The Work Behind the Win: Road to NAHA Series Brings Artist Inside the Creative Process
A live education series explores the ideas, collaboration, creative decisions and processes behind the winning work.
by Anne Moratto
Wella Professionals Launches ILLUMINA Color
At the historic Hollywood Roosevelt Hotel on Hollywood Boulevard in Los Angeles, Wella Professionals offered editors a sneak peek of a new permanent hair color, ILLUMINA.
September 21, 2012
2 min to read
At the historic Hollywood Roosevelt Hotel on Hollywood Boulevard in Los Angeles, Wella Professionals offered editors a sneak peek of a new permanent hair color, ILLUMINA.
Created to complement Wella’s current hair color offerings, ILLUMINA’s range of 20 shades was five years in the making, has been tested by thousands of stylists worldwide, may be used with any developer, and introduces MICROLIGHT technology, whereby “micro-particles encapsulate the metals left on hair to protect the cuticle and maintain clarity.”
Fabio Sementilli, Creative Director of Wella Professional, said, “ILLUMINA is about clear color, clear shine and clear vibrancy. Women who say they’re afraid to color their hair because they worry about damage will see shining hair that is in great condition. The effects are the same on virgin as they are on previously colored hair.”
Dean Roybal, Head Colorist at Planet Salon in Los Angeles, transformed three models with ILLUMINA, resulting in a “baby” blond with dimension, a rich, glossy brunette, and a light copper with a touch of violet.
“I wanted to showcase some real hair, letting ILLUMINA shine through,” said Roybal. “It’s 20 shades but you can do anything; you get multi-tones, highs and lows, plus grey coverage. It brings the creativity back to coloring hair.”
Appropriate for the Hollywood setting of the launch event, ILLUMINA’s signature luminosity was inspired by virtual animations companies. Maria Castan, Scientific Communications for Wella Professionals explains, “Virtual animation companies have created the most complex software technologies that are able to reproduce, perfect and improve the beauty of ‘reality.’ Similarly, we have brought luminosity in colored hair to the next level of naturalness, perfection and beauty.”
Beginning in January, 2013, ILLUMINA will be available at salons nationwide.
www.wella.com
More In The Know
Reddit Releases Its First Beauty-Specific Report: Conversations Around Beauty, Hair, Nail, and Skincare
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.
by Anne Moratto
Entries Are Open for Wella Professionals’ Trend Vision Awards 2026
Hairstylists and barbers can showcase their creative and technical vision in two global categories with cash prizes and a chance to represent in Portugal.
by Anne Moratto
Black Beauty Roster Hosts Beauty Expo Presented by SalonCentric in NYC
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.
by Staff
Pro Beauty Pulse: A Monthly View of Industry Confidence
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.
by Stacey Soble
ASCP, ISPA and PBA Receive 2026 Power of Associations Award for Esthetics Licensure Compact
This shared recognition celebrates the strength of industry collaboration in advancing professional mobility.
by Stacey Soble
In Dubai, Clients Visit the Salon Every Week. Here’s What That Market Can Teach You
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
Wear Your Wellness: Wearable Patches for Energy, Sleep, Stress, and Recovery
The Good Patch is a leading wearable wellness patch brand, offering wellness and skincare patches that support everyday needs including energy, sleep, relaxation and more.
by Anne Moratto
The Beauty Pro Book Club: 4 Reads to Inspire Growth and Success
Four publications for beauty industry professionals to enhance their leadership skills, financial awareness, professional growth, and joy!
by Anne Moratto
Improving Texture Skills for All: Ulta Beauty and BBR Announce Pilot Launch of All Textures Certification (ATC) and Training
Ulta Beauty has announced its partnership with Black Beauty Roster to launch the pilot of All Textures Certification (ATC). The new program is aimed at addressing gaps in education within the beauty industry and raising the level of skills and guest satisfaction for all.
by Staff
Mireya Villarreal Announces From Chair to Boss Live, a New Business Education Event for Beauty Professionals
Mireya Villarreal, founder of From Chair to Boss™, is bringing together beauty industry leaders for a new one-day educational event designed to help salon professionals strengthen the business side of their careers. From Chair to Boss Live! will take place September 28 at the Hilton Oak Brook Hills Resort & Conference Center in Oak Brook, Illinois.
by Anne Moratto
Universe Walker to Host The Art of Dry Cutting Workshop in Brooklyn on July 20
Salon owner, tech founder, and educator Universe Walker will bring her signature workshop, The Art of Dry Cutting, to Brooklyn on July 20, offering stylists a chance to deepen their understanding of shape, movement, texture, and dry cutting.
by Staff
Staying Informed: Why the Financial Conversation in Beauty Is Changing
As part of our ongoing commitment to sharing resources that help beauty professionals stay informed, we thought it was worth introducing our audience to The Chatter and the unique perspective it brings to industry conversations.
by Anne Moratto
Dippity-Do Celebrates 60 Years of Hair Styling Innovation with Girls with Curls Collection
Celebrating 60 years in haircare, Dippity-Do is honoring its styling heritage with its Girls with Curls collection, a reimagined Light Hold Gelée inspired by the brand's original 1965 styling gel.
by Anne Moratto
Covet & Mane Expands Hair Extension Color System with New Color Boost Drops
Covet & Mane has expanded its Pro Color System with the launch of Color Boost Drops, completing what the company says is the first professional color system engineered specifically for hair extensions.
by Staff
Sam Villa Receives the Beauty Changes Lives Legacy Award
The 2026 Beauty Changes Lives Legacy Award has been awarded to Sam Villa for his trailblazing contribution, advocacy and mentorship that has profoundly transformed and elevated the professional beauty industry.
by Staff
CND Relaunches SHELLAC with New Visible Light Lamp Technology
CND is relaunching its SHELLAC system with a new CND Visible Light Lamp, updated packaging, and an expanded shade offering.
by Staff