When it comes to business, Max Amen, Managing Director of Wella Company UK & Ireland, demonstrates a clear vision for progress that begins with a passionate focus on people – both his team and his customers.
Max’s dedication to championing talent, fostering inclusivity and advancing gender equality defines his leadership style. The results are clear: Under Max’s leadership, Wella Company UK&I has reached new heights, earning recognition as the #1 Salon Hair Brand in the UK* and Max himself was recently named on the ‘Break the ceiling touch the sky’ 2025 Global Male Champions for Gender Equality list, an honour curated by House of Rose Professional to celebrate visionary leaders shaping more equitable workplaces.
In this Pro Hair feature, Max shares his perspectives on building high-performing teams, leading with conviction and why championing gender equality isn’t just good business; it’s essential.
“In hairdressing, technical skill and creativity are imperative, but it’s personality and values that truly elevate a team,” says Max. “The right fit isn’t just about qualifications; it’s about commitment, accountability, intensity, empathy and how individuals connect with clients and colleagues. A salon thrives when its team reflects a balance of creativity, craft and connection. When we hire with personality in mind, we create environments where people feel seen, supported and inspired to do their best work . And, of course, this leads to satisfied clients – which completes the circle – good for the team, good for clients and good for business.
“Great leadership in hairdressing isn’t about being the loudest voice in the room – it’s about listening, lifting others and leading with a clear sense of purpose,” he continues. “Our industry thrives on human connection, so the best leaders nurture talent, build trust and create spaces where creativity can flourish. Whether you’re running a salon or mentoring a junior stylist, your impact is measured not just by results, but by the culture you build.
“My mantra is this: A dream written down with a date becomes a goal. A goal broken down into steps becomes a plan. A plan backed by action makes your dreams reality.
“As I see it, gender equality isn’t just a moral imperative; it’s a business one too,” Max notes. “When we create environments where everyone can thrive, we unlock innovation, deepen collaboration and reflect the diverse world we serve. Our industry is built on artistry, empathy and connection. By championing gender equity, we’re not just doing what’s right; we’re unlocking the full potential of our teams, turning diversity into our biggest strength and shaping a more inclusive future for beauty professionals everywhere.”
“Tough times test us, both personally and professionally, but they also reveal our strength,” Max concludes. “In hairdressing, we face challenges head-on – whether it’s economic uncertainty, industry shifts or personal setbacks. What carries us through is our community, our creativity and our ability to adapt, adjust and bounce back. Resilience isn’t just bouncing back, it’s growing through the struggle and emerging with clarity, compassion and courage. Ultimately, you need to always believe in yourself – because belief creates reality.”
*According to the 2023 edition of Kline’s Salon Hair Care Global Series (data for full calendar year 2023 published May 2023). Based on value sales of products collected in local GBP currency.
