Woman with dark, wind-blown hair

Discover

Our values

For over 135 years, Wella has been guided by core values that inform who the brand is today and how it will evolve in the future.

Young woman with wavy blonde hair

PROGRESS

Advancing the craft of hair

1930s Vintage Wella ad

MASTERY

Mastering the look, process and experience

Hairdresser's hands styling dark hair

GENEROSITY

Sharing products, education and expertise

AT WELLA

WE BELIEVE

Young woman with auburn hair

CHANGE IS THE FUEL OF LIFE

Change means you’re moving forward, not falling behind. Change is always a good thing - always inspiring what’s next.

Young woman with dark curly hair

GENEROSITY MAKES WAVES THAT CHANGE THE WORLD

Knowledge is power, but only if it’s shared.

Young woman with hair colored candy red

HAIR IS THE BEST WAY TO EXPRESS YOUR INDIVIDUALITY

Life is about learning and growth, not perfection. The best way to learn is to do; the best way to grow is to try.

OUR HISTORY

WELLA HERITAGE

Vintage 1880s photograph of Franz Stroher with his wife 1880

History of exploration and inspiration

1880

Before he changed the world of hairdressing forever, Franz Ströher traveled through France, Holland, Germany and Switzerland as an apprentice hairstylist. While on his journey, he recognized the strong connection between “de rigueur” hair and fashion trends.
By emphasizing the importance of understanding and innovating for the fashions of the day, and the woman who wears them, Ströher lay the enduring foundation for Wella’s philosophy.

Vintage 1920s original Wella logo 1924

Wella patent

1924

In 1924, Wella patent is filed.

Vintage 1920s Wella press ad: woman with wavy hair. 1927

Permanent hair waves

1927

Wella develops products for permanent hair waves

1950 Koleston press ad 1950

Koleston's debut

1950

Koleston debuts in Salons as the first cream colorant.

1955 Wellaflex press ad 1955

Wellaflex long-lasting hold styling products

1955

Since 1955, consumers around the world trust Wellaflex long-lasting hold styling products.

1967 magazine photo of woman with passionate red hair 1967

Passionate red

1967

Passionate red: colour synonymous with Wella.

1972 press ad of Wella Balsam 1972

Retail expansion

1972

Wella's universal appeal demands expansion into retail.

1981 Koleston 2000 press ad: woman with blonde hair 1981

Koleston special blonde series

1981

Koleston special blonde series gently colours and cares during lightening.

2000 Wella Professionals Trendvision photo: 3 women with Wella hairstyles 2000

Wella professionals trendvision

2000

Hair creativity is heightened with Wella professionals TRENDVISION.

Celebrating 135 years of hair passion 2015

135th anniversary

2015

In 2015, Wella Celebrates its 135th anniversary. 135 years of hair passion.

Wella Your Style Your Way ad: woman with curly dark hair, man with long curly hair and man with textured quiff hairstyle 2015

Your style Your way

2015

In 2017, Shockwaves marks the mind with the new campaign "Your style Your way".

A selection of Wellaflex Solutions sprays 2017

WELLAFLEX SOLUTIONS

2017

Whatever your look, there is a Wellaflex solution for you.

A selection of Koleston Root Touch Up cans 2018

ROOT TOUCH UP 3

2018

In 2018, Wella releases its first instant roots solution with Koleston Root Touch Up 3. For a radiant colour that shines from root to tip.

Box of NEW Koleston wrapped in ribbon 2019

NEW KOLESTON POWER

2019

In 2019 Wella unveils the power of the NEW Koleston, and its most intense and luminous color for you at home. It's your color. Your power.

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