Wella Professionals unveils new SHINEFINITY long-lasting color glaze with zero damage


Our most innovative demi-permanent line designed to deliver true-to-tone color with zero lift, zero damage, and long-lasting color glaze

JANUARY 22, 2022 - Wella Professionals, a world-leading professional hair color brand, soars to new heights in glossing and toning with the launch of new SHINEFINITY, a long-lasting color glaze with zero lift and zero damage, delivering true-to-tone color with a silky hair feel.

Shiny, healthy-looking hair is in high demand with lightening and toning services growing to become some of the most requested in salons. 8 out of 10 women1 say they are looking for a glossing solution that lasts longer and for products that better protect their hair health from damage.

SHINEFINITY brings the next generation of glossing with 32 translucent modern shades for infinite possibilities and a shine you can feel, with zero lift and zero damage.     

The new line introduces a state-of the-art clean formula* featuring a pH balanced technology which finally breaks the paradigm that only acidic color can be zero damage. The formulation is designed to regulate and control the pH level throughout the coloring process, resulting in true-to-tone, reliable color results. This means zero lift and zero damage, for healthy-looking hair that shines and has a silky hair feel.

SHINEFINITY was co-created with Wella Professionals Brand Ambassador Patricia Nikole, the social media icon with over 1 million Instagram followers known as @PaintedHair. Patricia is a glossing expert and best known as a pioneer in hair painting trends and beautifully crafted techniques. Patricia was involved in the design of SHINEFINITY and also co-created “Shimmer Melt Glaze,” one of two new exclusive in-salon services.

“SHINEFINITY is a zero lift, zero damage color glaze that is perfect for all glossing and glazing services. After using SHINEFINITY, my clients are absolutely obsessed with their hair color. For those seeking long lasting, true-to-tone, color glaze results, SHINEFINITY is the answer. Its zero-lift color glaze empowers hair colorists to create without limits,” said Patricia Nikole.

Driving salon revenues

With the launch of SHINEFINITY, Wella Professionals is supporting salons to increase their revenues by adding glaze to the service menu and launching the new SHINEFINITY Color Glaze to surprise their clients with a reliable and long-lasting Color Glaze with zero lift and zero damage.

Hugh Dineen, Brand President and Chief Marketing Officer of the Wella Company concludes, “SHINEFINITY is our cleanest demi-color technology to date. Offering zero lift and zero damage, it addresses key client concerns such as hair damage and clean ingredients, allowing more clients to start coloring their hair or to enjoy their color services more often. Wella Professionals proudly continues to set the highest standards by providing products and services designed to inspire hairdressers across the globe.”  

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Wella Company Shinefinity Code

About Wella Company

Wella Company is one of the world’s leading beauty companies, comprised of a family of iconic brands including Wella Professionals, Clairol, OPI, Nioxin, Sebastian Professional and ghd. At Wella Company, we are innovators who seek to inspire consumers and beauty professionals through our brands to look, feel, and be their true selves. We are committed to building the best beauty company in the industry where our 6,000+ employees across more than 100 countries can bring their best selves to work. Guided by our company values and led by purpose to deliver positive impact on people, through our products and towards our planet and society, we deliver sustainable growth to all stakeholders. For more information on Wella Company, visit www.wellacompany.com and follow us on LinkedIn, Instagram and Facebook.