Wella Japan LLC will launch the new series "ULTIME COLOR" on Thursday, October 1, 2026, from "ULTIME," the hair care line of WELLA, the world's No. 1 salon color brand※1.
The new series will come in five items in total, covering both in-bath and out-of-bath care, and is scheduled to be sold at hair salons nationwide and authorized online shops.
The Beautiful Hair Color and Healthy Look ULTIME COLOR Aims For
"ULTIME COLOR" is a color care line focused on the fading of hair after coloring.
According to the company, damaged hair tends to become porous, making color pigment molecules easy to leak out, and the effects of washing on color retention and damage from friction have also been taken into consideration.
To address these issues, it was developed to bring out the vividness and longevity of hair color, with a scalp-friendly feel, reducing the risk of pigment loss by cutting down on rinsing with water, and suppressing color loss by smoothing open cuticles through proper pH control.
The brand name "ULTIME" combines the English words "ultimate" and "time." It carries the wish to offer an ultimate time through hair care, making hair strong and supple and letting you enjoy positive change.
Development Background Focused on Hair Color Fading
According to a survey※3 by Wella Japan LLC, about 70% of consumers who enjoy hair color expect it to last, yet about 80% do not recognize the main causes of hair color fading.
In addition, only about 30% of people actually use color care products, indicating that proper care is not reaching them.
Meanwhile, about 70% of consumers answered that they "would like to use hair care that addresses the causes of fading," confirming a clear latent need.
"ULTIME COLOR" focuses on the fact that the main causes of fading are not only the passage of time but four stresses: "heat and UV," "water," "alkaline pH" and "metal ions."
It aims to address these stresses and support building a base for the next coloring.
Protecting Hair Color with Proprietary Technology and Signature Ingredients
"ULTIME COLOR" combines ULTIME's proprietary base technology with signature ingredients for color care.
According to the company, this not only keeps color longer but also replenishes moisture, leading to smooth, lively-looking hair and supporting the creation of a base for the next coloring.
ULTIME's base technology uses proprietary technology inspired by skincare※4.
It contains "AHA (alpha hydroxy acid; malic acid: hair repairing ingredient)," which works on the bonds inside the hair and penetrates to the deepest part of the hair to promote strengthening; "OMEGA-9 (oleic acid: hair protecting ingredient)," which coats the cuticle surface and supports the hair's protective function by supplying lipids; and "squalane (hair protecting ingredient)," which closes the cuticles on the hair surface to smooth them and forms a protective barrier, giving moisture and a soft texture.
The signature ingredients of "ULTIME COLOR" include "glycine※4 (conditioning ingredient)," which protects hair from damage caused by the external environment; "Metal Purifier※4," which encapsulates metal ions to suppress the generation of free radicals during oxidation and prevent hair damage; and "provitamin B5 (panthenol: moisturizing ingredient)," which moisturizes hair from roots to ends and retains moisture.
ULTIME COLOR Product Lineup
The "ULTIME COLOR" series has five items in total, covering both in-bath and out-of-bath care.
Out-of-Bath Items
ULTIME COLOR Miracle Shine Spray (sales name: ULTIME COLOR M Shine Spray)
200 ml, suggested retail price ¥2,860 (tax included)
A spray that gives hair shine and radiance and brings out the vividness of hair color. It protects hair from humidity, and with a UV filter※5 and B5 (panthenol, moisturizing ingredient), it protects hair from UV rays and heat up to 230°C.
ULTIME COLOR Miracle Color Sealer (sales name: ULTIME COLOR M Color Sealer)
185 ml, suggested retail price ¥4,598 (tax included)
An acidic treatment for after coloring that quickly sets and protects the color. It balances the pH level and helps hair color last longer.
ULTIME COLOR Miracle Leave-in Mask (sales name: ULTIME COLOR M Leave-in Mask)
95 ml, suggested retail price ¥4,598 (tax included)
A leave-in mask. By reducing the number of rinses, it prevents color fading, moisturizes the hair and prevents breakage, leading to healthy hair.
In-Bath Items
ULTIME COLOR Sulfate-Free Shampoo (sales name: ULTIME COLOR Shampoo)
250 ml, suggested retail price ¥4,598 (tax included)
A sulfate-free shampoo that gently cleanses the scalp while caring for color. It cares for color from the outside to the inside of the hair, leading to healthy hair.
ULTIME COLOR Daily Treatment (sales name: ULTIME COLOR Daily Treatment)
200 ml, suggested retail price ¥4,598 (tax included)
A daily treatment that smooths the cuticles. It cares for color from the outside to the inside of the hair, leading to visibly healthy hair.
Fragrance
The "ULTIME COLOR" series has a distinctive floral-oriental fragrance with a fruity, sophisticated top note woven from orange peel, apple and green leaf.
The middle notes contain ylang-ylang, lily of the valley and orange blossom, and the base notes contain musk, amber and vanilla.
Product Information and Related Links
Detailed information about "ULTIME COLOR" can be found at the links below.
※1 Based on U.S. dollar sales of the WELLA master brand in the hair color products category in Kline's 2025 salon hair care survey
※2 When ULTIME COLOR products are used as a lineup
※3 Wella Omnibus Survey, June 2026, women aged 18-65 nationwide who colored their hair in the past year, n=588
※4 Excluding ULTIME COLOR M Shine Spray. The shine spray contains a UV filter and provitamin B5.
※5 Ethylhexyl triazone, t-butyl methoxydibenzoylmethane
