WELOVE The Standard
A Legacy of Excellence.
Technical talent is the baseline, but The Standard is about something deeper, it’s for those who genuinely care about the future of our trade and the people coming up through it. It’s our way of recognising the people who show up for the craft in the same way we try to do at WELOVE Purple Hearts. We’re looking for the mentors, the advocates for a regulated industry, and the stylists who care about the person at the next chair as much as their own. This is for the professionals who believe that a career in hair is built on a foundation of quality education and a bit of selflessness. It’s a mark of respect for those who take the time to guide the next generation and who understand that we all rise together when we champion higher standards.
Peer-to-peer recognition
This isn't a popularity contest or a self-vetted "win." It’s a nod from people who are in the trenches with you and see the work you put into the community.
- Beyond the chair: While technical skill is a given, this is about your contribution to the industry’s future—mentoring, supporting others, and keeping our professional integrity intact.
- Building a legacy: It’s a record of a career spent doing things the right way. It’s for the stylists who prioritise growth, education, and the long-term health of our trade.
- A global community: Being awarded The Standard connects you with a circle of like-minded professionals who value people and progress over ego.
WELOVE The Standard: At a glance
What is it?
It’s a mark of respect for your entire career. It isn’t about completing a course or learning a new technique; it’s about the years you’ve spent building a reputation for doing things in an honourable way.
Is it a license?
No, it is a private industry "Quality Mark" awarded by WELOVE. A recognition of all your achievements, celebrated, recognised and appreciated by fellow hair professionals.
How does it differ from a Purple Heart?
Earning a Purple Heart is about your talent and dedication to your own craft. The Standard is about your dedication to OUR craft. It’s for those who have spent years supporting and nurturing the hair community, uplifting others, sharing their expertise, and championing the kind of quality education and regulation that helps the whole industry grow.
Can it be bought?
Absolutely not. There is a fee to cover the cost of the audit by an external IQA (we run this as a not-for-profit initiative), but the award itself is earned, never bought. If the work isn't there, the award isn't given.
Who is it for?
The "Industry Protectors." We’re looking for people who actively give back—whether that’s through mentorship, community focus, or pushing for better education and/or industry recognition/regulation.
Is it for life?
No. To keep the standards where they need to be, we ask everyone to re-validate every three years.
How is it judged?
We take a proper look at your technical history, how you run your business, and what you’ve contributed to the wider hair community.
How do I get one?
The Standard is usually invite-only. That said, if you feel you’re a good fit and share our values, we’d love to hear from you.
INTRODUCE YOURSELF
Know someone who sets the bar?
We’re looking for the professionals who don’t just follow the rules, they help define them. If you know a peer whose integrity and dedication have made the industry better for everyone, we want to hear about them.