Adam Federico is a Creative Director based in California, working across beauty, education, brand development, and culture.

His creative point of view is shaped by two lifelong influences: the discipline of advanced hairdressing and the energy of music, subculture, and the scenes that often signal where beauty is headed next.

With advanced training from Sassoon, Allilon, Mazella & Palmer, and ZGAT, Adam brings a highly technical foundation to work that feels instinctive, modern, and visually sharp. His aesthetic is both edgy and refined—built from precision, but never stripped of personality.

As Vice President of Creative Development and Education at R+Co, Adam leads across creative direction, campaign development, content strategy, and brand storytelling. His work connects product, technique, message, and culture—translating a brand’s point of view into visuals, education, and experiences that resonate.

He has worked with influential professional beauty brands including Sebastian, SACO and Arrojo. In parallel, as Creative Director of Federico Beauty Institute in Sacramento, CA, he leads brand development, visual direction, and education strategy—helping shape the next generation of artists.