It's the 1880, the days of the German Empire, and an ambitious 25-year-old hairdresser Franz Stroher starts his own business. He makes wigs and hairpieces that adorn the heads of the fashion-conscious of the time. His breakthrough product is a revolutionary invention called the Tullemoid Waterproof. Demand becomes high, as this is the first product to both waterproof and secure the wig. It goes on to be a best-seller and in 1904, Stroher sets up his first factory in the East German town of Rothenkirchen (Saxony). For the next twenty years, Stroher's business thrives. Innovation and vision are what the company was founded on. These values remain inherent today.
The end of the war. Wigs and hairpieces are no longer fashionable meaning Stroher's original products are redundant. Demonstration their own flair for innovation, Stroher's sons Karl and George apply for a licence to develop products to give hair permanent waves. This inspires the company name - Wella, derived from the German for Wave. The first Wella perming appliance is mass produced, much to the excitement of salons, who are now able to offer clients the stylish, short and curly look that defines the decade. In the same year, the Wella trademark is registered with the Patent Office, and a new era of hairdressing begins.
Wella's beauty business booms with the licensing of brands such as Trussardi, Mont Blanc, Marc O'Polo, Max Mara and Gerry Weber. Innovation moves quicker than ever and Wella produces its annual hair fashion collections - Trend Vision - Which become an inspiration to stylists everywhere. This evolves to become the Trend Vision Award, a global hairdressing competition created to encourage vision and new style - values the company were founded on one hundred years before. The company expands throughout Asia/Pacific, bringing hairdressing innovation to every corner of the world. In 2003, Wella is acquired by Procter & Gamble and the respective hair and fragrance businesses are combined. With its salon business under P&G Professional Care, Wella is now part of the biggest company in the world. |
