Avlon Europe’s new 2026 collection, Pure Form, puts everyday textured hair front and centre. Focused on real-life wearability rather than overstyled salon looks, the collection celebrates curls, coils and locks in a way that feels modern, natural and easy to relate to. From defined curls to stretched textures and flowing movement, the shoot highlights healthy hair that still looks like hair people actually live with day to day.
Created using products from the Avlon Europe portfolio (including KeraCare®, AffirmCare®, Texture Release®, Uberliss® and Affirm®) the collection reflects the brand’s ongoing focus on combining hair science with creativity and culture. Behind the scenes, the Avlon Education team, including Jacqui McIntosh, Louis Driver, Lathaniel Chambers, Pashcan’el Mitchell, Nataša Stantić Brajovi, Rachel Feltham and Delroy Davy, worked together to create a collection that feels polished without losing authenticity.
We spoke to the team behind the shoot to find out more about the inspiration behind the collection, daily life as a stylist, and their “scream into a pillow” moments.
Jacqui McIntosh, Education Director
“When I created the Pure Form collection, I envisioned a relaxed, intimate series captured in natural light, where nothing feels forced or over-styled. It was about shining a light on the limitless versatility of Afro hair, while honouring the infinite possibilities of cared-for curls.”
Nataša Stantić Brajović, Hairstylist
“My secret weapon product is the Affirm Positive Link 5-in-1 treatment combo.”
Delroy Davy, Hairstylist
“The most chaotic thing to happen backstage at a show was when the clothes arrived late. Then on top of that, the designer wanted last minute hair style changes on the models. That was a real scream into the pillow moment.”
Pashcan’el Mitchell, Hairstylist
“If I had a pound for every time a client asked, ‘How can I get my hair to grow faster?’ I’d be a millionaire twice over.”
Lathaniel Chambers, Hairstylist
“The first thing I notice when someone sits in my chair is the overall condition of their hair and scalp. Signs I pay close attention to are visible dryness, sensitivity, thinning, even the porosity. These initial observations allow me to personalise everything, from the products I choose to how I cut, treat, and style the hair.”
Rachel Feltham, Hairstylist
“Rather than reinventing the wheel, I always lean towards perfecting a classic. Working with the hair in its natural state and refining it feels more intentional and elevated.”
Louis Driver, Hairstylist
“A hair myth I detest… That there’s ‘good’ hair and ‘bad’ hair. Hair type isn’t hierarchical. A loose wave isn’t superior, and a tight coil isn’t a problem to solve. They’re simply different architectures with different behaviours.”
Cleansing and volumising hair types 1 to 2
The primary goal for this hair type is tackling grease and flatness. Too much cleansing will strip the hair of natural oils, a key component for maintaining hair health. “Gentle cleansing with occasional clarification is the balance you need strike,” says Avlon hairstylist Pashcan’el Mitchell. Sulphate-free formulas will reduce product build-up and lightweight stylers will contribute to hair looking fuller.
Above, from left to right: KeraCare 1st Lather Shampoo (Sulphate-free), £6; Uberliss Bond Healing Spray, £15.50; KeraCare Detangling Conditioning Mist, £9.30
Hydrating and Defining Hair Types 3 to 4
The secret to long-lasting curl definition is moisture retention. Ladening on products is not the answer. Focus on acquiring a routine that imparts moisture and seals to preserve the strength of your curl pattern. “When the hair is properly hydrated and the cuticles are sealed, the curl pattern can form naturally and maintain long-lasting shape,” says Avlon education director Jacqui McIntosh.
Above, left to right: KeraCare Humecto Creme Conditioner, £9.30; KeraCare Overnight Moisturising Treatment, £13.20; KeraCare Curlessence Moisturising Curling Jelly, £9.95
Avlon Europe’s new 2026 collection, Pure Form
Photo shoot credits: Creative Direction: Jacqui McIntosh; Hair: Avlon Creative Team; Make-up Artist: Lara Nasamu; Styling: Clare Frith; Photography: Chris Bulezuik
