With its new global campaign “Make It You”, Wella Professionals is opening an exciting new chapter – one that places self-expression, authenticity, and the power of individual beauty at the forefront. The campaign invites us to see hair as a language that not only reflects style but also expresses identity and the journey we are on.

“At Wella Professionals, the hairdresser has always been at the center of everything we do. With Make It You, we’re inviting both stylists and consumers to define beauty on their own terms. It’s a campaign born from creativity, collaboration, and authenticity.” – Marlene Lotter, Global Brand Senior Vice President, Wella Company

The visual storytelling was brought to life in collaboration with photographer Txema Yeste and the production team at BTS CREATIVE (Kimberly Bianchi, Kamila Koelling & Matteo Bianchi). The creation was led by Concrete Independent Creative Studio in Toronto. PX Group handled post-production for the campaign visuals.

"We love Wella´s commitment to authenticity and naturalness when processing their images. This is exactly what we value in our editing process." ​​​​PX Group

With “Make It You”, Wella Professionals presents itself not only as an iconic brand but also as a global driver of creativity, authenticity, and the personal stories we tell through our hair.

 
30.08.2025 show complete article