Wella Professionals’ Destination 2025 in Malta united the global Wella family on a wonderful, unifying journey into the future of hairdressing.
Destination 2025 unfolded over three unforgettable days in the picturesque setting of St. Julian’s, Malta. Wella Professionals convened over 1,000 hairdressers, press, and ambassadors from an impressive 52 countries to celebrate their shared passion. Against the stunning Mediterranean backdrop, this dynamic event delivered a rich programme. This featured captivating mainstage artistry and invaluable hands-on education for all attendees. There were immersive brand experiences alongside the unveiling of bold trend reveals. all anchored in Wella Professionals’ commitment to R.I.S.E. with Wella. This is a global platform with a commitment to advancing Relationships, Inspiration, Science, and Education.
A Warm Wella Welcome
Wella Company General Manager UK & Ireland, Max Amen, greeted UK & Ireland RED club delegates by hosting a spectacular opening gala dinner at Malta’s iconic La Valette Hall.
This incorporated an outstanding hair show by the renowned HOB Academy. Headed up by Akin Konizi with Nestor Sanchez and Elijah Hourrides, they presented trendsetting colour and superb cutting techniques. HOB Salons CEO, Natasha Grossman, then shared some key business advice and strategies with the audience. This business-orientated theme was further explored the following morning, with thought-provoking session with AI futurist, Richard van Hooijdonk.
A Global Audience
The global Destination 2025 event was hosted by Patrick Cameron, joined on stage by Hugo Kunetz, Chief Revenue Officer, and Marlene Lotter, Senior Vice President Global Professional Hair Brands. They reaffirmed Wella’s commitment to supporting the professional community while expressing gratitude for their trust in the brand. Subsequently, the event showcased immersive education sessions and the unveiling of the “Make It You” campaign. This celebrates hair as identity and empowering professionals to create their own transformations.
Future Trends Unveiled
After the unveiling of “Make It You”, the highly anticipated Trend Reveal Show took centre stage. This introduced Surreal Color as the brand’s innovative Autumn/Winter 2025 trend, drawing inspiration from AI and the reality-fantasy tension. Sebastian Professional also took to the stage, delivering session styling at its finest with Global Ambassadors Anthony Cole and Shay Dempsey. Alongside this, Wella’s esteemed Global Ambassadors, including Renya Xydis, Yuya Nara, Romeu Felipe, and James Earnshaw, showcased cutting-edge colour and care transformations using Koleston Perfect and Ultimate Repair.
Celebrating Global Talent: The ITVA
The Destination 2025 event took a moment to specifically honour the incredibly talented winners of the prestigious International TrendVision Awards from both 2023 and 2024. This special segment of the programme highlighted some of the very best creative talent from across the globe. It showcased their exceptional skills and innovative vision within the hairdressing industry. These presentations also served as a powerful reminder that when professionals come together as a global community. They don’t just grow individually — they collectively elevate and inspire the entire industry to rise to new heights of artistry and excellence.
A truly memorable and inspiring few days were had by all who attended Destination 2025 in Malta, fostering connections, as well as igniting excitement for the future. The global Wella family now eagerly anticipates the next opportunity to come together and continue this journey of innovation and collaboration.