19 September 2021

True Grey: New Launch by Wella Professionals

True Grey is Wella Professionals’ in-salon treatment for revitalising naturally grey hair, combining: free of perfume, and alkalizers such as ammonia and ethanolamine; oxidative grey pigments that fade away naturally; and ph7, gentle on hair as pure as water.

Wella Professionals, leading salon colour brand unveils True Grey with AquaTone* technology (*patent ending), for clients who want to embrace their natural grey, also without commitment and damage. A duo of in-salon treatments, Express Silver Glow and Silver Glow bring True Grey to life, revilatising naturally grey hair by adding silver hues, also leaving hair feeling soft and manageable with reduced yellowness and natural looking results. Following expert-led research and observations into the world of naturally grey hair, Wella Professionals saw a beautiful and complex universe of light, shadow, dimensions and textures.

True Grey is purposefully designed for naturally grey hair with 7 Toners, 1 Activator and 1 Clear Conditioning Perfector. It includes two steps as part of the service:

Step 1

Toner: 7 toners deposit only grey hues on naturally grey hair. They also bring a myriad of natural grey tones with 3 different intensities of light, medium and dark. These help control dimension and shadow. They are suitable for different percentages of grey hair, from 100% white to 50% grey. The toners not only rejuvenate hair, but also enhance eye colour and skin tones.

Activator: A dedicated low volume activator ensures the results are free of lift and damage. Its formula has minimum hydrogen peroxide concentration.

Step 2

Clear Conditioning Perfector: A clear conditioning treatment designed for perfecting final touches on silver and grey hair. It leaves hair revitalised and luminous. There are 3 usage options, including post-treatment, toner dilutor and express treatment.

“We’re seeing more and more people embracing their natural grey; there is a also growing community of ‘Silver Sisters’ loving their true colour,” says Rossano Ferretti, Ambassador for True Grey. “It feels like the world is finally realising how beautiful, authentic and empowering grey can be. I am thrilled with the launch of Wella Professionals new Silver Glow treatments and True Grey line, as clients will see enhanced, natural and healthy-looking results. The technology has a vast range of benefits that you can’t get with colour or silver shampoos – it is completely revolutionary. Although results are subtle, they will make a huge difference and will keep clients coming back.”

@wellahair #SilverGlow #TrueGrey #askforWella #makechange

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