Celebrating 75 Years of Wella Professionals in the U.S.
For 75 years, Wella Professionals has been more than a product line—it’s been a movement. A legacy of connection and cutting-edge color, shaped by the artists who trust the brand to bring their creativity to life. As they celebrate a milestone of 75 years in the U.S., they’re not only honoring the history—they’re setting the stage for the future.
With over 140 years of global expertise and 75 years of innovation in the United States, Wella Professionals has built a brand rooted in empowering the salon community. And that community is now stronger than ever.
Looking Back to Propel Forward
From introducing the industry’s first cream color to launching today’s fastest-processing grey coverage, Wella Professionals has always led through innovation. But at its heart, the brand has also built something just as powerful—a culture of supporting professional artists, and a commitment to solutions that make stylists’ lives easier each and every day.
“Our powerful brand portfolio is all about pushing the limits of innovation and artistry to not just inspire but to empower our PRO community.”— Lori Pantel, CMO, Wella Company North America in Estetica Magazine
What’s New and Now
In 2025 and beyond, Wella Professionals is continuing to innovate—releasing formulas that are faster, smarter, and kinder to hair. This year, a major innovation is at the core of every Wella color service: Built-in Metal Purifier Technology. Now included across all color lines, this breakthrough technology protects the hair from extra damage happening in presence of metals wherever color is placed and delivers true-to-tone vibrancy no matter the hair condition.
Explore the Future of Color Innovation:
Koleston Xpress
This permanent hair color delivers up to 100% grey coverage in just 10 minutes. And with Control-X Technology to help prevent over-processing and Built-in Metal Purifier for true-to-tone vibrancy no matter the hair condition, Koleston Xpress is proving it’s power. With five new shades added this year, stylists have more flexibility than ever to deliver stunning express color with no compromise. “Koleston Xpress has been an amazing tool for me behind the chair and backstage... Not only is it an obvious time saver, but I can rely on the product to not grab darker than expected.” — Briana Cisneros, Wella Professionals Global Ambassador
Koleston Perfect
Known for its rich, multi-dimensional color, Koleston Perfect is a permanent hair color range that offers up to 100% grey coverage, 4 levels of lift, and ME+ Dye Technology to reduce the risk of developing new allergies to hair color.¹
¹ FOR PEOPLE NOT ALLERGIC TO HAIR COLORANTS: Although the risk of developing new allergy is reduced, there remains a risk of allergic reaction that can be severe. Always ask your stylist to perform an Allergy Alert Test 48h before each coloration. Strictly follow safety instructions. If you have ever experienced an allergic reaction to hair colorants, you should not color.
Color Touch
Now featuring a vegan formula and NEW Built-in Metal Purifier for true-to-tone vibrancy no matter the hair condition. This demi-permanant low-commitment color with up to 70% grey coverage¹ and more than 90 intermixable shades will be a staple in your salon for it's abiltiy to deliver truly upcompromised vibrancy & shine for a variety of services.
¹with Color Touch Plus.
Shinefinity
This zero-lift, zero-damage demi-permanent glaze is a go-to for high-gloss results that feel as good as they look and is the ideal choice to apply after blonding, as a standalone service, or on virgin hair to add a Touch of Shine to every service. With up to 250% shinier hair¹, and up to 50% smoother and softer strands², and tones that last up to 6 weeks, Shinefinity is the perfect layering tool for any service.
¹versus untreated bleached hair ²Instrumental testing vs. our regular demi
Golden Glass Hair: The Trend That’s Defining Shine in 2025
Inspired by the dewy, layered beauty of glass skin, the Golden Glass Hair trend is all about layering tone, gloss, and shine to reflect health and light. This year's warm color palette includes sunkissed blondes, golden browns, and radiant brights—brought to life with Illumina Color, Shinefinity, and ULTIMATE SMOOTH Miracle Oil Serum.
How to Create the Golden Glass Hair Look:
Step 1: Base Layer — Illumina Color
Use new shades like 10/34, 10/53, or 7/53 to build warm, dimensional color with up to 100% grey coverage and 100% natural-looking results.
Step 2: Top Glaze Layer — Shinefinity
Add a reflective, translucent veil of shine. Ideal as an add-on service, Shinefinity enhances tone and amplifies color longevity.
Step 3: Finish Layer — ULTIMATE SMOOTH Miracle Oil Serum
Lock in glass-like shine with Wella Professionals most intense oil¹, this weightless nourishing oil delivers smoothness for up to 3 days,² 96 hours of frizz control³, and up to 85% smoother hair⁴—all with heat protection up to 230°C/450°F.
¹Less product needed Vs. other Wella Professionals oils ²If unwashed for 3 days Vs. untreated ³When using Miracle Oil Serum ⁴ Vs. untreated
Celebrating Artists: The Artist to Artists Series
As part of the Diamond Anniversary celebrations, Wella Professionals is launching the Artist to Artists series—a new digital initiative where Wella artists interview each other, share their journeys, and offer real-world advice to the global hair community. It’s one more way Wella Professionals is putting the spotlight on stylists, giving them a platform to connect, grow, and inspire.
Welcoming Global Ambassadors Who Inspire the Industry
In honor of this milestone, Wella Professionals has expanded its Global Ambassador community, welcoming two inspiring voices to lead the way:
Briana Cisneros
Her appointment reflects her artistry, dedication, and deep connection to the Wella family.
“While we celebrate our past historic achievements, we also look forward to the years to come and continue to push the limits of inspiring creativity and cutting-edge innovation.” — Lori Pantel, CMO, Wella Company North America
Nikki Lee
Celebrity colorist and longtime Wella fan, Nikki’s return marks a full-circle moment.
“Welcoming Nikki Lee back to the brand where she began her career is a full-circle moment... she perfectly aligns with our values, and we are thrilled to officially welcome her back to the Wella Family.” — Lori Pantel, CMO, Wella Company North America
When Crisis Hits, Community Matters
Wella Professionals has also shown its commitment to the industry in times of need. After the devastating LA wildfires, Wella quickly launched an Employee Relief Fund and offered support for impacted salon pros:
- PPE & clean-up reimbursement
- Tool replenishment
- Complimentary product restocks
- Studio workspace access in LA
By working with relief organizations and mobilizing the Wella Rewards Program, the brand is helping professionals rebuild and return to doing what they love.
Education That Empowers
Wella’s commitment to education is only growing. With new resources, workshops, and events—including the upcoming Destination Event in Malta—Wella continues to provide career-building experiences that keep stylists inspired, connected, and informed.
Here’s to the Future of Color & Care
From faster-than-ever color services to new care innovations like ULTIMATE REPAIR Miracle Hair Rescue and ULTIMATE SMOOTH Miracle Oil Serum, Wella Professionals is leading home care with purpose—and always with the professional in mind.
