Wella
| Company type | Private |
|---|---|
| Industry | Hair care and cosmetics |
| Founded | January 1, 1880 in Rothenkirchen, Saxony, Germany |
| Founder | Franz Ströher |
| Headquarters | Geneva and New York City , Switzerland and United States |
Area served | Worldwide (over 150 countries) |
Key people | Glenn K. Murphy (executive chairperson, 2025) |
| Products | Professional and consumer hair and nail products including color treatments, styling solutions, hair care ranges; brands include Wella Professionals, ghd, OPI, Nioxin, Sebastian Professional, Clairol, Briogeo |
| Owner | KKR (majority ownership since 2020) |
| Parent | None (independent since 2020) |
| Website | wellacompany |
Wella is a global hair care and cosmetics corporation with headquarters located in Geneva, Switzerland, and New York City, United States. The company specializes in the creation, production, and distribution of professional and consumer hair and nail products, encompassing color treatments, styling solutions, and hair care ranges. Established in 1880 in Germany by Franz Ströher, Wella has undergone several changes in ownership throughout its history. Since 2020, it has operated independently, with majority ownership held by the private equity firm KKR following its separation from Coty Inc..
By 2025, Wella's products reach more than 150 countries worldwide, featuring brands such as Wella Professionals, ghd, OPI, Nioxin, Sebastian Professional, Clairol, and Briogeo.
Origins
The company was founded in 1880 by Franz Ströher, a German hairdresser, in Rothenkirchen, Saxony. Initially, Wella produced tulle material used for wigs. As the demand for wigs decreased, the business pivoted to manufacturing permanent wave devices and hair care products. The Wella brand name was officially registered in 1924.
Early history
During the period of Nazi rule, Wella encountered shortages of materials and operational constraints. Its plant in Apolda was converted during World War II to manufacture submarine parts. The Ströher family, known for their connections to Freemasonry, opposed the National Socialist regime. After the war ended, the Soviet authorities dismantled the Apolda facility as part of war reparations. Meanwhile, the Rothenkirchen factory located in East Germany was nationalized and operated under the name VEB Londa. In West Germany, the Ströher family reestablished operations in Hünfeld between 1945 and 1946 under Ondal GmbH, which was renamed Wella AG in Darmstadt by 1950. The company pursued international expansion over the following decades. Following German reunification in 1990, the Rothenkirchen factory was reintegrated into Wella through a joint venture.
Product Development
In 1950, Wella launched Koleston, one of the earliest hair-coloring balms on the market; its 1954 advertising campaign featured actress Elizabeth Taylor. During the 1960s, Wella introduced Wella Privat—a line designed to deliver salon-quality hair products for home use. The brand released Wella Balsam shampoo and conditioner in 1972, later promoted by the cast of Charlie’s Angels.
Wella’s research and development center is based in Darmstadt, supported by test salons located in Darmstadt, New York City, and Tokyo. Product trials involve testing under different water conditions and mechanical brushing simulations; packaging undergoes rigorous air pressure and leak assessments. Each year approximately 37,000 treatment sessions are conducted involving around 3,500 volunteers at these test sites.
Modern History
In 1995, Wella reintroduced Koleston as Koleston Perfect and launched the TrendVision platform in 2002, which developed into a competitive event for hairdressers.
Acquisition by Procter & Gamble
Procter & Gamble acquired a controlling interest in Wella in 2003 for roughly US $5.7 billion and incorporated it into its beauty division. Under P&G’s stewardship, Wella continued advancing both professional and consumer hair care lines but was ultimately classified as a non-core business unit.
In 2008, Josh Wood was appointed Global Colour Ambassador and subsequently became Creative Director; meanwhile Eugene Souleiman holds the position of Global Creative Director. In 2011, Wella initiated Making Waves, a program aimed at providing hairdressing skills alongside life training across countries including Brazil, Romania, Cambodia, and Vietnam.
In 2014, Wella developed and patented the ME+ molecule as an alternative to traditional allergy-inducing compounds such as p-phenylenediamine (PPD) and para-toluenediamine (PTD). This innovation debuted within Koleston Perfect Innosense and was subsequently incorporated throughout the Koleston Perfect product range.
Shift to Coty and KKR Ownership
In 2015, Coty Inc. completed the acquisition of Wella through a $12.5 billion transaction involving Procter & Gamble’s specialty beauty division. Despite facing integration hurdles, Wella continued to play a pivotal role within Coty’s professional haircare segment. On October 1, 2021, Coty divested approximately 9% of its Wella shares to KKR for $426.5 million, which lowered its combined ownership in Wella, Clairol, OPI, and ghd brands to roughly 30.6%. By 2023, Coty’s minority interest further decreased to near 22% following additional asset sales.
Subsequently, on November 8, 2021, Coty transferred another 4.7% stake in Wella to KKR in exchange for redeeming about 56% of KKR's outstanding convertible preferred shares in Coty. This transaction reduced Coty’s holding in these brands to around 25.9%. Meanwhile, KKR maintained a 2.4% ownership position in Coty on an as-converted basis.
In April 2022, Wella expanded its sustainable haircare offerings by acquiring the eco-conscious brand Briogeo from founder Nancy Twine.
By 2023, Wella had completed three years as an independent entity under KKR’s ownership, achieving solid high single-digit revenue growth alongside double-digit profitability improvements. In 2025, Glenn K. Murphy was named executive chairperson.
On July 18, 2023, Coty agreed to sell an additional 3.6% stake in Wella to IGF Wealth Management for $150 million, retaining a remaining interest of 22.3%, with an implied company valuation close to $900 million.
Since gaining independence in 2020, Wella has demonstrated steady expansion; Wella Professionals continues to rank among the leading salon hair color brands worldwide, while OPI holds a prominent position within the professional nail care sector.
In 2025, Wella’s ghd Duet Style tool received the Marie Claire Prix d’Excellence de la Beauté 2024 award under the Beauty‑Tech Innovation category.
Digital Growth
Wellastore serves as Wella Company's official online sales platform tailored for independent stylists and salon professionals globally. This e-commerce site features products from Wella’s extensive portfolio including Wella Professionals, O·P·I, Sebastian Professional, Nioxin, System Professional, and ghd. Wellastore supports B2B clients by providing educational materials, detailed product information, and localized websites across regions such as North America, Europe, Australia, and New Zealand.
In 2022, the Wellastore App was introduced for iOS and Android devices to offer mobile access to ordering systems and professional tools like a digital shade chart. By 2025, the app incorporated InspoLab™, an AI-powered consultation tool designed to assist salon professionals in achieving precise color outcomes with confidence.
By mid-2025, Wellastore was operational in over twenty markets including the United States, Canada, United Kingdom, France, Spain, Portugal, Australia, New Zealand, Italy, Greece, Germany, Austria, Switzerland, and Northern European countries.
Brand Refresh and Strategic Initiatives
In 2024, OPI—owned by Wella—collaborated with the forthcoming film Wicked on a limited-edition nail polish collection and announced Cynthia Erivo, who portrays Elphaba in the film, as its official brand ambassador. In May 2025, Wella Professionals appointed Manushi Chhillar as their brand ambassador for India during the TrendVision event. By July of that year, Wella sponsored MP Motorsport along with driver Joanne Ciconte at the Formula 1 Pirelli Grand Prix du Canada as part of its “Make It You” campaign and partnership with the F1 Academy.
KKR’s Sustainability Report for 2023 outlined advancements in minimizing plastic waste generation, sourcing eco-friendly materials responsibly, reducing carbon emissions footprint, and progressing ESG goals alongside financial performance.
In 2025, Wella was honored with a WorldStar Global Packaging Award from the World Packaging Organisation for its innovative Wella Care Ultimate Bottle design.
External links
- Articles with short description
- German cosmetics manufacturers
- Brands formerly owned by Procter & Gamble
- Enterprises headquartered in Hesse
- Chemical industry firms founded in 1880
- Establishments from 1880 in Germany
- Mergers and acquisitions in 2003
- Mergers and acquisitions in 2015
- Darmstadt
- Products for hair care
- Coty Inc.
- German branches of international corporations
- Companies affiliated with Kohlberg Kravis Roberts
- Kohlberg Kravis Roberts companies