From breakthrough science to global artistry, the brand charts a bold future in Malta with 1,000+ professionals from 52 countries.
Published:Wella Professionals brought the global hairdressing community together for an unforgettable three-day event at Destination 2025, uniting over 1,000 hairdressers, press, and ambassadors from 52 countries in Malta to celebrate the craft, creativity, and future of the salon industry.
Delegates from Wella’s RED club in the UK & Ireland joined the global gathering and were welcomed to Malta by Wella Company General Manager UK & Ireland, Max Amen.
“RED is about joining together and sharing ideas. By doing so, we will learn and move forward. This week there will be a lot of education and craft from different global artists; it will be an extraordinary opportunity for us all to gain knowledge and grow,” – Max Amen.
A sunset drinks reception and gala dinner was followed by an outstanding hair show by HOB Academy. The show was headed up by HOB International Creative Director, Akin Konizi, alongside Nestor Sanchez and Elijah Hourrides, who collectively delivered the perfect balance of trendsetting colour and superb cutting techniques, wrapped up with business advice and insights from HOB Salons CEO, Natasha Grossman.
The main Destination event was hosted by Patrick Cameron, who introduced Hugo Kunetz, Chief Revenue Officer; Yannis Rodocanachi, President of Brands & Chief Marketing Officer; and Marlene Lotter, Senior Vice President Global Professional Hair Brands, to formally welcome the 1000 strong audience. Together, they reaffirmed Wella’s commitment to supporting the professional community and thanked the audience for their vote of confidence in making Wella Professionals the #1 professional color brand in the world.*
“When the professional thrives, our industry rises, and that’s the purpose behind everything we do at Wella Professionals,”- Hugo Kunetz.
Throughout the event, guests were treated to immersive education sessions, brand booth explorations, and the unveiling of Wella Professionals’ new global campaign, “Make It You”—celebrating hair as identity and empowering professionals to create transformation through personal expression.
Wella’s top artists debuted Surreal Color, the brand’s Autumn/Winter 2025 trend inspired by artificial intelligence and the tension between reality and fantasy. Global Ambassadors, including Renya Xydis, Yuya Nara, Romeu Felipe, and James Earnshaw, showcased cutting-edge color and care transformations using Koleston Perfect, Ultimate Repair, and more.
Sebastian Professional, the iconic cult haircare and styling line took to the stage, delivering session styling at its finest. Sebastian’s Global ambassadors, Anthony Cole and Shay Dempsey, were joined by Creative Director Pedro Saldana and Sebastian Ambassadors Angelo Vallillo and Bekki Delehedy, who wowed delegates with their super creative styling skills.
The networking event was filled with the very latest haircare trends, techniques and launches, and a session with AI futurist, Richard van Hooijdonk. It also honored the winners of the International TrendVision Awards from 2023 and 2024 and culminated with the Make it You show, named after the new campaign, featuring amazing hair creations from Global Ambassadors Nikki Lee, Romeu Felipe, and James Earnshaw.
Spotlighting some of the best creative talent from around the globe, Destination 2025 proved that when professionals come together, they don’t just grow—they rise.
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Online: Wella
Insta: @wellaprofessionalsuki