SPONSORED
Fanola is one of those brands everyone knows.
Everyone’s had a bottle of it in their shower at some point in their blonde journey, but no one really remembers how they found it in the first place. It just… appeared. And for a while, it was everywhere. Then, just as quietly, it became harder to track down. Finding it turned into a bit of a guessing game: who has it, will it ship, and why is the price suddenly different?
That’s all changing now.
When I met with Cheryl Kidwell (EVP Strategy & Growth North America) at Cosmoprof Vegas to discuss the brand’s return to the U.S. market, what she shared felt less like a relaunch and more like a reset. Fanola entered North America without a clear long-term strategy. Things weren’t quite as cut and dry as they expected but, instead of forcing it, they paused. They stepped back, paid attention to how stylist culture here actually works, and are coming back with new leadership and a much sharper point of view.
You see it immediately in Fanola Wonder, an elevated extension designed for the modern stylist. It brings updated technology into the brand’s core care, turning what was once a maintenance recommendation into something more performance-driven behind the chair.
But the biggest shift is The Toning Bar, an in-salon retail concept spearheaded by Kidwell. Purple shampoo may be the gateway, but tonal care goes far beyond that. By placing No Yellow (for blonde hair prone to brassiness), No Orange (for dark hair prone to fading orange), and No Red (for dark hair prone to fading red) side by side, Fanola is finally translating color theory into something clients can understand, and will actually shop.
Fanola is back and this time, you won’t have to go looking for it.
Fanola is a 2026 Second Act Supreme finalist because its return to the U.S. market is a true recalibration. After stepping back, the brand is re-entering North America with a sharper pro focus, expanded innovation, and a clearer point of view. With the launch of its Toning Bar spotlighting No Yellow, No Orange, and No Red as a complete tonal-balancing system across all depths, the elevation of its formulas through the pro-driven Wonder extension, and the introduction of professional color systems to the market, Fanola is redefining its authority for the modern professional.
