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SEARCHGoldwell is stepping into a bold new era and bringing stylists with it. With the launch of its Glow Up, the iconic professional brand unveils more than a refreshed look; it’s a recommitment to the salon community and the future of color itself.
In the fall of 2025, during ColorSphere, Kao Salon Division's global event for the professional color community, editors were given a peek at what Goldwell had prepared for 2026.
This preview has now come fully to life with the official relaunch of the Goldwell brand, the Goldwell Glow Up. More than a rebrand, the Glow Up is a recommitment: to stylists, to salons and to the future of color.
Rooted in more than 75 years of salon-first innovation, Goldwell’s new global campaign, Color the Future, puts collaboration at the center. Through Color CoLAB, stylists are invited to help shape new services, education, and creative direction.
Goldwell/ Kao
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. For over 75 years, Goldwell has stood as a trusted salon-first partner, renowned for professional color expertise and relentless innovation. Now, Goldwell launches its new brand campaign, ‘Color the Future’ – bringing together the new brand purpose. The Glow Up brings stylists even closer to the heart of the brand, co-creating the future of color through its campaign pillars:
Developed in collaboration with international colorists 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 color palette.
Goldwell/ Kao
With the launch of Color CoLAB, Goldwell introduces a framework in which creativity and collaboration drive innovation. 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 and proof of Goldwell’s People Powered Color philosophy.
The first expression of this Color CoLAB is Goldwell’s Color of the Year 2026, Bellini. Developed in collaboration with international colorists 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 color palette. It represents the brand’s vision of color as a force for creativity, connection, and transformation.
“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 center of the brand’s future direction,” said Christian Melcher, Global Chief Marketing Officer Kao Salon Division. “Our intention is for the new and modernized Goldwell to be the most collaborative, most relatable and highest performing color brand on the market”, he added.
The radiance of this light-catching, flattering color is something worth celebrating.
The Bellini Cocktail traces its origins to Venice, Italy, specifically to the famous Harry's Bar, where this mix of Prosecco sparkling wine and peach puree created a blend that was bubbly and bright. As a color of the year, it evokes joy, celebration, and--most appropriately for this new vision--glow.
While at ColorSphere, MODERN SALON had the opportunity to speak with Kelly Conroy, Head of Global Education for Kao’s portfolio of professional salon brands. Conroy describes the “Glow Up” as both a visual evolution and a deeper articulation of the values that have long defined Goldwell.
“When you think about the Glow Up, it’s two things,” Conroy explains. “It’s the visualization of the brand — a clearer direction and a more modern expression. But it’s also about the people behind Goldwell. It further defines who we are and how we want to show up for hairdressers in a stronger, more intentional way.”
She adds that while the look may be refreshed, the mission remains constant. “Our guiding light has always been about helping hairdressers live better and truly partnering with them. At the center, we remain focused on kindness, heart, and empathy.”
As part of the new direction, Goldwell’s brand identity has been updated. This includes:
An evolution of the brand logotype – built on the heritage of the original and reimagined in a bolder more sophisticated design with a distinct rounded square shape
New look and feel to the visuals and brand campaigns, reflecting the renewed commitment to salons and stylists and a global community built on collaboration
About Goldwell
Goldwell is a professional color-focused brand of Kao Salon Division. Its hair products are dedicated to bringing stylists’ and their clients’ aspirations to life. Since 1948, Goldwell has been known for breakthrough innovations with well-known sub-brands such as: leading professional color products Topchic, Colorance and Elumen; high-performing care and styling products Dualsenses and StyleSign, as well as perm and texture products. Goldwell collaborates closely with its global community of stylists on color curation, creativity and product innovation. Please visit the Goldwell website for updated information: www.goldwell.com.
About Kao Salon Division
Kao Salon Division is part of the Skin Care and Hair Care Business of Kao Corporation, offering professional products and services to stylists around the globe. It is a thought and trend leader in the hair care industry as well as home to the Goldwell, Kerasilk, KMS, Oribe and Varis brands. The mission of Kao Salon Division is to make life beautiful for salons, stylists and their clients through partnership, commitment to sustainable practices, salon business growth and a portfolio of advanced services, innovative products and inspiring education. Kao Corporation creates high-value-added products that enrich the lives of consumers around the world. Please visit the Kao Salon Division and Kao Group websites for more information: www.kaosalondivision.com, www.kao.com.
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