My Life In Hair: Deena Alawaid
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My love of hair started with Barbie dolls – I’d buy them just to chop their hair off. Each one had a different look, and I was obsessed with the idea of transformation. That passion only grew, and I eventually turned it into a career. I began as an assistant in a salon, shadowing top stylists and soaking up every technique I could. Less than a year in, I moved to Dubai aged 21, working in a salon before gradually breaking into the fashion world. Since then, things have taken off – over a decade later, I’ve worked with incredible clients, travelled the world and been part of major fashion weeks and global campaigns.
As a freelancer, no two days are the same – one day I’m on set or with a private client, the next it’s a content day or I’m catching a flight. Amid it all, I’m also a mum to two girls, so mornings always start with breakfast and the daycare run before I head out for the day. I bring them on the road with me whenever I can.
I’ve been fortunate to work under some of the biggest names in the business – Guido Palau and Jon Reyman, to name a couple – but Jen Atkin has always been my biggest inspiration. I came up in this industry when it was still very male-dominated, and Jen was the first woman I saw really make it. She wasn’t just a brilliant artist – she was a savvy businesswoman who championed other women, too. That stuck with me. It showed me that as women, we can wear multiple hats and still thrive in this space.
Early on, I had one defining moment that really shifted my mindset. I was assisting backstage at the Dior Cruise show at Safa Park and was asked to do a hairstyle I’d never even heard of. I stayed up all night practising it, and the next day we had to present our looks. Mine passed, and I was selected to work the show. That experience taught me that I could push myself to grow and do what others were doing, even if I didn’t feel ready at first.
Styling Bella Hadid after the Burberry show was a ‘pinch me’ moment. It was the first time a celebrity trusted me outside of a backstage setting, and it meant so much, especially given how vocal she is about causes close to my heart. Another highlight was leading the Dolce & Gabbana Alta Moda show in AlUla – it was surreal to be trusted with something on that scale by the global team.
Over the years, I’ve learnt not to chase trends, but to carve my own path. My approach is rooted in storytelling – I like to understand the whole vision and help bring it to life through hair. It’s not just about making someone look good, it’s about tying the look together and making them feel like the best version of themselves. That said, I do love trends – especially when they’re nostalgic. Right now, I’m loving the return of effortless, bouncy, textured hair – think Sabrina Carpenter’s blowouts or Kylie Jenner’s undone curls. It’s feminine, modern and wearable. So many of today’s looks are just modern takes on the past, and I find inspiration everywhere: fashion, art, culture, my heritage. As a Palestinian, there’s so much beauty in the culture that I draw from, and I’m proud to weave that into my work.
In my kit, I have two Rimowa trunks: one for tools and products, the other for extensions and wigs. I’m always fully stocked with every shade and length of hair extensions, because I truly believe they elevate every style. I never go anywhere without my Dyson Supersonic or Redken Shine Flash – I’d be devastated if either were ever discontinued. Dream Coat by Color Wow is another must – it blocks out humidity and helps your blow dry last, which makes it ideal for the region. I also swear by professional products and consistency. It’s the only way to keep hair healthy long term.
Day to day, I don’t use many tools on my own hair. I style it with the Dyson Airwrap and right now, I’m loving the Redken Acidic Gloss range. It seals the cuticle, adds shine and helps balance pH levels. I use the biggest round brush attachment to get lots of movement and volume, which works well now that my hair is longer. When I’m off-duty or having a bad hair day, a slicked-back bun or ponytail is my go-to. It looks polished in minutes with a wax stick – I use one from my own brand, Collective Haircare, which I launched in 2023, and I also love the ones by DESIGNME.
The biggest mistake I see is people not knowing what actually works for them. Social media’s great for inspiration, but it can also set unrealistic expectations – what suits one person won’t always suit another. That’s why expert advice is key. Good styling should enhance your features and fit your lifestyle, and that starts with the right products and tools for your hair type, texture and routine.
I always advise my clients to minimise heat where they can, and if they do need to use tools, a good heat protectant is essential. I love One United by Redken – it really is a one-size-fits-all product that works for every hair type and offers all the benefits you need in one bottle.
If you want to break into this industry, you’ve got to really love it. People see the glossy end result on Instagram, but there’s so much more behind the scenes – long hours, hard graft, sacrifices, and moments missed with family. I’ve done the red-eyes, worked on little sleep for weeks, and juggled it all while raising two babies. But it’s always worth it. And if my daughters grow up seeing that work ethic and feel inspired by it, that means everything.
Right now, I feel like I’m in a good place. I’ve established a balance between motherhood and my career, and everything I say yes to feels intentional. I’m lucky to have the most incredible clients, team and brand partners. There’s more great things to come – so watch this space.
Follow @DEENAALAWAID & @COLLECTIVE.HAIRCARE
SHOP DEENA’S CURRENT FAVOURITES
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