Wella

Wella is a multinational hair care and cosmetics company headquartered in Geneva, Switzerland[1]. It develops, manufactures, and distributes professional and consumer hair and nail products, including coloring, styling, and hair care lines. Founded in 1880 in Germany by Franz Ströher, the company has undergone multiple ownership transitions.[2] Since 2020, it has operated as an independent entity, majority-owned by private equity firm KKR following its separation from Coty Inc.[3]

As of 2025, Wella operates in over 150 countries and manages a portfolio of brands that includes Wella Professionals, ghd, OPI, Nioxin, Sebastian Professional, Clairol, and Briogeo.[4]

History

Origins

Franz Ströher, a German hairdresser, founded Wella in 1880 in Rothenkirchen, Saxony, initially manufacturing tulle for wigs.[5] As the demand for wigs declined, the company transitioned to producing permanent wave equipment and hair care products. The Wella trademark was officially registered in 1924.[5]

Early history

During the Nazi era, Wella encountered material shortages and restrictions.[6] The Apolda plant was repurposed during World War II to manufacture components for submarines.[6] The Ströher family, known for its Freemason ties, was reportedly opposed to National Socialism. After the war, the Soviet administration dismantled the Apolda plant as part of war reparations.[6] The Rothenkirchen site in East Germany was expropriated and operated as VEB Londa under state ownership. In West Germany, the Ströher family reestablished the business in Hünfeld in 1945–46 under the name Ondal GmbH, renaming it Wella AG in Darmstadt by 1950.[6] The company expanded to other countries in subsequent decades. After German reunification in 1990, the Rothenkirchen plant was reintegrated into Wella through a joint venture.[6]

Product Development

In 1950, Wella introduced Koleston, one of the first hair-colorant balms, and included Elizabeth Taylor in its 1954 advertising campaign.[7] The 1960s saw the release of Wella Privat, a line allowing salon-quality products for home use. In 1972, Wella launched Wella Balsam shampoo and conditioner, later advertised using the cast of Charlie’s Angels.[7]

Wella’s research and development headquarters are in Darmstadt, with test salons in Darmstadt, New York, and Tokyo. Product testing includes variable water qualities, such as water with high copper content, and machine hair brushing. Packaging is also tested for air pressure and leaks. Outside of laboratory work, Wella performs an estimated 37,000 treatments on 3,500 volunteers at test salons annually.[8]

Acquisition by Procter & Gamble

In 2003, Procter & Gamble acquired a majority stake in Wella for approximately US $5.7 billion, incorporating it into its beauty division.[10] Under P&G’s ownership, Wella continued to develop professional and consumer hair-care products, although it was eventually considered a non-core asset within the company’s broader portfolio.[10]

In 2008, Josh Wood was appointed Global Colour Ambassador and later became Creative Director.[11] Eugene Souleiman serves as Global Creative Director.[12] In 2011, Wella launched Making Waves, a program providing hairdressing and life skills training in countries including Brazil, Romania, Cambodia, and Vietnam.[13]

Transition to Coty and KKR

In 2015, Coty Inc. acquired Wella as part of a US$12.5 billion deal involving Procter & Gamble’s specialty beauty business.[16][17] Despite integration challenges, Wella remained a central brand in Coty’s professional hair segment.[18] In 2015, Coty Inc. acquired Wella as part of a US$12.5 billion deal involving Procter & Gamble’s specialty beauty business.[19] On October 1, 2021, Coty announced that it would sell an approximate 9% stake to KKR for $426.5 million. The deal reduces Coty's stake in the Wella, Clairol, OPI, and ghd brands to around 30.6%.[20] Coty retained a minority stake, which was gradually reduced to approximately 22% by 2023 through a series of divestitures.[21][22]

type	Private
foundation	1880
founders	Franz Ströher
location	Geneva, Switzerland
area served	Worldwide
owner	KKR (74.1%) Coty (22.3%) IGF Wealth Management (3.6%)
industry	Beauty
products	Hair care, Hair color, styling tools, nail products
brands	Wella Professionals, ghd, OPI, Nioxin, Sebastian Professional, Clairol, and Briogeo
homepage	www.wellacompany.com www.wellastore.com

History

Origins

Early history

Product Development

Modern History

Acquisition by Procter & Gamble

Transition to Coty and KKR

Digital expansion

Rebranding and other ventures

External links

References