
As the #1 Salon Color Brand in the World, 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, low commitment, ammonia-free and multi-dimensional color. This line has been loved globally by millions of stylists worldwide as the perfect solution for clients who want to change their hair tone frequently, without compromising the condition. And now it’s time for an upgrade!
Updated Formula
Wella Professionals revolutionizes the hair industry again by modernizing Color Touch: it’s iconic ammonia-free formula is now vegan and free from silicones and mineral oils, with new built-in Metal Purifier to deliver uncompromised shine, with true-to-tone vibrancy no matter the hair condition. Its demi-permanent formula is 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, trend or mood.
Creating vibrant color can be challenging on damaged hair due of 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 - 100% reliable color, without needing extra products or time to achieve impeccable results. The upgraded Color Touch’s formula has a thicker, no-drip consistency, to blend precisely and seamlessly.
New Shades
There are more than 90 shades in the Wella Professionals Color Touch range, including the new bronze collection of three stunning natural shades with a hint of mahogany. These new shades are balanced with warm and cool tones to suit all skin and hair types. Wella Professionals Color TouchCourtesy of Wella Professionals
“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 that want to frequently change their shade or try a trend for a season, this is ideal,” says Wella Professionals Global Ambassador, James Earnshaw.
New Signature Service
Wella Professionals’ trends research shows that consumers are looking for intense and vibrant color results with softly melted finishes, resulting in a new Signature Service: Color Touch Melt for 100% ultra-personalized, vibrant color. This premium technique blends 3-5 shades to create unique, multi-dimensional color that seamlessly melts and reflects vibrancy and shine.
Color Touch can also be used for Transformative Toning, Grey Blending, Color Balancing and Vibrant Blonde Toning.