The beauty industry is getting a major new stage with the launch of The Road to HEBS, a premier education, networking, and competition platform that brings together everyone from barbers, braiders and stylists, to locticians, educators, and brands from around the world.
The Road to HEBS is the first competition pathway in the beauty industry that gives competitors the opportunity to earn a place from regional heats to compete at a national championship, and ultimately the world stage. With sponsor Pure O Natural Products, HEBS are bringing high stakes competitions designed to push boundaries and spotlight creativity.
The tour will take in major cities, including LA, Atlanta, Houston, Dallas, Chicago, Orlando, Charlotte, and Washington DC. The top three winners from each regional event will earn a coveted spot at the national championship, held during HEBS in Secaucus, New Jersey, before heading to the HEBS Lagos Championship in Nigeria.
As well as the trophies and industry recognition, there are over $175k in cash and prizes waiting to be won.
Commitment to Creativity
One of the most unique aspects of the competition is its commitment to creative freedom. The Road to HEBS encourages competitors to think outside the box to bring their artistic vision to life.
“Road to HEBS is a championship league idea and mindset. We’re hosting competitions in different regions, creating a tour that gives beauty professionals an opportunity to showcase their creativity and artistry on a major platform,” said barber and Pure O Education Director Lici Quintero, AKA Lici Lady Barber.
“These competitions are very creatively led. We do not put limits on the expression and artistry that competitors want to use.”
The competitions serve as a platform for creative imagination and expression, but also challenges in precision, technique, style and storytelling.
The Global Beauty Community
The international opportunity highlights the larger vision behind The Road to HEBS. Organizers see the competition as the foundation of a global championship league that connects beauty professionals across continents while creating new opportunities for exposure and career advancement.
In addition to competition, attendees can expect educational programming, product demonstrations, and access to leading brands. The tour will feature products from PureO Natural Products and other emerging brands, while continuing to emphasize professional development.
“Education is a big thing for us at Pure O,” explained Lici. “This competition is all about balancing fun, education, and creativity.”
For those considering entering, Lici’s advice is simple: embrace your creativity and show up prepared.”Don’t hold back your creativity. This platform was designed to celebrate artistry, so bring your vision to life and show what makes your work unique.”