Bring Quiet Luxury To Your Clients With Wella Professionals Illumina Color

Published 02nd Jan 2024 by Sian Jones

Understated and effortless: the 'no make-up make-up' trend for hair is here, thanks to Wella Professionals Illumina Color. 

We’ve seen the trend across fashion and make-up (think understated fashion brand The Row, Succession style label-less clothing and no make-up make-up), but now the quiet luxury trend is coming to your client’s hair colour too. And it’s a look clients can’t get enough of - Google search results for the term ‘quiet luxury’ have increased by over 600% in the last year alone. Plus, creating that luxurious, but ever so-natural result has never been easier, or chicer, than with Illumina Color from Wella Professionals.

As well as delivering on the finished result, what’s compelling for stylists and salons alike is that Illuminatural, the new service using Illumina Color, is the perfect way to trade up your clients who regularly opt for partial coverage to a full head of colour, maximising average spend per client. It’s a global colour service that delivers on ultra-natural looking results and up to 100% grey coverage, the two top drivers in the hair colour category.

Imagine a colour that provides all the benefits of permanent colour, whilst still mimicking the hair’s natural shade. The unique technology within Illumina Color provides that premium finish and experience, plus the Metal Purifier technology helps to ensure damage prevention so client’s hair looks and feels like ‘their colour, but better’.

Stealth Wealth

Take a look at the four new Illumina Color shades to beautify the natural shades clients want:

Sheer Luxe

Meet the new Illuminatural services inspired by the quiet luxury trend, from fashion to make-up.


Multi-facted tones with sheer vibrancy for natural colour.


100% natural looking coverage on every strand, all while maintaining those natural highs and lows.


Luminous blondes created by lightening and toning for shiny blonde results.

Learn more about how to use Illumina Color and the new Illuminatural service here and shop Illumina Color today here.

Sian Jones

Sian Jones

Published 02nd Jan 2024

Sian is Editor Modern Barber and Deputy Editor Hairdressers Journal International. She has over ten years’ experience writing for print publications covering Youth & Children, TV & Entertainment and Lifestyle. Sian graduated with a degree in journalism, and whilst studying was nominated for the Guardian Digital Journalist of the Year award in 2011.

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