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

Image of the Wella logo in red against a black background.
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

Image of woman using one of Wella Junior's motorised hair dryers with movable tubes.
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

Painting of woman with a traditional 1930's hairstyle posing infront of a mirror.
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

Pack shot Wella's German 1940's German products. Products include Kolestral Emulsion.
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

Picture showing bottles of Wella's Kolestral with wings flying around a globe.
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

An old fashioned hair salon with a row of heat lamps in the foreground.
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

Black and white photo of two scientists in a lab.
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

Bottle of Wella Color Touch demi-permanent cream hair colour in the shade cream brown, is held up against a background of matching cream brown hair.
First demi-permanent launch

In 1988, first demi-permanent colour is launched, Color Touch.

1995

Bottle of Wella Koleston Perfect Pure Balance Technoloy.
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

Image demonstrating how the Metal Purifier system works.
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

Image of ME+ hair dye molecule.
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 line shot over a red background
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.

1924

2024

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

OUR LOCAL COMMUNITY

Black and white photo of Renya Xydis

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.

Black and white photo of Frank Apostolopoulos

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.

Black and white photo of Monique McMahon

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.

Black and white photo of Jack Morton

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

Man and woman in portrait against red backdrop.

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. 

Image of Earth from space showing oceans and clouds.

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.

A bottle of Ultimate Repair Shampoo over a red background

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.

Image of Wella salon exterior with arched windows.

FIND YOUR WELLA HAIR SALON

Experience professional haircare at a Wella salon near you, with expert stylists and treatments tailored to your needs.

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