1,200 hair professionals gathered for a 12-hour immersion at Teatro Bradesco in São Paulo to celebrate the milestone edition of Mechas Criativas.
On Monday, March 23, Brazilian hairstylist Romeu Felipe marked the 12th anniversary of Mechas Criativas with the most ambitious edition in the event’s history. The stage of Teatro Bradesco in São Paulo hosted a 12-hour marathon blending technical education, business insight, and pure spectacle.
A global ambassador for Wella Company and founder of ROM Concept — recognized by the Guinness Book of World Records as the world’s largest hair salon — Romeu carries an unlikely story. Originally from the rural interior of Pernambuco, Brazil, he is now 42 years old and has trained more than 100,000 students in over 30 countries.
Persistence has always been my greatest fuel. I was very shy, very humble, and I set this challenge for myself: to grow, find my voice, claim my space, and inspire other professionals to do the same. — Romeu Felipe
Live Transformations on a World-Class Stage
Hosted by Elaine Mickely, the event turned the theater into a creative arena. Throughout the day, Romeu shared the stage with colorists and stylists Mario Henrique, Washington Nunnes, Danilo Herbert, Eder Fernando, and Russian guest artist Konstantin Borchininov. ROM Concept professionals and celebrated names including Jackson Nunes, Celso Kamura, Bruno Lotufo, Ricardo Rodrigues, and Bel Ximenez also showcased exclusive techniques and market insights.
One of the day’s most anticipated moments was the transformation of model and TV presenter Renata Kuerten. Starting from her natural hair, her look was gradually built over 12 hours, culminating in a warm, sophisticated blonde with sandy and almond undertones. The final reveal came during the closing runway, when Renata stepped out with her new look in full movement.
Model Ana Paula Scopel delivered another show-stopping moment: Romeu performed a live precision cut that transformed her hair into a textured long bob, full of attitude and effortless movement.
Business Strategy and the Future of Hairstyling
Strategic thinking also took center stage. Content creator and branding specialist Tete Conde joined Colombian hairstylists Kelvy Hernandez and Yadi Hernandez, the entrepreneurs behind Brûlée Love for Hair in Bogotá, for a panel on how technique, positioning, and digital presence work together to build lasting relevance in the beauty industry.
Romeu Felipe and Henrique Rocha, co-founders of ROM Concept, also hosted a talk revealing the behind-the-scenes challenges of running the world’s largest beauty salon.
A Closing Ceremony to Remember
The closing runway brought together all of the day’s transformations in a high-impact presentation that merged craftsmanship and aesthetics. Singer Priscilla crowned the night with a pocket show, turning the finale into a celebration worthy of 12 years of history.
Guilherme Catarino, General Manager of Wella Company Brazil, captured the spirit of the day: “Seeing this event, which brings together great names and talents from the industry, only reinforced the certainty that by sharing knowledge, focusing on education, and creating moments of inspiration, it is possible to change lives and careers.”
For Romeu, the meaning runs deeper than any milestone. “Brazilian work has evolved enormously. We started to step outside the obvious, think outside the box — it was a slow, steady effort that positioned Brazil as a global reference in hair coloring. Today, Brazil leads the market. We earned that place through technique, creativity, and a whole lot of dedication.”
Event Info
- Event: Mechas Criativas — 12th Anniversary Edition
- Date: March 23, 2025
- Venue: Teatro Bradesco, São Paulo, Brazil
- More info: @romeufelipe and @romconceptoficial
