Hands holding together

Entering a new era

Goldwell's Glow up

It’s how we build the future together.

Goldwell is lighting up the industry with Goldwell Glow Up — A RECOMMITMENT. To the artists. To the salons. To the future of color. To you.
This moment is about showing up with more value and support for you. Smarter services, stronger tools, and a real partnership that helps you and your salon to grow.

We’re kicking things off with the Color the Future campaign and three exciting new initiatives. The Future Fund invests into the education of the next generation of colorists. Color CoLAB provides a platform for colorists to help us test, refine and shape everything from new services to education. And finally, say hello to Bellini, the Color of the Year 2026 and a fresh and fizzy nod to our new bold and optimistic brand.
The Glow Up is more than a new vibe — it’s Goldwell’s renewed promise to co-create, inspire, and color.
Because color isn’t just what we do. It’s how we build the future together.

Model posing for Glow Up News Product by Goldwell

Models posing for Glow Up News Product by Goldwell

Glow Up News by Goldwell

Glow Up News by Goldwell

Color the future together

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.
Honoring our founder’s vision, we invited our global community of stylists to help us define the new Goldwell. The result takes our stylist-centric mindset one step further, by putting color creators at the center of everything — from color curation to product innovation and education.
We’ll lead by listening, to build the most collaborative, most relatable, and highest-performance color brand, because we believe a brand powered by our people is the future.

Our commitment

We’ve listened to and heard salon owners and stylists around the globe. A true partnership is about relevance, simplicity, clarity, and support.
WITH THE GOLDWELL GLOW UP, YOU CAN EXPECT

  • High-performance products and innovations, co-created with and for stylists.
  • High-frequency, high-margin services that drive repeat business and are relevant in today’sfast-paced world.
  • Support that drives salon and stylist visibility, booking, and loyalty.
  • Education that grows careers, not just techniques — with a focus on retention, relevance, and results.

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