Testing the Treatment – The Aveda Institute Blow out

The Aveda Institute, which takes centre stage on High Holborn, is pretty hard to miss. The vast glass-fronted building presides over London’s West End and manages to house a spa, salon, cafe and shop all under one roof; it’s kind of like the Whole Foods on High St Ken, or a mini Selfridges.

Most people know Aveda for their high performing natural and eco friendly hair products, that cater for all hair types- fine, curly, coloured, coarse – nobody is left wanting. 

If you’re looking for an expert analysis of the products that work best for you, or just a great cut or colour, the Aveda Institute is a must visit.

I rocked up on a sunny summer’s afternoon- and realised that the last time I had been to to the institute was during my uni days when my flatmate and I were lured in by a sample giveaway outside- a lot has changed since then, and somehow the Aveda Institute is even more impressive.

The high ceilings, stripped wood, concrete posts and steel accents, all lend to the super modern, warehouse feel, the perfect contrast to the natural ethos at the heart of Aveda’s. I prised open the super sized door and to be greeted by a friendly receptionist who took my coat and offered me the option of  lemon or cucumber-infused water whilst I waited.

After a little wait, my stylist Subrina sat me down to talk hair- what I wanted and most importantly, needed from my appointment. At the time, I was having a lot of issues with thinning, so I picked her brain about what could be causing the issue and how best to rectify the situation. To say Subrina was helpful would be a massive understatement as for the remainder of my session she divulged heaps of really useful advice: blow dry techniques to reduce pulling, what tools to use, how best to prolong a blow dry and preserve my style as I sleep.

After we’d decided I’d be going for a sleek blow dry, Subrina led me to the washing area- which despite being the smallest area in the salon, was reassuringly cosy. The dark aquarium style room- fit with dark basins towels and the air infused with Aveda’s heasy natual plant-based blends – was soothing as a spa session. After I was all washed up, Subrina towel dried my hair and applied Aveda’s Smooth infusion, which she recommended for making straightening faster and more efficient, as well as fighting frizz. As she went, Subrina demonstrated the best technique for blow drying straight- with both a paddle and round brush – and as we continued to chat – the blow dry was over before I knew it. Subrina blow dried a giant farrah fawcett flick, which was so glamorous and I desperately wanted to keep, but deciding to be pragmatic Subrina gave my hair a quick whizz over with straighteners to ensure my blow-out lasted the week.

I left with light as air hair, a spring in my step and a wealth of knowledge. If you want a really informative treatment, with quality natural products that you can buy immediately after, and a luxe experience within fittingly modern refreshingly modernist surroundings, the Aveda’s Institute is a must.

Jamila x

Kurt Geiger 20% off New Season Style


Fashion Journalist and Beauty Blogger from London

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