Wella Professionals Introduces Their Passionistas Digital Community to North America


Wella Professionals is taking a major step in building a bigger community for hairstylists.

Last month, the professional hair color brand officially introduced their Wella Passionistas program to North America. For those who don’t know, Wella Passionistas is a global, digital community including 80 of the top Wella brand-loving stylists across the United States and Canada. According to the press release, these stylists are carefully selected for their innovative color work, social media skills, and commitment to advancing client services, technique, and artistry.

“Our Wella Passionistas team has grown into a vibrant community over the last three years,” said Becky Godlove, North America Senior Marketing Director. “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.”

As part of the community, Passionistas receive a number of perks including exclusive product opportunities, early access to launches, best in class education, and mentorship from industry icons. Not to mention, stylists are given the chance to have their work featured on Wella’s social media accounts and provide helpful feedback for the brand’s research & development, product innovation, and education teams.

Sydney Oliveira, a long-standing member of the Passionistas community, speaks highly of her involvement in the program.

“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,” she said. “It has also opened doors to having conversations on deeper meaningful social topics that influence our community. We are more than just hairdressers.”

Wella encourages all interested stylists to apply for membership. With their Passionistas recruitment and onboarding process, as well as their continued programming, the company is committed to improving diversity, equity, and inclusion both internally and externally.

For more information on the Passionistas program and to apply to be a Wella Passionistas, please visit their website.

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Camille Nzengung

Camille Nzengung is a Features Editor at The Tease, where she covers all things hair. You can find her writing about the best hair products, the coolest hair trends, and all the exciting new hair launches.


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