Meet the ELEVEN Australia Collective with Lucy Johnson

Hi, I’m Lucy – Creative, Curious & Loving Life in the South West

Hey! I’m Lucy. I grew up in Watford but swapped city life for the coast, and I’ve now been living in beautiful Devon for ten years. Safe to say, I’m fully converted – South West is best 🥰

From Fibre Art to Foils – My Journey So Far

I’m not quite a qualified hairdresser yet, I’m just coming to the end of my apprenticeship and getting ready for my end-point assessment (wish me luck!).

Hairdressing wasn’t always the plan. I used to pop into the salon a couple of days a week just to help out while running my own handmade decor and fibre art business. But I’ve always been a naturally curious person, constantly asking questions and wanting to understand how everything worked. Eventually, my boss asked if I’d ever thought about training, and it just clicked.

I’ve come into this at an older age than most, but honestly, that hasn’t held me back one bit. If anything, I think it’s helped me fully appreciate the learning process.

A Few Quick Fire Faves

What’s my speciality?
I’m still early in my career, so I wouldn’t say I have a set speciality just yet, but I love learning from my amazing team every single day. If I had to pick one area I’m really enjoying, I’d say curly hair!

Hairdressing icons I look up to?
So many! Jayne Matthews’ cuts are absolutely dreamy. I’m obsessed with Gabby and Yannick from Coiffeur Story, and I watch everything Jacob Khan and Connor James Doyle put out. Their styles are so fun, cool, undone, and lived-in, I save them all.

If I could invent anything for the industry…
It’d be a hinged tint brush designed especially for basin toning. Super specific, I know, but it would be a total game-changer!

What We Got Up to in the Collective This Month

Last month, the Collective headed up to Manchester for HairCon 2025, and wow, what an experience! We’d seen a sneak peek of the brief and what to expect, but nothing prepared me for seeing the ELEVEN Australia stand in real life. It was incredible. You could see the sheer amount of work that had gone into it, and okay, maybe I’m a little biased, but I honestly think it was the best stand there!

We had our own stage area where we each took turns showcasing ELEVEN styling products in quick 20-minute slots. Our brief was 80’s/90’s club culture meets beachy vibes – such a cool mix. Because we were all sharing models, the styles had to evolve with each demo so that every look flowed into the next. Thankfully, our team is so talented that it all worked seamlessly. I’ll admit, I was a bit nervous before stepping up, but with the encouragement and energy from the Collective, it turned into such a fun and relaxed experience (thanks girls!).

The main stage show was something else, the concepts, visuals, soundtrack… everything was beautifully curated and executed. The creativity and talent on display were next level.

It was an amazing weekend from start to finish… well, apart from the journey home (let’s just say it was character building 😂).