OVER 140 YEARS OF PASSION
Celebrating over a century of innovation, Wella Professionals has been at the forefront of haircare, colour, 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 motorised 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 favourite 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 colourant
Wella sets the pace with colour igniting the industry: pioneering Koleston as the first cream colourant 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, colour and styling solutions, driving breakthroughs that shape the professional hairdressing industry.
1988
First demi-permanent launch
In 1988, first demi-permanent colour 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 colour. The Metal Purifier system works by encapsulating metal ions present in the hair before they can react with peroxide during the colouring process. This prevents the formation of free radicals that could otherwise lead to hair damage and unpredictable colour 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 colour. ME+ is featured in Wella's Koleston Perfect range from 2018, offering a safer alternative without compromising colour 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
In a constantly changing world, we all have the agency to shape our lives, freed from the constraints of predetermined and traditional expectations.
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 colour 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 recognised colour 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
Renya Xydis
Wella Professionals Creative Director and owner of Valonz salon in Sydney. With over 25 years in the Wella family, she is a globally recognised editorial stylist whose work has appeared in Vanity Fair and Vogue.
Frank Apostolopoulos
Five-time Australian Hairdresser of the Year and Creative Director for BIBA. Owner of BIBA Gertrude Street, Frank is known for precision cutting, fashion-forward styling, and global influence across prestigious events.
Monique McMahon
Founder and Colour Director of QUE Colour in Sydney. A Wella Professionals Ambassador for over 20 years, she is acclaimed for her intuitive colour transformations and signature double glaze. Her large social following reflects her healthy hair philosophy.
Jack Morton
Award-winning colourist and Toni & Guy Australia’s Well-being and Technical Director. Known for his client-first colour approach and his advocacy for mental health through Project Ü.
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.