Looking back to help propel forward, Wella Professionals is proud to celebrate 75 years of innovation and excellence in the United States, marking a legacy built on product development, color, innovation and a connection with salon professional community. With more than 140 years as a global leader in haircare, Wella has consistently introduced innovations that have set the standard for the professional beauty industry—a spirit that remains just as strong today. Moving forward, there is a great deal in store that focuses on expanding their color and care portfolios alongside innovations that improve daily life for both stylists and clients.
Wella Professionals 75th Anniversary in the US
A Legacy of Firsts
From the beginning, Wella Professionals has done more than develop professional hair color—it has built a community. Within this community it has created a culture of empowering stylists, pushing creative boundaries, and creating solutions that meet real-life needs in the salon. In the U.S., this journey has included the launch color lines with innovative new technologies, groundbreaking haircare to complement it, and growing an engaged community of stylists through education, support, and creativity.
Now, 75 years later, the goal remains the same—to offer priceless innovations in hair color while guaranteeing consistent coverage and maintenance.
What’s New, Now:
Wella Professionals continues to drive the industry forward with new launches that are fast, flexible, and formulated with the latest technology. Giving stylists the tools to work quicker, with more consistency and the same vibrant, intense color and healthy hair results they’ve always loved about the brand. While giving the clients the products they need to put an emphasis on care and enhance their results at home. Alongside a new Color Touch refresh this year with the inclusion of built-in Metal Purifier Technology, the brand has now expanded this innovation as an essential element present in all color lines. Understanding how metal can impact color as well as the condition of the hair, the inclusion of this technology was a critical move to help prevent damge and deliver superior color coverage.
Learn more about what you can enjoy with Wella Professionals Color:
Koleston Xpress
With up to 100% grey coverage in just 10 minutes, Koleston Xpress is making it easier than ever to deliver color services quicker than ever. And, thanks to a non-progressive formula featuring Control X Technology that helps prevent over-processing you’re able to ensure consistent and predictable results. So, whether you’re applying a root touch-up, grey coverage, or an express service Koleston Xpress is your new go-to for a quick, consistent turnaround.
The benefits:
- Five new shades, expanding the line to 18 intermixable options across warm, cool, and neutral tones
- Compatibility with previous permanent colors in similar tonality,¹ making it a seamless addition to any color service. ¹You can avoid issues with banding with the proper consultation and shade selection.
- Integrated Metal Purifier Technology, protects hair bonds and helps prevent damage caused by metals in the hair.
“Koleston Xpress has been an amazing tool for me behind the chair and backstage... Not only is it an obvious time saver, but I can rely on the product to not grab darker than expected.” — Briana Cisneros, Wella Professionals Global Ambassador
Koleston Perfect
Wella Professionals Koleston Perfect, continues to deliver rich, healthy-looking color with up to 100% grey coverage and up to 4 levels of lift, making it ideal for creating dimensional results. Plus, with ME+ Dye Technology, it also reduces the risk of developing a new allergy to hair color,¹ while creating, a healthy glowing finish and stunning color results across a wide variety of depths and hues.
¹ FOR PEOPLE NOT ALLERGIC TO HAIR COLORANTS: Although the risk of developing new allergy is reduced, there remains a risk of allergic reaction that can be severe. Always ask your stylist to perform an Allergy Alert Test 48h before each coloration. Strictly follow safety instructions. If you have ever experienced an allergic reaction to hair colorants, you should not color.
Color Touch
Beloved for its low-commitment vibe, Color Touch is now even better with an upgraded vegan formula and Integrated Metal Purifier Technology for enhanced performance. With over 90 intermixable shades and up to 70% grey coverage,¹ it’s perfect for toning, color corrections, or enhancing shine and depth between permanent color services. ¹with Color Touch Plus.
Shinefinity
A go-to for zero-lift, zero-damage color glazing, Shinefinity has become one of the buzziest glaze treatments for it’s ability to create a shine you can feel. With up to 250% shinier hair¹ and up to 50% smoother and softer hair² and tones that last up to 6 weeks this demi-permanent line is ideal for refreshing, glossing, and enhancing natural or lightened hair by delivering brilliant shine and true-to-tone results every time.
¹versus untreated bleached hair ²Instrumental testing vs. our regular demi
Giving Support Where It's Needed Most
The LA wildfires were a traggic incident that have not only impacted an entire community, but shown Angelenos exact what community is. As an LA-based company, Wella Professionals heart goes out to all those impacted and are so grateful for all the firefighters and first responders in Southern California. Supporting impacted employees to rebuild and recover, they have started an Employee Relief Fund. Funds raised will go directly to those impacted. And to support the Professional community in need, Wella Professionals is is collaborating with relief organizations and actively reaching out to impacted hair and nail professionals and salons to understand the impact and find meaningful ways to support them.
Additionally, we are leveraging our Wella Rewards program to help make a difference in the following ways:
- Reminbursement Update: PPE and clean-up items are eligible for reimbursement.
- Tool Replenishment: Claim 12 essential products to restock your toolkit and get back to work. To redeem, we ask that customers reach out to their respective salesperson for a link.
- Free Products: Wella will coordinate complimentary product restocks directly with impacted members and ask that customers reach out to their respective salesperson for a link.
- Studio Support: If you need a workspace, email studioreg@wella.com for information on how to schedule a chair at our LA Studio.
Strengthening the Community With New Ambassadors
In celebration of its Diamond Anniversary, Wella Professionals announced the appointment of two Global Ambassadors—each with strong ties to the brand and a passion for inspiring the next generation.
Briana Cisneros, Named Global Ambassador
A long-standing member of the Wella family, Briana Cisneros brings her artistry and authenticity to this new global role.
“Briana has been an integral member of the North American Wella Professionals Family for years and we’re thrilled to elevate her for this global position,” says Lori Pantel, Wella Company North America CMO. “For our Diamond Anniversary, Wella Professionals will celebrate 75 years of love for our Wella portfolio of brands and services in the United States... While we celebrate our past historic achievements, we also look forward to the years to come and continue to push the limits of inspiring creativity and cutting-edge innovation.”
Briana’s influence, creativity, and commitment to education make her an inspiration for stylists worldwide.
Nikki Lee Returns to Wella as Global Ambassador
Renowned for her celebrity clientele and powerful presence in the industry, Nikki Lee rejoins the Wella family in a full-circle moment.
“As we celebrate our Diamond Anniversary in the United States, we are proud to expand our U.S. contribution to the Global Ambassadors and the world stage,” says Pantel. “Welcoming Nikki Lee back to the brand where she began her career is a full-circle moment—her unmatched color expertise, genuine connections to globally recognized celebrities, powerful social media presence, and deep commitment to education make her an inspiration to professionals and individuals worldwide.”
Looking Ahead
The Education Opportunities
Education has always been a big focus for the brand and as they celebrate this milestone, they're expanding on providing the best education to salon professionals with new tools and resources launching this year. From resouces in the salon to educational opportunies and events hosted around the world– like the Destination (formerly International Trend Vision) Event that will be held in Malta this year–Wella Professionals is offering more opportunities than ever to learn the trends, meet the community, interact with leading in the industry and even enjoy a little competition.
What We Care About
As Wella Professionals celebrates this milestone, it’s the perfect time to keep pushing forward. With faster than ever formulas, innovative technology, and powerful hair care options like ULTIMATE REPAIR Miracle Hair Rescue and ULTIMATE SMOOTH Miracle Oil Serum, the brand continues to empower stylists to meet their clients’ needs while protecting hair health.
Wella Professionals ULTIMATE REPAIR Miracle Hair Rescue
Wella Professionals ULTIMATE REPAIR Miracle Hair Rescue ($35.00)
- Helps repair hair damage in 90 seconds¹
- Reduces breakage by 99%²
- 12x smoother³ hair
¹ When using ULTIMATE REPAIR Miracle Hair Rescue ² When using ULTIMATE REPAIR Miracle Hair Rescue. Instrumental test versus non-conditioning shampoo ³ Vs. non-conditioning shampoo.
Wella Professionals ULTIMATE SMOOTH Miracle Oil Serum
Wella Professionals ULTIMATE SMOOTH Miracle Oil Serum ($50.00)
- Wella Professionals most intense oil¹
- Provides nourishment in 30 seconds and smoothness that lasts up to 3 days²
- Delivers 96 hours of frizz control³
- Up to 85% smoother⁴ hair
- Protects from UV & heat up to 450°F
¹Less product needed vs other Wella Professionals oils ²If unwashed for 3 days vs untreated ³when using Miracle Oil Serum ⁴ vs. untreated
Here’s to 75 years of color, creativity, and community—and to the many more ahead.