BES presents its new SOUND TREND COLLECTION 2026: a fusion of innovation, color, and style designed to set trends in the world of professional hairdressing.

For all BES hairstylists and the BES family, hair coloring has always been considered something magic, art, dream and enchantment...

Don't miss the chance to explore the latest trends in the collection. Book your spot here to attend the Pura BES Trend Collection 2025.

Creative freedom without borders allows to create, experiment and design. The freedom to choose is necessary and fundamental to grow and develop artistically. Freedom is “do what you love, and love what you do”.

The new Academy Bes Style Stars are located a few kilometers from Milan, the fashion capital of the world.