At Cosmoprof Worldwide 2026 in Bologna, Gue Oliveira marked the beginning of her European journey alongside Be Concept, a new international education platform, bringing her powerful message of emotional connection, purpose, and transformation to a new audience.
Arriving in Rio de Janeiro with just R$1,000 (just under €200) and a suitcase, Gue built her career from the ground up – literally going door to door, traveling by bus and metro to serve clients. Today, she leads a thriving business ecosystem and a deeply engaged global community. Known for her signature “Blind Transformation” concept and her unique ability to connect with clients on a deeply emotional level, Oliveira has turned hairdressing into a tool for identity, belonging, and self-esteem.
In Bologna, Sergi Bancells sat down with Gue Oliveira backstage to discuss her journey, her philosophy, and why emotional connection is becoming the most powerful skill in the salon.
YOUR STORY HAS CONNECTED WITH MILLIONS OF PEOPLE AROUND THE WORLD. BEYOND HAIRDRESSING, WHAT DO YOU THINK RESONATES MOST?
“I believe it’s my ability to truly listen. The biggest tool I’ve used to connect with people and transform so many lives is deep listening: looking into the eyes of every person who sits in my chair and genuinely connecting with them. In our industry, we often rush to serve the next client. I prefer to pause and make that moment meaningful. Among thousands of professionals, that person chose me… and that has immense value. Hair became my excuse to connect with people. My purpose is to transform lives through it. In fact, since January 2026, my “Blind Transformation” has become a social project. I no longer charge for it, because many people wouldn’t otherwise have access to that experience.”
WHEN DID YOU REALIZE YOUR WORK WENT BEYOND HAIR?
“I think it was always there. Since I was very young, I’ve loved listening to people’s stories. Even before I had access to the world, I experienced it through others. But I truly understood the scale of what I was doing when the “Blind Transformation” project started gaining visibility. That’s when I realized it was something bigger than hair – it was about impact.”
WITH SUCH A MASSIVE FOLLOWING, HOW DO YOU MANAGE THE EMOTIONAL RESPONSIBILITY TOWARD YOUR COMMUNITY?
“By being authentic. I cannot be anyone other than who I am. People follow me because, in some way, I influence them – but that influence comes from truth. Who I am on social media is exactly who I am in real life and on stage. I feel deeply, I give my best, and I’m aware of the responsibility that comes with those numbers. That’s why I’m careful to never create content that could harm or offend others.”
DO YOU THINK YOU’VE HELPED ELEVATE THE PERCEPTION OF HAIRDRESSERS AMONG CLIENTS?
“Yes, especially in Brazil. We say “breaking the bubble” – going beyond the industry. Hairdressing used to be very internal: we worked for other professionals, shows, and events. Now, clients recognize us differently. I can be in an airport in Europe and be recognized by someone outside the industry. That changes everything. More professionals are understanding that we don’t just transform appearance, we impact how people see themselves. Hair changes, but what we create emotionally leaves a permanent mark. We can either traumatize a client – or help them rediscover themselves. That’s the responsibility.”
IN A TIME OF DIGITAL TRANSFORMATION AND AI, YOUR MESSAGE OF HUMAN CONNECTION FEELS MORE RELEVANT THAN EVER.
“Absolutely. Let me share a thought: at the end of life, no one is judged for what they didn’t do. The real judgment is knowing what truly mattered… and living as if it didn’t. I don’t want to reach the end of my life with an admirable biography but an unlived existence. I don’t want my career to come from abandonment disguised as ambition. We need to be present. We talk so much about the future – but the future is now.”
Gue Oliveira
YOUR STAGE PERFORMANCE TODAY FEATURED A POWERFUL TEXT BY BRAZILIAN AUTHOR FERNANDA YOUNG. WHAT IS ITS CORE MESSAGE?
“It’s about self-recognition. About standing in front of the mirror and truly seeing yourself. Sometimes we reject our best version – we don’t believe in it, we don’t trust it. That text speaks about self-esteem, relevance, and finding your inner power. Because when you feel something deeply, you know you’re alive. If you feel nothing, something inside you is no longer there.”
YOU’RE STARTING YOUR JOURNEY IN EUROPE. WHAT ARE YOUR EXPECTATIONS?
“This is just the beginning. I hope Europe welcomes me and that I can return often. We’re also expanding our education projects, including our collaboration with Be Concept. Education is a big part of what we do.”
Gue Oliveira and Sergi Bancells at Cosmoprof Worldwide 2026
WHAT MESSAGE WOULD YOU GIVE TO YOUNG PROFESSIONALS CONSIDERING A CAREER IN HAIRDRESSING?
“You need to find your art within yourself – regardless of the profession. I cannot call someone into this industry. That calling has to come from within. If one day you watch a transformation and feel a spark, then that’s your moment. That’s when you know.”
MANY YOUNG HAIRDRESSERS WANT FAST SUCCESS: FOLLOWERS, RECOGNITION…
“That takes time. And it’s not the most important thing. You can have millions of followers and not impact anyone. Or you can have a small community and create deep, meaningful change. That’s what truly matters. Yes, it’s difficult. Everything in life is difficult. But that’s what makes you strong.”
SO AUTHENTICITY IS KEY?
“Always. Authenticity is everything.”
Gue Oliveira
Gue Oliveira represents a new era of hairdressing: one where technical excellence meets emotional intelligence. Her rise is not just a story of social media success, but of redefining the profession’s purpose: from aesthetic service to human transformation.
As she enters the European market with Be Concept, her message is clear for the industry: the future of hairdressing is not only in innovation, but in connection.