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With the latest innovations in professional hair color, there are now more options when it comes to creating blonde hair color, without bleach! Plus, with many new express services, you can spend less time in the salon with the same, flawless results. This translates to more hours enjoying your new color poolside, on holiday, or at the beach. Are you curious about the latest blonde options without bleach? Keep reading.

While there is always a time and place for lighteners, sometimes, you don’t need bleach to get the hair color you want. And if you’re also looking for gray coverage, there are so many options now that lift and tone in a single step, and in much less time that can give you the results you desire. A few gorgeous options from Wella Professionals include Illumina Color and Koleston Xpress. And for a perfect shiny finish, follow with Wella Professionals Shinefinity.

When To Ask for Illumina Color


Wella Professionals Illumina Color delivers illuminated color within a permanent range that can also offer up to 100% natural-looking coverage. With Microlight Technology, shades allow light to penetrate through the hair for a glowy lit-from-within finish. Between this and the microtones that create a supremely natural tone, the inclusion of Metal Purifier (which can block addition damage from metals during the coloring process) in this Vegan formula is another reason to reach for Illumina.

Why You Might Want Koleston Xpress


Time — it’s something you can’t get back and you always seem to need more of it. While coverage in 10 minutes is an obvious reason to choose Wella Professionals Koleston Xpress, gorgeous, shiny color, up to 100% gray coverage and a quick yet non-progressive color option is another.

Control-X Technology helps to prevent over-processing and the range is available in three color families – neutral, warm, and cool – with 13 non-progressive shades to cover a range of results.

How To Protect Your Color

It’s simple — Wella Professionals Shinefinity + ULTIMATE REPAIR.

After any blonding service, Wella Professionals Shinefinity is the ideal glaze treatment to enhance or neutralize your color and create up to 250% shinier hair*, up to 50% smoother hair**, and up to 50% softer hair**. *versus untreated bleached hair, **Instrumental testing vs. our regular demi. Ideal as a post-service follow-up as well as a regular treatment between normal color appointments, this glaze will add A Shine You Can Feel.

Then, with 5 stellar products, ULTIMATE REPAIR repairs current and future hair damage. With the ability to repair hair damage in 90 seconds*, this range is a must-have for everyone — whether you color your hair or not. *When using ULTIMATE REPAIR Miracle Hair Rescue.

Meet The Range:


Wella Professionals ULTIMATE REPAIR Shampoo ($25.00), Wella Professionals Ultimate Repair Conditioner ($25.00). Wella Professionals ULTIMATE REPAIR Mask ($35.00), Wella Professionals ULTIMATE REPAIR Miracle Hair Rescue ($35.00), Wella Professionals ULTIMATE REPAIR Protective Leave-In $35.00.

The Wella Professionals ULTIMATE REPAIR Miracle Hair Rescue continues to be a fan-favorite with its ability to repair and reverse hair damage in 90 seconds* and deliver 99% less breakage** and 12x smoother*** hair, for transformative results after just one use. In addition to this star, the Wella Professionals ULTIMATE REPAIR Protective Leave-In Treatment and Wella Professionals ULTIMATE REPAIR Mask are must-haves to provide targeted repair and heat protection from shampoo to style.

* When using ULTIMATE REPAIR Miracle Hair Rescue

** When using ULTIMATE REPAIR Miracle Hair Rescue. Instrumental test versus non-conditioning shampoo

*** Vs. non-conditioning shampoo