Introducing The Goldwell Glow Up: A New Era of Color Powered by Stylists

Goldwell proudly unveils the relaunch of its brand with the Goldwell Glow Up, marking a bold new era for the professional hairdressing industry. More than a rebrand, the Glow Up is a recommitment: to stylists, to salons and to the future of color.

When Hans Erich Dotter started Goldwell in 1948, his vision was to create a company focused on the professional hairdressing industry, and to rebuild a feeling of beauty in the people around him. For over 75 years, Goldwell has stood as a trusted salon-first partner, renowned for professional color expertise and relentless innovation. Now, Goldwell launches its new brand campaign, ‘Color the Future’ – bringing together the new brand purpose.

COLOR COLAB: CO-CREATING WITH STYLISTS

With the launch of Color CoLAB, Goldwell introduces a framework in which creativity and collaboration drive innovation. Stylists are invited to test, refine and shape everything from new services to campaigns and education in partnership with the brand. The result: products and ideas developed not just for stylists, but with them — living proof of Goldwell’s People Powered Color philosophy.

COLOR OF THE YEAR 2026: BELLINI

The first expression of this Color CoLAB is Goldwell’s Color of the Year 2026: Bellini. Developed in collaboration with international colorists Salome De Wet, Zachary Norman, Peter Wu and Neil Barton, Bellini embodies optimism and artistry in a luminous, head-turning shade created from Goldwell’s existing color palette. It represents the brand’s vision of color as a force for creativity, connection, and transformation.

“Goldwell has always been a brand built for stylists and with the Glow Up, we’re going further, by putting their voices, talent, and development at the very center of the brand’s future direction,” said Christian Melcher, Global Chief Marketing Officer Kao Salon Division. “Our intention is for the new and modernized Goldwell to be the most collaborative, most relatable and highest performing color brand on the market”, he added.

As part of the new direction, Goldwell’s brand identity has been updated to reflect the new vision. 

This includes:

• An evolution of the brand logotype – built on the heritage of the original and reimagined in a bolder more sophisticated design with a distinct rounded square shape  

• New look and feel to the visuals and brand campaigns, reflecting the renewed commitment to salons and stylists and a global community built on collaboration

About Goldwell

Goldwell is a professional color-focused brand of Kao Salon Division. Its hair products are dedicated to bringing stylists’ and their clients’ aspirations to life. Since 1948, Goldwell has been known for breakthrough innovations with well-known sub-brands such as: leading professional color products Topchic, Colorance and Elumen; high-performing care and styling products Dualsenses and StyleSign, as well as perm and texture products. Goldwell collaborates closely with its global community of stylists on color curation, creativity and product innovation. The Goldwell Future Fund, an investment in education for the next generation of colorists worldwide, demonstrates the brand’s commitment to the future of color and the hairdressing industry. Please visit the Goldwell website for updated information: www.goldwell.com or www.twincare.co.za

Follow the movement:

#GoldwellGlowUp #NewGoldwellEra #GoldwellSouthAfrica

Follow Goldwell on Instagram @goldwellsouthafrica