Before 1996
Wella's biggest and oldest color brand Koleston is positioned as „the color of colors and the color of care“. The rich soft cream – easy to apply – contains caring ingredients. For a beautiful color and a perfect grey coverage.

Relaunch 1996
Now Wella introduces the new Koleston with a new modern design and a unique combination of vitamins. Its improved formula grants your hair vital strength and seductively brilliant colors.

Launch Blonde Shades 1997
Koleston is now available in two new blonde shades and highlights. Koleston Blonde Specials give your hair a radiant, shimmering blonde and highlights create some lively strands or reflexes.

Launch Koleston Care 1997/1998
In order to be the expert for hair colors, Koleston now offers the new Koleston Care Range. Shampoo and Conditioner with a UV-Filter and Vitamin E are especially developed for Koleston colored hair. For a long-lasting, brilliant hair color and smooth healthy looking hair.

Facelift Latin America 1999/2000
Koleston now offers a special UV-Filter and an improved combinations of vitamins for intense, fade-resistant colors, revitalized hair and protection against the negative influences of the sunlight. The design has been modernized with a new model style.

Launch Red Specials 2001
The new Koleston “Red Specials” with the unique and innovative PR5-pigment from Wella were launched with four especially intensive red shades offering a brilliant and shiny color.

Relaunch 2002
Koleston brings the Color&Care System whith highly effective color pigments and Almond Extracts which offers the perfect balance between color and care for a long-lasting color full of shine and smooth, healthy looking hair. On top it offers 100% grey coverage

Relaunch Koleston Care 2002
Koleston now offers a complete range of color protection care products with UV-Filter and Almond Extracts: Shampoo, Conditioner and Treatment.

Launch Koleston Care Color Revitalizer 2003
For a color boost inbetween two colorations the Koleston Care Color Revitalizing Range was launched with 4 beautiful shades. For a feeling of freshly colored and well cared hair.

Launch Color Trend of the Year 2003
Koleston tranlated the latest fashion trends into hair colors offering 4 beautiful "Fascinating Brown" shades.

Relaunch 2004
Now, check out for the NEW Koleston with the first Pre-Coloration treatment that works for the whole hair. The result? More even, intense and long-lasting color with up to 50% more shine!

Launch Color Trend of the Year 2005 – Color Flames
Koleston captured the latest fashion trend and turned it into hair color offering 3 seductive new trend shades.