HOW THEY SEE US
Dmitry Vinokurov Studio, Russia
"My relationship with Wella has been a long and fruitful one - their creative inspiration, but most importantly, their know-how and innovation has helped me achieve creative excellence."
A fashion designer turned hairdresser with his own salon and school in Moscow, Dmitry’s inventive approach has brought him industry acclaim, including Best Hairdresser in Russia. He is well-known for his editorial and TV work on image change.
It’s analyzed by our specialists
Microbiologists and biochemists, mathematicians and computer scientists, toxicologists and environmentalists, chemical, mechanical, industrial and electronic engineers... We study its composition and quality at different stages of life. We analyze cuticle damage, pigment loss, breakage and split ends. And we rigorously test the performance of our new products.
We form curls
and test their hold for up to 48 hours. We comb it at a constant speed when dry and wet to test smoothness and strength.
We measure shine and volume using meticulous methods, like teasing it through different-sized rings to assess thickness and weight. We magnify it up to 1 million times using Scanning Electron Microscopy (SEM) to look at hair health and the bonding capacity of our sprays.
And then our products are tested in our global network of salons where professional hairdressers work with you to create the hair you’ve always wanted. That way, we can guarantee hair always receive the best possible treatment for passionately professional results.