Sam Villa is a name that needs no introduction. With more than 40 years of hairstyling experience under his belt, Villa is one of the most renowned educators in our industry. Whether he’s giving a demo at an in-salon class or taking the stage at an industry event, the hairstylisting icon and Redken Global Artistic Ambassador never fails to inspire, motivate, and entertain others while teaching.
I was lucky enough to witness Villa in his element as an educator first-hand when I attended America’s Beauty Show in Chicago this past weekend. He, along with a roster of outstanding beauty instructors—made up of industry icons and next gen artists,—were on-site teaching a variety of different classes, covering everything from gender-free cutting to how to style various textures with intent.
The Tease was lucky enough to catch up with Villa at the event to pick his brains on all things education. Here, he talks about his passion for teaching, his thoughts on online vs. live education, and his best advice for hair pros of all levels. Keep scrolling for his insights.
The Tease: This year at America’s Beauty Show, you are headlining an incredible educational lineup. The focus for much of the programming is on growth and building a better future. Why this topic?
Sam Villa: First of all, I really believe that artists supporting artists in this industry is so valuable. And I think the influencers are people that we need to support—whether it’s with the brand educators or influencers, we need to be supporting each other. Then, I also believe in brands supporting brands. But, the most important thing is that I think the youth are a certain group that we should be paying attention to right now. And the reason being is because someday they will be running this industry. I hear a lot of people talk about the youth saying that they don’t want to work like we work and that they never will because their mindset is different. So I think what we need to do is embrace them and let them be who they want to be. But yet, we have to teach them the standards of the industry so that they continue those same standards moving forward in the future.
So, my message this weekend at ABS is about gathering all my friends and colleagues together, and creating a message about artists supporting artists. And then my next gen that is here with me are the youth that I believe will someday be big and they need the opportunity—they need the experience. And that’s what this weekend is all about, which is opening that door for them and giving them a platform.
How would you describe your teaching style? And how do you approach teaching at major trade shows events like America’s Beauty Show?
Villa: I’m all about learner focus, so when I stand up on stage, it’s not about me; it’s about the audience and putting them first. What are their needs? What are their expectations? I try to use questioning skills in order to get them to be interactive with me. With how it used to be in the old days, I would just stand and deliver, and then I would just keep delivering. Now what I’m trying to do is keep it interactive and focus on the learner, instead of focusing on me with my little voice saying, ‘Do they like me? Do I hope they understand what I’m saying?’ Those kinds of things. So I discovered that I had to step out of my own way and look at them and focus on them. And being more focused has changed me as an educator.
Where do you get your passion for education from?
Villa: I love being a teacher. I think it all comes back to when I was young. I was a coach for a lot of different sports and I think that’s where it comes from with being able to teach somebody how to do something. I think those experiences helped me when I came into hairdressing knowing that I wanted to be a teacher. I knew once I was out of school that I wanted to focus on education, aside from working in the salon.
But I think educating today is about simplicity—simplicity is today’s brilliance, so keep things simple. I think sometimes as an educator, it’s so easy to get up there and start sounding like I know everything or I’m smarter than you are. But there’s a lot of times when, if I don’t know an answer, it’s important that when I’m answering I just pull out the ‘I don’t know’ card. I may not know right now, but it’s something I will find out for the future.
These days hair professionals have two main resources for education: online learning and live education. Do you place a greater importance on receiving one type of education over the other?
Villa: Well, I think it depends on a person’s personality, but what I want people to understand out there is that education, no matter what it is, is valuable. I really believe as a teacher, I must never cease to learn, but most importantly, I want the community out there to understand that as a hairdresser, you must never cease to learn. And some people will say, “Sam, well, I do that haircut already.” And I go, “Yeah, but do you do it this way?” And they’ll look at me and say, “No, I don’t.” So I go, “Okay, I challenge you to find one more way to cut one particular shape, because there’s danger in the comfort zone if you keep doing things the same way”’ So education is a viable must for everybody. People often ask me, “How did you get to where you are today?” I went to every educational event I could, and some I learned at and some I didn’t.
How do you suggest hair professionals balance receiving online learning with in-person education?
Villa: I think social media is a great resource—I use it. And live education is another great resource. So I think it depends upon the personality. Some people tell me, “Sam, I like at-home learning.” And I think that’s great as long as you set up a professional environment and you are focused on that educational piece for two hours. At-home, there could be so many distractions that can take place. So when I think about that, and then I think about what’s here at trade shows, you can get distracted here, too, with the people and things that you see. Yet, at the same time, there is something about shows in terms of how it touches you. At-home education can touch your mind, but does it really touch your heart? Does it really give you the same feeling when you come to a live educational event? Social media is a great resource for education, but there’s nothing like being at a live event. The emotion, the attitude, the atmosphere—these live events can actually touch your heart, where sometimes a computer cannot. But, I believe in education, period. All sources of education.
Going back to a point you made about it being important for hairdressers to never stop learning. I’m curious to know if there’s an area or aspect of the hairdressing craft that you are increasingly trying to learn more about?
Villa: I want to learn more about texture. I wasn’t trained in it so I didn’t have a clue, and now it’s really valuable. So I’m in the process of learning that, and when I do learn it, then I’ll start teaching it. What bothers me is there’s people out there trying to teach it that really don’t know it. And it’s a type of fabric that I think is valuable for us to know and valuable for us to embrace. So I want beauty schools out there to understand it’s something they need to be teaching to those kids in school. I wish I would’ve had the opportunity to learn texture.
Looking at the Sam Villa brand overall, what is your educational focus for 2025?
Villa: Their progression is our obsession. Getting the industry to progress—I’m obsessed by that. I want them to progress. So like this weekend, my focus is on changing the way you talk and changing the communication. So instead of saying to your clients, “Let’s give you some volume!” you might say, “Why don’t we make your volume frothy?”’ When I say this, it gets the client’s attention. So that’s the reason for adjusting the language, so we can get the client’s attention. And then if I can find more ways to do one thing, that’s a challenge.
Lastly, what advice would you give to hairstylists of any experience level who want to stay relevant in the professional hair industry?
Villa: I’ll go back to what I’ve been saying, which is that keyword: education. Some people say to me, “Sam, I haven’t been to a show in 10 years.” And I go, “Well are you learning something?” They go, “God, it’s changed. I’m learning a lot.” And I go, “Well, shame on you for waiting 10 years to come to an educational event.” I think every year every hairdresser should be picking at least one educational event that they can attend, whether it be digital or a live event like America’s Beauty Show or the Premiere shows. It’s so important.
To keep up with the Sam Villa brand, be sure to follow @samvillahair on Instagram.
