Introducing SMOOTHFILLER™ by Wella Professionals:
New Hair Smoothing Technology That Delivers Frizz-Free, Effortless Hair That Lasts up to 3 months

Frizz has met its match. Wella Professionals, the No.1 salon color brand in the world¹, announces the launch of SMOOTHFILLER™, its latest demi-permanent smoothing service that delivers long-lasting, frizz-free hair in a single step. Designed to transform the hair and the salon experience, SMOOTHFILLER™ is the innovation clients and professionals have been waiting for.

Smoother, straighter hair remains the number one client request in salons around the world, with more than 50% of clients saying they are concerned about their hair’s texture, volume, and frizz. With the launch of Ultimate Smooth care range, Wella Professionals has already unlocked the secret of smooth, hair at home. SMOOTHFILLER™ elevates the promise with a professional, in-salon smoothing transformation that lasts up to three months.

“This is the professional solution our clients have been asking for,” says Wella Global Ambassador Romeu Felipe. “They want softness, shine, manageability—and they want it to last. What sets SMOOTHFILLER™ apart is its patent-pending, minimalist formulation. Built around just eight carefully curated ingredients, it features an effective organic acid that restructures the inside of the hair by filling protein gaps. Instead of breaking and re-bonding like traditional straightening systems, SMOOTHFILLER™ gently restructures from within, leaving the hair smooth and shinier²”.

SMOOTHFILLER™ with its vegan formula—free from fragrance, silicones, and mineral oils—delivers a pleasant and fast experience for both stylist and client.

“Wella Professionals’ hair legacy is built on science, innovation, and the expert artistry of our professional community,” says Marlene Lotter, Global Brand Senior Vice President at Wella Company. SMOOTHFILLER™ reflects all of that. It empowers stylists with a service that directly responds to what their clients want most and with beautiful results. It is also a building block for elevating the in-salon service menu for hair professionals. Less time, powerful results—giving salons the innovative services to elevate their businesses”.

With SMOOTHFILLER™ the smooth hair era has arrived. Learn more about SMOOTHFILLER™ here.

¹ Based on Wella Master Brand USD sales on the 2023 Salon Hair Care Study for the hair coloring products category published by Kline

² vs Untreated