Well we believe you & your clients really should, read on and we’ll let you know some of the reasons why?

We also think this question is a great way to grow your salon retail and encourage conversations about aftercare with your clients.

Asking clients if they double shampoo can help you as a hairdressers to grow your retail sales for a few reasons:

  • It’s an Education Opportunity: opening up a conversation about hair care routines and the benefits of double shampooing, such as more thorough cleansing and product effectiveness. This dialogue educates the client on the importance of using the right products for their hair type and needs .
  • Product Recommendation: After discussing hair care routines, you the hairdresser can recommend specific shampoos (and conditioner, treatment, styling & finishing products) tailored to the client’s hair concerns. This personalisation makes the recommendation more compelling for the client.
  • Building Trust and Expertise: By offering valuable advice, you can establish yourself as an expert in hair care, which can lead to increased trust from your client. That level of trust can translate into clients being more open to purchasing recommended products, rebooking, adding new services like treatments and changing up their style. They also become raving fans and more likely to recommend friends to use you.
  • Highlighting the Benefits of Professional Products: The discussion can also highlight the benefits of professional hair care products over supermarket brands, potentially encouraging clients to purchase higher-quality items from the salon .

Double shampooing is more than just a trend; it’s a method that promises to transform your hair care routine. OK, so here are 5 reasons we believe DOUBLE SHAMPOOING is so important…

  • Deep Cleansing: The first round of shampooing targets surface dirt, oil, and product build-up, effectively removing these initial layers of grime. This allows the second shampooing to penetrate deeper, ensuring a thorough cleanse right down to the scalp. We always recommend ELEVEN Australia’s DEEP CLEAN CLARIFYING SHAMPOO or GENTLE CLEAN BALANCING SHAMPOO as the first cleanse.
  • Enhanced Scalp Health: A clean scalp is the foundation of healthy hair growth. Double shampooing can help prevent the accumulation of sebum and residue, promoting a healthier scalp environment for the hair.
  • Improved Product Efficacy: The second shampooing isn’t just about cleansing; it’s also about preparing the hair to better absorb conditioners and treatments that follow. With the hair cuticles open post-cleanse, products can penetrate more effectively, enhancing their benefits. The second shampoo is also your chance to deal with hair concerns whether that’s HYDRATION, VOLUME, SMOOTHING. REPAIR or TONING.
  • Volume and Texture: For those looking to add volume to their hair, double shampooing can make a noticeable difference. By thoroughly cleansing the hair, it can appear fuller and thicker, as there’s no residue weighing it down.
  • Misconceptions Debunked: Concerns about hair loss from double shampooing are unfounded. When done correctly, this method does not cause hair loss but instead leaves your locks more vibrant and healthy-looking.

Incorporating double shampooing into your hair care routine can unveil the full potential of your hair and scalp health. Remember, the key is to choose the right type of shampoo that suits your hair type and condition to avoid dryness or damage.

To find out more about how Wonderful Brands can help you grow your salon retail with simple strategies and easy to understand product ranges like ELEVEN Australia speak to your Wonderful Account Manager now.

Join us for an in-person session of edu-tainment and inspiration featuring ELEVEN Australia Co-Creative Directors, Joey Scandizzo & Andrew O’Toole as well as Head Of Education Melvin Royce Lane, Brand Artist Paul Dennison and European Educator Katie Groves.


Joey and the ELEVEN Australia EDU team will be sharing their favourite cutting, styling, and colouring techniques on live models in a look & learn format, you will then be treated to a photography masterclass with Andrew O’Toole for an event like no other!

Don’t miss the opportunity to gain pro tips, business advice, and network with fellow stylists as well as an amazing  ELEVEN Australia goodie bag worth £200


WHERE: White Rabbit Studios, Shoreditch, LONDON
TIMINGS: 10.30 am – 4 pm
WHEN: Tuesday 27TH February
COST: £200
WHATS INCLUDED: Welcome Breakfast, Lunch and a goodie bag worth £200







Discover all the back issues of our company magazine full of education, inspiration and ideas to get you excited and help you grow your hair business. Simply click on each picture below to view the digital copy and look out for new print editions in your Wonderful Brands orders.

Introducing a new member of the ELEVEN Australia family, we are excited to welcome Paul Dennison as ELEVEN Australia Brand Artist.

With 27 industry years of experience, you could say Paul has learnt a thing or two about hair colour. Paul believes by sharing knowledge the hairdressing industry will grow and push forward, a belief he shared during four years as Project Leader for the British Fellowship Of Hairdressing Colour Project working with the industry’s brightest young and emerging talent. Paul has travelled extensively educating and has drawn from these experiences working in different cultures and environments to shape his colour knowledge.
Paul is no stranger to the stage and has presented to huge audiences as well as providing bespoke, intimate sessions, combine that with decades of photoshoots, including working with ELEVEN Australia Co- Creative Director and award winning photographer Andrew O’Toole.

Paul says

I am over the moon to start this new chapter of my career with ELEVEN Australia, it has been a brand I have been playing with for nearly a year and can’t wait to get started sharing formulas and my love of creative application patterns. My love of learning helps keep my work modern and fresh and I can’t wait to bring this to ELEVEN Australia.

Jo Robertson – ELEVEN Australia’s UK Education Director says

We are really excited about this partnership and can’t wait to see what the future holds. Paul is known for his colour expertise and simplified approach to education which fits perfectly with the brand’s approach. You will first get to see Paul at the Melbourne to Manchester event on 2nd October and then at Salon International mid-October.”


Paul will be appearing alongside ELEVEN Australia Brand Ambassador Conor Doyle in Manchester on October 2nd, click here for more details and tickets. You will also get to see ELEVEN Head Of Education Melvin Royce Lane, ELEVEN Australia Education Ambassador Conor Doyle & Jo Dyer ELEVEN Australia Guest Artist at this event being dubbed “1 day, 4 superstars”.

We ask our ELEVEN Australia stylists for their top hair tips to beat the frizz in the heatwave!

Jo Dyer, Eleven Australia Stylist and Owner of YOKE PLYMOUTH

Use a leave in conditioner
Using Shampoo and conditioner goes without saying but make sure you use a good leave-in conditioner to your hair care regime, we love ELEVEN Australia Miracle Hair Treatment which has 11 benefits, it will give your hair extra hydration protection, prevent split ends, strengthen, moisturises and contains UVA and UVB filters all in one.

Wear a hat
Just as the sun damages our skin it also causes all sorts of problems for our hair. Not only can the sun cause breakage, split ends and colour fade but it can damage the hairs internal structure too.
If you know you’re going to be in the sun for long periods cover up with a hat and this should be non-negotiable if you colour your hair as the sun will bleach your strands creating a brassy look in a very short amount of time.

Self-care in the sun.
If you know you’re going to be heading outside to relax then make the most of your time.
Shampoo your hair as usual and towel dry it before liberally applying a treatment mask our go-to is the ELEVEN Australia Miracle Hair Mask, comb through, then tie your hair out of the way for the day. This way when you’re ready to rinse at the end of the day your hair will be soft and hydrated beautifully. This will also create a layer of protection from the sun during the day.

Avoid additional heat
The sun is doing enough damage so now is the time to skip the heated appliances. Try leaving your hair to dry naturally and avoid tongs and straighteners when you have prolonged sunshine, they will just cause more damage and dehydration to your hair. This is a perfect time to experiment with cute accessories like claw clips and scrunchies or try using a conditioning smoothing balm, the ELEVEN Australia Frizz Control Shaping Cream has anti-humectant properties and will fight the frizz or amp up the natural texture by using the ELEVEN Australia Sea Salt Texture Spray to help your hairs natural texture look amazing. If you just can’t handle not styling your hair try to skip one step… I.e leave your hair to dry naturally then use straighteners or blowdry with a brush and avoid the straighteners.

Wash your hair properly
If you spend the day in the sea or a pool it’s important you make sure any salt and chlorine is out of your hair as it can continue to cause damage. Rinse your hair thoroughly in warm (not hot!) water then shampoo once Deep Clean Balancing Shampoo shampooing for a second time with a hydrating shampoo, we are obsessed with the new Miracle Hair Treatment Shampoo and Conditioner, it contains hyaluronic acid which hydrates the hair and also has anti humectant properties. It’s important to make sure you squeeze out as much water as possible before applying your conditioner, if the hair is soaking it will just run straight off the hair. If you can gently squeeze extra moisture off with a towel before you apply you’re giving your conditioner more of a chance to do its job.

Jo Robertson ELEVEN Australia Education Director

All hair beauty regimes should start with the ELEVEN Australia Miracle Hair Spray hair Treatment, we may be at the end of the summer season but we should still be thinking about Sun Protection for our hair, don’t be fooled by thinking the UV rays won’t be as intense as late-summer. Your hair colour and condition is still at risk. Just as you do for your skin, protect your hair with Miracle Spray Hair Treatment, it has 11 benefits and will help to protect your expensive brunette or buttery blonde. Apply religiously every time you wash your hair and make sure you cover your hair if you are in the sun for long periods.

Beat the frizz!
Too hot to blow-dry your hair? Explore your natural texture.
Moisture is your friend in the heat, your hair will be on the lookout for moisture during the day and will look frizzy without adding moisture into the hair. The best way to beat the frizz is to use products that are hydration, the new ELEVEN Australia Miracle Hair Treatment Shampoo and Conditioner contains hyaluronic aid which is like giving your hair a glass of water, which is very much needed in this heatwave. It also helps to boost curls and has heat protection added in. To enhance your natural texture apply Keep My Curl Defining Cream generously onto the hair and then using a t-shirt towel squeeze the product into the hair, this will allow the hair to take on the right amount of moisture and not just to the surface of the hair. Try letting your texture air dry or if you are in a rush use a diffuser but remember not to touch the curls while they are drying, it will make them frizzy.

Hydration is Key, if your hair is feeling a little dry, treat it to an intense moisture mask. The ELEVEN Australia Miracle Hair Mask is great for thirsty hair, it will strengthen the hair whilst hydrating. The key to these masks is leaving them on for the right amount of time, if it says 15 minutes don’t cut corners and rinse after 3 minutes. They need time to penetrate into the hair and to do it’s job. Relax, wrap your hair up and enjoy the pamper. Your hair will thank you!



Have you always dreamt of shooting your own collection but don’t know where to begin? Or are you looking to take your hair shoots to the “next level” and be the BEST? If so this is the seminar for you.

Andrew O’Toole ELEVEN Australia Co-Creative Director and world-renowned photographer is hosting his first Masterclass at Salon International on Monday 16th October 11.50 am

This is a fantastic opportunity to learn from ELEVEN Australia Co Creative Director, Andrew O’Toole, he has never hosted a class like this before! During this class you will find out what it takes to put a photoshoot together and with over 100 of his shoots finalising in both British & Australian hair awards there is no one better to learn from.

Andrew O’Toole – world renowned photographer – who has shot for the best of the best in the hair industry will be taking you behind the scenes for the first time, sharing his secrets that can take your next collection to a winning collection. Joining Andrew will be ELEVEN Australia Ambassador Melvin Royce Lane who will be styling live whilst Andrew shoots real-time. Andrew said:

I’m going to share with you the SECRET tips and tricks I’ve learnt from working with the world’s most awarded hairdressers for the last 25 years. I’ll share my insights that can accelerate the image creation process for any hairdresser – regardless of their skill level – and save thousands of pounds! WATCH me shoot LIVE to learn how simple techniques can create jaw dropping results.

Book now to avoid FOMO

With tickets just £49, you can’t afford to miss this one. Oh and use our code AOMASTERCLASS and you’ll get 50% off the masterclass price.

Who is Andrew O’Toole?

Internationally recognised photographer and Creative Director,
An internationally recognised photographer and creative director who shoots for some of the most prominent hairdressers & brands around the world. Having lived and worked in London, Milan and Portugal across his 20+ year career, and assisted renowned photographers such as Annie Leibovitz. Andrew has carved out a photographic niche that is conceptual, artistic and highly polished. Specialising in hair & beauty, his iconic style takes a radical approach to capturing imagery for clients.

Andrew’s accolades

  • Over 100 industry finalist awards in UK and Australia
  • Joey Scandizzo : Winner 2018 Australian Hairdresser of the Year
  • Jason Fassbender: Winner 2017 Australian Hairdresser of the Year
  • Frank Apostolopoulos : Winner 2016 Australian Hairdresser of the Year
  • Angelo Seminara : Winner 2016/2012 British Hairdresser of the Year
  • Mark Leeson: Winner 2014 British Hairdresser of the Year
  • Australian Photographer of the Year 2013
  • AIPP: Photographic Collection 2012
  • Shot winning collection for Australian Hairdresser of the Year for the last 15 consecutive years.


Mini Products are not just for Travel.

OK, we know they are great for travel and who doesn’t take miniature versions of their favourite hair & beauty products with them when they go on holiday or for that chic weekend break. But, we know that stocking travel size shampoo’s, conditioners and styling products can ignite your salon retail, so here are some top reasons we believe you wont regret stocking these pocket sized beauties…

Before we get started we need to thank Stella at Lux Loughborough for the picture 📸 and for making the most of ELEVEN Australia mini’s in her beautiful salon. All of the ideas below will help you grow your salon retail but they will work much better if you ensure you are carrying stock of each of the ELEVEN Australia mini size products and are displaying them beautifully in a salon HOT SPOT like the reception desk. Ask your Wonderful Brands Account Manager for ideas to help you get this right and be sure to check out our latest promotions to give you some inspo to drive your retail.

A Great Way for Clients to Try

You’ve created that stunning layered cut and styled it using your favourite I Want Body Texture Spray but your client just isn’t sure that she will use it then recommend taking home a mini first. With a much smaller investment this is a great way for clients to try out a new product.

Something for the Gym Bunny

With over 15% of the UK population going to the gym regularly many clients are looking for products to keep in their gym bag. Whether it’s Deep Clean Clarifying Shampoo for that post workout shower or Give Me Clean Hair Dry Shampoo for a quick style fix, mini products are a great solution.

Business Travellers Best Friend

Whether its a quick trip with an overnight stay in the UK or your client is travelling overseas they will be looking to pack light and avoid that wait for hold luggage at the airport, our minis are all designed to fit in your hand luggage and are under 100ml so can be taken through airport security.

GWP, that’s Gift With Purchase

We are all used to shops offering promotions and one that is particularly effective is the GWP.

Think about your last visit to a beauty counter, were you tempted to buy that new primer because you were offered a free mini moisturiser? We all love something for nothing! What about the free moisturiser, did you love it? Oh, you bought a full size one on your next visit.

This is the kind of activity you can copy in salon and it will really drive your retail sales. For example you could offer a free mini styling product when you a shampoo & conditioner.

Or a Salon Service Promotion

Just like the GWP you can use mini’s to grow your salon services and build retail at the same time. How about offering a free mini product when you rebook today? This will help boost your rebook % and you will see your retail grow as clients are more likely to after trying and seeing the benefits.

Don’t forget to ask how they got on with their mini product when they return to the salon.

And Yes! Holidays too

Are you going anywhere nice for your holidays this year

It’s the conversation that always comes up just be sure to use the opportunity to mention…

We have some great mini products that are ideal for holidays


We offer retail training for salons and can help you make the most of mini products, ask your Wonderful Brands Account Manager to help you grow your retail.

If you missed out on getting a ticket to Bondi to Bristol don’t fear, we are taking our ELEVEN Australia event to Manchester.

Melbourne to Manchester on Monday 2nd October.
Now with 4 platform artists, our event just got bigger! Conor Doyle, Hair Educator, Content Creator & ELEVEN Australia Brand Ambassador, Melvin Royce Lane, ELEVEN Australia Head of Education, Jo Dyer ELEVEN Australia Guest Artist from YOKE THE SALON Plymouth and Paul Dennison ELEVEN Australia Guest Artist . This will be a bumper day of inspiration.

Get ready for an interactive day at Melbourne to Manchester! With 4 models expect a day packed full of inspiration & knowledge from colour techniques you can take back to the salon through to how to capture that perfect image. As we are moving in to autumn we will be looking at transitioning our ELEVEN Australia COLOUR bright summer blondes by adding dimension, as well playing with bespoke tones to create a seasonal palette. Cutting and styling will also take centre stage with the fresh looks and techniques you can take straight back to the salon.

Straight after our last event, Bondi to Bristol, Conor said

This was such an exciting event to work at, we created colour magic live while sharing and chatting about our unique approach to colour. I can’t wait for the next one ❤️

and Melvin was blown away too

This event was incredible, it was so good to get to meet so many of you and to share our ELEVEN Australia brand ethos with you all. I can’t wait for the next one, this time bringing a little bit of Melbourne to Manchester!

Where: fivefourstudios, 54 Oldfield road, Manchester, M5 4LZ
When: Monday 2nd October 10.30 – 4.30
What’s included: Drinks, snacks, lunch and an ELEVEN Australia goodie bag worth over £200
How to book: Speak to your account manager or click the link below
Investment: £150 +VAT  (3  easy  payments  available  with  Klarna)



Our NEW COLOUR CARE REFRESH MASKS from YELLOW PROFESSIONAL offer a new fantastic, fun and colorful addition to any salon!

Refresh Mask is the extra-care colour revitalising treatment, that is easy to apply with immediate results. Its delicate and caring formula helps maintain or refresh the colour at home, whenever you want. In the salon it offers a new smart & easy toning service.



Hair Colourist Hayley Penny said

The versatility has really blown me away! Having them as both an in-salon and client take-home treatment means beautiful results and great salon profitability.

Hayley shared with us some of the incredible results she has achieved with the NEW YELLOW PROFESSIONAL COLOUR CARE MASKS, we cant wait to see your before and after images too.



The range consists of 5 colours all designed to create incredible results both in-salon and for home use. Highly conditioning and nourishing, the masks leave the hair extremely soft to the touch, shiny and irresistible to the eye. They enrich the hair colour with beautiful shades, enhancing the colours vibrancy.



Onto towel-dried hair, apply the desired shade. Distribute the product with the help of a brush and comb through for an even distribution. Leave for 3-20 minutes depending on the desired effect. Rinse.


We offer colour education for salons, ask your Wonderful Brands Account Manager if you would like to book an in-salon session or check out our education brochure here.

Cool tones have been popular for several seasons, but now warm shades are back in vogue!

Blondes become more natural, browns are softer with chestnut undertones and reds have started to evolve into warmer tones which will become a real statement in the coming seasons.
Black moves towards violet. An unexpectedly wearable shade, which was launched last season, now reappears with a warmer tone.

What are you waiting for? Discover our new and vibrant colours now.

Cool Coppers 6.41 & 8.41

Over the past year, we have seen the rise of copper hair with many blondes transitioning over. Within the Yellow Professional colour portfolio, we have a great range of coppers and our new copper tones .41 are great additions to the range, opening up new hues to play with. Soft Coppers are perfect for Summer as our skin tones warm-up. Copper ash is a perfect tone to compliment Summer days.

Referencing our colour wheel you can see that .1 (Blue/Ash) sits opposite .4 (Orange/Copper) and the Blue/Ash will subdue the Copper giving a result of a girl next door natural copper.

Mahogany Ash 4.51 & 6.51

Our new Mahogany Ash tone .51 will allow you to give your clients an iced chocolate tone and is perfect for your warmer complexion client.

The .5 sits towards the middle of the colour wheel as a warm Mocha. This is used to create chocolate tones like 5.53 Mahogany Gold which is more suited to cooler complexions.

Intense Violets 4.22S & 5.22S

Since launching the 4.22 and 5.22 you have given us feedback that you love the tones but wanted something more intense. The good news is that Yellow Professional have listened and in our new line up of 2023 shades we have ultra-deep Violets 4.22S & 5.22S. This compliments the new intense trend perfectly.

To get the most vibrant Violet we recommend that you pre-lighten the hair. When using the Intense Violets over a base 4 or 5 be mindful of the red undercoat when lifting the hair, this will subdue the violet. To counteract this you can pre-lighten pieces or colour inject (this is done by adding extra colour into your mixture to intensify the tone).


We offer colour education for salons, ask your Wonderful Brands Account Manager if you would like to book an in-salon session or check out our education brochure here.

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