The story of Wella began in 1880 in Germany when Franz Stroher, a pioneer in the industry, founded a company to manufacture foundations for wigs. Over the next 130 years, the Wella brand grew significantly to encompass a range of hair care, colour and styling products. Today, Wella is one of the most prominent names in the world of hair care, with a global presence serving both salons and individuals.

As the historical timeline illustrates, Wella has a rich heritage of innovation in the hair care industry. Perhaps one of the most notable breakthroughs came in 2014 with the introduction of ME+, a viable alternative to p-phenylenediamine (PPD). PPD is a commonly used compound in hair dyes to fix the desired colour. Unfortunately, PPD has been associated with the onset of mild to severe allergic reactions that can manifest unexpectedly, even after multiple prior applications of PPD-based products.

The advent of the ME+ molecule has significantly reduced the risk of allergic reactions when used in conjunction with hair colourants. Wella's Koleston Perfect Innosense hair colours made history as the first permanent hair colours to be approved by the European Centre for Allergy Research Foundation, demonstrating Wella's commitment to safety and innovation in the hair care sector.

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