Wella

Wella is a global beauty company whose roots date to 1880, when German hairdresser Franz Ströher began manufacturing tulle used in wigs in Rothenkirchen, Saxony. As wigs declined in popularity, the business moved into permanent-wave equipment and hair-care products, eventually becoming known for professional salon technologies, hair color, styling, and care. The Wella trademark was registered in 1924. The company’s history reflects Germany’s political and economic upheavals in the twentieth century. During the Second World War, its Apolda facility was converted to military-related production, while the postwar Soviet administration dismantled the site. The Rothenkirchen operation was expropriated and later run as the state-owned VEB Londa. The Ströher family re-established the business in western Germany after the war, first under Ondal GmbH and later as Wella AG. Following German reunification, the eastern operation was brought back into the wider Wella structure through a joint venture. Wella became a significant force in professional hair coloring and salon care through products such as Koleston, introduced in 1950, and later Koleston Perfect. It also expanded into products for home users, including Wella Privat in the 1960s and Wella Balsam shampoo and conditioner in the 1970s. Research and development has remained an important part of the company’s identity, with facilities associated with Darmstadt and test salons in Darmstadt, New York, and Tokyo. Wella has tested products under varied water conditions, evaluated mechanical effects on hair, and conducted packaging and leakage tests. Ownership changed several times in the modern era. Procter & Gamble acquired a majority stake in Wella in 2003 for approximately US$5.7 billion, placing the company within its beauty division. In 2015, Coty acquired Wella as part of its purchase of a wider portfolio of P&G specialty beauty assets for approximately US$12.5 billion. Wella later became the core of a separate professional beauty business backed by KKR. The separation from Coty was announced in 2020, and KKR subsequently acquired majority control while Coty retained a minority position that was reduced through later transactions. Today, Wella Company operates a portfolio spanning professional hair care, hair color, styling, hair treatments, nail care, tools, and selected consumer beauty products. Its portfolio includes Wella Professionals, ghd, OPI, Nioxin, Sebastian Professional, Clairol, and Briogeo. Wella serves salons, stylists, distributors, and consumers through physical distribution, education, brand-led professional communities, and Wellastore, a business-to-business digital ordering platform. Its strategic emphasis is on professional beauty, technical innovation, salon education, international expansion, and more sustainable packaging and operations.

Wella began in 1880 in Rothenkirchen, Saxony, where Franz Ströher produced tulle for wig-making. The company shifted toward permanent-wave equipment and hair-care products as consumer demand moved away from wigs. Its trademark was registered in 1924, establishing the name later associated with international professional hair care. The company’s early growth was interrupted by war and political division. During the Nazi period it faced supply restrictions, and its Apolda plant was converted to production of components for submarines during the Second World War. After the war, Soviet authorities dismantled the Apolda facility as reparations. The Rothenkirchen site was expropriated and operated as VEB Londa in East Germany. In the western occupation zones, members of the Ströher family rebuilt the enterprise in Hünfeld around 1945–46 under Ondal GmbH. By 1950, the western business had adopted the Wella AG name and was based in Darmstadt. After reunification in 1990, the former eastern operation was reintegrated through a joint venture. Product innovation supported Wella’s expansion. Koleston, introduced in 1950, became a major hair-color platform. The company later developed consumer-oriented products such as Wella Privat and Wella Balsam, while continuing to serve salons with professional color, styling, and treatment systems. Wella’s research work included product performance under differing water conditions, mechanical brushing tests, volunteer salon treatments, and packaging integrity studies. In 1995, Koleston was relaunched as Koleston Perfect. TrendVision, introduced in 2002, developed into a platform combining professional trends, education, and hairdressing competition. In 2003, Procter & Gamble acquired majority control of Wella for approximately US$5.7 billion. Wella remained part of P&G’s beauty operations until 2015, when Coty purchased it as part of a broader specialty-beauty transaction valued at approximately US$12.5 billion. Coty later separated Wella into an independently operated company backed by KKR. Ownership transactions in 2021 and 2023 reduced Coty’s stake while preserving a minority interest. The independent Wella Company manages brands including Wella Professionals, ghd, OPI, Nioxin, Sebastian Professional, Clairol, and Briogeo. It sells through professional distribution and Wellastore, which supports salon ordering and education in multiple regional markets. Recent activity has included the Briogeo acquisition, digital consultation tools, celebrity and sports partnerships, and sustainability work addressing packaging, plastics, materials, and carbon emissions.

• 2025

  Wellastore adds AI consultation feature

  [1]Wellaen.wikipedia.org

  The Wellastore app added InspoLab, an AI-supported consultation feature intended to help professionals plan color services.

• 2022

  Briogeo acquired

  [1]Wellaen.wikipedia.org

  Wella expanded its hair-care portfolio by acquiring Briogeo.

• 2020

  Wella becomes an independent company

  [1]Wellaen.wikipedia.org

  Wella separated from Coty and began operating as an independent company with KKR as majority owner.

• 2014

  ME+ molecule patented

  [1]Wellaen.wikipedia.org

  Wella patented ME+ as an alternative to certain colorant ingredients associated with allergic reactions and used it in selected Koleston products.

• 2002

  TrendVision platform launched

  [1]Wellaen.wikipedia.org

  Wella introduced TrendVision, which later evolved into a professional hairdressing competition and education platform.

• 1995

  Koleston becomes Koleston Perfect

  [1]Wellaen.wikipedia.org

  Wella relaunched its major color platform under the Koleston Perfect name.

• 1990

  Eastern German operation reintegrated

  [1]Wellaen.wikipedia.org

  After German reunification, the former Rothenkirchen operation was brought back into Wella through a joint venture.

• 1950

  Koleston introduced

  [1]Wellaen.wikipedia.org

  Wella launched Koleston, an early hair-colorant balm that became a foundation of its color business.

• 1924

  Wella trademark registered

  [1]Wellaen.wikipedia.org

  The Wella name was formally registered as a trademark.

• 1880

  Franz Ströher establishes the business

  [1]Wellaen.wikipedia.org

  Franz Ströher founded the company in Rothenkirchen, Saxony, initially producing tulle for wigs.

Professional beauty and salon-performance company combining technical hair-color expertise, stylist education, salon distribution, and a multi-brand portfolio across hair, nails, tools, and treatment categories.

• Professional hair care

  Wella Professionals

  Wella’s principal professional salon brand, covering hair color, care, styling, and treatment systems. It is used by stylists through salon distribution, education, technical resources, and consultation tools. The brand includes color platforms such as Koleston Perfect and supports professional services rather than being limited to a mass-market retail proposition.

• Professional hair color · 1995

  Koleston Perfect

  Koleston Perfect is Wella’s flagship professional permanent hair-color platform. It descends from Koleston, introduced in 1950, and was relaunched under the Koleston Perfect name in 1995. The range is supported by salon shade systems, technical education, and later ME+ technology in selected formulations.

• Professional styling and hair care

  Sebastian Professional

  Sebastian Professional is a salon-oriented brand within Wella Company’s portfolio. Its focus is professional styling, texture, finish, and hair-care products used by stylists and salons. The brand complements Wella’s color expertise with a more styling-led proposition.

• Scalp and thinning-hair care

  Nioxin

  Nioxin is a hair and scalp-care brand associated with systems designed for the appearance and management of thinning hair. It is distributed through professional channels and consumer-facing beauty retail, extending Wella Company’s portfolio into scalp-focused treatments.

• Professional nail care

  OPI

  OPI is Wella Company’s major nail-care brand, known for professional and consumer nail lacquers, color collections, and salon products. Its portfolio gives Wella a substantial position outside hair care and supports collaborations tied to entertainment and fashion properties.

• Hair styling tools

  ghd

  ghd develops premium electrical hair-styling tools, including dryers, straighteners, and multi-function devices. The brand operates at the intersection of professional salon tools, consumer beauty technology, and design-led premium styling. Its Duet Style tool has been recognized in beauty-technology awards.

• Hair care

  Briogeo

  Briogeo is an eco-positioned hair-care brand acquired by Wella in 2022 from founder Nancy Twine. Its addition broadened Wella’s portfolio in treatment-oriented and clean-beauty hair care while adding a brand with a strong direct-to-consumer and specialty-retail identity.

• Professional beauty commerce

  Wellastore

  Wellastore is Wella Company’s professional e-commerce and ordering platform. It serves salons and independent stylists with product purchasing, brand information, educational content, and digital tools such as shade resources. Regional versions operate across markets in North America, Europe, Australia, and New Zealand.

• 2025Make It You and F1 Academy collaboration

  Canada · International

  Wella connected its Make It You campaign with sponsorship of MP Motorsport and driver Joanne Ciconte, debuting around the Formula 1 Pirelli Grand Prix du Canada and broader F1 Academy activity.

  Source
• 2011Making Waves

  Brazil · Romania · Cambodia · Vietnam

  Making Waves provided hairdressing and life-skills training intended to improve employment prospects and personal development in participating communities.

  Source
• 1970Wella Balsam celebrity advertising

  International

  Wella Balsam shampoo and conditioner were promoted with advertising featuring the cast of Charlie’s Angels.

  Source
• 1954Elizabeth Taylor Koleston advertising

  International

  Wella used Elizabeth Taylor in advertising for Koleston, helping associate its hair-color business with celebrity beauty and glamour.

  Source

• 2025

  InspoLab added to WellastoreProduct launch

  Background

  Wella was expanding digital tools for salon consultations and professional color services.

  Action taken

  The Wellastore app incorporated InspoLab, an AI-supported consultation feature intended to help stylists develop color recommendations.

  Source

• 2022

  Acquisition of BriogeoM&A

  Background

  Wella sought to expand its portfolio in treatment-oriented and clean-positioned hair care.

  Action taken

  Wella acquired Briogeo from founder Nancy Twine.

  Aftermath

  Briogeo became part of Wella Company’s multi-brand hair-care portfolio.

  Source

• 2015

  Transfer to CotyM&A

  Background

  Procter & Gamble reorganized its beauty portfolio and sold specialty beauty assets.

  Action taken

  Coty acquired Wella as part of the specialty-beauty transaction with Procter & Gamble.

  Aftermath

  Wella became part of Coty’s professional beauty segment before its subsequent separation into an independently operated company.

  Reported transaction value. Approximately US$12.5 billion (2015)

  Source

• 2003

  Join Procter & Gamble’s beauty divisionM&A

  Background

  Wella was acquired during a period of consolidation in the international beauty industry.

  Action taken

  Procter & Gamble acquired majority control and incorporated Wella into its beauty operations.

  Aftermath

  Wella continued as a major professional hair-care business within P&G until the later sale to Coty.

  Reported acquisition value. Approximately US$5.7 billion (2003)

  Source

• 2021.04.25

  Reported2021.05.06

  Wella Company debuts WeCreate global digital event[2]Wella Company推出WeCreate全球数字活动aninews.in

  Wella Company debuted WeCreate, a global digital event for hair and nail professionals. The event took place on April 25 and was free and open to professionals regardless of brand affiliation.

Read more

1. 1Wellaen.wikipedia.org
2. 2Wella Company推出WeCreate全球数字活动aninews.in