These days you would be hard pressed to find a hair professional that hasn’t experienced the magic of Wella Professionals’ Color Touch. The low-commitment, ammonia-free, multi-dimensional color made major waves in the hair industry when it first hit the scene as the first-ever demi-permanent color more than 70 years ago. And now, decades later, it’s still incredibly beloved by millions of stylists worldwide as the perfect solution for clients who want to switch up their hair tone without compromising their condition.
Times are changing though, so it only makes sense that Wella would give one of its most iconic products a few fancy upgrades. This month, the professional color brand unveiled a new and improved Color Touch— and dare we say, it’s even better than before. While the demi-permanent color still offers the same 100 percent reliable color, its ammonia-free formula is now vegan and free of silicones and mineral oils too. The upgraded formula also has a thicker, no-drip consistency to blend precisely and seamlessly and is packed with up to 85 percent naturally derived ingredients.
However, the most exciting improvement may just be the fact that Color Touch now has a built-in metal purifier. Due to the heavy presence of metals in the hair, creating vibrant colors for their clients can be super challenging for many hair pros. But thanks to this new feature, hair pros can deliver true-to-tone vibrancy and uncompromised shine, even on damaged hair. And the best part? The results are now long-lasting, only fading after 28 washes — which is four more than the previous 24 washes.
“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,” says Wella Professionals Global Ambassador James Earnshaw. “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.”
Wella’s revamped Color Touch offers more than 90 fully intermixable shades, including a new bronze collection featuring a trio of gorgeous natural hues with a touch of mahogany. All three of these new shades are balanced with warm and cool tones making them highly suitable for all skin and hair types.
To shop Wella Professionals’ new Color Touch range, be sure to head over to the Wella Store. And for the latest news surrounding the brand, make sure to follow @wellahairusa on Instagram.
