Long lasting direct dyes. Non-oxidative. Ammonia-free. Incredible shine. Brilliant color results. Don’t overthink it. All you need to know is how direct dyes work. The rest is up to your creativity. Trust in your own genius. Follow your instinct. You decide what works. EXPERIENCE A DIFFERENT WAY OF CREATING COLOR.

Elumen Lock - Use after the Elumen Hair Color service to reduce color fading during shampoo to prolong durability and remove excess color pigments from the surface of the hair.

Elumen Play is a trendy semi-permanent hair color. Ideal for customers who want low commitment shades so they can change their look easily & follow the newest trends. Unlimited Creativity - 2 Easy Steps - Apply to dry, clean hair. Saturate the hair with color for even results. - Process for up to 30 minutes without heat or up to 20 minutes with heat. - Rinse with warm water until water is clear. Shampoo with Elumen Shampoo and treat with Elumen Conditioner, Leave-in Conditioner, or Mask.

Don’t overthink it. All you need to know is how direct dyes work. The rest is up to your creativity. Trust in your own genius. Follow your instinct. You decide what works.

Elumen Play - Semi-Permanent Hair Color. Consumers want low commitment shades that they can change easily to follow trends.

Elumen Play is a trendy semi-permanent hair color. Ideal for customers who want low commitment shades so they can change their look easily & follow the newest trends. Unlimited Creativity - 2 Easy Steps - Apply to dry, clean hair. Saturate the hair with color for even results. - Process for up to 30 minutes without heat or up to 20 minutes with heat. - Rinse with warm water until water is clear. Shampoo with Elumen Shampoo and treat with Elumen Conditioner, Leave-in Conditioner, or Mask.

Elumen Play is a trendy semi-permanent hair color. Ideal for customers who want low commitment shades so they can change their look easily & follow the newest trends. Unlimited Creativity - 2 Easy Steps - Apply to dry, clean hair. Saturate the hair with color for even results. - Process for up to 30 minutes without heat or up to 20 minutes with heat. - Rinse with warm water until water is clear. Shampoo with Elumen Shampoo and treat with Elumen Conditioner, Leave-in Conditioner, or Mask.

Elumen Play is a trendy semi-permanent hair color. Ideal for customers who want low commitment shades so they can change their look easily & follow the newest trends. Unlimited Creativity - 2 Easy Steps - Apply to dry, clean hair. Saturate the hair with color for even results. - Process for up to 30 minutes without heat or up to 20 minutes with heat. - Rinse with warm water until water is clear. Shampoo with Elumen Shampoo and treat with Elumen Conditioner, Leave-in Conditioner, or Mask.

Elumen Prepare - Pre-color treatment that improves the durability and optimizes the deposit of Elumen hair color on highlifted and highlighted hair. - New easy-to-use spray bottle!

Elumen Return - Softens the color result

Goldwell Elumen Thickener customizes Elumen Permanent, Oxidant-Free Color.

ELUMEN Tool Kit - Applicator Bottle, Nozzle and Comb specifically designed for Elumen. - Bottle allows for a multi-shade formula to be measured, mixed, and applied either with the comb or nozzle attachments. - Comb attachment is ideal for avoiding scalp staining; Nozzle attachment ideal for applying Elumen to mid-lengths and ends or toning blondes.

Goldwell Colorance Express Toning Developer Lotion 1% is a developing lotion designed especially for use with Colorance Express Toning Demi Color. - The mixing ration is 2 parts lotion and 1 part Colorance Express Toning Demi Color. - Please read Colorance instructions carefully.

Goldwell Pump for Express Toning Developer Lotion is used to accurately measure developer lotion for precise mixing during hair coloring and color mixing. Combines easy application with the most accurate results. Lotion and color mass can be measured accurately with the cylinder and then directly applied from the bowl. Pump must be used with Goldwell a measuring bowl. - (Step 1): Attach ""Goldwell Measuring Bowl"" to ""Goldwell Cover Plus Pump"" to accurately measure out Developer Lotion - (Step 2 - Canister): If you are using Goldwell Color Canister, attach ""Color Measuring Bowl"" to Goldwell Color Canister to dispense color quickly, cleanly, and accurately. - (Step 2 - Tubes): If you are using Goldwell Color Tubes, simply squeeze color out of tube and into ""Goldwell Color Measuring Bowl""

Elumen, by Goldwell, is the first permanent, high-performance, oxidant-free hair color. Elumen works exclusively with pure direct dyes, which are penetrated deep into the hair and anchored by a kind of magnetic attraction. The positively charged hair draws the negatively charged Elumen dye into the hair. This is why Elumen is longer-lasting than most conventional hair colors yet causes no damage to the hair. It works with no peroxide or ammonia, so there is no need for mixing. *results depend on base hair color. STEP 1: Brush Hair to detangle. Hair should be Dry or Towel-Dry. Use Elumen® Prepare after highlighting/highlighting service or as a precolor treatment for damaged hair. STEP 2: Prepare single or multiple-shade formula in color bowl, Elumen® Shade bottle, or Elumen® mixing bottle. Attach nozzle or comb attachment as needed. Apply color to hair. STEP 3: Process with heat for 20 minutes or without heat for 30 minutes. STEP 4: After processing is complete, rinse with water and then shampoo two times with Elumen® Wash. Towel dry thoroughly. STEP 5: Evenly saturate the hair with Elumen® Lock, comb through and process for five minutes. Wash thoroughly and condition with Elumen® Care or Elumen® Treat.

Elumen, by Goldwell, is the first permanent, high-performance, oxidant-free hair color. Elumen works exclusively with pure direct dyes, which are penetrated deep into the hair and anchored by a kind of magnetic attraction. The positively charged hair draws the negatively charged Elumen dye into the hair. This is why Elumen is longer-lasting than most conventional hair colors yet causes no damage to the hair. It works with no peroxide or ammonia, so there is no need for mixing. *results depend on base hair color. STEP 1: Brush Hair to detangle. Hair should be Dry or Towel-Dry. Use Elumen® Prepare after highlighting/highlighting service or as a precolor treatment for damaged hair. STEP 2: Prepare single or multiple-shade formula in color bowl, Elumen® Shade bottle, or Elumen® mixing bottle. Attach nozzle or comb attachment as needed. Apply color to hair. STEP 3: Process with heat for 20 minutes or without heat for 30 minutes. STEP 4: After processing is complete, rinse with water and then shampoo two times with Elumen® Wash. Towel dry thoroughly. STEP 5: Evenly saturate the hair with Elumen® Lock, comb through and process for five minutes. Wash thoroughly and condition with Elumen® Care or Elumen® Treat.

Elumen, by Goldwell, is the first permanent, high-performance, oxidant-free hair color. Elumen works exclusively with pure direct dyes, which are penetrated deep into the hair and anchored by a kind of magnetic attraction. The positively charged hair draws the negatively charged Elumen dye into the hair. This is why Elumen is longer-lasting than most conventional hair colors yet causes no damage to the hair. It works with no peroxide or ammonia, so there is no need for mixing. *results depend on base hair color. STEP 1: Brush Hair to detangle. Hair should be Dry or Towel-Dry. Use Elumen® Prepare after highlighting/highlighting service or as a precolor treatment for damaged hair. STEP 2: Prepare single or multiple-shade formula in color bowl, Elumen® Shade bottle, or Elumen® mixing bottle. Attach nozzle or comb attachment as needed. Apply color to hair. STEP 3: Process with heat for 20 minutes or without heat for 30 minutes. STEP 4: After processing is complete, rinse with water and then shampoo two times with Elumen® Wash. Towel dry thoroughly. STEP 5: Evenly saturate the hair with Elumen® Lock, comb through and process for five minutes. Wash thoroughly and condition with Elumen® Care or Elumen® Treat.

Experience a whole new dimension of fully customizable lightening possibilities for perfect, creative results that will delight your clients.

Introducing a new innovation in curling tools. Goldwell NuWave Rollers and NuWave Boards are the outcome of an intensive collaboration between engineers and stylists from Germany and Japan. These innovative tools are designed to create effortless waves that last up to 3 months with the NuWave Service, but can be used outside of the service as well.

Introducing a new innovation in curling tools. Goldwell NuWave Rollers and NuWave Boards are the outcome of an intensive collaboration between engineers and stylists from Germany and Japan. These innovative tools are designed to create effortless waves that last up to 3 months with the NuWave Service, but can be used outside of the service as well.

Pioneering in texture & shape change, Goldwell’s first product in 1948 was an innovative cold perm. Over the years, Goldwell added innovations in this category to the global portfolio, with the most recent being the Kerasilk Keratin treatment, the first customizable and long-lasting Keratin Treatment service. Utilizing this expertise in shape change technology, Goldwell introduces the latest innovation in texture — the Goldwell NuWave Service. NuWave, with Smart Control Bond System, is the first semi-permanent, smart shape change service for effortless waves without the worry of over processing or hair damage.

The Goldwell System Hydrator provides additional lightweight care during Goldwell shape change services. Smooths the hair’s surface for better combability and provides hydration for supple and healthy looking hair.

Over a decade of research has resulted in a revolutionary color technology for Goldwell. Introducing @PURE Pigments — an oxidative color additive with the next generation of direct dyes that creates more vivid, high definition color results with extraordinary brilliance and shine. @Pure Pigments create Elumenated Hair Color — dyes surrounding and enhancing Topchic, Colorance and Nectaya’s depth and coverage with an outer ring of extraordinary color brilliance and shine. This layering of color creates a moving, 3D effect that changes and morphs as light hits it.

SilkLift® lightener provides strong and clear lightening with gentle conditioning thanks to SilkproteinComplex and New IntraLipidtm technology. Please follow manufacturer's packaged instructions

Elumen, by Goldwell, is the first permanent, high-performance, oxidant-free hair color. Elumen works exclusively with pure direct dyes, which are penetrated deep into the hair and anchored by a kind of magnetic attraction. The positively charged hair draws the negatively charged Elumen dye into the hair. This is why Elumen is longer-lasting than most conventional hair colors yet causes no damage to the hair. It works with no peroxide or ammonia, so there is no need for mixing. *results depend on base hair color. STEP 1: Brush Hair to detangle. Hair should be Dry or Towel-Dry. Use Elumen® Prepare after highlighting/highlighting service or as a precolor treatment for damaged hair. STEP 2: Prepare single or multiple-shade formula in color bowl, Elumen® Shade bottle, or Elumen® mixing bottle. Attach nozzle or comb attachment as needed. Apply color to hair. STEP 3: Process with heat for 20 minutes or without heat for 30 minutes. STEP 4: After processing is complete, rinse with water and then shampoo two times with Elumen® Wash. Towel dry thoroughly. STEP 5: Evenly saturate the hair with Elumen® Lock, comb through and process for five minutes. Wash thoroughly and condition with Elumen® Care or Elumen® Treat.

The Goldwell Kerasilk Control De-Frizz Primer is part of their Keratin range, and contains Keratin and liquid silk. It claims to tame unruly hair, changing frizzy textures to silky smooth ones.

Kerasilk - Control De-Frizz Smooth

Kerasilk Control Defrizz Tame

Kerasilk Reconstruct - Precious magnolia jasmine blend and patchouli provide a multi-faceted character. The Kerasilk Beautifying Hair Perfumes are alluring complex and very sophisticated fragrances in the perfumery world: The facets from the top, the heart and the base notes fuse and harmoniously create indulging nuances over time. All fine fragrances are carefully composed by artistic perfumers.

Kerasilk Repower Volume Shampoo gently cleanses and is the perfect foundation for body and fullness. Use if you have always wanted more body and fullness to yur hair but you struggle to create and keep the perfect voluminous look. - Apply to wet hair. - Lather and rinse thoroughly

Thanks to high-performing KeraTransform TechnologyTM, all Kerasilk Style products allow for perfect and lasting styling results. Thanks to precious silk proteins, Kerasilk Style products provide the perfect balance between high-end styling and outstanding performance. Immerse yourself in the world of Kerasilk Style and help your clients re-create their beautiful styles at home. Apply to dry hair.

Thanks to high-performing KeraTransform TechnologyTM, all Kerasilk Style products allow for perfect and lasting styling results. Thanks to precious silk proteins, Kerasilk Style products provide the perfect balance between high-end styling and outstanding performance. Immerse yourself in the world of Kerasilk Style and help your clients re-create their beautiful styles at home. Shake well and apply to towel-dried hair before blow-drying.

Kerasilk Brilliance Creator creates brilliance from within, locks and anchors color dyes and the Low-Molecular Keratin Blend inside the hair. Closes and neutralizes the cuticle providing long-lasting hair strength and protection from mechanical damages. Provides long-lasting hair strength and protection from mechanical damages.

Kerasilk Brilliance Primer restores the inner structure to its optimal con- dition during the coloring process. The Low-Molecular Keratin Blend is transported with the color dyes deep into the hair fibre by using the swelling of the hair. Spray on the hair before the color service. The Kerasilk Color Primer is the base to create maximum brilliance that shines from within.

Kerasilk brush/comb for application of hair color.

KERASILK COLOR - Elegant rose accords perfectly rounded with white musk arrange an airy composition. The Kerasilk Beautifying Hair Perfumes are alluring complex and very sophisticated fragrances in the perfumery world: The facets from the top, the heart and the base notes fuse and harmoniously create indulging nuances over time. All fine fragrances are carefully composed by artistic perfumers.

Kerasilk Color Cleansing Conditioner a gentle cleansing and care with added moisture to preserve color vibrancy. - Apply to wet hair, massage thoroughly and rinse.

Kerasilk Color Conditioner moisturizes and conditions while enhancing color brilliance. - Apply to wet hair - Distribute evenly - Leave in for 2-3 minutes - Rinse thoroughly

Kerasilk Color Protective Blow-Dry spray is a light two phase spray that detangles and gives instant comb ability and shine. Provides heat and UV protection. - Shake well to activate two phases. - Spray onto towel-dried or dry hair - Leave in Stylist Tips: Perfect cutting lotion and support for blow-drying.Combine with the Color Gentle Shampoo for perfect home care to complement the Color Brilliance Service

Kerasilk Control Shampoo gently cleanses and prevents against premature color. - Apply to wet hair. - Lather and rinse thoroughly

Kerasilk Control Conditioner conditions, smoothes and tames while providing extra manageability The new Kerasilk with Keratransform Technology™ (KT3™) fuses the power of three ingredients to deliver beautiful hair transformations. The first two ingredients - engineered Keratin and lightweight silk structural support and color protection. Together, these form the foundation for all Kerasilk formulas. The third advanced ingredient, inspired by skin care each of the Kerasilk four segments. This multi-powered combination of ingredients propels Kerasilk to the forefront of luxury hair transformation of beauty, strength, and protection. - Apply to wet hair - Distribute evenly - Leave in for 2-3 minutes - Rinse thoroughly

Kerasilk Control Conditioner conditions, smoothes and tames while providing extra manageability The new Kerasilk with Keratransform Technology™ (KT3™) fuses the power of three ingredients to deliver beautiful hair transformations. The first two ingredients - engineered Keratin and lightweight silk structural support and color protection. Together, these form the foundation for all Kerasilk formulas. The third advanced ingredient, inspired by skin care each of the Kerasilk four segments. This multi-powered combination of ingredients propels Kerasilk to the forefront of luxury hair transformation of beauty, strength, and protection. - Apply to wet hair - Distribute evenly - Leave in for 2-3 minutes - Rinse thoroughly

Kerasilk Control Intensive Smoothing Mask offers extra rich care that is not too heavy and smoothes hair for long-lasting manageability, control and shine. - Apply to wet or towel-dried hair - Distribute evenly - Leave in for 5-1 minutes - Rinse thoroughly

Goldwell Kerasilk Keratin Smooth Medium is ideal for mildly frizzy hair. The Kerasilk Keratin smoothing service is the first two-component system designed to provide varying intensities of shaping or smoothing – customized by you, unique to your client's hair type and desired outcome. Goldwell Kerasilk Keratin Smooth Medium. This revolutionary treatment delivers coveted silky smooth hair with safe, non-toxic ingredients. Transforms unruly hair into smooth as silk hair. Perfect for unmanageable, overly curly, or uncontrollably frizzy hair. Forget countless hours lost to blow-drying and flat-ironing! Goldwell Kerasilk Keratin Smoothing treatment will help you take back wasted styling time and get hair as smooth as silk that lasts for up to five months. result of treatment can be customized according to the client's desired shaping and smoothing result by combining the appropriate Shape and Smooth components always in the ratio 1:1. See the Kerasilk Activation Guide for detailed application directions.

Goldwell Kerasilk Control Rich Protective Oil smoothes strands for a frizz-free, glossy finish. This rich oil provides heat protection and humidity-resistance with a radiant shine. Take control of frizzy, unruly hair with this smoothing serum. Our beauty advisors recommend applying to towel-dried or dry hair. Leave in.

Kerasilk Control Shampoo gently cleanses while taming and smoothing hair. Can be used if you struggle with unmanageable or frizzy hair and you love how the Keratin smoothing treatment makes your hair feel. You want to use the perfect home care products to complement the service. - Apply to wet hair. - Lather and rinse thoroughly

Kerasilk Control Shampoo gently cleanses while taming and smoothing hair. Can be used if you struggle with unmanageable or frizzy hair and you love how the Keratin smoothing treatment makes your hair feel. You want to use the perfect home care products to complement the service. - Apply to wet hair. - Lather and rinse thoroughly

Kerasilk Control Intensive Smoothing Mask offers extra rich care that is not too heavy and smoothes hair for long-lasting manageability, control and shine. - Apply to wet or towel-dried hair - Distribute evenly - Leave in for 5-1 minutes - Rinse thoroughly