One Way welcomes hairstylist and content creator Maude Lavoie to its roster, bringing a loyal community of 180,000 and a first collaboration with HelloFresh.
One Way is officially welcoming Maude Lavoie to its roster of creators. Known to Quebec audiences since her season on Occupation Double Grèce, Maude has spent the years since building something more durable than a single television appearance: a loyal community of more than 180,000 people on Instagram, and a hair salon, Maude.L l'Atelier in Saint-Hubert, that she runs herself.
That combination, a working hairstylist who is also a full-time content creator, is rare, and it is exactly why One Way sought her out.
A community built on real life, not a persona
Maude's content centers on the things she actually lives: her son Jackson, her work at the salon, fitness, travel, and the small wins and setbacks of running a business. Her audience has followed her through motherhood and entrepreneurship, which is part of why her recommendations land differently than a typical sponsored post. She only partners with brands she genuinely uses, and her community has learned to trust that distinction.
A hairstylist first
Maude graduated in hairdressing at sixteen and spent ten years working in other salons before opening Maude.L l'Atelier, where she now trains her own team. That professional foundation shows up in her content: her signature sleek ponytails and styling tips carry the credibility of someone who does the work every day, not someone reciting a script for the camera.
Already in motion: a first collaboration with HelloFresh
Maude's first publicly announced partnership through One Way is with HelloFresh, a natural fit for a creator whose everyday content already revolves around family meals and a busy schedule. More collaborations are in the works, and they will be announced as they go live.
| At a glance | Detail |
|---|---|
| Based in | Montreal's South Shore |
| Instagram community | 187.3K followers |
| Content pillars | Hair and beauty, motherhood, entrepreneurship, fitness, travel |
| Natural brand fit | Hair care, beauty, travel, and lifestyle |
Why she is a strong fit for brands
Maude's double expertise, creator and professional hairstylist, means a hair or beauty brand gets a partner who can speak to a product with real technical knowledge, not just enthusiasm. Her community, built over years rather than overnight, tends to respond with the kind of engagement that only comes from trust earned slowly.
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Source: Maude Lavoie, One Way Talents profile.
