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OUR VALUES

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

woman with dark 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

CHANGE IS THE FUEL OF LIFE — 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.

GENEROSITY MAKES WAVES THAT CHANGE THE WORLD — GENEROSITY MAKES WAVES THAT CHANGE THE WORLD

Knowledge is the power, but only if it's shared.

Young woman with blond hair — 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 — HISTORY OF EXPLORATION AND INSPIRATION
1880
Before he changed the world of hairdressing forever, Franz Stroher 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 weras them, Stroher lay the enduring foundation for Wela's philosophy.

1924

WELLA PATENT

1924

In 1924, Wella patent is filed.

Vintage 1920s Wella press ad: woman with wavy hair. — PERMANENT HAIR WAVES
1927
Wella develops products for permanent hair waves.

1950 Koleston press ad — KOLESTON'S DEBUT
1950
Koleston debuts in Salons as the first cream colorant.

1955 Wellaflex press ad — WELLAFLEX LONG-LASTING HOLD STYLING PRODUCTS
1955
Since 1995, consumers around the world trust Wellaflex long-lasting hold styling products.

1967 magazine photo of woman with passionate red hair — PASSIONATE RED
1967
Passionate red: colour synonymous with Wella.

1972 press ad of Wella Balsam — RETAIL EXPANSION
1972
Wella's universal appeal demand expansion into retail.

1981 Koleston 2000 press ad: woman with blonde hair — 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 — WELLA PROFESSIONALS TRENDVISION
2000
Hair creativity is heighted with Wella professionals TRENDVISION.

Celebrating 135 years of hair passion — 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 — 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 — WELLAFLEX SOLUTIONS
2017
Whatever your look, there is a Wellaflex solution for you.

A selection of Koleston Root Touch Up cans — 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 — 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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