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Thank you to everyone who has purchased a ticket we are super excited and look forward to seeing you in Holland!

Welcome to Keune True Beauty 2018

Here's what you can expect this year - major #hairspiration, in-depth knowledge about the latest cutting, colouring and styling techniques, and just a general fun time with our international Keune family.

True Beauty 2018 is an electrifying show plus after party on April 15th, and the option of empowering masterclasses on April 16th.


Hotter-than-hot hair inspiration
Be wowed by the very best in entertainment and hair artistry! It's time for the dazzling True Beauty Show. Then, show us your best dance moves at the after party. We'll see you at the beautiful Historical Machine & Steel Works Factory in Utrecht

Keune Show and Afterparty :
Werkspoorkathedraal, Tractieweg 41, 3534 AP Utrecht, The Netherlands

Keune Masterclasses :
Spant! Doctor Abraham Kuyperlaan 3, 1402 SB Bussum, The Netherlands
Ilham Mestour
Global Creative Artistic Director - Keune Haircosmetics
Ilham has been in the hair business for almost twenty years and is one of the most esteemed session stylists in the world. Every year, she sets off to New York and Paris, where she's Chef de Cabine for Keune at Fashion Week. Before she joined us, she was a member of Luigi Murenu’s international team, working backstage at fashion shows by Gucci, Rick Owens, Max Mara and Givenchy.
At Keune, Ilham develops our styling products, color collections and Beyond True Beauty. She's also Editor-In-Chief at StreetSalon. Her work regularly appearson the covers of Vogue, ELLE, and Harper's Bazaar.
Ilham is especially known for her peerless artistry when it comes to on-trend hair cuts and styles, bombshell curls and sexy, effortless textures.
Marriët Gakes
Global Master Color Innovation - Keune Haircosmetics
Nicknamed Queen of Color, Marriët is a multiple award-winning colorist and favorite among The Netherlands' coolest girls, actresses and influencers.
She works with Ilham on StreetSalon and Beyond True Beauty, develops exciting new color products and services at Keune and runs her own private salon in the heart of Amsterdam.
Marriët is known for her painterly, artistic approach to color, seamlessly matching the shades to the person in her chair's complexion and lifestyle. She's also a killer stylist—recently, people have started calling her Queen of Braids, too!
George Alderete
Creative Ambassador - Keune Haircosmetics North America
George is an award winning colorist and has recently been named one of the top colorists and color educators in the US by numerous media outlets. His work has been featured in many consumer and trade publications including Vogue, InStyle, People, Marie Claire, Angelino, Self, Modern Salon, American Salon, Salon Today, Launch Pad, Estetica and others. He has worked in television (Next Top Model, The Hills, The Tyra Banks Show, The Biggest Loser) with an extensive celebrity client list while in Los Angeles.
Through his years as an educator, George has learned that his audience wants useable, on-trend, practical techniques that can be utilized in the salon. His style of presenting his information is relaxed and approachable, feeling like an afternoon chat with a friend.
George began his career in 1987 working as an assistant. He opened his first salon, Sculpt Salon, in Los Angeles in 1989. Sculpt Salon was an instant success and two additional locations were opened. His salons enjoyed a successful 16-year run winning industry awards and national recognition, being named one of America’s hottest 200 salons three times by Salon Today.
He joined L’anza in 1990 as an International Artist traveling throughout the United States and Canada. In 1992 he joined Redken and began traveling the world as a Global Performing Artist, facilitating advanced hair color education at the prestigious Redken Exchange NYC and teaching throughout Europe, Asia, Africa and Canada.
George's experience behind the chair, salon ownership and his numerous positions with the industry's largest hair care companies has given him a unique platform to share his experiences with others.
Now with Keune Haircosmetics North America, George continues to demonstrate his skill and motivate his peers to achieve success across the country and around the world.
Roberto Tarla
Creative Director - Keune Haircosmetics Australia, New-Zealand, Singapore and Indonesia
Hairdressing has always been in Roberto's blood as he follows in his father's footsteps. His passion for hair is unparalleled and he spreads the Keune philosophy on the international stage, inspiring hair professionals around the world.
Roberto is heavily involved in the creative development of Keune Australia, New-Zealand, Singapore and Indonesia, and was co-creator of their latest 2016 and 2017 Art Series collection.
Throughout his career, Roberto has done countless shows and fashion weeks, representing Keune. Recent appearances include the 2016 True Beauty Show, the 2016 Behind the Chair tour in Brazil and the 2016 Luxurious Minimalism presentation in Jakarta.
Recently, he's been involved with an international Keune project called Beyond True Beauty. He helped create this special collection that will launch in 2018.
Jean Baptiste Mazella and Dove Palmer
Hair Artists - Mazella & Palmer
Hair art duo Jean Baptiste Mazella and Dove Palmer have been in demand around the world, working in the UK, France, Russia, Taiwan—and now they're coming to The Netherlands.
While their backgrounds are very different—Jean Baptiste is French and Dove is English—their motto when it comes to hair education and inspiration is the same: "Not just how to cut hair, but why."
Their technical, analytical approach results in exciting, modern hairstyles that are as adaptable as they are beautiful.
Tom Chapman
Master Barber + International Educator - Tom Chapman Hair Design
Tom is a barber, educator and lover of men's hair. He works with many top brands to help test and develop new innovations before they hit the market, as well as developing how-to videos and images. He's also a celebrated session stylist and his work has graced front covers.
Tom opened Tom Chapman Hair Design in Torquay, UK five years ago and has been educating all over the world since three. He's been on stages in the UK, the US, Brazil and across Europe. He's been a competition finalist four times, including for the Wahl Barber of the Year contest.
In September 2015, Tom founded The Lions Barber Collective, which started as a group of international barbers raising awareness for suicide prevention. The collective has grown and now also promotes mental health awareness with the barbershop as a safe space for men to talk at its center. He's in the midst of developing BarberTalk, a form of suicide intervention and mental health awareness course designed especially for barbers.
James Beaumont
Master Barber + International Educator - Keune Haircosmetics UK James has been in the hairdressing industry for eleven years. His passions include styling and coloring both women and men, but his true specialty lies with barbering. He's been with Keune UK since 2011, teaching, training and presenting.
When he's is not away presenting Keune, you'll find him in working in either of his two Devon salons.
James has a natural flair for working with short hair and he's always focused on staying ahead of the curve. He's at the forefront of many trends and innovations in the men's barbering world.
During the course of his career, he's undertaken many editorial challenges, culminating in several barbering awards as well as recognition in magazines. Recently he was a finalist at the British Master Barber awards finalist and became a British Barber Association Hall of Fame Winner.

Karel V :
Grand Hotel and Restaurant Karel V is a unique 5 star hotel in the historic centre of Utrecht. This is where medieval charm and modern luxury come together, with a splendid mix of buildings and magnificent courtyard gardens. The Grand Hotel and Restaurant Karel V is located in the heart of the historic centre of Utrecht. Walking distance from all major sights and entertainment venues, with a view of the river Dom, and close to the central station as well as the main roads.

Travelling to Utrecht
You will need to arrange your flights and transport to get to Utrecht, The airport you will need to fly into is Schiphol, Amsterdam Airport. Once you have landed in Schiphol Airport and got your bags, you can get a train straight from the airport to Utrecht Centraal travelling which is the quickest way and takes 31 minutes. A Keune UK representative will be available at the airport to assist with your travel arrangements. The train departs from the airport every 15 minutes. The train station is a 10 minute walk from the hotel or you can get a taxi which is only a 5 Minute Journey.
Attending the Show & After Party
We have arranged coach transportation for all guests that form part of our UK group. The Coach will leave the Karel V Hotel at 7.00pm sharp to arrive in time to enter the show venue. The return coach is scheduled to leave at 1:15 am from the venue. This is the only pre-arranged transport we have booked. If you miss the coach you are responsible for getting yourself or your group back to the hotel.
Attending the Masterclasses
We have arranged transportation for you and it will leave the Karel V Hotel at 9 am sharp to arrive in time to enter venue. This is the only pre-arranged transport we have booked. If you miss the arranged transportation you are responsible for getting yourself or your group back to the hotel. You are responsible to arrange your own transport from the venue to your accommodation or transport back to the UK. The Masterclasses are due to be finished at 4 pm.

If you have any specific needs or requests that you would like us to help arrange please:
Talk to your salon consultant
Email our show coordinator Thaianna at
Ring our office 0333 123 4411