Articles

Previously, one demi formula was expected to handle everything, leaving many stylists frustrated with their demi. But as trends and techniques have evolved, so have the expectations for demi’s. Clean blonde toning, rich color refreshes, translucent glossing, post-blonde finishing, and soft grey blending all require different levels of pigment, vibrancy, and finish.

That shift has created space for a more customized approach—one that allows stylists to tailor each service to the client in the chair, rather than adjusting the result to fit a single formula. And when more tailored results are needed, more stylists are choosing Wella Professionals Color Touch and Shinefinity for their demi-permanent solutions—find out why they're making the switch and you should too. 

Color is at the heart of the salon experience. It’s where creativity meets trust, and where clients invest the most in their hair. And while color services are powerful, what happens after the service often determines color longevity.

There’s no doubt about it—clients love their color on day one. However, weeks later, that excitement can fade alongside their vibrancy and shine. The takeaway here is that, fade isn’t from the formula or the technique—it’s what happens after. Hair water, repeated rinsing, and unbalanced pH work against color longevity from the very first wash and ULTIMATE COLOR was created to change exactly that.

SmoothFiller is a revolution in smoothing designed to deliver all of the upsides with none of the downsides often associated with traditional smoothing services. The salon-exclusive service takes under two hours, has no post-service restrictions, and allows for same-day color services. You can wash your hair, workout and even swim on the same day as your service.