Founded in 2007, Trends Beauty was created to give textured hair the spotlight it always deserved—championing confidence through haircare that celebrates every strand, every root, and every story.

With a heritage rooted in the Pacific and a vision shaped by global artistry, we’ve grown from a niche distributor into a bold, inclusive brand that empowers stylists, trendsetters, and textured-hair lovers across Australia and beyond.

Whether you're working behind the chair or styling at home, our salon-effective range—featuring clean, vegan, sulfate-free options alongside pro-tested essentials—is made to support your routine, your texture, and your narrative.

Our Founder – Joe Lai

With over 40 years in the beauty industry, Joe Lai’s journey began in Lae, Papua New Guinea and took shape in the salons of London and Hong Kong. After founding his first salon in 1991, Joe went on to build over 15 branches under Trends Beauty International (TBI)—uplifting communities through education, beauty, and self-expression.

In Australia, Joe’s vision continues through Trends Beauty: a destination where heritage meets innovation, and where every curl, coil, and wave is celebrated unapologetically.

What We Stand For

Haircare that empowers: Designed to nourish, define, and protect all textures—especially coily, curly, and natural hair.

Clean meets professional: Thoughtfully formulated with vegan, sulfate-free, and silicone-free options—backed by salon-grade performance.

More than hair: We stand behind culture, community, and creativity—supporting initiatives from PNG Fashion & Design Week to our signature Spa Pua wellness experiences.

Our Promise

• Products that respect your texture, your time, and your scalp
• Clean and ethical where possible—always results-driven
• A brand built on experience, inclusion, and trust

This is Trends Beauty.

Where bold care meets beautiful culture.