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Last updated: November 24, 2020

Introducing The Wella Passionistas Program—What You Need To Know!

Wella Passionistas Program North America How To Apply
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How To Join The Wella Passionistas Program In North America

Wella Professionals introduces the North America Wella Passionistas Program, a digital community of stylists and creatives, all fueled by the desire to be the most creative and masterful colorists behind the chair. Keep reading to find out more about the program, what #passionistas can expect and how to apply to join!


Who Are The Wella Passionistas?

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. 


Colorists Cameron Kepford (@cameronkepford), Cassandra Foher (@cassandra_foehr) and Sydney Oliveira (@sydniiee) are some of the longest standing members of the Wella Passionistas community, which originally softly launched in April 2018. “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,” says Sydney. “It has also opened doors to having conversations on deeper meaningful social topics that influence our community. We are more than just hairdressers.”


Here’s What Passionistas Can Expect

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.


Benefits to joining the Passionistas Program include:

  • Enjoy access to exclusive Wella Professionals news
  • Find out about new products before anyone else
  • Receive, review and rave about the latest releases through sampling opportunities
  • Be invited to exclusive Wella Professionals events near you
  • Collaborate on exciting projects
  • Get access to Wella Education around techniques, products and digital skills
  • Get the chance to be featured on Wella’s social channels
  • Be in with a chance to win big! Prizes, products and experiences are up for grabs


Click Here To Apply To Become A Wella Passionista!


More On The Passionistas Community

Throughout 2020, the Passionistas community has come together to share resources while navigating this uniquely difficult situation for beauty professionals caused by COVID-19 and nationwide salon closures. The Passionistas have also used this time as an opportunity for increased virtual community events led by Wella Brand Ambassadors, top artists and educators.


Most recently, Wella Professionals North America Brand Ambassador Briana Cisneros (@brianacisneros) and Global Creative Artist Sonya Dove (@sonyadove) led a seminar sharing tips and tricks on incorporating new Wella Professionals Color Touch shades into a color service.


Wella Senior Marketing Manager 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.” 


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