MENU
SEARCHValera, a Swiss professional hair tool company is expanding its presence in the United States, with three hair dryers, the Dynamic Pro 4200, Unlimited Pro 5000, and the Color Pro 3000 'Light'.
The Dynamic Pro 4200, Unlimited Pro 5000, and the Color Pro 3000 'Light' are three of Valera's products launching in the U.S. market.
Photo: Valera
Swiss professional hair tool manufacturer Valera announced its expansion in the U.S. professional beauty market. The company's products include five patented technologies integrated into their tools including Rotocord that prevents cord tangling nand the Touch Me cool-to-touch nozzle. These features are included in three dryers launching in the U.S. — the Dynamic Pro 4200, Unlimited Pro 5000, and the Color Pro 3000 'Light'.
Valera launched in Italy with current distribution in about 80 countries. Over the last 30 years, the company has committed to its 'Swiss Cross Promise'', to produce tools by ethical and sustainable means, reducing the company’s carbon footprint, and ensuring quality control by having every dryer assembled and tested three times by hand before allowing its distribution.
In the mid-1950s, Gustavo Soresina sprouted an idea for an electrical appliance company called Sorel in the basement of a townhouse in Milan, Italy. After producing hairdryers and other small electrical household appliances for prominent brands in Italy, Gustavo and his wife, Helga, looked to new horizons in Switzerland to expand their venture. To do this, they levied their competencies. His strengths included innovation, client relations, and a strong mindset for business, while her expertise included administration, precision, and dedication to product design and functionality.
Within the next two decades, the Soresina family landed in the small town of Ligornetto. Here, Ligo Electric would be established, and a state-of-the-art factory constructed along the quaint brooks and sweeping meadows of Switzerland.
Ligo Electric and the Soresina family would subsequently develop a newbrand of products under the name we now know as Valera. It shares the name of the valley the headquarters reside. Its meaning — healthy strong, brave, and courageous — is a direct parallel to Gustavo’s story.
Over a decade later the Ligo Electric factory was expanded, allowing for increased production and worldwide distribution.
After 65 years in existence as a global brand, Valera has entered the U.S. market, accounting for about 25% of the global professional beauty market, and is now a key area of focus and expansion for the brand.
Valera hair tools are now available nationwide for qualified hair professionals at www.trubeautyconcepts.com and https://www.nationalsalon.com/.
This year’s awards centered around the Monochromatic trend, which is rooted in minimalism and intentional by design.
Haircare brand The Doux has launched “My Salon Empire,” a free-to-play salon management game on Roblox, helping the next generation celebrate the diversity of textured hair and explore salon entrepreneurship.
The show reported 30% attendance growth. It felt that way. This event for the southwest professional beauty community had heart, spice, and something for everyone.
Wella artists presented the Monochromatic trend movement, introduced new Pure Perfection color and Sebastian styling innovations, while the Wella team created interactive fun throughout Wella Studio in Los Angeles.
Dominique LyVar, an influential educator and artist, is remembered by those who loved him for his significant impact on the industry and contributions to the community.
Known for his buttery blondes and a technique for highlighting hair with more precision that he called chunking, Brad Johns died on August 27. His friend and fellow colorist, David Stanko, shares thoughts on his talented colleague and close friend.
As technology evolves at an accelerated rate, you want to make sure you have the best in your business toolkit to help you grow sales, motivate your team, communicate with your current and future clientele, and streamline your managerial tasks. The 2026 SALON TODAY Technology Solutions Guide is designed to help you navigate today's growing landscape of salon and spa technology. In this guide, you'll find a curated look at more than 50 of the latest software platforms, digital solutions, and innovative features to help you compare options and identify the best fit for your business.
The Davines Edit reflects the brand’s passion for people and planet.
RÜTE Wash introduces a shower cap designed specifically for crown washing, helping clients with hair extensions cleanse the scalp while protecting the lengths from water.
Premiere San Antonio Presented by SalonCentric returns for its fourth edition August 30-31 at the Henry B. González Convention Center, delivering its biggest and boldest event to date.
One-Day Personal and Professional Development Education Event for Beauty Professionals Set for October 25, 2026, at the Hilton Philadelphia City Avenue.
According to the report, people are moving away from copy-paste trends and toward community, using real experiences to develop a sense of taste and beauty that reflects who they are.
Hairstylists and barbers can showcase their creative and technical vision in two global categories with cash prizes and a chance to represent in Portugal.
The BBR Beauty Show featured a prominent speaker lineup including Lacy Redway, Karrueche Tran, Danessa Myricks, Chelley B., Sabrina Elba, Jessica Harris-Dupart, and more.
The Professional Beauty Association and Pivot Point team up to develop an ongoing study that measures the confidence of salon owners, stylists, school owners, and students.
This shared recognition celebrates the strength of industry collaboration in advancing professional mobility.
In Dubai, a salon visit isn’t an appointment. It’s a weekly routine, and clients can spend $800 to $1,400 a month on it, according to Gaurav Tripathi of MADI International. On October 6-8, 2026, the market behind those numbers opens its doors as Beautyworld Dubai marks its 30th edition at the Dubai World Trade Centre, bringing together distributors, brands, stylists and salon owners from all over the world.
Sponsored by BeautyWorld Dubai
