Bellini: The New Era of Color, Powered by Goldwell

With the launch of the Goldwell Glow Up, Goldwell enters a bold new chapter, one that is less about reinvention and more about recommitment. Recommitment to stylists. To salons. And to the future of professional color itself.

More than a rebrand, the Glow Up signals a philosophical shift that places stylists at the very center of innovation. It is a return to the brand’s original purpose, one that dates back to 1948, when founder Hans Erich Dotter envisioned a company built exclusively for professional hairdressers, rooted in craftsmanship, trust, and beauty as a force for confidence and renewal.

Color the Future: People-Powered by Design

At the heart of this evolution is Goldwell’s new global brand campaign, Color the Future, which brings the Glow Up to life through collaboration rather than top-down direction. The brand’s philosophy of People Powered Color is no longer just a statement, it’s an operating system.

“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,” says Christian Melcher, Global Chief Marketing Officer of Kao Salon Division.

Color CoLAB: Co-Creating With Stylists

The most tangible expression of this shift is Color CoLAB, a new framework designed to invite stylists directly into the creative process. Through Color CoLAB, professionals collaborate with Goldwell to test, refine, and shape everything from new services and education to campaigns and product development.

This approach ensures that innovation doesn’t happen in isolation. Instead, it evolves through real-world application, reflecting the needs, creativity, and ambitions of the global stylist community. The result is color developed with stylists, not simply for them.

Color of the Year 2026: Bellini

The first creative expression to emerge from Color CoLAB is Goldwell’s Color of the Year 2026: Bellini. Developed in collaboration with international colorists Salome De Wet, Zachary Norman, Peter Wu, and Neil Barton, Bellini is a luminous, optimistic shade crafted entirely from Goldwell’s existing color palette.

Bellini represents more than a hue. It embodies Goldwell’s belief in color as a tool for artistry, connection, and transformation, a shade that feels expressive, modern, and emotionally resonant, while remaining grounded in professional expertise.

A Refined Visual Identity

As part of the Glow Up, Goldwell has also evolved its visual identity. The updated logotype draws from the brand’s heritage while introducing a bolder, more sophisticated design, anchored by a distinctive rounded square shape. Visuals across campaigns and communications have been refreshed to reflect a global community built on collaboration, creativity, and salon-first values.

A Future Built Together

With over 75 years of professional color leadership, Goldwell’s Glow Up feels both timely and intentional. It acknowledges where the industry is headed while honoring the relationships that have sustained it for decades. By centering stylists as collaborators, innovators, and co-creators, Goldwell is not just coloring the future; it’s shaping it together.

For professional colorists and salon owners alike, the Glow Up is a reminder that the future of hair is strongest when it is built collectively, with creativity, trust, and people at its core.