Wella Professionals Hosts Destination 2025 In Malta

More than 1,000 hair pros from 52 countries meet to see reveal of new brand initiatives and trends

by AMANDA | INFORM

Wella Professionals has gathered more than 1,000 hairdressers, press and ambassadors from 52 countries in Malta to celebrate the craft, creativity and future of the salon industry at its annualcelebration Destination 2025.

A line-up of artistry on stage, hands-on education, brand experiences and trend reveals were on the menu, as Wella Professionals’ unveiled R.I.S.E. with Wella, a global platform dedicated to advancing Relationships, Inspiration, Science and Education.

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, at a gala dinner at Malta’s famous La Valette Hall. The sunset drinks reception and dinner were followed by a hair show by HOB Academy’s Akin Konizi, Nestor Sanchez and Elijah Hourrides, alongside business advice from HOB Salons chief executive, Natasha Grossman.    

Jordanna Cobella

The main Destination event was hosted by Patrick Cameron, and throughout, guests were treated to immersive education sessions, brand booth explorations and the unveiling of Wella Professionals’ new global campaign, “Make It You”.

A Trend Reveal Show saw artists unveiling Surreal Color, the brand’s Autumn/Winter 2025 trend inspired by artificial intelligence and the tension between reality and fantasy. Global ambassadors, including James Earnshaw, Renya Xydis, Yuya Nara and Romeu Felipe, showcased colour and care transformations using Koleston Perfect, Ultimate Repair and more from the Wella portfolio.

Cult brand Sebastian Professional delivered session styling at its finest, courtesy of global ambassadors, Shay Dempsey and Anthony Cole, creative director Pedro Saldana, and ambassadors Angelo Vallillo and Bekki Delehedy.

There were also honours for the winners of the International TrendVision Awards from 2023 and 2024, which finished with the Make it You show, featuring hair creations from global ambassadors James Earnshaw, Nikki Lee and Romeu Felipe.