After more than 35 years in the hairdressing industry, Justin Pace (Owner of Co and Pace Salons in Brisbane’s CBD) has learnt growth rarely comes from standing still.
He’s realised it comes from challenging yourself. From remaining curious. From surrounding yourself with people who push the industry forward . . . and sometimes . . . it comes from having the courage to make a change.
Justin is incredibly proud to announce the beginning of his next chapter, as he joins ELEVEN Australia as Brand Artist.
For Justin, this is far more than changing brands. It’s about aligning himself, Co and Pace Salons and the next stage of his career with an Australian-born professional haircare and colour brand that has built a truly international presence.
(image: ELEVEN Australia Haircare
Australian Born. Internationally Driven.
ELEVEN Australia launched in 2011 with a refreshingly straightforward philosophy: professional haircare doesn’t need to be complicated. It needs to perform.
From its beginnings in Australia, the brand has grown into an international professional haircare name, now reaching more than 30 countries around the world.
What has always stood out about ELEVEN Australia is despite its international growth, the brand has retained a distinctly Australian identity: authentic, creative, uncomplicated and performance driven.
These values strongly resonate with Justin, as throughout his career he’s always believed great hairdressing starts with the fundamentals. Technique matters. Education matters. Understanding the craft matters . . . and ultimately . . . the products and colour used to create beautiful hair must perform.
This same philosophy runs strongly through ELEVEN Australia.
Created by People who Understand the Hairdressing Industry
Another major attraction for Justin in aligning with ELEVEN Australia is the creative force behind the brand . . . two incredible founders:
- Creative Director, Andrew O’Toole is a nationally/internationally-acclaimed, multiple award-winning photographer whose imagery has helped shape the visual identity of ELEVEN Australia around the world.
- Ambassador, Joey Scandizzo is a four-time Australian Hairdresser of the Year, and one of Australia’s most recognised industry names, bringing the perspective of a working stylist to ELEVEN Australia.
The products aren’t simply created for salons . . . they’re tested in real day-to-day environments, with both founders working alongside chemists to continually challenge and refine performance.
ELEVEN Australia’s Creative Director, Andrew O’Toole and Co and Pace Salons’ Founder/Owner/Creative Director, Justin Pace also share their own artistic history.
Andrew photographed Justin’s ‘Cymatic Queens’ collection, which went on to win Australian Hairdresser of the Year at the 2023 AHIA Creative Awards, plus Andrew photographed Justin’s ‘Aurora Borealis’ collection, which went on to win Australian Colour Technician of the Year at the 2014 Hair Expo Australia Awards. This long-time connection is what makes this next chapter with ELEVEN Australia particularly meaningful.
As Andrew and Justin have already created award-winning work together, there is now an opportunity to jointly build something much bigger.
Colour was Always Going to Matter
Anyone who knows about Justin Pace’s career realises how important colour is to him.
Having twice been named Australian Colour Technician of the Year 2019/2014 (Hair Expo Australia Awards), Justin knows colour has been an enormous part of his identity as a Hairdresser, National/International Educator and multiple Salon Founder/Owner/Creative Director.
Justin would NEVER move to a colour brand if he didn’t believe in the efficacy of the formula, and ELEVEN Australia’s colour has proven to be top-tier . . . it’s a serious, high-performance, professional colour range.
ELEVEN Australia’s philosophy is beautifully simple: colour should deliver exceptional tonal performance whilst respecting the condition, shine and integrity of the hair.
ELEVEN Australia’s portfolio includes Permanent Cream Colour, Demi-Liquid Colour and professional lighteners designed for the realities of working colourists.
Colour-wise, Permanent Cream Colour delivers long-lasting tonal performance and dependable grey coverage without sacrificing shine, whilst Demi-Liquid Colour is ammonia-free, vegan and multi-tonal.
For Justin however, specifications only tell part of the story. What matters is what happens behind the chair:
- How does the colour mix?
- How does the colour apply?
- How predictable is the colour result?
- How does the colour tone perform?
- How does the hair feel following colour application?
- Finally . . . can this colour range confidently be placed into the hands of a salon team?
This is where ELEVEN Australia colour truly impresses, as it ticks each and every one of these criteria.
More Than a Brand Change
After decades in the hairdressing industry, Justin Pace is not interested in simply putting his name beside another logo. He wants to meaningfully contribute.
Education has always been a founding tenet of not only Justin’s career, but of Co and Pace Salons’ trajectory. Co and Pace Salons has thrice nationally won Best In-Salon Training at the AHIA Business Awards (2025/2023/2022), demonstrating Justin’s inherent desire to develop/mentor the next generation (an objective that has become increasingly important as his career has evolved.)
This same commitment to education and the next generation has also led Justin to establish CURATE Awards, a national/international (New Zealand) platform specifically designed to give Australian/New Zealand apprentices the opportunity to learn, compete, create and be seen.
As this next chapter of Justin’s career focuses on education-driven purposes, he realises how important it is to continue this highly crucial work, not only as a Hairdresser, but an Educator, Mentor, Creative Director and Industry Leader . . . and as ELEVEN Australia’s commitment to artists, education, creativity and community is well-known . . . Justin is seizing the opportunity to work together to catapult the hairdressing industry forward, ensuring its long-term perpetuation.
From Australia to the World
There is something powerful about joining an Australian brand that has refused to think small.
ELEVEN Australia was born in The Land Down Under, but its ambition has never been restricted by geography.
Today, ELEVEN Australia’s products are found internationally, and since the brand’s philosophy remains centred around the professional hairdresser, their artists work not only across salons but photographic studios, fashion events, educational experiences and stages around the world, ensuring the preservation of legacy hairdressing knowledge.
As Justin has been fortunate throughout his career to educate nationally/internationally, work on major shows, hair direct at fashion weeks, judge some of our industry’s leading awards nationally/internationally, and represent Australian hairdressing on a national/international stage, it’s this professional hairdresser-centring that’s resonated.
Therefore, for Justin to now take his three-decade experience into the next phase of his career with an Australian-born global brand feels incredibly right.
Never Stop Growing
Justin Pace is enormously proud of what has brought him to this point with ELEVEN Australia.
Every brand, mentor, educator, colleague, team member and client who has been part of his career has contributed something to the hairdresser he is today.
Justin truly believes:
- Never forget where you came from.
- Never forget the people who helped you get there.
- Never forget who you are.
This said . . . being grateful for your past doesn’t mean standing still:
- Never stop growing.
- Never stop learning.
- Never stop challenging yourself.
At this stage of Justin’s career, he still wants to be uncomfortable. He still wants to learn. He still wants to challenge what he knows. He still wants to create better work, build stronger hairdressers and contribute something meaningful to the industry that has given so much.
For Justin, ELEVEN Australia represents this next chapter and challenge. It’s an Australian-born brand. It’s internationally-recognised. It’s artist-driven. It’s performance-focused. It’s what he now believes in.
ELEVEN Australia represents a new chapter for Justin Pace and his Co and Pace Salons’ team.
Justin can’t wait to see what’s to be created!
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