Farouk Systems Electrifies America’s Beauty Show

Farouk Systems Electrifies America’s Beauty Show

Farouk Systems, Inc. illuminated the stage and captivated audiences at America’s Beauty Show in Chicago with a mesmerizing showcase of creativity, innovation, and expertise. From April 20th-22nd, 2024, America’s Beauty Show provided the perfect platform for Farouk Systems, Inc. and CHI Haircare to shine, captivating audiences with their cutting-edge products and world-class talent.

From the latest trends to cutting-edge techniques, Farouk Systems, Inc. set the beauty world abuzz with its dynamic presentations and interactive experiences. Attendees were treated to an unforgettable journey through the world of professional hair care, where every style and CHI Haircare product told a story of artistry, passion, and imagination.

The Artistry of CHI Haircare

Under the spotlight, top stylists showcased their mastery of the craft; among the artists on stage were Anna Cantu, Rocky Vitelli, Bradley Tuggle, McKenzie Lehmann, Lorena Guevara, Moe Taha, Sam Dassouki, and Mego Ayvazian. They each transformed models into living works of art with the help of CHI Haircare’s revolutionary products, including CHI Color Express, CHI Royal Treatment, CHI LAVA tools, among others. From sleek and sophisticated to bold and avant-garde, each look pushed the boundaries of beauty and inspired attendees to explore new possibilities.

A World of Innovation

At the heart of the excitement was the Farouk Systems, Inc. booth, where attendees delved into a world of innovation and excellence. From groundbreaking technologies like the LG CHI Color Master Factory to the cruelty-free CHI Vibes collection, visitors experienced firsthand the transformative power of Farouk Systems, Inc.’s flagship brands.

As the curtains close on another successful America’s Beauty Show, Farouk Systems, Inc. looks ahead with optimism and enthusiasm. With a renewed sense of creativity and inspiration, the haircare giant remains committed to pushing the boundaries of beauty and empowering professionals to unleash their full potential.

See Show Highlights 

Missed America’s Beauty Show? Look at key moments from the spectacular showcase at America’s Beauty Show held at the Donald E. Stephens Convention Center in Rosemont, IL.

CHI Color Express: Optimizing Color

CHI Color Express: Optimizing Color

As a stylist, time is everything. Optimizing your schedule, balancing client appointments, and not compromising on the quality service you provide is hugely important. Now, in a revolutionary move, CHI has launched their express coloring range, which we imagine will be music to every colorist’s ears.

Promising stunning color results for both women and men, this innovative line guarantees both swift application and comprehensive gray coverage, ensuring outstanding outcomes that rival those achieved with traditional permanent colors. It’s perfect for express services like root touch-ups, effective gray coverage, and men’s gray blending.

“CHI Color Express revolutionizes the professional hair industry by delivering up to 100% grey coverage in just 10 minutes with unparalleled shine,” explained Mego Ayvazian, Vice President of Shows and Education at Farouk Systems, Inc. and CHI Haircare. “Traditional permanent dyes typically demand 40-50 minutes to achieve similar results. With CHI Color Express, this time-saving advantage has the potential to cater to a minimum of 4 to 5 additional clients per day, so it maximizes productivity and increases earnings.” Mego continued: “For the busy colorist, CHI Color Express is a game-changer. By offering fast gray coverage in just 10 minutes, it streamlines salon procedures, catering to the fast-paced lifestyle of hardworking colorists. This product allows salon professionals to gain confidence in offering gray coverage services in less time. Ultimately, CHI Color Express not only enhances the salon experience but also empowers colorists to maximize their earning potential daily.”

The range is not only ideal for professional stylists with busy schedules, but also for clients seeking fast and convenient hair coloring solutions.

Now, when you factor in exactly how long permanent dye and color usually take, you might still be wondering exactly how this works? We’ll explain. CHI Color Express is formulated with concentrated permanent hair dyes that possess exceptional penetrability, resulting in a faster and gentler coloring process.

This ammonia-free range is the perfect addition to the salon of a busy colorist looking to fit in extra clients and maximize their time, but crucially without compromising on quality. CHI Color Express promises to deliver beautiful, vibrant hair color in less time, while achieving the same exceptional result as any standard permanent color. The easy- application coloring range is perfect for obtaining quick, full-coverage results in a fast-paced environment, ultimately saving both time and cost. And look at this range of colors!

Backing up its bold promise to deliver fast color with outstanding results, Mego explained: “What sets CHI Color Express apart is its meticulously crafted formulation. As the pioneer of ammonia- free 10-minute color, it incorporates advanced Hue Definition Technology. It includes a blend of high- performing ingredients like Aloe Vera, Hyaluronic Acid, and Silk Protein. Aloe Vera locks and seals in moisture while Hyaluronic Acid deeply hydrates the hair for a shiny appearance. Finally, Silk Protein replenishes hair with essential proteins and keratin to add volume and help overall hair health.”


Hyaluronic Acid, a naturally occurring polysaccharide (sugar molecule) in the body, is highly valued for its exceptional hydrating properties. Its water-retaining capacity enables it to form a thin film on the hair, preventing moisture loss and ensuring optimal hydration for both the hair and scalp, resulting in radiant and smooth hair. In addition to this, it’s known to reduce frizz, increase hair elasticity, and protects from mechanical damage.


Aloe Vera, widely known as nature’s natural moisturizing agent, is rich in essential nutrients, amino acids, and vitamins. It offers excellent conditioning properties and protection to hair while providing moisture to dry and sensitive scalps. The naturally derived ingredient plays an important part in the formula, containing vitamins, minerals, and polysaccharides which act as moisture magnets both attracting and sealing in moisture to your hair. On top of this, it forms a protective barrier on the strands, reducing frizz and adding shine.


Silk Protein strengthens, moisturizes, adds shine, and protects the hair. It contains 17 out of the 19 amino acids found in human hair, making silk is one of the strongest fibers globally, capable of bonding with and repairing hair from the inside out. The strengthening ingredient can both hold and absorb moisture in your hair, while providing long-lasting color results and unparalleled shine.

In addition to these benefits, CHI Color Express is enriched with CHI’s specialty ceramic ingredient and olive oil, providing conditioning properties while facilitating deep color penetration within the hair for comprehensive color oxidation. Moreover, this innovative formula acts as a protective shield, guarding the hair against damage and preventing color depletion.

The Hue Definition Technology’s multi-faceted advantages further include locking in moisture and sealing the cuticle, ensuring the hair remains well-nourished and protected. Simultaneously, it adds depth and dimension to each individual strand, resulting in vibrant color and an impressive, high- gloss shine.


  • Full oxidation of hair dyes contributing to longer-lasting color.
  • Silk cream base has built-in protection for sensitive scalps.
  • Contains antioxidants to help prevent color fading.
  • Adds intense moisture to hair during coloring services for conditioning while providing natural smoothing agents.
  • Locks in moisture and seals cuticle to help protect hair and minimize damage and breakage.
  • Adds depth and dimension to each strand for light reflection, producing vibrant color and maximum shine.

Credit: Salon Evo

Quick Root Touchup in 10 Minutes with CHI Color Express

Quick Root Touchup in 10 Minutes with CHI Color Express

In the fast-paced world of professional salons, every moment counts. For stylists juggling hectic schedules, the demand for efficient yet high-quality hair color has never been greater, even for something as simple as a quick root touchup. Enter CHI Color Express, the game-changing range of ammonia-free permanent hair dyes designed to meet the needs of busy stylists who could use some speedy solutions to keep their clients happy.

Crafted with the busy stylist in mind, this line’s versatility makes it the perfect fit for clients seeking fast and convenient hair coloring solutions. Whether your clients are due for a quick root touchup, effective gray coverage, or even men’s gray blending, this line caters to a spectrum of needs mirrored by its broad range of colors.

Efficiency Redefined

CHI Color Express doesn’t just promise swift application – it delivers. Made for busier-than-ever professional stylists, this innovative line promises coloring services that aren’t just fast, but fabulous. The ammonia-free formula prioritizes efficiency without compromising on the quality of the outcome. And with twenty different shades to choose from, you can fit in quick touchups, or even full coverage color for any client needing hair color in a hurry.

Gray Coverage in a Flash

One of the standout features of CHI Color Express is its comprehensive gray coverage, even for fresh, bright silver roots. This line goes beyond just adding a splash of color; it tackles stubborn gray roots with precision and care. The result? Vibrant, healthy color that rivals traditional permanent color in richness, silkiness, and longevity. Check out our touchup process here!



Formula 1: -3.oz. X4N Dark Brown + -3 oz. 20 Volume Developer

Step 1: Color Application

With a small brush, gently brush the color onto only the roots.

Step 2: Processing

Wait ten minutes (just ten minutes!) for the root color to process.

Step 3: Rinse and Shampoo

When the color is finished processing, gently rinse the hair and shampoo with CHI Royal Treatment Color Gloss Shampoo. Follow with CHI Royal Treatment Color Gloss Conditioner.

Step 4: Admire the Results

In only ten minutes, you will have managed to fully cover even the most stubborn gray roots, leaving the hair soft, nourished, and beautifully vibrant.

CHI Color Express: The Ultimate Busy Salon Solution

Color services are the backbone of the modern salon, and CHI Color Express is the key to servicing more clients without sacrificing time. With CHI Color Express, colorists can leave lengthy coloring sessions in the past without compromising on the quality of their work.

CHI Color Express is the perfect marriage of speed and sophistication. We can’t wait to see how this game-changing range will elevate the artistry of professional salons worldwide.

CHI Color Express Provides Full Gray Coverage in 5 Minutes

CHI Color Express Provides Full Gray Coverage in 5 Minutes

Imagine this: a client walks into your salon with fully silver hair, looking to return to their natural shade. Normally, this transformation would take hours of meticulous work and an array of ammonia-laden products. But with CHI Color Express, it’s a different story. Thanks to the hair scientists at Farouk Systems, Inc. covering a whole head of silver is as easy as one…two…three! If you have five minutes, you can give your short-haired silver clients their color back with CHI Color Express.

CHI Color Express is a game-changer in the world of professional hair coloring. Designed for stylists with busy schedules, this range of ammonia-free permanent hair dyes offers swift application and comprehensive gray coverage. It’s not just efficient; it’s also incredibly effective, delivering outcomes that rival traditional permanent colors.

For our male client seeking a swift transformation, CHI Color Express is the perfect solution. In just five minutes, we were able to fully dye his silver hair back to its natural brown shade. The process was smooth and hassle-free, leaving our client delighted with the results.

Before CHI Color Express
After CHI Color Express



This innovative line isn’t just for stylists on the go. It’s also ideal for clients looking for fast and convenient hair coloring solutions. Whether it’s a root touch-up, effective gray coverage, or men’s gray blending, CHI Color Express has you covered.

Formula 1: 1:1 ratio X4N Dark Brown + 20 Volume CHI Developer

Step One

Mix color and apply to the teeth of a comb.

Step Two

Gently brush the color through the hair from root to tip, beginning with the crown area and working your way down.

Step Three

Apply color to the sides, sideburn, and back area with a brush.

Stylist tip: This ammonia-free product is safe for facial hair and brows too!

Step Four

Let the color process for five minutes. Let process for ten minutes for longer or color treated hair.

Step Five

Rinse the hair and shampoo with CHI Royal Treatment Color Gloss Protecting Shampoo. Follow with CHI Royal Treatment Color Gloss Conditioner.

And voila! In just five minutes’ time, your clients can leave the silver behind and embrace a full head of color, leaving you with more happy clients per day and securing your salon another repeat customer. You can learn more about our CHI Color Express line at pro.chi.com.

Farouk Systems, Inc. Dazzles at IBS New York 2024

Farouk Systems, Inc. Dazzles at IBS New York 2024

Farouk Systems, Inc. set the stage on fire at the International Beauty Show NYC, dazzling attendees with a spectacular showcase of innovation and style.

The star-studded lineup of hairstylists, including Mego Ayvazian, McKenzie Lehmann, Rocky Vitalli, and Bradley Tuggle, brought their A-game, wowing the audience with their cutting-edge techniques and trendsetting creations.

McKenzie Lehmann and Bradley Tuggle added an electrifying twist to the event by filming an episode of the renowned CHI Live show live from the exhibition floor. Their live demonstration not only showcased their exceptional talent but also offered viewers a glimpse into the latest hairstyling trends and techniques. As an exciting bonus, they gave away a coveted CHI LAVA 1″ Hairstyling Iron, leaving one lucky attendee with a prized possession.

The exhibition was also a platform for Farouk Systems, Inc. to spotlight their newest innovations. The CHI Royal Treatment line of professional hairstyling products stole the spotlight with its luxurious formulations and exceptional performance. Attendees were also treated to a preview of the CHI Color Express, a game-changing line of full coverage color that develops in just 10 minutes, perfect for clients on the go.

One of the highlights of the exhibition was the unveiling of the CHI LAVA line of hairstyling tools, featuring lava-mineral-infused ceramic plates that allow for styling at lower temperatures, ensuring healthier hair. However, the showstopper was the introduction of the LG CHI Color Master Factory, a groundbreaking digital haircolor formulation lab. This innovative technology can formulate an unlimited range of haircolors in under two minutes, revolutionizing the way hair coloring is done in salons worldwide. With its ability to reduce color waste by 30% through canister technology and its feature to save each style under both the hairstylist’s and client’s name, the LG CHI Color Master Factory is poised to transform the salon industry.

Farouk Systems, Inc.’s successful exhibition at the International Beauty Show NYC was a testament to their commitment to innovation and excellence in the beauty industry. As they continue to push boundaries and redefine standards, one thing is clear – Farouk Systems, Inc. is a force to be reckoned with in the world of hairstyling.

Want a peek behind the scenes? Check out our gallery below!