How Hair Innovation Happens: Powered by Science, Co-Created With Pros

Hair color and hair care technology are evolving faster than ever, offering new ways to achieve the shade you dream of and the strong, healthy hair you love. At Wella Professionals, we’re proud to lead that innovation, developing formulas powered by advanced science and co-created with the experts who know hair from root to tip.

Still, we know the science behind your favorite products can feel a little mysterious. Healthy-feeling, beautiful hair is a journey, not a quick fix. That’s why we’re here to break down and celebrate the technology behind our formulas. With more than 140 years of research driving us, here are the innovations your hair might be missing out on…

Innovating the Wella Way

Our hair color and care products are what happens when science meets artistry. Our vision is rooted in curiosity, more than a century of research, dedication and game-changing breakthroughs. It’s science that powers our hair innovations, helping us uncover proven solutions to your biggest care and color concerns. But we believe that science alone isn’t enough; at Wella Professionals, we make pros a part of the innovation process too. They co-create products to ensure every formula performs in the real world, meeting the needs of stylists and hair lovers alike.

1. The Metal Purifier for Reliable Color Results

Metals are everywhere. They're in the air you breathe, the water you wash with, and they even linger in your hair, which can impact the care and color. More than 20 years ago, Wella Professionals discovered that these metal deposits disrupt the way your color develops – a finding that led us to create the Metal Purifier.

This unmatched technology is built into our color and most of our care collections, neutralizing metals in your hair, such as copper, for more reliable results. In the salon, Metal Purifier powers color transformations for true-to-tone color results. Removing metals doesn't have to mean adding steps to your in-salon ritual. By building the technology into your favorite color formulas, we make beautiful and reliable color results effortless: no extra products or extra time needed.

Then, at home, from ULTIMATE REPAIR to other lines, you can detoxify your hair with your shampoos, conditioners and treatments. The best part? You don’t have to make a hard choice between your hair needs and metal protection: Wella Professionals’ hero lines have the Metal Purifier* already built in*.

2. A Skincare-Inspired Blend That Repairs Hair Damage in 90 Seconds**

Fixing damage is no small feat – it can take months or even years – but ULTIMATE REPAIR paves the way for fast action by repairing hair damage in 90 seconds**. An answer to our pro team’s calls for luxurious haircare with super powers, it's enriched with a blend of ingredients usually found only in the most premium skincare, giving your hair the kind of care typically reserved for your complexion.

One of these potent ingredients is AHA (Alpha Hydroxy Acid), an acid so tiny, it can penetrate the hair cortex. Once there, it works to repair the internal bonds, which can be broken down by thermal and mechanical damage.

The next healing powerhouse is Omega-9, a bio-identical lipid that repairs and recreates the outer protective layer of your hair. Combined with the internal repair, it gives you a complete solution to damage – one that targets stressed strands at every stage, from ULTIMATE REPAIR Shampoo to ULTIMATE REPAIR Miracle Hair Rescue.

3. SmoothFiller™ Technology for Smooth and Restructured Hair That Lasts Up to 3 Months

Tired of spending too much time taming your hair? SmoothFiller™ isn’t just about reducing frizz – it’s about transforming your hair for easier, faster styling every day. This demi-permanent salon service smooths, restructures, and fills the hair with new bonds, reinforcing its internal strength for up to three months of manageability.

By restructuring the hair, SmoothFiller™ makes strands more resistant to humidity and dramatically cuts down styling time, so you can enjoy hair that feels controlled, balanced, and effortlessly manageable.

No restrictions, no compromises. Unlike keratin treatments, you can wash your hair with any shampoo right after your service, and your results stay intact. SmoothFiller™ fades softly over time with no harsh regrowth, and the benefits are cumulative – the more you do it, the stronger and more manageable your hair becomes.

Ready to experience hair that’s smooth, restructured, frizz-free, and easy to style? Book your SmoothFiller™ service at your nearest Wella salon today.

4. Balanced pH Technology for Zero-Damage Color

If you're wondering how a color glaze as beautiful as SHINEFINITY can come in a zero-damage formula, let us introduce you to our one-of-a-kind Balanced pH Technology. A true fusion of science and artistry, it lets those wary of damage experiment with glossy color, while also enjoying up to 50% smoother and softer hair***.

But how does it work? Demi-permanent shades usually need to be alkaline in order to lift the cuticle and deposit color inside, but it's this process that can lead to chemical damage and, sometimes, unreliable results. So, SHINEFINITY balances the pH. It starts off mildly alkaline, causing the cuticles to open just enough to let the color in. Then, it quickly drops to an acidic range that closes the cuticle back up.

The result: zero lift and zero damage from your salon glaze, leaving you with a translucent veil of color and irresistible shine you can feel.

These are just some of the hair technologies making healthy, beautiful hair possible, and as the industry evolves, Wella Professionals will keep leading the charge. So, watch this space to see what our team of scientists and hair pros does next. One thing is certain: it will be like nothing you've seen before in the world of hair.

* Products with Metal Purifier:

● Ultimate RepairShampoo

● Ultimate Repair (Deep) Conditioner

● Ultimate Repair Miracle Hair Rescue

● Ultimate Repair Protective Leave-in

● Ultimate Repair Mask

● Ultimate Repair Overnight Serum

● ULTIMATE NOURISH SHAMPOO

● ULTIMATE NOURISH CONDITIONER

● ULTIMATE NOURISH MASK

● BLONDORPLEX Strengthening Shampoo

● BLONDORPLEX Conditioner

● BLONDORPLEX Mask

● BLONDORPLEX Anti-Frizz Protection Spray

● Luxe Oil Shampoo

● Luxe Oil Conditioner

● Luxe Oil Mask

● Fusion Intense Repair Shampoo

● Fusion Intense Repair Shampoo (NEW 24)

● Fusion Intense Repair Conditioner

● Fusion Intense Repair Mask

● Fusion Amino Refiller

● Fusion Emulsion

● Color Motion+ Color Protection Shampoo

● Color Motion+ Moisturizing Color Reflection Conditioner

● Color Motion+ Structure + Mask

● Color Motion+ Emulsion

● Oil Reflections Luminous Reveal Shampoo

● INVIGO Color Brilliance Color Protection Shampoo Fine/ Medium

● INVIGO Color Brilliance Color Protection Shampoo Fine/ Medium (new24)

● INVIGO Color Brilliance Color Protection ShampooCoarse

● INVIGO Color Brilliance Color Protection ShampooCoarse (new24)

● INVIGO Color Brilliance Vibrant Color Conditioner Fine/Medium

● INVIGO Color Brilliance Vibrant Color Conditioner Coarse

● INVIGO Color Brilliance Vibrant Color Mask fine/medium

● INVIGO Color Brilliance Vibrant Color Mask Coarse

● INVIGO Color Brilliance Miracle BB Spray

● INVIGO Color Brilliance Vitamin Conditioning Mousse

● INVIGO Nutri-Enrich Deep Nourishing Shampoo

● Nutricurls Micellar Shampoo for Curls

** When using ULTIMATE REPAIR Miracle Hair Rescue.

*** Instrumental testing vs. our regular demi-permanent color.