11.30.23
Wella Company is celebrating its third year as an independent company—and has demonstrated broad-based growth balanced across brands, categories, and geographies.
Ever since Coty sold a majority stake in its Professional and Retail Hair business, which included the Wella, Clairol, OPI and ghd brands, to KKR in 2020, Wella has reported year-over-year growth. The independent company is growing in both developed and emerging markets—and achieved high single-digit growth in constant currency in fiscal year 2023 which closed at the end of June.
Koleston Perfect, Wella's leading professional hair color brand, is one example of its success—selling 1.5 tubes per second globally in 2023.
Wella Company is known as the top salon hair color brand in the world, the company states, but has plans to continue expanding further into hair care, nail care, and beauty tech.
Wella Company’s portfolio of iconic brands include Wella Professionals, O·P·I, ghd, Briogeo, Nioxin, Sebastian Professional, and Clairol.
Annie Young-Scrivner, CEO, Wella Company, comments:
"Looking at 2023, we are beginning to realize the benefits of the successful brand transformations across our portfolio and breakthrough innovations. We are also seeing our business mature and expand across channels and markets. All of our brands and geographies are growing ahead of the category, which is an indicator that we have tremendous upside yet to unlock.”Young-Scrivner adds, “In Fiscal Year 23, we grew our top line and profitability and expanded our market share, and we expect Fiscal Year 2024 will continue that growth trajectory.”
Wella Company's Successful Initiatives in FY 2023
Wella Company describes a few of its key initiatives that contributed to its growth this year. The company has grown its eCommerce sales at a rate of more than two times the market growth. It has increased partnerships with top eComm retailers, invested in digital-first brand building, and improved user experience on its owned eComm platform WellaStore to meet the needs of salon professionals.Recent hair product innovations include Wella Professionals Ultimate Repair line with its Miracle Hair Rescue, a patented, leave-on hair repair treatment with the ability to reverse hair damage both inside and out in 90 seconds. Ultimate Repair is Wella Professionals’ entry into the prestige haircare segment and has been one of the company’s most successful launches in Care to date.
Wella Professionals also refreshed its packaging across its haircare line, including shampoos and conditioners, contributing to driving double-digit revenue growth globally.
More Highlights from Wella Company's Brands
Here are a few more of Wella Company's successful product launches in FY 2023:- Ghd created a new category in wet-to-dry with the introduction of ghd Duet Style, the first-ever, 2-in-1 wet-to-dry styler that dries and styles at the same time with no heat damage and 45% less energy consumption.
- Wella Company introduced Nioxin Ultimate Power Serum, a highly effective leave-on scalp treatment.
- Briogeo launched Destined for Density, a holistic scalp + hair care system to boost hair’s density for thicker, fuller, healthier looking hair.
- Clairol debuted its "It’s So Me" campaign, part of a multi-year effort to introduce the brand to a new generation of DIY color users.
- OPI introduced several standout innovations this year—including Repair Mode, a patented bond building treatment; OPI xPRESS/ON Press-On Nails; and the OPI x Barbie The Movie collection; and the brand’s first natural nail lacquer OPI Nature Strong.
