L’Oréal Professional Products has opened a 13,000-square-foot destination dedicated to education in the hair industry.

Located in Hudson Yards, New York, the new space replaces the Redken Exchange on Fifth Avenue and centralizes professional education across L’Oréal’s salon brand portfolio. Along with the Academy in El Segundo, CA, L’Oréal now claims to operates the largest US education footprint, reaching 400,000 stylists and colorists annually.

“Opening this state-of-the-art Academy dedicated to the professional is another strategic step in building long-term growth for this amazing profession,” said David Greenberg, Chairman, L’Oréal USA. “Education has always been the heartbeat of our industry, but as our customers’ needs evolve, we must continue to raise the bar by answering in new and exciting ways. We want our stylist community to thrive for generations to come,” he added.

Thought as a cultural hub rather than a classroom, the L’Oréal Academy brings together runway-level artistry, creator culture, and cutting-edge technology under one roof. The opening was marked with an artistic runway show, immersive brand experiences, and a ceremonial haircut signaling a new era for professional beauty.

“I am incredibly proud of this beautiful multi-branded space, it’s a testament to the passion of our group,” said Leslie Marino, President of L’Oréal Professional Products Division for the U.S. “By fusing metropolitan style with intentional design, we’ve created a birthplace for tomorrow’s trends. Our mission is rooted in education; by hosting 30,000 classes a year, we aren’t just sharing knowledge - we are providing the tools for our community to master their craft, prosper and achieve professional fulfillment,” noted Marino.

The Academy offers an array of curriculum ranging from foundational to advanced training:

– Specialized Pathways & Elite Educators: Certifications in French Balayage, Color Theory, Design and more, led by a fleet of 750 experts including Sam Villa, Min Kim, and Michelle O’Connor.
– Inclusive & Accessible Learning: Courses for all levels ranging from USD 150 to USD 5,000, plus hybrid global masterclasses reaching over 2,000 stylists per session.
– Influencer Partner Programming: Scalable formats designed for top creators to host branded classes driving both revenue and visibility.

Designed in partnership with Gensler, the space blends digital with eco-friendly practices.