brand.
Behindthechair.com is the largest community in the world for salon professionals. Discover the latest how-to education & creative inspiration in one place.
@marybehindthechair
Mary Rector
@kevin.givens
Kevin Givens
@haleygable
Haley Gable
@pablokuemin
Pablo Kuemin
@jeanbaptiste.santens
Jean Baptiste
For 50 years, Joico has been committed to creating innovative haircare that restores hair to its healthiest state; infused with the kind of TLC that defines everything we do. As a hairdresser-founded brand, our mission goes beyond great hair; we’re here to support the whole stylist through transformative products, powerful education, and a culture that celebrates personal and professional joi. Because at Joico, it’s not just about how you work—it’s about how you feel, how you grow, and how you shine.
@larisadoll
Larisa Love
@omgartistry
Olivia Thompson
@watchmyhairbounce
Jeannetta walker-rodgers
@richardmannah
Richard Mannah
@saga.haus
Cynthia Baker
@simply.lc_
Lexi Crosby
@stylistricardosantiago
Ricardo Santiago
Moroccanoil became the main sponsor ("presenting partner") of the Eurovision Song Contest starting in 2020, with its "team of world-class professional hairstylists" first working on the performers and hosts backstage at the 2019 edition in Tel Aviv
@jessicascotthair
Jessica Scott Santo
@rachelwstylist
Rachel Williams
@hairbyeleven
Kevin Hughes
@ahappyjustin
Justin Toves-Vincilione
@tanialacostemajor
Tania Lacoste Major
@locksbyrochelle
Rochelle Maribojoc
@tantalizingtresses
Tatiana Dudley
@arielcubas_passion
Ariel Cubas
Founded in 1960 by American actress Paula Kent and her hairdresser Jheri Redding (thus the name "REDKEN"), Redken's foundation is still based on extensive scientific knowledge and the belief in, and support of, the expertise of the salon professional.
In 1993, L'Oréal purchased Redken and moved the company to 5th Avenue NYC, where the brand developed a strong presence backstage with top designers at Fashion Week. Today, Redken is known as a trendsetting urban brand and is a global leader in professional haircare products and services.
@seangodard
Sean Godard
@samvillahair
Sam Villa
@sarabotsfordhair
Sara Botsford
@adriennedara
Adrienne Dara
@justbhair
Brayden Pelletier
@philipforesto
Philip Foresto
@matt.swinney
Matt Swinney
@leysahairandmakeup
Leysa Carrillo
WE ONLY DO WHAT’S BEST FOR HAIR:
We’ve been pioneering innovation for 140+ years and continue to break new ground to bring the best out of every hair.
WE ELEVATE CRAFT & EMPOWER UNLIMITED CREATIVITY:
We believe in the power of uniting our creative community—across our studios, industry events & awards - to create beauty trends & visions together.
WE ARE TRUE PARTNERS:
We nurture & inspire talent at every stage of their career—partnering with stylists and salon owners to fuel growth and to unlock their unique potential.
@danielmbeauty
Daniel Mora
@jhair_stylist
James Earnshaw
@stacy.wella
Stacy Reid
@brianacisneros
Briana Cisneros
@anthonycolesebastian
Anthony Cole
@jessica.wella
Jessica Stranieri
@erik.wella
Erik Thrane
@christinamhair
Christina McCarver
Born from the same philosophy as skincare, KEVIN.MURPHY products are weightlessly designed to deliver performance, strength and longevity.
Combining hi-tech scientific knowledge with the best natural ingredients available, KEVIN.MURPHY products provide the tools to recreate high-fashion runway looks in the salon or at-home, while always remaining kind to the environment.
@kevinmurphyhair
Kevin Murphy
@sarah.lovekm
Sarah Lund
Every day, we use the power of beauty to bring to life the possibilities that lie within each of us — inspiring every guest and enabling each associate to build a fulfilling career.
@davidlopezzz
David Lopez
@vernonfrancois
Vernon François
@danielle.keasling
Danielle Keasling
@ahappyjustin
Justin Toves-Vincilione
@myguiltycrown
Gilad Goldstein
@seangodard
Sean Godard
@thesonyadove
Sonya Dove
@michelleoconnorbeauty
Michelle O’Connor
@jeyre.hair
Janelle Eyre
TRUSS Professional is a leading salon-exclusive brand trusted by hairdressers and salon owners worldwide. With Brazilian roots and global appeal, TRUSS has been delivering high-performance hair care solutions for over 20 years. Known for healthy blonding and results you can see and feel, TRUSS combines cutting-edge technology with vegan active ingredients to treat hair from root to tip — all while staying 100% cruelty-free. Available in over 35 countries, TRUSS is more than a brand: it's a movement dedicated to transforming lives through education, innovation, and the belief that everything is possible.
@gabrielsamra
Gabriel Samra
@mickeycolonjr
Mickey Colon
@asil
Asil Simsek
@colorbymarina
Marina Sellecchia
@lisaherofficial
Lisa Hernandez
@hairbysarayah
Sarayah Hernandez
Next level hair health, powered by K18. K18 revolutionizes the approach to hair health. Using the power of biomimetic technology and scientific + user research, we unlock new solutions to the biggest challenges in hair care. We replace complex routines, create new service opportunities and save time — all while delivering a healthy canvas for hair expression.
@ashleenormanhair
Ashlee Norman
Kenra Professional puts the power of great hair in your hands through a complete range of high-performance styling, care, and color products. Trusted for generations, Kenra Professional empowers stylists success through inspiration, education and solutions that deliver stunning results.
@realericvaughn
Eric Vaughn
@iamkendraalia
Kendra Alia
All Hair Types. All Humans. At Matrix, we welcome all hair types and all humans. That is why we work with our labs and network of stylists around the world to develop hyper-targeted solutions for each and every hair type-every level, underlying pigment, diameter, and pattern.
@colorbycarlos
Carlos Rojas
@castillo_13
Castillo Bataille
@constancerobbins
Constance Robbins
@sharon.simplyinsane
Sharon Spellman
Alfaparf Milano: where every shade is rich in pigment, rooted in its own base, and crafted for limitless color creativity. Backed by Italian innovation and salon-grade science, each formula delivers vibrant, long-lasting results with exceptional shine, conditioning, and color integrity. Precision meets passion in every drop.
@hairbymickk
Mick Lewis
@ericmichaelhair
Eric Coyle
The pioneers of High Performing Clean Colour and Kind Haircare, Born in Australia. Made for hairdressers by hairdressers. We believe that hair colour and haircare is a health choice. Join the movement
@jaye_edwards
Jaye Edwards
@iambohoblonde
Kim Haberley
@lo_wheelerdavis
Lo Wheeler Davis
Reuzel (pronunciation: roo-'zul)
(noun) A term originating from the Dutch language, meaning lard.
(noun) The finest, world-renowned brand of styling products known for unbeatable quality, performance, and swagger. No lard included.
Created By Barbers, Used By Everyone. For those ready to sculpt a style, write a story, and be part of a legacy, welcome to the Reuzel family.
FLASHBACK
The story kicks off in a time of rock-n-roll grit and punk rebellion, 40 years gone in Rotterdam, Netherlands, when Leen and Bertus, affectionately referred to as The Bearded Bastard and The Bloody Butcher, began their journey. Barbers by trade, provocateurs by character, with an insatiable desire to create the perfect pomades for the counterculture they were so deeply ingrained in. Through trial and error, countless reformulations (and one far too close encounter with almost burning down the barbershop, a story for another day), the early versions of Red and Green came to be. And so, as traditional, old-school barbers, our unlikely protagonists dug deep into the rich history of pomades to create what is now celebrated as the world's finest in hair care…REUZEL.
FLASH FORWARD
Inspired by the success of their pioneering Red and Green water-based pomades, Leen and Bertus set out to expand and create the perfect product line for the good people of Rotterdam, and someday, the world. What started as a line created for a very specific classic customer, Reuzel has evolved into a complete style and care line for all hair types, textures, and style objectives. Reuzel offers the best-in-class products to ensure that as styles change, attitudes remain the same.
No Pigs Were Harmed in the Making Of Reuzel Products.
@schorembarbier
Leen Bergmann
@the_bloody_butcher
Robert-Jan Rietveld
@meg.duran_
Meg Duran
@stephsociety
Steph Buckley
Danger Jones is a next-generation professional hair color brand built by artists, not corporations. We fuse creativity, community, and innovation to empower stylists to create without limits. Distributed in over 1,400 stores across North America and sold in 43 countries, Danger Jones is redefining what it means to be a beauty brand today.
@tialambourn_hair
Tia Lambourn
@hairbychrissydanielle
Chrissy Lotenero
@davidthurstonofficial
David Thurston
@jxnandco
Kylee Akina
@alexisthurston
Alexis Thurston
@dropdeadkristi
Kristi Day
@ajaonyourmane
Aja Hamilton
BELLAMI premium hair extensions empower your guests, giving them a newfound confidence to take into the world. We ethically source 100% Virgin Remy human hair and sustainably produce high-gram, cuticle-intact luxury hair extensions, offering the largest product assortment in the industry. We take pride in creating state-of-the-art colors, cutting-edge tools, and installation techniques. Our mission is to provide the best stylist education and the latest innovations to transform your business. Through The BELLAMI Academy, we have certified over 30,000 stylists worldwide. We are BELLAMI. The world's #1 hair extension brand.
@ahappyjustin
Justin Toves-Vincilione
@justinemarjan
Justine Marjan
@realericvaughn
Eric Vaughn
@amanukyan
Anna Manukyan
RG is a professional haircare brand rooted in the power of Amazonian ingredients and backed by science. Founded in the USA by a Brazilian hairstylist with a passion for healthy, transformative hair solutions, RG blends tradition with innovation to deliver real results. From scalp health to smoothing systems, every product is designed to elevate salon services and empower professionals. With over a decade of expertise, RG is more than a brand — it’s a movement for clean, effective beauty.
@therealrobertagomes
ROBERTA GOMES
@themariananovaes
Mariana Novaes
Born from the visionary minds that shaped the professional beauty industry, Aloxxi carries the legacy of innovation and craftsmanship, rooted in the brilliance of Redken and Nexxus Founder Jheri Redding and the bold entrepreneurial spirit of OPI Founder George W. Schaeffer.
From its early days, Aloxxi quickly became a trusted name for reliable, stunning results. When Schaeffer took the reins in, Aloxxi entered a new era creating a brand renowned for vibrant, long-lasting colour and a deep commitment to hair health.
Today, as a woman-run company, Aloxxi is poised to continue that legacy, blending tradition with innovation to deliver next-level solutions for those who demand the very best.
@jessicathebeautyseries
Jessica Wall-Innella
@samlabellahair
Sam LaBella
@hairbyrobertina
Robertina Martinez
@leonardorocco1
Leonardo Rocco
Handcrafted in Japan, ARC™ Scissors offers the highest quality Japanese scissors created by craftsmen who are as passionate about making scissors as you are about cutting hair. When it comes to handcrafting scissors for professional hairstylists, ARC™ Scissors refuses to take shortcuts.
Made in Japan, never on a factory line.
Every one of our scissors is handmade in Japan and to prove the origin, the country of Japan places a Made in Japan stamp on the scissors itself, along with a unique serial number and patent mark, offering traceability to the steel factories in Japan.
@sallyhershberger
Sally Hershberger
@benbrownhair
Ben Brown
@nubiarezo
Nubia Rezo
Goldwell is a salon-quality brand of Kao Salon Division. Its professional hair products are dedicated to bringing stylists’ and their clients’ aspirations to life. Since 1948, Goldwell has been known for breakthrough innovations in the salon industry with well-known sub-brands such as: leading professional color products Topchic, Colorance and Elumen; high-performing care and styling products Dualsenses and StyleSign; and, technology-based perm and texture products. Goldwell’s complete portfolio, advanced hairdresser education and deep expertise serve together to create a full-service brand, meeting all salon stylist and client desires.
@slickback_buttahtoast
Ethan King
@kyliebussinghair
Kylie Bussing
Jack Winn Pro was built by stylists, for stylists—with one clear mission: to give hair professionals better products, better education, and better opportunities. Founded by Jack Winn, a stylist and chemist, our brand combines science and artistry to create high-performance formulas that elevate behind-the-chair results. But our story goes beyond products—it’s about the powerful community of stylists who inspire us every day. Together, we’re reshaping the pro beauty industry with innovation, connection, and purpose.
@jackwinnpro
Jack Winn
@hellobalayage
Mallery Share
@sherriswannhair
Sherri Swan
At American Crew, our passion goes beyond products. For more than two decades, we’ve had a bigger impact on men’s hair than any other brand in the world. We’ve shaped the skills of thousands of stylists, developed education based on their client’s needs and we’ve helped the industry understand how to grow their business with our #1 Men’s Styling Brand.
@thebarberjim
Jim Massey
@bypatrickchai
Patrick Chai
@v.hugostyles
Victor Lopez
BTC has built out the largest online education program in the world for hairdressers. Considered the Netflix of hair, BTC University houses over 250 on-demand classes by the industry’s top educators, influencers and icons, and has trained over 182,000 hairdressers from 92 countries in the last 12 months alone.
Donna Bella is the original U.S. hair extension brand, trusted by stylists for quality products, and loved by clients.
20+ Years of Hair Authority - Since 2003, Donna Bella has led the professional hair extension industry with premium products, stylist credibility, and a reputation built on quality and trust.
Real Hair. Real Confidence - We use 100% Remy human hair ethically sourced, cuticle-intact, and crafted for long-lasting wear. Our extensions blend flawlessly, feel luxurious, and empower stylists with quality hair.
@claytonhawkins
Clayton Hawkins
@natalieruzgis
Natalie Ruzgis
Minerva Beauty has been outfitting salons and spas with top-tier equipment since 2006, and we’re just getting started. With a renewed focus on quality, next-level customer service, and innovation, we’re raising the bar for beauty pros everywhere. From our massive showroom to our ever-evolving product lineup, we’re here to empower beauty professionals on their path to successful salon, spa, and barbershop ownership.
Feel-good, healthy hair for feel-great days. Hair that’s healthy doesn’t just feel wonderful, it helps you feel more beautiful and uplifted, too. Meet milk_shake, a professional hair care and color line that helps give your clients the amazing feeling of healthy hair, with an uplifting, multi-sensory experience. Because having a feel-great salon day starts with having feel-good products & services for both the stylist & client.
Founded in Bologna in 1969, Gama Italy Professional has led hair care innovation for over 50 years, from creating the first professional straightener to developing high-performance motors Made in Italy. Today, we’re present in over 50 countries with cutting-edge tools for professionals. By year’s end, we’re set to launch a groundbreaking professional hair dryer that will redefine hairstyling!
@lisaherofficial
Lisa Hernandez
Uberliss, which means Super Smooth, is a professional haircare brand made in the USA. All products deliver amazing shine, softness, and silkiness. Uberliss uses exotic natural ingredients found indigenously throughout the world. Uberliss products are Vegan and Cruelty-Free.
@tessascissorhands
Tessa Scissorhands
Learn how to create body, balance and shape with seamless elevations on all textures with Rëzo!
Discover what it means to cut in circles with the signature Rëzo rose technique™.
Experience the ultimate client transformation by delivering voluminous and sexy curls.
@nubiarezo
Nubia Rezo
Founded in 1967 in Liège, Belgium by Jean & Micheline Rennette, Olivia Garden was built on a mission to deliver high-quality, innovative, and beautiful salon tools for professional stylists. Over the decades, the brand has become a global leader, earning 55+ patents and a presence in over 102 countries. Olivia Garden tools are trusted backstage at New York Fashion Week, on TV and film sets, and by celebrity stylists worldwide. We invite you to explore our rich legacy through this pictorial timeline of iconic moments, products, and achievements.
@seanmichaelhair
Sean Michael Bibeau
@ambrosiacarey
Ambrosia Carey
@its.me.cherryp
Cherry Pentenbrink
@anne_maza
Anne Maza
@stylistricardosantiago
Ricardo Santiago
@kellyshouseofcolour
Kelly McGowan
GHD: IT MEANS GOOD HAIR DAY.
Iconic British brand ghd is a global leader in high end professional styling tools. ghd tools are used by 200,000 stylists around the world, sold in 30+ countries and more than 45,000 premium salons, and an 11x winner of Allure’s Best of Beauty award.
Known for blending science with innovation, luxury, and style- ghd creates the most technologically advanced hair tools in the world. GHD has won over 450 beauty awards for its ground-breaking tools which deliver ultimate results without compromising on healthy-looking hair and has over 6.5M social media followers globally.
Transforming salons through the power of nature.
We craft masterful haircare, treatments, and color that nurture people and honor the planet. Rooted in time-honored botanical traditions and designed with the modern stylist in mind, our products elevate the transformative ritual of the salon experience
@jordan.paints.hair
Jordan Jones
Created by world renowned material scientist Eric Pressly, PH.D, epres™ is the future of high-performance hair care. Whether used at home or in the salon, epres™ patented one-step bond repair technology delivers professional-level, consistently superior results.
@colorbymattrez
Matt Rez
@ericpressly
Eric Pressly
GLOWWA is transforming haircare with an inside-out approach. Founded by nutritional therapist Suzanne Cooper, GLOWWA offers clean, active ingredients that optimise hair health and wellbeing. Born from Suzanne’s personal journey with hair loss, the brand is trusted by consumers and professionals worldwide for delivering effective, results-driven products that promote lasting, visible improvements. GLOWWA is exclusively stocked within salons and clinics.
@erroldouglashair
Errol Douglas MBE
@suzannencooper
Suzane Cooper
Born in the lab. Brought to the chair.
At OLAPLEX, we believe that great hair days are healthy hair days. And that molecular-level science has the power to produce stunning results today, tomorrow and for years to come.
More info coming soon!
More info coming soon!
More info coming soon!
SCIENTIFIC HAIR RESEARCH – “Proprietor of Keranique and BosleyMD”
Scientific Hair Research is a leading innovator in hair and scalp health, dedicated to developing advanced, clinically proven solutions for fine, thinning hair and hair regrowth. With prominent brands Keranique and BosleyMD, SHR delivers science-backed hair care products trusted by trichologists, professionals and consumers alike. Our brands specialize in regrowth treatments, volumizing formulas, and scalp care solutions designed to support confidence through healthier hair. With a commitment to cutting-edge research and high-performance formulations, Scientific Hair Research is redefining the future of hair wellness.
@thinninghairexpertstylist
Colleen Camp
Framesi is a family-owned Italian brand dedicated to empowering salon professionals like you with innovative, high-performance haircolor, care, and styling solutions. Since 1945, we’ve crafted premium products in Italy to support your creativity, passion, and success behind the chair. We see the artistry - and heart - you bring to every client, and we’re here to grow with you through education, inspiration, and integrity. The world needs more beauty... let’s create it together.