OVER 140 YEARS OF PASSION
Celebrating over a century of innovation, Wella Professionals has been at the forefront of haircare, color, and styling. Empowering stylists worldwide, we continue to shape the future of beauty with creativity and expertise.
OUR HISTORY
1924
Wella is founded
In 1880, Franz Ströher establishes his own company, creating tulles – the base for wigs. He later brings his two sons, Karl and George, into the business . In 1924 the Ströher family files the name Wella, meaning “wave”, with the German patent office. As wigs and hairpieces decline in popularity, Karl and George respond by developing innovative products that give hair permanent waves
1930
The portable permer & first hair dryers
Wella launches Wella Junior, the first portable permer, boosting sales. Strengthening its full-service approach, Wella offers hair care products, courses, and a magazine for hairdressers. In the mid-1930s, Wella introduces the first motorized hair dryers with movable tubes, making drying more comfortable and enjoyable.
1939
Kolestral is released
At the end of the decade, Wella launches Kolestral, the first balm to protect and nourish hair. Quickly becoming a favorite among hairdressers and clients, it ensures healthier, more vibrant hair while supporting its long-term strength and beauty.
1945
Full scale production begins
After World War II, Wella’s factory and patents in the German Democratic Republic are seized. Undeterred, the Ströher family and 12 loyal employees rebuild in Hünfeld, Hesse. By 1945, full-scale production resumes, with the Wella Junior and Kolestral driving the success of the full perm service, making the company’s strong return to the industry.
1950
Koleston: The first cream colorant
Wella sets the pace with color igniting the industry: pioneering Koleston as the first cream colorant that nourishes the hair. Hairdressers and their clients fall in love with Koleston - suddenly it’s everywhere. In the space of just 3 years, the product reaches 5.5 million tubes sold worldwide
1954
Welonda salon equipment is created
Empowering salons with the most up-to-date salon equipment available. Showing just how popular the colour services are, not only in local salons but as the latest Hollywood must-have, screen star and icon Elizabeth Taylor famously appears in Koleston advertising.
1957
Research center established
In 1957, Wella opens the Wella Central Research Centre in Darmstadt, Germany, reinforcing its commitment to innovation. This facility becomes a hub for developing advanced hair care, color and styling solutions, driving breakthroughs that shape the professional hairdressing industry.
1988
First demi-permanent launch
In 1988, first demi-permanent color is launched, Color Touch.
1995
Koleston is relaunched as Koleston Perfect
In 1995, Koleston, originally launched in 1950, was rebranded as Koleston Perfect. Wella enhanced the formula with natural ingredients like fruit wax, earning an innovation award, and introduced keratin to repair damaged hair.
2002
Metal Purifier
First patent to metal purifier in hair color. The Metal Purifier system works by encapsulating metal ions present in the hair before they can react with peroxide during the coloring process. This prevents the formation of free radicals that could otherwise lead to hair damage and unpredictable color outcomes, ensuring more reliable and vibrant results.
2014
Wella Professionals introduces ME+
ME+ is a hair dye molecule developed to reduce the risk of allergic reactions while providing vibrant, long-lasting color. ME+ is featured in Wella's Koleston Perfect range from 2018, offering a safer alternative without compromising color performance.
2024
Ultimate Repair Launch
Prestigious hair care line providing instant and deep transformation in 90 seconds by rebuilding bonds on the inside and replenishing hair with Omega-9 on the outside.
MAKE IT YOU
Make It You is more than a tagline—it’s the heart of the Wella Professionals brand. It captures our purpose: empowering people to define beauty on their own terms through the transformative power of hair. In a world of templates and trends, Make It You champions individuality, artistry, and self-expression. It speaks to our commitment to professionals and customers alike—giving them the tools, innovation, and inspiration to create with confidence. It's not about following rules. It’s about writing your own
MEET OUR GLOBAL AMBASSADORS
Romeu Felipe
With 20+ years in hair, Romeu is known for innovations like Brazilian Balayage “Mechas Creativas.” His São Paulo salon, Rom.Concept, the world’s largest, blends luxury with design, cementing his status in global hair artistry.
James Earnshaw
UK-based, multi-award-winning hairdresser James is known for creative, inspiring color work. With 16+ years with Wella, he brings expertise in innovation, education & global campaigns, motivating stylists around the world.
Nikki Lee
Celebrity hairstylist, co-owner of Nine Zero One salon, Nikki is known for her beachy blonde styles and modern hair trends. Sought-after in Hollywood, her A-list clients include Selena Gomez, Emma Roberts, and Hilary Duff.
Briana Cisneros
Globally recognized color expert and educator, Briana has 18+ years of experience creating bold transformations and precision cuts. Founder of Renegade Royals, she's been featured in VOGUE, Glamour & more, cementing her role as a beauty industry leader.
OUR LOCAL COMMUNITY
Dereq Clark
Award-winning stylist with 20 years' experience, is known for luxury color and precision cuts for textured hair. Trained at Vidal Sassoon and Wella, he’s a top educator featured on NBC, TNT, and in Beauty Launchpad, inspiring nationwide.
Zach Mesquit
Aka “Platinum Perfection,” is Wella’s Chief Blonding Officer in North America and a leading platinum blonde specialist. Known as the “king of platinum blondes,” he’s built a top reputation and social presence for flawless, balanced blonding.
Daniel Mora
Co-owner of Oynx on Madison, known for his expertise in blondes, brunettes, color corrections, and extensions. A 2018 Modern Salon 100 honoree, Daniel inspires through his artistry and mentorship, attracting clients like Jamie Chung.
Sonya Dove
Wella Ambassador for 20+ years, is a renowned hairstylist and “Master Hairstylist of the Year.” Known for her innovative work in cutting, coloring, and styling, she received the “Icons of Color” Award and has inspired stylists worldwide.
OUR COMMUNITY IS OUR STRENGTH
PEOPLE
We are embracing a sense of belonging where everyone can be their best self so that collectively, we thrive. It is also our ambition to foster external relationships that are ethical, equitable, and inclusive.
PLANET
We are balancing our ambition for growth, with our aim to limit our environmental impact within our operations and across our value chain, through efficient use of natural resources.
PRODUCTS
We combine science, technology and artistry to develop and produce high performance products. We explore new technologies, use mindfully sourced ingredients and packaging components to help reduce our environmental impact.