There are some moments in business that feel bigger than work. This was one of them.
Fresh back from competing at the All Star Worlds in Orlando, the DB Cheer Under 16 team joined us at Ego for an afternoon alongside REF that was all about celebrating their achievement, looking after the girls and simply giving them a chance to relax together after an incredible experience.
For us, this was never about creating a promotion or putting on an event for social media. It was about recognising hard work, commitment, teamwork and a group of young girls who represented their team, coaches and local community brilliantly on the world stage.
From the moment we first heard their story, we knew we wanted to support them.
A team that earned their moment
The DB Cheer girls secured their place at the All Star Worlds in Orlando during their very first season competing in this style. An unbelievable achievement in itself.
Behind the performances and competitions are countless hours of training, practice sessions, preparation and commitment from both the girls and their coaches. What people often do not see is the amount of work that happens away from the stage.
That dedication was obvious the second they walked into the salon.
They arrived full of energy, full of personality and clearly a team that genuinely supports each other both on and off the floor.
As a business built around confidence and helping people feel their best, it was something all of us connected with immediately.
Why we wanted to support them
At Ego, we have always believed in supporting local people and local talent wherever we can.
Sometimes that means helping someone feel confident after a colour appointment. Sometimes it means supporting young stylists as they grow in their careers. And sometimes it means recognising a group of young athletes who have achieved something incredibly special.
This felt like the perfect opportunity to bring everything together.
Alongside REF and with a huge thank you to ALM Distribution for supplying all of the products used throughout the day, we gave the girls a full afternoon in the salon dedicated entirely to them.
Treatments. Scalp care. Blow dries. Styling. Food. Music. Laughter.
Just a chance for everyone to slow down and enjoy the moment together.
The hair everyone noticed
One thing every single stylist commented on throughout the day was the condition of the girls’ hair.
No heavy colour work. No overprocessing. Just unbelievably healthy natural hair with incredible shine, movement and condition.
Honestly, for stylists, it was a dream.
The shine in some of the finished looks genuinely did not look real on camera and the movement in the curls was amazing to work with. Whether it was the rich brunettes, glowing coppers or bright blondes, every finished style looked effortless and healthy.
It was a brilliant reminder that healthy hair will always be the foundation of beautiful hair.
Creating a proper salon experience
The afternoon itself became more than just a pamper session.
The girls spent time together at the backwash area having REF treatments and scalp care, relaxing while masques were applied and simply enjoying the experience together.
Some of our favourite moments from the day were actually the quiet ones. Conversations at the basin. Girls laughing while treatments developed. Stylists chatting through what they wanted done. Music playing through the salon while everyone relaxed.
It felt natural, warm and genuinely enjoyable from start to finish.
A huge thank you to the team behind the day
A massive thank you has to go to Suzanne, Eleanor and Katie, who looked after the girls throughout the afternoon and created some incredible hair on the day.
Watching the team work together was something we were incredibly proud of.
For Eleanor and Katie especially, this was another reminder of how far they have come and the level of work they are now producing within the salon. Both are now welcoming more new clients into their columns and the feedback from the day was amazing.
It was also fantastic to work alongside REF throughout the event, using the full range of treatments, styling products and scalp care products supplied by ALM Distribution.
More than just hair
The hair looked amazing by the end of the day, but honestly that was only part of the story.
What stayed with all of us most was how lovely the girls were to have in the salon. Polite, funny, full of life and clearly a team that genuinely cares about each other.
Those are the types of people and stories we love being around.
Supporting the DB Cheer girls after such an incredible achievement was a genuine pleasure for everyone involved and we are so proud to have played a small part in celebrating their journey.
A brilliant group of girls, amazing coaches and a really lovely day from start to finish.
