Demi-permanent color plays a big role behind the chair. It’s used for toning, glossing, grey blending, and quick refreshes between major appointments. And as more clients look for polished results without the commitment of permanent color, expectations are high. Stylists need demis that deliver vibrancy, longevity, and consistency—without slowing the day down. At the same time, more stylists are taking a closer look at what they’re using, with the goal of delivering results that are customized for every client.
The Shift Behind the Chair
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.
Two Demis. Endless Possibilities.
Not every demi service is meant to do the same thing. Some appointments call for strong tonal correction and visible pigment, while others are about softness, shine, and subtle enhancement. Having both Color Touch and Shinefinity on hand gives stylists the flexibility to choose the demi based on the desired outcome—without compromising tone, finish, or hair condition.
Color Touch
Color Touch is the choice when vibrancy and tonal control are needed. Its alkaline formula allows for more vibrancy and tonal neutralization while remaining ammonia-free¹. This makes it a reliable option for blonde toning, reds that need richness, dimensional refreshes through mid-lengths and ends, and root shadows that still feel soft.
With built-in Metal Purifier and up to 28 washes of wear with soft regrowth, Color Touch delivers predictable results regardless of hair condition. And with over 90 fully intermixable shades, it gives stylists flexibility and creative control—making it easier to find true-to-tone vibrancy so each result feels personal.
Top Color Touch Services for a Blended Finish
Color Touch supports a wide range of demi services designed to create blended, polished results that feel tailored to each client.
- Transformative Toning: Whether working with natural or pre-lightened hair, transformative toning helps bring out vibrancy and shine while refining tone. It’s an efficient way to refresh color, enhance dimension, and leave hair looking healthy and balanced.
- Vibrant Blonde Toning: For pre-lightened hair, Color Touch delivers fast, effective neutralization. In as little as 5–10 minutes, it helps eliminate brassiness and create radiant, true-to-tone blonde results.
- Color Balancing: Ideal for refreshing lengths and ends, color balancing delivers rich, intense vibrancy in just 15 minutes². This service is perfect for clients who want an instant color boost between major appointments.
- Grey Blending: For clients looking to soften the appearance of grey without committing to permanent color, Color Touch offers flexible grey blending with soft regrowth. When using Color Touch Plus, stylists can achieve up to 70% grey coverage³ while maintaining vibrancy and a natural-looking finish.
- Color Touch Melt: Designed for fully customized results, Color Touch Melt focuses on melting 3–5 tones through the hair for a seamless, multi-dimensional blend. This technique creates smooth transitions from dark to light and allows for a highly personalized finish that reflects each client’s individual style.
Shinefinity
Shinefinity plays a different role behind the chair. It’s a zero-lift, zero-damage demi-permanent glaze designed to enhance hair without shifting depth. Powered by Balanced pH Technology, Shinefinity helps keep hair in its healthiest state while delivering long-lasting color for reliable true-to-tone for up to 6 weeks. With no ammonia, alcohols, or silicones, it’s ideal for post-blonding services, virgin hair glossing, or enhancing faded ends.
Shinefinity also offers four boosters to customize intensity or pastelize shades, along with three Flash Glaze shades—010/0 (Natural Flash), 010/6 (Lavender Flash), and 010/8 (Opal Flash)—designed specifically for high-level blondes and fast results. These options allow stylists to adjust tone quickly and precisely, creating finishes that feel tailored to the individual client in just five minutes at the shampoo bowl. Lasting up to 20 washes, Shinefinity delivers hair that’s up to 250% shinier⁴ and 50% smoother and softer⁵—for shine you can feel.
Essential Shinefinity Services Behind the Chair
Shinefinity is designed for fast, efficient services that enhance hair without shifting depth, making it ideal for finishing, refining, and maintaining color.
- Shinefinity Glaze: A go-to service for adding intense shine, balancing tone, and correcting unwanted warmth. This glaze enhances the hair’s natural beauty while maintaining a soft, healthy look.
- Speed Glaze: Perfect for time-conscious appointments, Speed Glaze is a fast, 10-minute basin service that delivers high shine and tonal refinement with minimal processing time.
- Shimmer Melt: Used to create seamless, blended transitions, Shimmer Melt supports soft tonal movement and dimensional results—especially effective for post-blonding services or refining faded areas.
- Color Correction: Shinefinity can be used to correct unwanted tones, darken up to three levels, or soften over-lightened hair while keeping the hair feeling smooth and conditioned.
Better Than Ever for A Shine You Can Feel
One of the biggest reasons stylists are switching is reliability. Demi services should be consistent, regardless of hair condition, so stylists can focus on customization rather than correction. Both Color Touch and Shinefinity feature built-in Metal Purifier, helping deliver balanced, even results while reducing extra steps during the coloring process. Additionally, both demis integrate easily into existing techniques while offering different finishes.
Shinefinity supports fast, efficient finishing services and can be applied by bottle or bowl and brush at the station or shampoo bowl. Color Touch is applied via bowl and brush, offering depth, tonal strength, and versatility across a wide range of demi applications. Instead of stretching one formula across multiple techniques, having both makes it easier to tailor the finish to the individual in the chair.
¹Color Touch Plus is low-ammonia.
²With heat
³With Color Touch Plus
⁴Vs. untreated bleached hair
⁵Instrumental testing vs. regular demi-permanent color
