Premium hair color brand debuts two hair treatment products: multifunctional oil with 72-hour protection and intensive treatment that makes hair 10 times stronger.
Koleston, Brazil’s leading brand in the premium hair color segment, expands its portfolio into the hair treatment category with two products for different care stages: Powerful Treatment with Plex technology and Powerful 9-in-1 Oil. The move follows the company’s goal to be present throughout the entire hair care journey: from coloring to daily maintenance.
The Powerful Treatment is no longer exclusive to the color kit and will now be sold separately in tubes. The formula with Plex technology was developed to rebuild internal fiber bonds, increase resistance to breakage, and restore shine to hair subjected to chemical processes or mechanical aggression like blow dryers and flat irons. It can be used on all hair types, with or without color. Internal tests show hair up to ten times stronger after continuous use.
Our treatment has always been a highly admired product for its quality and technology. That’s why we’ve answered our consumers’ requests and made this item from the box available separately with packaging for daily use. Together with the multifunctional oil as the ‘powerful duo,’ we show that the hair care journey continues beyond color and that Koleston is the ideal ally for those who already trusted the at-home coloring process — Nathalie Honda, CMO of Wella Company
The Powerful 9-in-1 Oil combines argan oil and vitamin E. It was formulated for frizz control for up to 72 hours, thermal protection, and immediate shine, with UV protection. Extremely versatile, it can be applied to hair before bed, for finishing, or before the gym. The lightweight texture allows application on damp or dry hair, with no rinsing required.
With the debut of the two Koleston treatments in national retail, Wella Company reaffirms its commitment to innovation, expanding the portfolio to serve all stages of the hair care journey, from coloring to treatment. The “powerful duo” arrives in national retail with suggested prices starting at R$ 49.90.
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Koleston Powerful 9-in-1 Oil
Suggested price: R$ 49.99
100 ml hair oil with nine declared benefits: nourishment, shine, softness, frizz control (72h), thermal protection, damage repair assistance, split end prevention, protection against external agents, and velvety touch. Suitable for all hair types.
Koleston Powerful Treatment
Suggested price: R$ 49.99
Intensive treatment specially developed to recover damaged hair. Its innovative formula with PLEX repairing technology acts on deep repair of the hair surface, providing instant nourishment and intense hydration. Ideal for those seeking to restore vitality to weakened hair, with visible results from the first application.
Photo: Press Release
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