Modest or flamboyant, rock or mod, vintage classic or contemporary cool –– whatever your style, whatever your look, go create. It is the concept behind a new editorial from ARROJO master stylist, Lina Arrojo. Taking twelve real people, Lina created cuts to suit the uniqueness of each character. Each style, meanwhile, is designed for wearability –– these are real people with real lives, and these cuts are loose and easy so the Characters are empowered to use product, be creative, and make them whatever they want them to be. 

Eight years ago an idea to share creative inspiration, new trends and techniques, forecasts for future hairstyles was the genesis of ARROJO Underground. As it evolved, Underground became a symbol of many of the things we believe in: providing our hairdressers a platform for creative expression; being open, inclusive, inspired; and sharing our work with the wider world of fashion. 

Imagine spending two days in the company of the world’s foremost razor-cutter, and a businessman who has grown a six-chair hair salon into a multi-award-winning, multi-million dollar brand inside ten years. Imagine practicing the razor bob, swinging bangs, and advanced undercutting while under the supervision of the inventor of these signature razoring techniques. Imagine being privy to the business and brand building secrets that engender growth, prosperity, and global recognition. 

Saturday Night Fever versus Scarface. Grand Master Flash versus Big Booty Bass. Disco divas, stacked wedges, and feathered tresses versus the long-fringed bob, voluptuousness and vice. 1970’s New York disco glitz and bedazzle versus 1980’s Miami decadent gangster glamor. In Nick Arrojo’s inaugural Goldwell Show,  two iconic worlds would collide.

As a forward-thinking, independent hairdressing brand, our vision is to connect our culture to fellow hairdressers, nurture a network of professionals committed to excellence and integrity, and making a positive contribution to the future direction of the craft. A flagship, two-day event of education and inspiration, ARROJO Expo Atlanta, October 9-10, delivered on this promise by offering all-comers complete immersion into our world of career-shaping edification.

Ten years ago, Nick Arrojo opened ARROJO studio, a six-chair salon with 4 employees.

Today, we are a multifaceted, multi-award-winning hairdressing brand with over 100 employees, groundbreaking education reaching over 100,000 professionals a year, a pioneering cosmetology school, products available at ARROJO Ambassador locations around the country, and a salon serving 1000+ clients a week.

With seminars five days a week for four consecutive weeks, Boot Camp looks at all elements of modern, creative hairdressing. It is a terrific way for hairdressers to go from good to great, from potential to realization. But don’t take our word for it; here’s what some those who attended our summer Boot Camp had to say.