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Wella Professionals announces the Hair show of the year WE Create Virtual Event

Taking place on 18th September 2022, this global celebration of hairdressing will unite, inspire, entertain, and educate hair professionals all over the world.

Geneva June 2022 - WE Create is back! After the incredible success of last year’s inaugural WE Create, Wella Professionals is excited to announce it will return for 2022, in what will be their biggest ever virtual event.

On 18th September 2022, this ground-breaking experience will bring together the hairdressing community from all over the globe, inspiring hair professionals everywhere to “Shine On!”

Whether they are a world-leading hairdresser or a stylist in a small independent salon, WE Create 2022 will place every professional centre stage – giving them the knowledge, tools, and opportunity to flourish, be impactful, and shine like never before.

This year’s event will focus on the power of transformation, with Wella experts and leading industry figures sharing their expertise to help stylists create positive change for themselves, their customers, and their communities.

An iconic team of Global Artists will contribute to WE Create 2022, including James Earnshaw, Patricia Nikole, Rob Eaton, Briana Cisneros, Dereq, Akin Konizi, Romeu Filipe, Noriyoshi Miyachiand Renya Xydis.

The action-packed program of entertainment and insight will include ambitious challenges that fully test the skills and knowledge of these top creatives, alongside iconic transformations, exclusive interviews, and styling tips from around the world.

Registration for this live-streamed event is completely free, with online sign-up available from 27th June 2022.

For registration visit:

About Wella Company

Wella Company is one of the world’s leading beauty companies, comprised of a family of iconic brands including Wella Professionals, O·P·I, ghd, Briogeo, Nioxin, Sebastian Professional and Clairol. At Wella Company, we are innovators who seek to inspire consumers and beauty professionals through our brands to look, feel, and be their true selves. We are committed to building the best beauty company in the industry where our 6,000+ employees across more than 100 countries can bring their best selves to work. Guided by our company values and led by purpose to deliver positive impact on people through our products and towards our planet and society, we deliver sustainable growth to all stakeholders.

For more information on Wella Company, visit and follow us on LinkedIn and Instagram.

About Modern Hair & Beauty

Modern Hair & Beauty was established in 1950 as a distributor of haircare products in South Africa. In the years to come Wella AG, Darmstadt, owned a majority stake in the company.

Today we are once again 100% locally owned, and the licensed distributor of Wella Company-owned professional salon products in Southern Africa, these being the much-loved brands Wella Professionals, Nioxin, System Professional, Sebastian Professional, SEB MAN, Kadus Professional and the iconic nailcare brand OPI.

Other brands in our portfolio include the popular Brazilian hair treatment Sweet Hair Professional, and Reuzel – Holland's finest pomades and barbering products. We also produce our own affordable in-salon care range Swish.

As a company, we continuously strive to offer the best possible support and care to all of our customers through our dedicated sales, education and marketing teams, ably supported by a customer centric head-office team.

The fostering of great customer relationships, many of them decades-long, runs deep, passing from one generation to the next. It is with this legacy, and the deep commitment to customer service from our entire MHB team, that we serve over 2 000 salons within South Africa and with our international partners in Namibia, Angola and Mauritius.

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