Articles

Celebrating 75 Years of Wella Professionals in the U.S.
For 75 years, Wella Professionals has been more than a product line—it’s been a movement. A legacy of connection and cutting-edge color, shaped by the artists who trust the brand to bring their creativity to life. As they celebrate a milestone of 75 years in the U.S., they’re not only honoring the history—they’re setting the stage for the future.

With over 140 years of global expertise and 75 years of innovation in the United States, Wella Professionals has built a brand rooted in empowering the salon community. And that community is now stronger than ever.

In today’s world, most of us are struggling to fit everything into our schedules in a timely manner. Often overcommitted to events and juggling multiple responsibilities, now more than ever, time is a luxury. Understanding the fast pace of everyday life for both stylists and clients, Wella Professionals has created tools to help you keep up in a timely manner. Enter: Wella Professionals Koleston Xpress. A 10-minute permanent color solution that delivers up to 100% grey coverage and makes it easier than ever for stylists to deliver stunning color in a fraction of the time. 

When your client needs a quick refresh in under an hour, Flash Framing with Wella Professionals Koleston Xpress is the ultimate go-to technique for grey coverage in a flash. It delivers quick grey coverage with a touch of brightness around the face, offering an express service that creates natural-looking dimension in record time thanks to Koleston Xpress 10-minute color.  Perfect for walk-ins, last-minute bookings, or regular maintenance clients who just want to keep it fresh, Flash Framing will be your new go-to in the salon.