Goldwell Gets a Glow Up

This February, Goldwell is ushering in a bold new era of colour – one that's powered by stylists. Introducing the Goldwell Glow Up, a relaunch for the 77-year-old brand that signals a recommitment to stylists, salons and the future of colour.

Three campaign pillars form the basis for the Goldwell Glow Up:

1. Future Fund: $1 Million for the Next Generation

   Goldwell is investing in the future of the hair industry with the game-changing Goldwell Future Fund. This unprecedented US$1 million initiative gives emerging colourists across the world access to the prestigious Master Colourist Program – a career-defining educational experience that elevates technical expertise and supports long-term success in the salon.

2. Colour CoLAB: Co-Creating with Stylists

   With the launch of Colour CoLAB, Goldwell introduces a framework driven by creativity and collaboration. Stylists are invited to test, refine and shape everything from new services to campaigns and education in partnership with the brand. The result: products and ideas developed not just for stylists, but with them.

3. Colour of the Year 2026: Bellini

   The first expression of this Colour CoLAB is Goldwell’s Colour of the Year 2026: Bellini. Developed in collaboration with international colourists Salome De Wet, Zachary Norman, Peter Wu and Neil Barton, Bellini embodies optimism and artistry in a luminous, head-turning shade created from Goldwell’s existing colour palette.

Of the Glow Up, Dominic Pratt, Global President Kao Salon Division, says: "Goldwell has always been a brand built for stylists and with the Glow Up we’re going further, by putting their voices, talent, and development at the very centre of the brand’s future direction. Our intention is for the new and modernized Goldwell to be the most collaborative, most relatable and highest performing colour brand on the market”. 

Read Next: Discover Pantone's Color of the Year