look changes, new hairstyles and hair trends

“I always wanted to be a hairdresser”says the colorist with a security that only gives the true passion. At 17 he already had the scissors in hand and the clear future. He studied at the Esca School (aesthetics and hairdressing) and quickly began to build a professional path that would lead him to work with two of his greatest referents: Miguel Romano and Sergio Lamensa. Today, he is responsible for the coloration area in the study of Its and, from there, transforms the most iconic figures of the Argentine show. His list of clients seems like a red carpet parade: María Vázquez, Leticia Brédice, Natalia Oreiro, Dolores Fonzi, Josefina Scaglione, Carla Peterson, Moria Casán, Susana Giménez, Graciela Borges and Nacha Guevara, among many others. “They are women with very defined styles and strong personalities, but they fully trust our criteria. Color change or look is a team construction,” he explains.

2025 has a new protagonist in color: the mousse mocha. “It is warm, elegant and super versatile. It looks good in many skins and adapts to different styles,” he says. But it is not alone in the palette: coppery in all their ranges are still firm, as well as the blondes, which This year they get more golden and in honey tones. Cherry also steps on for those who encourage a bold but sophisticated tone. “The general trend is to return to the natural, to which it transmits warmth. The cold and extreme effect that was seen years ago is no longer sought.” For him, hair care does not end in the living room. “I always recommend using professional products. Each hair has a different need, so the previous and after coloring diagnosis is fundamental ”holds. The basics? Shampoo for dyed hair, moisturizing masks, thermal protectors and repair serums. On maintenance times, it is clear: “The color retouching must be done every 20 days, but it depends on the work done. If they are reflexes or techniques with discoloration, it is convenient to space it for two months to avoid damaging the hair fiber.”

Behind each shocking look there is a story, an intuition, a decision. And he is there, in the center of the creative process.

“I always knew that this was mine,” says Max with the certainty of whom discovered his vocation from early. Max Jara was born on January 8, 1987 in Misiones, province where he grew up and took his first steps in the world of hairdressing. At age 15 he began as an assistant in a Hall of Posadas, his hometown, and the 18 moved to Buenos Aires to professionalize. His talent led him to work in the Salons of Barcelona, ​​Ibiza and Rio de Janeiro, perfecting techniques with international referents.

Today is Jara’s artistic headyour living room in Palermo, mounted on an old mechanical workshop. The space proposes a transforming experience with a relaxed and sensory approach. With a team of more than 20 people, Max serves figures such as Stefy Roitman, Evaluna Montaner, Araceli González, Cami Homs and Sofi Jujuy.

In 2025, The color trend points to the natural: tones such as mousse or mocca mocha, neutral brown with warm nuances and soft copper. Women look for sophisticated looks, low maintenance and with enlightened effect, such as the “Easy Chic Hair” or the “Illuminates Inverse” technique. The “French Balayage multidimensional” also steps strongly, achieving soft transitions and reflexes similar to those of the sun in children’s hair.

For dyed hair care, Max recommends routines with sulfate or parabens productslike those of Authentic Beauty Concept. A nutritious shampoo, conditioner with vitamins and a leave-in with thermal protection are key.

The retouching frequency depends on each woman, although The ideal is between 25 days and two monthsaccording to the technique and products used.

“French Balayage is a new coloration technique that what it does is mixar illuminations,” he clarifies. According to the colorist, this season they will begin to impose this type of work, since the color trend is changing and turns to look for technical works that generate naturalness and less maintenance when it comes to retouching them. The transition to natural hair is an objective that tries to simulate children’s hair color.

What began as a punishment ended up being his vocation. At age 14, Matías Dos Santos Lima spent his Friday afternoons experimenting with her hair with her friends. Cortes, discolorations and homeless dyes who made each other in the living room of their home, until their mother fed up with the “enchastres” and made a decision: he scored it in a hairdressing academy. Without wanting, he launched him directly to the path that would make him happy. “From that moment I did not stop studying. I went to school and the academy. I fell in love with this world,” says Matías, today with 30 years and thirteen of experience. At 17, hardly finished the secondary, his cousin Gaby – a colorist with extensive experience – invited him to be his personal assistant in a Recoleta hairdresser. “There I learned everything they do not teach in academies: the real tricks, dealing with clients, how to solve on the march,” he recalls. In that same room he met Mauro (Brito), who would become his partner and couple. “We went from attending to my mother to live and work in a monkey environment. Until we could open our own studio in Las Cañitas: M Study. It was a dream fulfilled.”

Since then, his career did nothing but grow. Jasmine Flor Peña, Ángela Torres, Mónica Antonópulos, Julieta Prandi, Ofelia Fernández, Brenda Asnicar and Marti Benza, among others. All of them trusted their clinical eye for colors and their sensitivity when it comes to understanding what each woman needs.

This year, according to Matías, the trend is to enhance the natural color of each person, with subtle touches that illuminate or deepen it according to their skin and eyes tone. On dyed hair care, it is clear: The key is customization. “If you make a global color, such as copper or chocolate, it is convenient to use products with ceramids that enhance the brightness and prolong the duration. For wick work, you must first evaluate the level of damage, and there do start with intense nutrition, with products rich in oils, amino acids and proteins. ” It also highlights the importance of preparing hair before dyeing and thermal protectors, which today even include UV filter, for hair health.

At five years, Leo Leiva was already clear about what he wanted to be: hairdresser. When he told him, they laughed at him. Then he decided to shut him up, but the desire did not go out. At age 14, with a stronger conviction than fear, he began studying hairdressing and soon he already worked at home. “I left handmade posters in the neighborhood stores,” he recalls with tenderness. At 15 he already had faithful clients, already 22 opened his own hairdresser.

At the time, he thought about studying a university career, but the agenda as a stylist was so full that he had to make a decision. He bet on what he loved. And it was not wrong: Since 2006 he works with figures like Nicole Neumann, and since then he did not stop. In 2017, together with Laurita Fernández, he began to show his work on social networks and the boom was immediate. Today, in addition to Nicole and Laurita, her client portfolio includes Jimena Barón -a visible friend and visible face of the hairdressing for three years-, Cande Tinelli, the Joaqui, Zaira Nara, Cynthia Fernández, Virginia Gallardo, Karina Mazzocco, Sabrina Rojas and many more.

“I started from below, working to lung. But I always knew that this was mine. And that if I did with love, everything was going to arrive,” he says. And so it was.

Today, Leo is a reference in color. Among his favorite tendencies for this year, Chocolate and Vanilla tones stand outthe new name for a neutral blond. “The key is that the color ‘filling’ with the natural colorimetry of each person: skin tone, eyes and hair should dialogue with each other,” he explains. Hair care, as Leo does not start or end with color. “It is every day’s job, which combines record at home with specific treatments in the living room,” he says.

Today, more than ever, The color adapts to the demand of each woman. From Balayage, Babylights or reflexes to more traditional coverage. “The only exception is the work with gray hair, where you have to retouch root every 20 days. The rest can be spaced more, as long as it is accompanied with good products and professional advice,” says this creator of style, image advisor and confidant of celebrities.