The desert came to life at the Bellagio Hotel as John Paul Mitchell Systems’ highly anticipated event Desert Bloom, a Gathering Event, blossomed with unforgettable education, inspiration, and celebration.
Desert Bloom marked a new era of the brand’s previous Gathering events, bringing together 1,800 top stylists, influential beauty professionals, distributors, Paul Mitchell schools, and more from around the world for a highimpact event that proved to be much more than a hair show – it was an experience.
An immersive playground for professionals like never seen before, each space was designed to ignite inspiration and engage stylists in the full spectrum of JPMS’s innovation.
While the education and artistry dazzled attendees, what truly set Desert Bloom apart was the focus on the hairdresser. Every touchpoint, whether it was onstage, in a workshop, or in a brand experience room, was designed to celebrate the people behind the chair. The message was clear: stylists are the heart of the beauty industry, and John Paul Mitchell Systems is here to honor them.
On the main stage known as the Bloom Room, attendees had the chance to learn from their favorite celebrity hair artists, like Justine Marjan and Jen Atkin, enjoy business-building tips from Artistic Ambassador Orlando Rodriguez, create a guest persona system with Artistic Directors DJ Muldoon and Colin Caruso, and get inspired by JPMS co-founder John Paul DeJoria himself.
Interactive Hands-on workshops included The Art of Blonding, The Power of Pantone, new trending Cut/Color techniques, Texture Trends, and Social Growth. These workshops featured JPMS Artistic Directors, Artistic Ambassadors and Special Guests, including Executive Director of the Pantone Institute Lee Eiseman and JPMS VP of Key Accounts Stephanie Kocielski.
From the moment guests entered the space, the Brand Experience rooms engaged all the senses. Each room featured immersive activities, inviting stylists to experiment and explore. A few key experiences included: guests creating their own signature scents in the Tea Tree room, tarot card reading in the Neuro room, customizing their own shampoo bottle in Paul Mitchell, meeting with a JPMS cosmetic chemist in Paul Mitchell Clear, and taking an aura photo in Professional Hair Color.
The rooms also hosted unique photo opportunities and a stage with non-stop education classes. The JPMS Outpost featured a moving museum experience filled with iconic images, and a historic audio track commemorating the 45-year story and legacy of John Paul Mitchell Systems. Attendees played and cuddled with therapy dogs to honor JPMS’ longstanding position as a pioneer in crueltyfree hair care. Every touchpoint was designed to both educate and delight, redefining what professional gatherings feel like.
When the sun set, learning gave way to celebration. The evening’s Gala Under the Stars shimmered with live entertainment, Vegas-style, and models with avant-garde, desert-inspired hair, led by Editorial Director Noogie Thai. One of the most moving moments came when the John Paul Mitchell Systems Leadership Team unveiled a heartfelt “Love Letter to Hairdressers.”
Penned as a tribute to every facet of the profession, the letter acknowledged the artistry, resilience and
human connection that defines life behind the chair. It was a declaration that hairstylists are seen,
valued, and deeply appreciated.
In celebration of John Paul Mitchell Systems’ 45-year anniversary, the company extended the spirit of Desert Bloom by announcing a charitable donation of $45K between three notable partners: Wags and Walks, the Professional Beauty Association, and Reforest’action. “Celebrating this milestone with Desert Bloom and giving back felt like the perfect way to honor our history while sculpting a new era for the company,” said Michaeline DeJoria, CEO of John Paul Mitchell Systems. “It’s a reflection of who we are as a brand, that we’re passionate about our craft and the
communities that we touch.”