Wella Professionals debuts on e-commerce platforms in Singapore to expand market presence and consumer reach

Established for over 140 years, Wella Company has a portfolio of brands spanning hair care, nail care and beauty technology, including Wella Professionals, OPI, Nioxin, Sebastian Professional and Clairol.

In April, Wella Professionals launched its official e-stores on Singapore’s leading e-commerce platforms, Lazada and Shopee.

“By leveraging its brand’s strong presence in professional salons, the company aims to diversify its consumer base and complement the salon experience with high-quality products for home use. This would allow Wella to reach more consumers who can now enjoy professional hair care in the comfort of their own home.

“Wella sees significant opportunities in the e-commerce space, including global reach beyond traditional retail channels, direct-to-consumer sales that provide greater control over pricing and branding, and the ability to gather data insights for personalized marketing and product development.” Risis Lim, commercial director at Wella Professionals, said CosmeticsDesign-Asia.

Moreover, e-commerce platforms could facilitate new product launches while strengthening a brand’s existing omnichannel strategy to ensure a seamless shopping experience across touchpoints.

“Overall, e-commerce allows us to expand our market presence, connect more directly with customers and remain competitive in the dynamic cosmetics and hair care industry.

“Customers can browse Wella Professionals’ wide range of products and make purchases with ease and have the confidence and convenience to achieve their hair goals.”

Tailored to specific needs

Recognizing the rise of individuality, Wella Professionals strives to offer a variety of products that meet the unique needs of different hair types and textures.

“Whether you’re battling frizz, looking for hydration or craving vibrant color, each of our innovative and effective hair care products equips consumers with the tools they need to express their personality and style.”

Of the four lines available on Lazada and Shopee, Fusion is considered a favorite as it provides “instant and long-lasting repair” to hair.

“Damaged hair is currently one of the biggest problems for consumers. The Fusion range helps repair damaged hair and protects against breakage by instantly rebuilding the hair fiber at both the micro and macro levels, making it the most popular range in Singapore.

“The range also includes an elegant and luxurious floral-woody fragrance that our customers love.”

This line includes shampoos, conditioners and medicinal products whose formula works synergistically to strengthen the internal structure of the hair with silk amino acids.

It claims that it not only deeply cleanses, nourishes and makes damaged hair easier to style, but also builds immunity to withstand future challenges.

The other three series are Elements, Oil Reflections and Invigo.

The Elements collection is made with botanical ingredients such as tree extract and is free from sulfates, parabens and artificial colors to ensure a healthy scalp and radiant hair.

Enriched with camellia seed oil and white tea extract for a “mirror shine”, the Oil Reflections range is especially suitable for those looking for extra hydration.

The Invigo line includes many sublines – Brilliance, Nutri-Enrich, Volume Boost and Balance, which are designed to care for colored hair, dry and damaged hair, thin and limp hair and scalp problems such as oily hair, dandruff and sensitivity, respectively.