Goldwell has launched a significant relaunch, branded the Goldwell Glow Up, placing stylists at the forefront of its strategy. The 77-year-old colour brand is introducing a US$1 million Future Fund, aimed at emerging colourists. This fund will offer access to the Master Colourist Program, intended to enhance technical skills and support careers within salons.
A new initiative called Colour CoLAB invites stylists to actively participate in developing new services, campaigns, and educational content. This collaborative framework aims to ensure products are created in partnership with, rather than just for, industry professionals. The first outcome of this co-creation process is Goldwell’s Colour of the Year 2026, Bellini. This shade was developed with international colourists Salome De Wet, Zachary Norman, Peter Wu, and Neil Barton, utilising Goldwell's existing colour range.
Dominic Pratt, Global President of Kao Salon Division, stated that the Glow Up initiative centres stylists' voices, talent, and development. He expressed an intention for the modernized Goldwell brand to become the most collaborative, relatable, and highest-performing colour brand available.
The emphasis on a substantial investment fund and direct stylist involvement signals a shift in brand-building within the professional colour market. While the commitment to skill development and co-creation is positive, the long-term impact on salon business growth beyond direct participation in Goldwell programs remains to be seen. The success of Bellini as Colour of the Year will also test the market's receptiveness to Goldwell's latest creative direction.
