NEW PURE PERFECTION
Pure Perfection is a professional permanent hair colour designed to deliver pure colour results with reliable performance.
WHAT’S NEW
→ 0% Ammonia Free Permanent Colour
→ Up to 100% grey coverage
→ A curated palette of 30 shades for pure & true-to-tone colour results
→ 1:1 mixing ratio with Welloxon
→ Vegan formula
→ Dermatologically tested on sensitive skin
*Do not use this product if you have a known PPD/PTD allergy, as you may still experience a severe reaction.
30 SHADES. LIMITLESS POSSIBILITIES.
A curated palette of 30 shades streamlines your colour selection, allows for easy formulation and inventory easier to manage,
while still giving you all the popular tones to meet every client's needs.
BENEFITS FOR YOUR CLIENTS
A formula that works, with clinical tests to prove it, giving clients confidence in their choice.
+55% shine
+45% smoothness
+42% nourished look*
* vs untreated hair based on expert panel clinical study.
BENEFITS FOR YOU
Offer your clients a premium colour experience with Wella’s first ammonia-free permanent colour. Backed by clinical testing, the science-driven formula responds to growing consumer demand for high-performance beauty solutions while delivering visible improvements in hair condition.
Attract new colour consumers and drive service upgrades with the new Pure Hair Colour Signature Service, creating opportunities to increase client engagement and elevate your colour service offering.
DISCOVER OUR 4 HERO LOOKS
FREQUENTLY ASKED QUESTIONS - FAQs
Is ammonia bad for the hair?
No, ammonia free or not it’s a choice. Like some people like to drink green tea instead of coffee. It may align better with their lifestyle or they just like the taste. Offering different options allow to satisfy different types of clients.
Can I expect the same performance from an ammonia‑free permanent colour vs one with ammonia?
Yes, Pure Perfection can deliver comparable results, including long‑lasting colour and grey coverage, since it's formulated with advanced technologies.
Is there a difference in lastingness between an ammonia free or ammonia permanent colour?
Ammonia‑based permanent colour is traditionally known for maximum durability and long‑lasting results, as it opens the cuticle more deeply to lock colour into the hair fibre.
Ammonia‑free permanent colour can also deliver long‑lasting results, especially with modern technologies such as Pure Perfection, powered by a Supercharged Metal Purifier, meet Wella’s high performance standards for ammonia‑free colour. This breakthrough helps achieve reliable colour results while working in better respect of the hair structure, protecting hair quality during the colouring process.
Is Pure Perfection suitable for sensitive scalp?
Yes, Pure Perfection is dermatologically tested on sensitive skin.
