Two demi formulas. Two distinctive finishes. One trusted brand.
When it comes to color services, demi-permanent hair color has quickly become one of the most essential tools in a stylist's kit. Whether it’s due to the rise in low-maintenance color or the appeal of a subtle transformation, demi-permanent hair color delivers the perfect balance of tone, shine, and softness—without locking clients into a long-term commitment.
Giving you even more options behind the chair, Wella Professionals offers not one but two standout demi ranges: Color Touch and Shinefinity. Each delivers consistent, trusted results. But their application—and their finish—couldn't be more distinct.
So, how do you choose between the two? We’re detailing that below.
Differences Between Wella Professionals Demi-Permanent Hair Color Lines
For Intense Vibrancy & Shine: Color Touch
If you're looking for a demi-permanent that leans into vibrant pigments and true-to-tone vibrancy, Color Touch is the go-to and now it’s better than ever. It’s always been a favorite behind the chair for clients who want color with depth—minus the harsh grow-out.
With a low-commitment formula that fades beautifully over 28 washes, Color Touch creates that covetable in-between finish—color that looks bold and fresh, but never feels too permanent. It offers up to 70% grey coverage when using Color Touch Plus, making it ideal for clients who want to blend their grey or silver strands while keeping a soft, seamless finish.
What makes the new generation of Color Touch even more impressive is the upgraded formula, now enhanced with Integrated Metal Purifier to help prevent damage caused by metals in the hair. The result? A gentle formula, that's vegan and free of ammonia, silicons and alcohols to deliver even color from root to tip—without the extra prep. Plus, it's pH balanced–making it perfect to tone blondes and reds.
Enhancing even more creativity behind the chair, Color Touch can be used with Bowl and Brush or Bottle for easy application and is ideal for blonde toning, grey blending, bold root shadows, or a quick pigment refresh on mid-lengths and ends. And with over 90 intermixable shades, your color options are endless.
For Shine You Can Feel: Shinefinity
Where Color Touch makes a statement, Shinefinity enhances the hair with a translucent veil of color that imparts shine you can feel while createing truly luminous results. This zero-lift, zero-damage glaze delivers a shimmering veil of color with a finish so shiny, clients can feel it.
Shinefinity is more than just a gloss—it’s a new generation of demi, it can be used with Bowl and Brush or Bottle for easy application and is powered by Balanced pH technology for deeper color penetration that aims to keep the hair in its healthiest state for a stunning shine and feel. With healthy hair in mind, Shinefinity also includes Metal Purifier for balanced results. No lift, no damage—just a long-lasting color glaze that lasts up to 20 washes.
What truly sets Shinefinity apart is the feel it leaves behind. With hair that’s up to 250% shinier¹, 50% smoother and softer² than before. It’s ideal for clients after blonding, as a standalone treatment or on virgin hair.
And because it’s vegan and free of ammonia, alcohols, and silicones, Shinefinity is gentle and effective—making it a favorite for clients making environmentally conscious choices. ¹Vs. untreated bleached hair ²Instrumental testing Vs. our regular demi-permanent color.
Two Demi's, One Outcome: Results You Can Trust
In truth, it’s not about choosing the “better” demi—it’s about understanding what each one is best for your client and the results they’re after.
Color Touch gives you vibrancy, grey coverage, and transformative toning—a perfect solution for grey blending, tonal transformations, and root shadows. It's bold, highly pigmented, and offers soft regrowth.
Shinefinity, on the other hand, is your go-to for an ultra-natural finish, a shimmering veil of color, and healthy shine. A service that feels more like self-care than commitment, it glazes the hair in color that feels effortless but makes a lasting impression—up to 20 washes to be exact.
Unique on their own, what unites them is Wella Professionals’ dedication to quality, innovation, and hair health. Whether you're creating vibrant reds with Color Touch or correcting brassiness on pre-lightened blondes with Shinefinity, these demi-permanent options give you the most trusted options behind the chair to create results clients will fall in love with.
If Shine Is What You're After
Wella Professionals ULTIMATE SMOOTH Miracle Oil Serum ($25.00).
Finish your demi-permanent color service with ULTIMATE SMOOTH Miracle Oil Serum for an upgraded glow. Whether you're working with Shinefinity or Color Touch, in seconds this oil–infused with squalane and omega-9– contains UV and heat protection, and 96 hours of frizz control³ and up to 3 days of smoothness²—leaving hair looking polished and feeling healthy. ²If unwashed for 3 days Vs. untreated ³When using Miracle Oil Serum ⁴Vs. untreated.
