Wella Professionals recently unveiled its Wella Professionals Passionistas program to the professional hair community and is encouraging stylists to apply for membership.

Wella Passionistas include more than 80 of the most creative, talented, Wella brand-loving stylists across the United States and Canada. These social media savvy hairdressers and content creators are true changemakers in their communities, supporting their clients with inspired and trendsetting transformations. Wella Passionistas are carefully selected for their innovative color work, social media skills and commitment to advancing client services, technique and artistry.

Cameron Kepford (@cameronkepford), Cassandra Foher (@cassandra_foher) and Sydney Oliveira (@sydniiee) are some of the longest standing members of the Wella Passionistas community, which originally softly launched in April 2018. Oliveira says, “Being a part of this group of artists has given me the opportunity to engage with new, like minded individuals who have the same fire for our industry. It has also opened doors to having conversations on deeper meaningful social topics that influence our community. We are more than just hairdressers.”

Wella Professionals provides its Passionistas with exclusive product opportunities, offering early access to launches, best in class education experiences, and a unique stylist community driven by mentorship from industry icons. It also provides an opportunity for its stylists’ color work to be celebrated and elevated on @wellahairusa. The Wella Passionistas are also encouraged to provide candid feedback for the brand’s R&D, product innovation and education teams.

Additionally, this community’s resilience and dedication is stronger than ever, they have come together to share resources while navigating this uniquely difficult situation for their profession caused by the global health crisis resulting in nationwide salon closures this spring. The Wella Passionistas have also used this time as an opportunity for increased virtual community events led by Wella Professional Brand Ambassadors, top artists and educators. Most recently, Wella Professionals North America Brand Ambassador Briana Cisneros and Global Creative Artist Sonya Dove led a seminar sharing tips and tricks on incorporating new Wella Professionals Color Touch shades into a color service.

North America Senior Marketing Director Becky Godlove said, "Our Wella Passionistas team has grown into a vibrant community over the last three years. These stylists are some of the most creative and passionate individuals, and Wella Professionals is honored to work beside them every day and be part of their artistic journeys." 

Wella’s commitment to improving diversity, equity and inclusion internally and externally in the professional beauty industry will be reflected in Wella Passionistas recruitment, onboarding and continued programming. For more information on the program and to apply to be a Wella Passionista, please visit Wella.com.