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 established his own company, creating tulles – the base for wigs. He later brought his two sons, Karl and George, into the business. In 1924, the Ströher family filed the name Wella, meaning “wave”, with the German patent office. As wigs and hairpieces declined in popularity, Karl and George responded by developing innovative products that gave hair permanent waves.
1930
The portable permer & first hair dryers
Wella launched Wella Junior, the first portable permer, boosting sales. Strengthening its full-service approach, Wella offered hair care products, training courses, and a magazine for hairdressers. In the mid-1930s, Wella introduced 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 launched Kolestral, the first balm to protect and nourish hair. Quickly becoming a favourite among hairdressers and clients, it ensured healthier, more vibrant hair while supporting its long-term strength and beauty.
1945
Full scale production begins
After the Second World War, Wella’s factory and patents in the German Democratic Republic were seized. Undeterred, the Ströher family and 12 loyal employees rebuilt the business in Hünfeld, Hesse. By 1945, full-scale production had resumed, with the Wella Junior and Kolestral driving the success of the full perm service, marking the company’s strong return to the industry.
1950
Koleston: The first cream colourant
Wella set the pace with colour, igniting the industry by pioneering Koleston – the first cream colourant that nourished the hair. Hairdressers and their clients fell in love with Koleston – suddenly it was everywhere. In just three years, the product reached 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 opened the Wella Central Research Centre in Darmstadt, Germany, reinforcing its commitment to innovation. This facility became a hub for developing advanced hair care, colour, and styling solutions, driving breakthroughs that shaped the professional hairdressing industry.
1988
First demi-permanent launch
In 1988, the first demi-permanent colour was 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 such as fruit wax – earning an innovation award – and introduced keratin to help repair damaged hair.
2002
Metal Purifier
Wella introduced the first patented 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+ has been featured in Wella's Koleston Perfect range since 2018, offering a safer alternative without compromising on colour performance.
2024
Ultimate Repair Launch
Wella’s prestigious hair care line delivers instant and deep transformation in just 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
Romeu, with over 20 years in the hair industry, 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 over 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
DAISY GOORD
UK’s leading blonde expert known for her foiling transformations and global following. Passionate about blonding and education, Daisy shares her skills worldwide, inspiring stylists with her love for Wella.
FERGAL DOYLE
Visionary salon owner and educator with 20+ years’ experience. Known for bold colour and precision cuts, Fergal leads two award-winning Bristol salons and inspires globally with his fearless creativity and innovation.
OUR COMMUNITY IS OUR STRENGTH
PEOPLE
We're all about embracing a sense of belonging, so everyone can be their best self and, collectively, we thrive. It's also our ambition to foster external relationships that are ethical, equitable, and inclusive.
PLANET
We're balancing our ambition for growth with our aim to limit our environmental impact within our operations and across our value chain, through the 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.