The internationally acclaimed colour expert explains how precision, personalisation and advanced colour technology are redefining today’s salon services.
As client demand shifts towards effortless yet personalised hair colour, Lived-In 2.0 marks the next evolution of one of the industry’s most influential colour movements. From refined techniques to region-specific shades and healthier colour technology, Arjan Bevers discusses the inspiration behind the campaign and what it means for professional colourists.
Q. The Lived-In movement is entering its next phase as Lived-In 2.0. How would you define this evolution?
Lived-In 2.0 is really about refinement and intention. The original movement focused on effortless, low-maintenance colour that grew out beautifully. Now, we are taking that idea further by adding greater precision, more thoughtful placement, and a deeper understanding of personalisation. It is still effortless, but it is more elevated, more tailored to the individual, and more focused on longevity without compromising creativity.
Q. You are launching four new shades. Are they the same shades you would launch globally, or would that change in different regions of the world?
The shades we launch always depend on the region and the preferences of consumers in that market. Hair colour trends, natural hair tones, and client needs can vary significantly across different parts of the world. The four shades we are launching have been carefully selected because they are particularly well-suited to the Indian market, complementing local hair types, undertones, and current colour trends while supporting the effortless aesthetic that defines Lived-In 2.0.
Q. Lived-In 2.0. What does the “2.0” signal for salon professionals who have already built a Lived-In service menu?
For professionals, 2.0 is an invitation to evolve their craft. It is about upgrading techniques, refining sectioning, and leveraging new formulations to achieve even softer transitions and more seamless finishes. It is not about replacing what they already do well, but enhancing it so their services feel more premium, more bespoke, and even more aligned with today’s client expectations.
Q. How does the perception of colour change with the cut?
Hair colour and haircut are completely interconnected. A strong cut can enhance dimension and make colour placement more visible, while softer layers can diffuse colour and create a more natural, blended effect. The same colour can appear bold or subtle depending on the shape of the haircut. That is why it is so important to think of colour and cut together rather than as separate services.
Q. You are a winner of several global competitions. What is your inspiration?
My inspiration comes from everywhere. I am constantly inspired by books from renowned photographers, films, and art, but also by the world around me… whether it is the shapes and lines found in architecture or the patterns and textures in nature. I truly believe that inspiration is all around us; you simply have to train yourself to see it and remain curious.
Q. How does creative work on the runway differ from what you can do in a salon?
Runway work is about making a statement. It is bold, expressive, and often experimental because it is designed to capture attention in a very short moment. Salon work, on the other hand, is about the client. It needs to be wearable, practical, and suited to their everyday life. The challenge and the art, is in taking that creative inspiration from the runway and translating it into something that works beautifully in the real world.
Q. What is the single biggest shift you have seen in colour technology over your 25-year career, and where does IGORA sit in that story?
The biggest shift has been the move towards healthier, more respectful colour services, with advanced care technology built into the formulation. Today, we can achieve incredible results without compromising the integrity of the hair. IGORA has played a key role in that evolution. It combines high performance, true-to-tone colour results, and advanced care technology, allowing professionals to be both creative and responsible in their work.
