Over the past few months, it has become more important than ever to strengthen relationships through digital means. The Wella Passionistas have always been a shining light among the Wella hairstylist community and this year the introduction of the Wella Passionistas Digital Stylist Community in North America will create new digital offerings allowing the industry to strengthen bonds, cultivate relationships and engage with education. 

With over 80 social media savvy members, the Wella Passionistas are a global, digital community of hairstylists and creatives fueled by their desire to be the most creative and masterful colorists behind the chair. They are known for being changemakers among their communities by inspiring fellow hairstylists, setting trends and enhancing the client experience.

With this new digital community, Wella Professionals is encouraging stylists with the same passion to apply for membership. 

“Being a part of this group of artists has given me the opportunity to engage with new, like-minded individuals who have the same fire for our industry. It has also opened doors to having conversations on deeper meaningful social topics that influence our community. We are more than just hairdressers,” says Wella Passionista Sydney Oliveira (@sydniiee). 

Sydney Oliveira (@sydniiee), Cameron Kepford (@cameronkepford), and Cassandra Foehr (@cassandra_foehr) are some of the longest-standing members of the community, which launched in April 2018. Joining these members, you’ll be allowed exclusive access to product opportunities, launches, top education experiences, and a unique stylist community driven by mentorship from industry icons. Like the recent seminar with Wella Professionals North America Brand Ambassador Briana Cisneros and Global Creative Artist Sonya Dove that shared tips and tricks on incorporating new Wella Professionals Color Touch shades into a color service. Additionally, it provides an opportunity for its stylists’ color work to be celebrated and elevated on @wellahairusa and @wellaeducation. 

Embarking on new challenges this year, the Wella Passionistas have proven their resilience and dedication by empowering the hairdressing community and helping them navigate during this time. They have also used it as an opportunity to engage virtually through events by Wella Professionals Brand Ambassadors, top artists and educators.

North America Senior Marketing Director Becky Godlove said, "Our Wella Passionistas team has grown into a vibrant community over the last three years. These stylists are some of the most creative and passionate individuals, and Wella Professionals is honored to work beside them every day and be part of their artistic journeys." 

Wella’s commitment to improving diversity, equity and inclusion internally and externally in the professional beauty industry will be reflected in Wella Passionistas recruitment, onboarding and continued programming.

For more information on the program and to apply to be a Wella Passionista, please visit https://www.wella.com/professional/en-US/wellapassionistas.