When it comes to color services, demi-permanent color has become one of the most essential tools behind the chair. Clients want tone and shine that feels polished, modern, and low commitment. And for stylists, that means your demi has to be consistent, predictable, and easy to work with—every time.
But when a demi delivers uneven fade, unpredictable results based on hair condition, or adds unnecessary steps to your services, frustration builds quickly. At that point, it’s not about loyalty to a formula—it’s about finding one you can trust.
That’s where switching to Wella Professionals comes in— Two demi-permanent essentials. Two distinctive finishes. One trusted brand.
Making The Switch to Wella Professionals Color
Wella Professionals Color Touch and Shinefinity are two standout demi-permanent ranges designed for a variety of finishes and goals. Together, they cover all your needs and give you options for the season’s most requested results, whether that’s clean toning, glossy refreshes, rich shades, grey blending or effortless enhancement.
This is what switching to Wella looks like.
A Stylist’s Quick Guide to Switching Your Demi
If you’re looking for a simple place to start, here’s the quick decision:
- Color Touch = vibrancy + toning power
- Shinefinity = translucent glaze + shine you can feel
Switching doesn’t mean replacing everything you do, it simply means choosing the right demi for the result you want, with formulas you can rely on.
Which Demi Do You Reach For?
Having both in your backbar removes the guesswork and makes switching effortless.
Choose Color Touch when you want:
- More vibrancy and stronger pigment impact
- True-to-tone tonal corrections (especially on blondes and reds)
- Soft grey blending (up to 70% grey coverage with Color Touch Plus)
- Root shadows, refreshes, and dimensional updates that still feel “demi”
- A demi that behaves like color, with the low-maintenance of a gloss.
Color Touch features an alkaline formula, this stands out in the category because it allows for more intense vibrancy and maximum tonal neutralization while remaining ammonia-free*. With built-in Metal Purifier and up to 28 washes of wear with soft regrowth, it delivers predictable results regardless of hair condition. Application is also flexible, you can choose from bottle or bowl and brush, making it easy to integrate into any service at your station or shampoo bowl.
*except Color Touch Plus, which is low-ammonia.
Choose Shinefinity when you want:
- Zero lift, zero damage glazing
- A translucent, ultra-natural veil of tone
- Next-level shine and softness
- A gloss service that feels like “healthy hair, but better”
- A gloss that enhances without changing depth
Shinefinity is powered by Balanced pH Technology, helping keep hair in its healthiest state while delivering even tone and luminous shine. With no ammonia, alcohols, or silicones, and the ability to last up to 20 washes, it’s ideal for post-blonding, virgin hair glossing, or enhancing faded ends.
It also offers four boosters to customize intensity or pastelize shades, and—like Color Touch—can be applied via bottle or bowl and brush, keeping services quick and easy.
Color Touch— For Intense Vibrancy & Shine
If your frustration comes from demis that lack pigment or fade unpredictably, Color Touch is your perfect switch.
Formulated with built-in Metal Purifier, Color Touch delivers even, reliable results regardless of hair condition. It fades beautifully over up to 28 washes, giving clients rich, fresh-looking color without a harsh grow-out or a visible line of demarcation. It’s a strong choice for toning appointments that need more vibrancy, including blonde toning, root shadows, and pigment refreshes through mid-lengths and ends. And with 90+ fully intermixable shades, Color Touch gives you the flexibility and creative control stylists look for when switching from their current demi.
Color Touch Plus also offers up to 70% grey coverage. Ideal for clients who want blending without committing to permanent color.
Shinefinity—For Shine You Can Feel
If your current glossing range feels limiting, Shinefinity offers a different kind of switch—one focused on hair health, shine, and effortless enhancement.
Shinefinity is a zero-lift, zero-damage demi-permanent glaze, powered by Balanced pH Technology to help keep hair in its healthiest state. With Metal Purifier built in, it delivers consistent, balanced tone without ammonia, alcohols, or silicones.
Plus, with three Flash Glaze shades—010/0 (Natural Flash), 010/6 (Lavender Flash), and 010/8 (Opal Flash)—designed for high-level blondes, Shinefinity allows you to achieve bright blonde finishes in just 5 minutes. For best results, use on freshly bleached hair with a bottle applicator at the shampoo bowl. It’s perfect for quick neutralization or adding tone fast, without slowing down your schedule.
Lasting up to 20 washes, Shinefinity is ideal after blonding, as a standalone gloss, or on virgin hair when clients want subtle tone and visible shine. The result is hair that’s up to 250% shinier¹ and 50% smoother and softer²—a finish clients can see and feel immediately.
Why Switching Makes Sense
The real advantage of switching to Wella is having two demi-permanent essentials that complement each other—rather than forcing one formula to do everything. Color Touch and Shinefinity are designed to simplify services while delivering consistent, professional results. With integrated Metal Purifier, both help reduce steps in the coloring process—saving time, lowering service costs, and keeping appointments on schedule. They also make it easier to elevate toning and glossing services, especially when switching from your current glossing range. Whether you need bold tonal refinement with Color Touch or a translucent, shimmering finish with Shinefinity, Wella gives you a demi you can trust.
Ready to Switch? You Deserve a Demi You Can Trust
Switching color lines shouldn’t feel risky or complicated. With Color Touch and Shinefinity, Wella Professionals supports the switch with education, shade guidance, and tools designed to make the transition seamless.
¹Vs. untreated bleached hair
²Instrumental testing vs. regular demi-permanent color
