Experience the#1 Hair Stagein America

The BTC Show Main Stage is the biggest stage in the world of hair. This is where the industry gathers to witness the very best! The most respected names in professional beauty stand here. The biggest sponsors unveil their most anticipated launches here. The techniques that will fill your chairs, dominate social feeds and inspire stylists around the globe are revealed here first!

Mainstage Schedule

Battle of the Blondes: Gloves On. Game On.

@hairbylisamathewsLisa Mathews

@omgartistryOlivia Thompson

@richardmannahRichard Mannah

@larisadollLarisa Love

Step into the Joico ring as Larisa Love and Olivia Thompson go head-to-head, showcasing the biggest blonding trends AND the knockout techniques behind today’s most in-demand looks. From timesaving hacks to pro-level moves, they’ll reveal exactly how they create high-impact blondes that pack a punch. With guest MC Richard Mannah calling the rounds, you’ll step in as the final judge and crown the champion. May the best blonde win!

Round-by-round, you’ll learn:

Larisa’s crown halo melt technique for maximum brightness where it counts most
Olivia’s fine strandlight placement for reflective, yet creamy blends
How to create contrast with a bold, bright exterior and a soft, diffused interior
Salon-friendly, fast blonding tricks to score big behind the chair

After Dark

@ahappyjustinJustin Toves-Vincilione

@rachelwstylistRachel Williams

@jessicascotthairJessica Scott Santo

@watchmyhairbounceJeannetta Walker-Rodgers

@gonzalomurilloGonzalo Murillo

@tanialacostemajorTania Lacoste Major

We’re introducing the NEW Color Eclipse Permanent Cream Color and Overnight Leave-in Mask through a presentation focused on the power of reflection, shine, and high-saturation color. Each look highlights a refined, bespoke approach where color, treatment, and design come together to create polished, high-impact results.

Step into a high-impact Mainstage presentation centered on the power of reflection, shine and high-saturation color.

Watch transformations unfold through a refined, bespoke approach, where color, treatment and design work together seamlessly to create polished, dimensional finishes that photograph, perform and last.

Powered by the latest innovations from Color Eclipse Permanent Cream Color and the Overnight Leave-in Mask, each look showcases how elevated formulations can amplify shine, enhance saturation and support the integrity of the hair from start to finish.

Walk away with:

New ways to maximize shine and saturation in every service
Techniques that fuse color and care for stronger, healthier-looking results
A modern approach to creating high-impact, client-ready finishes

The Signature Collection

@mickeycolonjrMickey Colón

@colorbymarinaMarina Sellecchia

@lisaherofficialLisa Hernández

@gabrielsamraGabriel Samra

@asilAsil Simsek

Healthy Hair, masterfully transformed. THE SIGNATURE COLLECTION was created by TRUSS to help you leave an authentic stamp on your work, elevating both your career and your artistry.

Rooted in Brazilian innovation and powered by advanced technology, TRUSS developed this collection of five techniques to meet the leading consumer desires. Each method was designed to streamline the professional's routine without compromising their artistic signature, ensuring healthy, radiant results for all hair types.

Join our five Global Ambassadors - Asil Simsek, Gabriel Samra, Lisa Hernandez, Marina Sellecchia and Mickey Colon - to master techniques that are flexible, adaptable, and customizable. This collection will empower your decision-making, increase customer loyalty, and boost the perceived value of your services.

Join the Signature Collection. Created by TRUSS, signed by you.

The House of Bumble Collective: Crafted For The Hands That Create

@davidlopezzzDavid Lopez

@ashleenormanhairAshlee Norman

@hughshootHugo Urias

@tara_abramowiczTara Abramowicz

@bit.sandersBit Sanders

@hair.juancarlosJuan Carlos

More info coming soon

The Power of Extensions

@omgartistryOlivia Thompson

@claytonhawkinsClayton Hawkins

@lo_wheelerdavisLo Wheeler Davis

@antestradaAntonio Estrada

Join Clayton Hawkins, Lo Wheeler Davis, Olivia Thompson and Antonio Estrada for a high-impact mainstage presentation packed with time-saving techniques, expert shortcuts and transformation-driven strategies you can use behind the chair immediately powered by Donna Bella Extensions.

HAIR’S THE THING

@sarah.lovekmSarah Lund

@kevinmurphyhairKevin MurphyFounder

Where is our industry heading? What is hairdressing’s role in today’s culture? Why should every hair professional consider themselves a brand?

Hair’s what’s happening across this exclusive live tour, where Kevin Murphy himself and the North America team, unpack the future of our industry and how we can re-write the rules of good hair.

With a focus on education and how upscale your skills to the next level , as they dive into how your brand shapes your business, show you new twists on signature styles in live demonstrations, and discuss why products should not only perform but be an absolute pleasure to use.

Hair is Art - Goldwell

@slickback_buttatoastEthan King

@jackmead_stylistJack Mead

@carlos_alvarez_hairCarlos Alvarez

@kyliebussinghairKylie Bussing

@stevenpiccianohairSteven Picciano

@zacharyjaridZachary Jarid

Hair is more than a craft, it’s a canvas, a living, breathing expression of creativity in motion. At Goldwell, it’s not just work, it’s creation. Every shade tells a story and every transformation hits with impact.

Goldwell celebrates collaboration, bringing artists together, each with an individual style, edge and voice to create something bigger, bolder and louder than any one perspective alone.

Inspiration is pulled from culture, from the streets, from fashion and from real life, then translated into fearless, high-performance color that stands out and speaks up.

Aspiration drives it forward, the hunger to level up, break rules and redefine what’s possible behind the chair and beyond it.

With Goldwell’s innovation and performance at the core, there’s freedom to experiment, confidence to take risks and the tools to turn vision into reality. This is where creativity meets precision and where passion becomes something unforgettable.

So go bigger. Go bolder. Create, disrupt and inspire, because every iconic look, every trend, every moment starts the same way.

Bridging the Gap: From Salon Styling to Industry Ownership - Ulta Beauty

@davidlopezzzDavid Lopez

@vernonfrancoisVernon Francois

@ahappyjustinJustin Toves-Vincilione

@michelleoconnorbeautyMichelle O’Connor

@danielle.keaslingDanielle Keasling

@jeyre.hairJanelle Eyre

Whether it be glam for celebrities or VIPs, reality tv, national music festivals, iconic award show moments, "big game" glam or national and global campaigns-You can make it happen with Ulta Beauty.

From celebrity glam and VIP clients to reality TV, national music festivals, iconic award show moments, “big game” glam and global campaigns, the opportunities are limitless with Ulta Beauty.

Step into the world where artistry meets scale, and see how top-tier talent delivers high-impact looks across every platform, every stage and every spotlight. From behind-the-scenes execution to camera-ready finishes, discover what it takes to create work that performs at the highest level.

Whether the moment calls for polish, presence or pure creativity, this is where beauty shows up big—and where artists rise to meet it.