Grassroots at Aveda Congress: A Weekend of Growth, Inspiration & Teamwork

This past weekend, 16 members of the Grassroots team had the incredible opportunity to attend Aveda Congress in Minneapolis. Congress is more than just an industry event—it’s a celebration of artistry, education, innovation, and community. From unforgettable shows to team bonding moments, it was a weekend that left us inspired, connected, and proud to be part of the Aveda network.

Here’s a look back at our journey, day by day.

Day 1: Kicking Off with Connection

We started our weekend with a team breakfast at Hell’s Kitchen, a Minneapolis favorite, setting the tone for the days ahead with laughter and connection. From there, the team visited the Aveda retail shop, where we shopped for exclusive Congress merchandise to bring a piece of the experience home with us.

The afternoon offered a mix of exploration and growth. While most of the team enjoyed a stroll through a local farmers market, Stefhanie attended an Aveda Business College class, sharpening her leadership skills. Meanwhile, Greta, Malinda, and Haley were busy with behind-the-scenes prep for Greta’s upcoming show.

That evening, Malinda, Stefhanie, and Greta attended a Top Partner Cocktail Reception, mingling with other salon owners and even the President of Aveda, Shane Wolf. To cap off the night, the entire team gathered at the International Showcase, where artists from around the world displayed extraordinary talent and creativity.

Day 2: Immersed in Inspiration

Day 2 was all about soaking in nonstop artistry and education. Our team attended six hours of shows filled with incredible talent and fresh ideas. Each presentation was a masterclass in creativity, leaving us buzzing with inspiration.

The evening highlight was a breathtaking performance by Antoinette Beenders, whose artistry reminded us why she is one of the best in the industry. Afterward, we experienced the high energy of the Elevate Minneapolis show at First Avenue, where the artistry and atmosphere were electric.

Day 3: Grassroots Takes the Main Stage

Day 3 marked one of the proudest moments in Grassroots history. Our very own Greta Coston took the main stage at Aveda Congress, joined by Malinda and Haley.

Their show was everything we could have hoped for—dynamic, entertaining, and educational. Greta demonstrated a stunning balayage technique using Aveda Vibrants, inspiring artists from across the world. Haley embodied the role of a fierce, stunning, and beautiful model, bringing Greta’s vision to life, while Malinda supported every step of the way, both in prep and on stage.

We wrapped the evening with a celebratory team dinner and a tour of the JUUT Creative Hub + New Artist Salon, adding even more inspiration to an already unforgettable day.

Day 4: Aveda Headquarters Tour

Our final day took us behind the scenes at the Aveda Headquarters. Touring the facility was nothing short of inspiring. Aveda’s headquarters is powered by solar and wind energy, showcasing their deep commitment to sustainability. From responsible ingredient sourcing to cruelty-free practices and environmentally conscious manufacturing, we saw firsthand how Aveda leads by example in caring for the earth.

The tour left us with an even stronger connection to the values that guide both Aveda and Grassroots, reminding us that beauty is most impactful when it’s rooted in responsibility.

Growing Together

As we reflect on our time at Aveda Congress, one thing stands out above all: the power of growing together. With 16 team members in attendance, we shared moments of education, artistry, and inspiration that will stay with us long after the weekend.

We came home with fresh ideas, renewed passion, and stronger bonds as a team. From seeing our own Greta shine on the main stage to sharing in the joy of learning side by side, Congress reminded us why we love what we do—and why we do it together.

Here’s to carrying this inspiration forward and continuing to grow, as a team and as a family. 💛

✨ Until next time, Minneapolis—thank you, Aveda Congress, for a weekend we’ll never forget.