What Is Non-Progressive Color?

With new innovations in hair color each and every day it’s important to know (both as a stylist and a consumer) what ranges are out there and what certain terms mean. Here, we’re detailing a little more about non-progressive color and why it’s so important when it comes to your color choices. Why are we detailing this? Because new Wella Professionals Koleston Xpress is a transformative new hair color line that features non-progressive color and can achieve gray coverage in just 10 minutes.

Get To Know New Wella Professionals Koleston Xpress

As the number 1 salon color brand in the world*, Wella Professionals is consistently pushing the envelope when it comes to creating color products that perform. And the latest — Wella Professionals Koleston Xpress — is no exception! *Based on Wella Master Brand USD sales on the 2022 Salon Hair Care Study for the hair coloring products category published by Kline.

Promising reliable results, Koleston Xpress, delivers up to 100% gray coverage in just 10 minutes and features 13 non-progressive shades powered by Control-X Technology that helps cut down on over-processing, as well as Me+ Dye Technology to significantly reduce the risk of developing a new allergy to hair color.* * For people not allergic to hair colorants: Although the risk of developing a 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.

What Are Non-Progressive Dyes

Non-progressive color is a term used to understand the oxidation process of any given color line. In this case, when we’re talking about the new Wella Professionals Koleston Xpress as a non-progressive color, it means that during application, the dyes won’t continue to get darker after the development time. Why is this important? Because as a hair color range that develops in just 10 minutes, it's imperative to ensure your client’s color is never over-processed.

The Koleston Xpress range is powered by Control-X Technology, a cutting-edge innovation that ensures color will develop and helps cut down on over-processing. Thanks to this, you can achieve consistent results with less worry about your shades over-processing.

With healthy hair color results in mind, Wella Professionals Koleston Xpress is also formulated with Metal Purifier to protect hair from extra damage happening in the presence of metals wherever color is placed.

Why You’ll Love Wella Professionals Koleston Xpress

When formulating, these shades cover just as they say they will — there is no need to adjust your formulas. So from root smudges to toning at the shampoo bowl, when you only need to process for 10 minutes, the options are endless. Plus, you’ll enjoy all the rich tones and soft finishes that you’re used to from Wella Professionals color without any compromise.

The At-Home Products to Pair with Wella Professionals Koleston Xpress

Whether you’re processing for 10 minutes or longer, color-treated hair is always in need of repair and condition.

The new ULTIMATE REPAIR Mask is essential for anyone who colors their hair because of its ability to target and personalize repair. How does this work? The formula contains positively charged conditioning agents that are naturally attracted to the negatively charged damaged areas to treat the hair without over-depositing or weighing the hair down for 6X easier detangling* and a smoother look without a styler**. *On wet hair, vs non conditioning shampoo. **Excluding blow-drier, vs non conditioning shampoo.

Wella Professionals ULTIMATE REPAIR Mask ($)

With Wella Professionals ULTIMATE REPAIR Protective Leave-In you’ll notice 5-in-1 protection against breakage, UV, 450° F heat, mechanical damage and frizz. Plus with an anti-frizz effect to protect all hair types hair for up to 72 hours* it increases manageability leaving hair soft, silky, and 8x smoother** and is suitable for all hair types. *When using ULTIMATE REPAIR Miracle Hair Rescue or Mask. Versus non-conditioning shampoo. **Instrumental test versus non-conditioning shampoo.

Wella Professionals ULTIMATE REPAIR Protective Leave-In $35.00.

For a well-rounded finish and protection against damage, utilize the entire Wella Professionals ULTIMATE REPAIR range, consisting of Shampoo, Conditioner, NEW! Mask, Miracle Hair Rescue, and Protective Leave-In Treatment. As a system dedicated to repairing damaging and preventing any new damage, you’ll be able to achieve 12X smoother hair in only 90 seconds*, with 99% less breakage*, shine that lasts up to four washes**, and strong detangling power*** for a truly healthy finish.

Wella Professionals ULTIMATE REPAIR Shampoo ($25.00), Wella Professionals Ultimate Repair Conditioner ($25.00), Wella Professionals ULTIMATE REPAIR Miracle Hair Rescue ($35.00).

Add A Touch of Shine To Every Service With Wella Professionals Shinefinity

Wella Professionals is the N°1 Salon Color Brand in the world.* Included in this, one of the brand's fan favorites includes Wella Professionals Shinefinity — a glazing treatment that will improve tone and add a Touch of Shine to every service. In addition to creating unbeatable shine and beautiful true-to-tone results, you can look forward to the following with Shinefinity: *Based on Wella Master Brand USD sales on the 2022 Salon Hair Care Study for the hair coloring products category published by Kline.

37 Demi-Permanent Shades that are intermixable for endless color options
Offers up to 250% shinier hair*
Up to 50% smoother hair**
Up to 50% softer hair**
Add a Touch of Shine to any service such as haircuts, styling & blowouts, root touch-ups, hair coloring, or a hair refresh.
Tones that last up to 6 weeks
Innovative formula regulates the pH of the hair to ensure it doesn’t fall below 6.5 for balanced, optimal color results.
Can be used on natural hair color, after lightening, or in addition to gray coverage services.
Pick from 2 developers: Bowl and Brush Activator or Bottle Activator
Pick from Cool, Warm, Naturals, or Booster color palettes, Signature Naturals collection and the new Wella Professionals Shinefinity Flash Glaze shades are essential to use after any lightening service to create a bright blonde finish in just 5 minutes.
Use Shinefinity to create shine, refresh color and highlights, add tone, enhance dimension, or correct color.
1 Shinefinity tube sold every 10 seconds in the world.