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Wella Professionals new SHINEFINITY coming in February 2023

World-leading professional hair colour brand Wella Professionals soars to new heights in glossing and toning with SHINEFINITY. NEW Wella Professionals SHINEFINITY is an innovative, long-lasting, demi-permanent colour glaze designed to deliver true-to-tone colour – zero lift, zero damage, zero ammonia, zero silicones and zero alcohol. SHINEFINITY will be available nationwide in February 2023.

Shiny, healthy-looking hair has always been in high demand with lightening and toning growing to become some of the most requested services in salons. Increasingly, colour clients are looking for a glossing solution that lasts longer and for products that better protect their hair from damage.

37 Translucent Shades

Enter SHINEFINITY, with infinite possibilities and next generation glossing in 37 translucent modern shades. SHINEFINITY introduces a state-of the-art clean formula* featuring pH balanced technology that smashes the paradigm that only acidic colour can be zero damage. The formulation is designed to regulate and control the pH level throughout the colouring process, resulting in true-to-tone, reliable colour results. This means zero lift and zero damage and healthy-looking hair that shines and has a silky hair feel.


SHINEFINITY was co-created with Wella Professionals Brand Ambassador Patricia Nikole, the social media icon with over 1 million Instagram followers known as @PaintedHair. Patricia is a glossing expert and best known as a pioneer in hair painting trends and beautifully crafted techniques. Patricia was involved in the design of SHINEFINITY and also collaborated in the creation of “Shimmer Melt Glaze,” one of two new exclusive in-salon services. “SHINEFINITY is perfect for all glossing and glazing services. Its zero-lift colour glaze empowers hair colourists to create without limits. Clients will become obsessed with the results,” says Patricia Nikole.

Hugh Dineen, Brand President and Chief Marketing Officer of the Wella Company concludes, “SHINEFINITY is our cleanest demi-colour technology to date. Offering zero lift and zero damage, it addresses key client concerns such as hair damage and clean ingredients, allowing more clients to start colouring their hair or to enjoy their colour services more often. Wella Professionals proudly continues to set the highest standards by providing products and services designed to inspire hairdressers across the globe.”

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*Wella Professionals Clean Principles:

No animal derived ingredients

Carbon efficient ingredients

Full transparency about ingredients

Dermatologically tested

Wella Professionals

Modern Hair & Beauty


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