The Goldwell Glow Up

Feb 5, 2026

Goldwell Glow Up 2026 - A New Era of Color Powered By Stylists

Press Release

The Goldwell Glow Up

A New Era of Color Powered by Stylists. More than a rebrand, the Glow Up is a recommitment: to stylists, to salons, and to the future of color.

Goldwell | February 2026 | 5 min read

Goldwell proudly unveils the relaunch of its brand with the Goldwell Glow Up, marking a bold new era for the professional hairdressing industry. When Hans Erich Dotter started Goldwell in 1948, his vision was to create a company built around the professional hairdressing community and to rebuild a sense of beauty in the people around him.

75+

Years of Innovation

2026

Color of the Year

Global

Stylist Community

The Vision

Color the Future

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 a new brand purpose that places stylists at the center of everything.

The Glow Up brings stylists even closer to the heart of the brand, co-creating the future of color through three campaign pillars: Color CoLAB, the Color of the Year, and a refreshed brand identity designed to reflect the new vision.

Collaboration

Color CoLAB: Co-Creating with Stylists

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. Living proof of Goldwell's People Powered Color philosophy.

Goldwell Color CoLAB 2026 team collaboration

Goldwell Color CoLAB 2026 stylists at work

Color of the Year 2026

Bellini

A luminous, head-turning shade

The first expression of Color CoLAB, Bellini embodies optimism and artistry in a luminous shade created from Goldwell's existing color palette. It represents the brand's vision of color as a force for creativity, connection, and transformation.

Salome De Wet Zachary Norman Peter Wu Neil Barton

“

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. Our intention is for the new and modernized Goldwell to be the most collaborative, most relatable and highest performing color brand on the market.

Christian Melcher

Global Chief Marketing Officer, Kao Salon Division

Brand Evolution

A Refreshed Brand Identity

As part of the new direction, Goldwell's brand identity has been updated to reflect the new vision, balancing heritage with a modern, forward-looking design language.

Evolved Logotype

Built on the heritage of the original and reimagined in a bolder, more sophisticated design with a distinct rounded square shape.

New Visual Language

A refreshed look and feel across visuals and campaigns, reflecting the renewed commitment to salons, stylists, and a global community built on collaboration.

Discover the Glow Up

Explore the new era of Goldwell and join a global community of stylists co-creating the future of color.

Visit Goldwell.com

About Goldwell

Goldwell is a professional color-focused brand of Kao Salon Division. Since 1948, Goldwell has been known for breakthrough innovations with well-known sub-brands including Topchic, Colorance, Elumen, Dualsenses, and StyleSign. Goldwell collaborates closely with its global community of stylists on color curation, creativity, and product innovation. Learn more at goldwell.com.

About Kao Salon Division

Kao Salon Division is part of Kao Corporation, offering professional products and services to stylists around the globe. Home to Goldwell, Kerasilk, KMS, Oribe, and Varis, the division's mission is to make life beautiful for salons, stylists, and their clients. Learn more at kaosalondivision.com.