I am very competitive and love to plan and make intricate mood boards prior to creating the finished style.

Laila Pettersen

What country are you from and where do you live? 

Originally from the north of Norway, I currently reside in Oslo.

Title of what you do and what company you work with?

Social Media Community Manager and Content Creator for Wella Nordic.

Education background?

I attended art school for two years, with an additional year at hairdressing college. I then undertook my salon apprenticeship which also lasted two years. As well as being a hairdresser, I am also a certified Make-up Artist.

What is your signature style/artistic expression to your work?

I would say long, wavy, super-glossy hair; from deep ruby-reds to soft pastel shades. I love doing bleach and toning! Quite often, I add a little bit of a dark shade to my lighter tones to achieve that really nice metallic feel. I also do inspiration mood boards for each hair colour that I create, which is also reflected in the design and aesthetic of my Instagram grid. 

What is the first creative project that you remember?

I guess it was the first time I entered “Norwegian Hairdresser of the Year” (in 2006 if I recall correctly). I am very competitive and love to plan and make intricate mood boards prior to creating the finished style. 

What is the most fulfilling collaboration you’ve worked on?

That must have been when I was creative director for the biggest hairdressing chain in the Nordics, Nikita Hair. I was in charge of the Collections every year, and we also had a big launch for every collection. One year we had the launch at an incredibly cool venue in Oslo called Månefisken. We had around 20 models and dancers, and my husband who is a composer and sound-designer, wrote all the music for the catwalks. It was an amazing experience where everything just came together perfectly!

Do you have a career turning point or big break that has helped your career?

It must have been when I got the opportunity to join the Wella education team in Norway! It has been my dream job for as long as I can remember. I started working harder with my Instagram and documenting everything, as well as focusing more on education on my channel as well. That is when I started to find a new passion within the world of social media

What was your scariest and proudest moment in your career?

My scariest moment was when I moved to Bristol, UK, all on my own to start working as a hairdresser. I had never been outside Norway alone before so it felt like a very big leap, and it was. But I learned so much from that experience, both about hairdressing and myself, so it was all very worth it! 

The proudest moment in my career was when I was in Berlin competing in the International Trend Vision Awards! I didn’t win anything, but one of my biggest hair-heroes Akin Konizi came up to my model during the judging and wanted to know how I had achieved the texture and colour. I was so starstruck and proud, I still live on that moment! Also when I won the Norwegian makeup championship was a very proud moment! I have actually won three times! 

What is next for your career goals?

I am always open to new possibilities in regards to developing my career. I love the education side of the hairdressing industry, and also how many more people one can reach through social media, so I am going full steam ahead with that. My hope is to one day be a full time content creator!

What advice would you give to someone starting out in your business?

Have an open mind, be tenacious, always explore and experiment and don’t be afraid of failure. It is how you learn the best! And always be kind and treat people well, it will get you far!

Instagram: @Laila.wella