Wella Professionals Color Touch: always loved, now better than ever

As the No. 1 Salon Color Brand in the World¹, Wella Professionals is renowned for its innovation, market leading products, and inspiring techniques. More than 70 years ago, Wella invented the first demi-permanent color resulting in Color Touch: its iconic demi-permanent, low commitment, ammonia-free and multi-dimensional color. This incredible brand has been loved globally for decades by millions of stylists worldwide as the perfect solution for clients who want to change their hair tone frequently, without compromising the condition. But it’s time it gets an upgrade.

Wella Professionals revolutionizes the hair industry again by modernizing Color Touch: its iconic ammonia-free formula is now also vegan with built-in Metal Purifier to deliver uncompromised vibrancy and shine, with true-to-tone vibrancy no matter the hair condition. Its demi-permanent formula delivers intense color and amazing shine that’s packed with up to 85% naturally derived ingredients. Color Touch beautifully fades over 28 washes, so it is perfect for the client who wants to adapt their color according to the season, trends, or social media’s hottest looks.

What makes the upgraded formula so enticing? Firstly, creating vibrant color can be challenging on damaged hair due to the heavy presence of metals. Wella Professionals Color Touch formula has been upgraded with built-in Metal Purifier to deliver true-to-tone vibrancy no matter the hair condition. Expect the same much-loved results from Color Touch on healthy hair. However, on damaged hair, results are more true-to-tone thanks to its Metal Purifier. We’re talking 100% reliable color, without needing extra products or extra time to achieve impeccable results.

Not only does upgraded Color Touch boost a vegan formulation, but it is completely free from ammonia, silicones, and mineral oils.

There are more than 90 shades in the Wella Professionals Color Touch range, including the new bronze collection, which comprises a palette of three stunning natural shades with a hint of mahogany. These divine new shades are balanced with warm and cool tones to suit all skin and hair types, and ideal for clients looking to update their hair color with a bronze hue this season.

What’s more, who doesn’t want the opportunity to deliver hair color that’s bang on trend? Wella’s extensive trends research shows that consumers are looking for intense and vibrant color results, with softly melted finishes. Wella Professionals presents its new Signature Service: Color Touch Melt for 100% ultra-personalized, vibrant color.

This premium technique blends 3-5 shades to create unique, multi-dimensional couture color that seamlessly melts and reflects light, boosting vibrancy and shine. It can only be achieved with the upgraded Color Touch which has a thicker, no-drip consistency, to blend precisely and seamlessly, delivering intense color vibrancy and shine.

Moreover, Wella Professionals has identified six key Autumn/Winter (A/W) trending looks to inspire professional colorists, all utilising Color Touch Melt and upgraded Color Touch: Cherry Melt, Blueberry Melt, Vanilla Melt, Chocolate Melt, Pumpkin Spice Melt, Caramel Melt.

“I am so excited by the new upgraded Color Touch. The results are stunning, and its Metal Purifier means that color is vibrant and exactly as expected. There are no hidden surprises, even when the base is not completely even. For consumers who want to frequently change their shade or try a trend for a season, this is ideal,” says Wella Professionals Global Ambassador, James Earnshaw.

It’s time to embrace demi-permanent color like never before and rediscover Color Touch.

¹ Based on Wella Master Brand USD sales on the 2022 Salon Hair Care Study for the hair coloring products category published by Kline.

Wella Company is an innovative global beauty leader with a portfolio of iconic hair, nails and beauty tech brands for industry professionals and consumers, including Wella Professionals, OPI, ghd, Briogeo, Nioxin, Sebastian Professional, and Clairol. 

Our compelling vision to enable individuals to look, feel, and be their true selves is built on our 140+ year history of creating legendary beauty. Our brand portfolio reflects this spirit: professionally credentialed and many, founder created. Our fusion of science, technology, and artistry produces performance-led products, often further distinguished by patented technology. 

Professional hair and nail industry artists and beauty-loving consumers are at the heart of everything we do. In just four years, we have transformed our business and brand portfolio. We are the #1 Salon Color Brand in the World with Wella Professionals and #1 Salon Nail Brand in the world with OPI.

Working as a connected, diverse global community of more than 6,000 employees, we lead for action and drive results with an Owner’s Mindset, guided by company Values, our entrepreneurial spirit, and One Team accountability. We have a shared desire to positively impact the communities we serve.

Our ambition is to become one of the best beauty companies in the industry, one that will last for generations to come. We dream big because we know our potential is unstoppable.

For more information on Wella Company, visit www.wellacompany.com and follow us on LinkedIn and Instagram.