43 years doing hair taught me this: creativity is innate. It's our minds, and what we don't yet know, that hold us back.
EDITORIAL ENGINEERINGÂ unlocks it. 4Â days, together in my Napa studio, figuring out YOUR vision and bringing it to life.
There's no gatekeeping here. I'm pulling back the curtain on all of it — my own award-winning collections included. How they were really built, what went wrong before it went right. Seeing behind the curtain is what unlocks your own creative flow.
Every workshop is different, because the people in it are different. Before we start, we get on a pre-call together as a group — so we're all on the same page, all inspired, all excited before we ever set foot in the studio.
You'll leave knowing how to think like an editorial artist. Not just executing techniques — CREATING.
What Artists are  SAYINGÂ
Our Testimonials.
"Editorial Engineering was like a destination where everything else in my life faded away — I was only present to my creativity. There was so much joy in the exploration. It felt childlike, in a very adult, creative, fashion-forward environment"
— Erica Wright, Redken Artist, Master Stylist
"It was like hanging out with my best friend. I learned so much but felt completely comfortable — zero judgment."Â
— Krisha Marie, Salon Owner, Texture Expert, Global Educator
“I learned that editorial isn’t about doing more—it’s about thinking differently. It pushed me to engineer every detail, trust my creative vision, and understand how technique and artistry work together to create powerful imagery. This experience gave me a new perspective on editorial work and challenged me to create with greater purpose.
– Sheena Villareal, Redken Artist, Salon Owner
About Ruth
Ruth Roche has spent 43 years completely obsessed with hair — and she's still at it. A working editorial artist and 7-time NAHA winner — the industry's highest honor — she built and ran a salon and academy in New York City, has served as Artistic Director for Trevor Sorbie, Pureology, and Redken, and has taught everywhere from stages of 10,000 to rooms full of brand-new cosmetology students.
But ask her why she teaches, and none of that comes up:
"I teach because of the moment when an artist realizes they can create anything — that everything they need is already inside them. I've watched it happen hundreds of times, and it never gets old. That's it. That's the whole reason." — Ruth
Is Editorial Engineering Right For You?
Because this is an intentionally small, intimate group, I get on a call with every single person before we commit to working together. I want the group to be cohesive, the timing to be right, and to make sure this is truly your next right step.
If you're curious — let's talk.
No pressure. Just a real conversation.
Â
“I loved EE because not only did it shift something inside me but everyone around me noticed as well. It opened me up to opportunities and jobs I may have not gotten otherwise. It truly sparked something in me that is now a fire. New ideas, a new confidence to take on jobs I wouldn’t have been comfortable with otherwise. I’m already excited to do it again!   — Erica Wright
Book a Call October 26-29, 2026 — Napa, CA
A few spots remaining.
Getting here: Fly into SFO, OAK, or Sacramento (SMF) — all roughly 1 to 1.5 hours from Napa.
Questions? DM me on Instagram or email [email protected]
Ruth Roche 7x NAHA Winner + Creative Mentor
DM Me on Instagram