We asked top salon professionals to choose ONE (yes... one!) Wella Professionals Shinefinity shade they can't live without.  Discover their answers and the top fifteen must-have shades from classic blondes, to cool chocolate hues that redefine the essence of vibrant, healthy hair. Is your favorite shade on the list?

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15 MUST-HAVE SHINEFINITY SHADES

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BLONDOR FREELIGHTS: WHAT IS IT? WHY DO YOU NEED IT?

in-the-mix

From deep chocolates to warm chestnuts , Brunette Season has officially arrived. Discover our top 5 favorite formulas and take your brunettes to the next level.  Whether your guest is looking for a subtle change or a bold transformation, these carefully curated formulations are sure to add the depth, dimension and richness you're looking for.  


BRUNETTE SEASON: Top 5 Favorite Formulas

Unveil the secrets to a stunning holiday hairstyle with our guide to the top professional styling products designed to enhance, hold and add a touch of festive glow. From glamourous curls, to high ponytails, chic looks or sleek up-dos, these styling essentials are key to creating your best holiday hair for the season.   


The Best Styling Products for Holiday Hair '23

Get ready to embrace the chill with style and sophistication. From the cocoa warmth of a cozy fireplace to a cool and icy snowfall, these winter-inspired shades are sure to unveil the magic of the season. Follow along as we share nine must-try formulas for ultimate winter hair envy.

9 Must-Try Winter Haircolors

Discover industry secrets and PROTIPS from your favorite salon professionals. This week we spotlight Wella Professionals Signature Artist, Jay Thornhill @jayt.wella. Based in Florida, with over 33 years of experience, Jay Thornhill is a globally-trained Wella Professionals Signature Artist responsible for training stylists and educators in the southeastern United States. He is passionate about color science, corrective color, and is certified in Wella CutCraft and Sassoon ABC’s of Cutting. Jay centers his teaching focus on color techniques and how to increase retail sales.  He has recently partnered with the research and development team to collaborate and test new Wella Professionals products and initiatives. His true passion is inspiring other salon professionals and helping them grow their careers.

#PROTIPS with Wella Signature Artist Jay Thornhill

Step into a winter wonderland as we explore the top trending nail color shades of the season.  From deep velvety blues, to soft metallics, sophisticated reds and chic cult classics - let your fingertips be the canvas for this seasons most coveted shades. Join us as we share the top, must-have looks and discover the perfect hue for your holidays.

SOPHISTICATED REDS
REBEL WITH A CLAUSE: Gift 'em naughty n' nice this season with long-lasting nail polish in the shade Rebel with a Clause from the OPI Terribly Nice Holiday 2023 collection. Dashin’ through the whoa. You know how the story goes. Turns out Santa isn’t the only one who can rock red, and not just any red, but that punk-rock-meets-jolly sorta red that you just gotta see to believe. This long-lasting nail polish shade in a classic red crème is on the top of everyone’s holiday list. Present company included. Load up that slay with other merry shades from our limited edition Terribly Nice collection.


Top Winter '23 Nail Color Trends

'Tis the season to sleigh the holiday gifting game and check off the wish lists' of family members and friends. Our holiday gift guide captures the essence of the season with stylist-approved favorites, salon essentials, stocking stuffers and holiday gift sets for everyone. Let the holiday magic commence as we unwrap the ultimate gift guide. 

THE ULTIMATE HOLIDAY 2023 GIFT GUIDE

Did you know heat styling, chemical services and environmental factors are the top three hair stressors?  Flat irons, curling irons, blow dryers, color, lightener, chemical treatments, sun exposure and wind can leave the hair in need of serious L-O-V-E. Follow along as we navigate the top in-salon treatments and at home solutions that go beyond aesthetic appeal and address the true essence of what hair needs. 

IN-SALON TREATMENTS
#1: WELLA PROFESSIONALS WELLAPLEX 
Protein and moisture balance are key components to hair health and long-lasting color.  Add a Wella Professionals WELLAPLEX Stand Alone Treatment to any salon service and reconstruct hair bonds, strengthen hair, and rebalance pH in just 15 minutes. 

HOW TO APPLY:
1. Pre-Shampoo and towel-dry.
2. Mix WELLAPLEX No.1 Bond Maker with water in an applicator bottle (1:6).
3. Apply mixture to hair.  
4. Develop 5 minutes. Do not rinse. 
5. Apply WELLAPLEX No2 Bond Stabilizer 
6. Develop 10 minutes. Rinse, shampoo, condition and blow-dry. 

#2: SHINEFINITY CLEAR GLAZE
Wella Professionals Shinefinity is a demi-permanent color glaze, delivering shine you can feel.  A clean, vegan formula with balanced pH technology and a no drip, gel-cream consistency.  Zero lift, zero silicones, zero damage, zero alcohol, zero ammonia, zero direct dyes and zero parabens. Enhance your service menu, increase revenue, and leave your salon guest with silky, shiny hair. #FUNFACT: One SHINEFINITY tube is sold every 10 seconds in the world.  
SHINEFINITY Crystal Glaze 00/00 is suitable for every hair type: fine and fragile to course and dry. And... can we talk about the shine? It is anything but ordinary.  Thanks to a unique formulation, SHINEFINITY delivers a healthy-looking, never artificial, shiny result, conditioning while it works. 

HOW TO APPLY: 
MIX: SHINEFINITY Zero Lift Glaze + Activator in a 1:1 mixing ratio.  SHINEFINITY glaze can be applied to pre-shampooed or dry hair.
APPLICATION: Choose a technique that works best for you: bottle application or bowl and brush. Apply from root to tip and watch as the hair transforms.  
DEVELOP: Once application is complete, develop SHINEFINITY glaze for up to 20 minutes. 
WASH AND ‘GLOW’: After processing is complete, shampoo, condition, blow dry and GLOW.

#3: MRS. BOND BY NO.BREAKER TREATMENT
The Sebastian Professional, Mrs. Bond care service is ideal for dry, damaged hair that needs strength and repair. Formulated with apple acid and styling polymers, the Mrs. Bond by No.Breaker Treatment provides up to four weeks of smoothness and conditioning care.

HOW TO APPLY:
1. Cleanse hair with Sebastian Professional Reset Shampoo. A clarifying shampoo that gently removes even the strongest styling residues to reveal natural shine. Safe for daily use and colored hair.
2. Apply Sebastian Professional No.Breaker to towel dried hair.
3. Layer with your Sebastian Dark Oil Lightweight Mask or treatment of choice.
4. Cover hair with a processing cap and place under a controlled heat source for 10 minutes.
5. Allow hair to cool. Rinse. Style.
AT HOME TREATMENTS
#1: WELLAPLEX No.3 Hair Stabilizer 
Keep hair strong, smooth and soft until the next in-salon service with: WellaPlex No. 3 Hair Stabilizer. 
HOW TO APPLY:
1. Shampoo hair with your favorite Wella Professionals shampoo and towel dry.
2. Apply WellaPlex No.3 Hair Stabilizer from roots to ends. 
3. Leave in for 5-10 minutes and rinse thoroughly. Style hair as usual. Use once a week.
#2: Sebastian Professionals Penetraitt Mask + Serum
Try Sebastian Professional Penetraitt Repair Treatment Mask and Sebastian Professional Penetraitt Overnight Repairing Serum with Hyaluronic Acid. The perfect combo to deliver instant moisture, reduce frizz and increase hair strength.  
#3: ColorMotion+ Structure+ Mask
Recommend Wella Professionals ColorMotion+ Structure+ Mask to your salon guest for an intensive restructuring specifically formulated for colored-treated hair.  This game changing treatment provides strengthened hair structure, shine and lasting manageability. Bonus Points: ColorMotion+ Structure+ Mask contains the bond structuring agent from Wella Professionals WellaPlex.
HOW TO APPLY: Apply to clean, damp hair. Leave for 5 minutes. Rinse out thoroughly.
#4: Oil Reflections Reboost Mask
Replenish the hair structure and gain smooth, luminous locks with Wella Professionals Oil Reflections Luminous Reboost Hair Mask. This one-of-a-kind treatment provides hair with nourishment and smoothness, replenishing hair fibers with precious oils.  The Oil Reflections Reboost Mask reveals nourished strands, a velvety smooth finish and an unforgettable shine.
HOW TO APPLY: Apply to damp hair. Leave on for 5 minutes and rinse thoroughly.
#5: Nutricurls Deep Treatment for Waves & Curls
Does your salon guest have waves and curls? We got you! Reach for Wella Professionals Nurticurls Deep Treatment for Waves and Curls for intense nourishing to prevent frizzy hair and reveal beautiful shine. The Nutricurls collection provides waves and curls with the right level of nourishment for lush, bouncy locks. The NOURISH-IN Complex with wheat bran extract and jojoba oil helps to make the curls defined, soft and manageable, while reducing frizz. 
HOW TO APPLY: Apply to clean, damp hair. Leave in for 5 minutes and rinse thoroughly.
#6: FUSION INTENSE REPAIR MASK
Provide hair protection against breakage with Wella Professionals Fusion Intense Repair Mask. Specially formulated for damaged hair, this professional mask helps protect against future mechanical damage and breakage that may occur from styling. Wella Fusion Intense Repair Mask is formulated with silk amino acids, leaving hair revived and strong.
HOW TO APPLY: Apply Fusion Intense Repair Mask to damp hair. Leave on for 5 minutes. Rinse thoroughly.


TOP IN-SALON AND AT HOME HAIR TREATMENTS

Haircolor formulation, innovation, application and product choice are key components when looking to save time in the salon. But not all products are created equal.  Wella Professionals MAGMA by Blondor is a revolutionary lightener that lightens and tones in one single step.  Imagine the time you will save in the salon and the opportunities you can create to earn more money behind the chair. The advanced technology of Wella Professionals MAGMA by Blondor is poised to reshape the way we approach color transformations and streamline the process to deliver beautiful and efficient results. 

MAGMA by Blondor: Lighten and Tone in One Step

Discover industry secrets and PROTIPS from your favorite salon professionals. This week we spotlight Wella Professionals Signature Artist, Christopher Cetroni @cetroni.wella. Christopher Cetroni, a Wella Signature Artist from the Jersey Shore, boasts an impressive 20+ year styling experience. His career as a stylist with a focus on cutting and styling diverse hair textures, gradually expanded his expertise in creative color placement through personalized formulations. Driven by a passion for sharing knowledge and growing stylists’ skills, Christopher began his journey as a Wella Signature Artist. His areas of specialization encompass all blonding techniques, creative formulation, and precise placement on all hair types and curl formations. Acknowledged for his contributions, he has been awarded "Most Innovative" and "Trainer of the Year," with his work showcased in Modern Salon and Estetica Magazine. Additionally, Christopher is most excited in leading the Wella Color Expert program on the East Coast.

WHAT is your favorite Wella Company HAIRCARE product? 
My favorite is hands down, Wella Professionals Ultimate Repair Miracle Hair Rescue.

WHY is it your favorite? 
It is my favorite because the technology in it is incomparable to anything else I've ever used.  It targets both internal and cuticular damage, plus it makes the hair feel amazing.  Reparative treatments I've used in the past always seemed to lack that external lustre. Best of all?  It works in 90 seconds!  

HOW do YOU like to use it? 
Like Frank's Hot Sauce, I put that stuff on everyone!  lol, seriously though its the perfect no rinse treatment for every hair type.  I particularly like it on coily and zag hair, I layer Sebastian No.Breaker on top of it to give it shape definition that lasts even in NJ humidity.

WHAT is your favorite Wella Company STYLING product? 
I REALLY love Sebastian Microweb Fiber.

WHY is it your favorite? 
I love the fiberous structure and movement Microweb Fiber creates.  

HOW do YOU like to use it? 
I love it to enhance the texture of a haircut without it looking forced or over styled.  It's great on pixies, layered bobs, long layers, and even scrunched into curls after they've dried.  It creates texture but still has a nice, natural shine.

WHAT is your favorite Wella Company HAIRCOLOR product (overall line, family or shade)? 
This is a tough one... but if I were going to an island and could only bring 1 color line it would be Koleston Perfect.  I definitely gravitate to the Pure Naturals - Intense Natural Cools (--/02) at every level.  Can I pick 2?  I also love the Special Mix family.

WHY is it your favorite? 
Koleston Perfect is my favorite because honesty I've built an entire hairdressing career using it.  From a cosmetology student, assistant, colorist, salon manager, salon owner, an educator all the way to a Wella Signature Artist.  KP has always been at the heart of my career.  I love the overall modern opacity, dependability, and versatility of KP and being a science nerd, the combination of technologies is beyond anything else on the market.

HOW do YOU like to use it? 
I use Koleston Perfect for everything from grey coverage to creating bold fashion shades and everything in between, for example toning Blondes and base breaking.

#PROTIP you would love to share with other Salon Professionals. 
I put Koleston Perfect Special Mix into every color recipe as my personal signature on the formula and results.  This keeps my clients loyal and establishes me as a colorist.  You can make every hue with Koleston Perfect.

Some of the ways I use them are:
0/00 - to dilute the saturation of a hue or to decrease the depth of a tone
0/11 & 0/28 - to make a tone more matt or for extra control of underlying warmth
0/30 & 0/33 - to soften a tone, replace missing warmth, or to make a tone appear brighter
0/43 & 0/44 - to add vibrancy to a tone.  I even use these in my brunette formulas in a small amount (the size of a pea up to ½ an inch) to add punch to the tone, not necessarily to make it red
0/65 - I LOVE 0/65 to add coolness but not lose vibrancy, try a small bit (like the size of a chocolate chip) in your pastel toning formulas and when you use a Special Blonde
0/88 & 0/66 - I love these to increase the depth of a tone, they add a bit of mystery.


15 MUST-HAVE SHINEFINITY SHADES

FLASH GLAZE

LEVEL 9

LEVEL 8

LEVEL 7

LEVEL 4 TO 6

CLEAR

MIXING AND APPLICATION