Antoinette Beenders is a Dutch-born visionary, award-winning creative leader, and hairstylist who is a passionate custodian of the Aveda brand. As Senior Vice President of Global Artistry, Antoinette inspires the professional community, mentors multiple artistic teams, and works to grow Aveda’s influence around the world. She partners with Aveda leaders in new and fast-expanding markets to ensure that the mission and core values of the brand are honored.
Antoinette spent 15 years as Aveda’s Senior Vice President Creative and was responsible for the corporate creative vision and direction. She is known for a unique approach to holistic beauty and believes in juxtaposing high fashion and nature to create distinctive imagery and live shows that stand out in a cluttered world. As a testament to her vision, Antoinette has earned over 25 of the industry’s highest accolades.
Drawing on her experience as a world-renowned creative director and editorial hairstylist, Antoinette works closely with the world’s top couturiers, photographers, models, and creative talent to develop dynamic beauty concepts and striking images that combine high-fashion sensibility and environmental consciousness. Whether partnering with luxury fashion designer Stella McCartney or Dutch couturier Iris van Herpen, leading backstage teams at Paris Couture Week, or developing new styling products, Antoinette holds true to her vision of telling a story with every creative endeavor.
Interviewed by Winn Claybaugh, this iconic global artist and educator has inspired the masses for years. Her many corporate titles, professional beauty industry accolades, and awards tell only half the story. Asked how she can take on new roles such as graphic design, packaging design, copy, store design, and general image of a multimillion-dollar brand globally, Antoinette credits her taste. She is clear, focused, and true to her vision and taste, which then translates into other areas of responsibility. During this interview, Antoinette emphasized the importance of having great energy, heart, and a great attitude, all with the foundation of hard work, consistency, and hustle. Listeners will undoubtably be inspired by her advice about showing up and “putting on your big-girl panties.”
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