Make It You with Wella – A New Era Begins
At Wella, we’ve been empowering people to define their own version of beauty for more than 140 years. We’re leaders of trends and pioneers of innovation championing artistry and self-expression. Now, we’re taking your individual style to new heights as we step boldly into a new chapter. Are you ready? Own your story through hair and join the Make It You movement.
With renewed purpose, we’re putting you and your goals at the center of everything we do, helping you amplify your identity through products that empower you to feel your very best. We understand your hair is more than your style; it’s a language that tells the world who you are and who you’re becoming. Like every facet of you, your beauty is unique, deeply personal and ever-evolving.
Make It You is more than a campaign. It’s a call to embrace change, express individuality, and create without limits. It’s an invitation to be unapologetically you. So, keep scrolling to discover more about Wella Professionals’ – and your – new era. Discover the meaning of Make It You, from the salon to your home…
What Does ‘Make It You’ Mean?
"At Wella Professionals, the hairdresser has always been at the center of everything we do," says Marlene Lotter, Global Brand Senior Vice President at Wella Company. "With Make It You, we're inviting both stylists and consumers to define beauty on their own terms. It's a campaign born from creativity, collaboration, and authenticity.” So, whether you make it blonde, make it smooth or make it bounce, when it comes to hair, we’re here to Make It You – in and out of the salon.
Make It You in the Salon
A visit to the salon isn’t an everyday occurrence; it’s a moment of self-care and an exercise in trust, as you place your hair, and your identity, in the skilful hands of your stylist. This is a responsibility we have never taken lightly at Wella Professionals, and we train more than 600,000 professionals each year to support them in bringing you the best experience.
Our goal is to nurture talent, inspire creativity and, ultimately, elevate your hair colour and care transformations. As part of Make It You, we’re empowering our stylists to form deeper partnerships with you, their customers. So, when you head to your nearest Wella salon, you’ll enjoy even more bespoke colour and care, powered by performance-driven products that bring out the very best in your hair.
Make It You at Home
Healthy hair is the foundation of every look – your canvas for flawless colour and styling, so we’re introducing Make It You with a revamp of our cutting-edge ULTIMATE REPAIR regimen. The same formulas that took the line viral now come in new, premium packaging, powered by patented technology for a visible transformation you can achieve at home.
Taking you from ‘hair in danger’ to ‘dangerous hair’, ULTIMATE REPAIR starts with the luxe lather of ULTIMATE REPAIR Shampoo, which detoxes strands of pollutants and metals, and deeply cleanses away breakage-causing impurities. Follow with ULTIMATE REPAIR Conditioner for rich, creamy care that envelops stressed strands in a burst of nutrients, before rinsing completely clean to ensure your hair is healthy, not heavy.
Then, reach for the iconic game-changer: ULTIMATE REPAIR Miracle Hair Rescue, a spray-on treatment that leaves you with 99% less breakage* and repairs hair damage in 90 seconds**. (Yes, just 90 seconds!) Misted from root to tip, it delivers a supercharged dose of AHA and Omega-9, which repairs those vital internal bonds while refilling the protective outer layer of your hair. It’s your suits-all-hair-types solution for the strong, lustrous lengths you’ve always wanted, whether your texture is straight, wavy, curly or coily. ULTIMATE REPAIR is on your side.
But ULTIMATE REPAIR isn’t the only way you can lock in a Make It You mane. We’ve also launched our new virtual hair consultation tool to help you build a custom care regimen that fits all of your needs. Answer quick questions about your concerns and goals, and within minutes, you’ll get bespoke product recommendations with zero guesswork. Every step is covered, from washing to masking to styling – all entirely tailored to you.
So, whether you want to make it smooth with ULTIMATE SMOOTH, make it bounce with NutriCurls or make it strong with ULTIMATE REPAIR, you’ll unlock the power of a truly personalised regimen that does all the work for you.
* When using ULTIMATE REPAIR Miracle Hair Rescue instrumental test vs. non-conditioning shampoo.
** When using ULTIMATE REPAIR Miracle Hair Rescue.