Inside Wella Destination 25: Faces, Words & Inspiration – News

Malta—a small island nation rich with history, charm, and layered cultural influences—was the idyllic setting for Wella Destination 25, a gathering of the Wella global community, including distributors, salon owners, stylists, artists, and educators from around the world.

I was fortunate to be among the invited press and to witness how Wella continues to invest in and celebrate the professional beauty industry. Over the course of three wonderful days, we experienced inspiring stage presentations, intimate hands-on education, and exclusive previews of what’s next from the Wella portfolio.

As part of the experience, I spoke with members of the global and North American executive teams, and had the chance to connect in person with stylists and educators who are leaders in our industry.

 A few personal highlights? Grabbing a quick photo with Sonya Dove, ever the consummate pro—even after her luggage went missing (and yet, she looked amazing every time I saw her!). 

I also loved getting a first look at the reimagined Sebastian Professional, long a favorite among stylists for its edge and artistry.  And watching one of our MODERN SALON 100 artists, Jess Switzer,  participate in the Parade of Nations was a beautiful moment. 

What follows is a selection of conversations, interviews, and highlights that capture the spirit of the event and the people behind it.  It was a pleasure to connect with the artists, the educators, and the leaders who are guiding Wella into the future.

Snapshots, Interviews, and Artist Moments: Wella in Malta

ARTIST MOMENT: A Hallway Interview with Sonya Dove 

She has inspired countless beauty professionals over the years. Sonya Dove, a longtime Wella Ambassador, inspired me by keeping her calm and her sense of humor as she navigated a week without luggage. I asked Dove –who has the advantage of years with the brand–to comment on Wella North America, today. 

“Wella is on fire right now. I’m so excited about everything happening at Wella in 2025. We have Natalie stepping in as our new general manager—an incredible human being. I’ve never met anyone quite like her.

With Yannis still overseeing, Martin Dale leading education, and a new sales leader, Guy,  joining us from Australia, I truly feel like the company is thriving in every way.”

MEDIA INTERVIEWS: Executively Speaking with Wella Global Leadership

One of the best things about being at an in-person event is the opportunity to connect with the people behind the brand.  In a beautiful suite, with a stunning view, invited media sat with Yannis Rodocanachi, President of Wella Americas; Hugo Kunetz, Chief Revenue Officer at Wella Company; and
Marlene Lotter, Senior Vice President, Global Professional Hair Brands at Wella Company. 

One of the questions I posed to the three was:  How do you enter an emerging market, understand its unique culture, and determine how your brand fits into the salon and beauty industry there?

Yannis Rodocanachi: That’s a great question, and I’d like to answer it in two parts—because there’s both a technical part and a cultural part to consider.

On the technical side, our deep knowledge of hair allows us to adapt services to suit every hair type. In a country like Brazil, for example, the diversity of hair textures is extraordinary. We understand the shape of the hair shaft—whether it’s more rounded or more oval—and we use that insight to formulate products and services that meet the specific needs of every hair type.

We’re more than a century-old company, so we not only have the technology, but also the experience. I’m not sure if any other company has worked on as many heads of hair as we have! So we’re very well equipped—both scientifically and with the products.

On the cultural and marketing side, our focus is on serving the full spectrum of diversity and inclusivity. In terms of marketing, when we develop products—whether color, care, or styling—we strive to create the full breadth and a range that reflects and respects all hair types and all cultural expressions of beauty. You saw that yesterday during the show—the diversity on stage is a reflection of our commitment to that value.

Hugo Kunetz: I’d like to add that the way we approach new markets is really unique, and it all comes down to who we are as a company: a brand rooted with the pros. Our growth—and even our survival—depends on staying closely connected to pros.

So when we enter a new market, even with 145 years of experience in the industry, we go in with a lot of humility. That means we don’t assume we already know what will work. We don’t jump to conclusions. Instead, we start by truly trying to understand what makes that country, those consumers, different from what we’ve seen elsewhere.

And often, we’re surprised. There are huge differences—not just in preferences, but in behavior, values, and needs. That’s exactly why we have R&D centers in multiple parts of the world. If you want to enter Asia, you can’t do it effectively from Europe or the U.S. You have to be there, listening and learning from the inside. 

We don’t go in thinking we’re the experts—we go in knowing we have something to learn. That humility is part of our DNA. We don’t see ourselves as know-it-alls instead we listen. And only because we listen are we able to identify the right entry points and adapt in meaningful ways.

That’s the heart of it. Humility keeps us connected. It helps us stay responsive, relevant, and respectful of the people we’re trying to serve. And it’s something we carry with us into everything we do.

Marlene Lotter: We approach our work by collaborating very closely with our global markets. It always starts with a conversation: “What do your hairdressers need? What does your market expect from us?”
From there, we co-create programs that are tailored and relevant.

This year, we made a strong commitment to making Wella Destination a true global moment—not just for Europe, where it’s held, but also for markets like Asia and the U.S., whose artists and teams traveled far to be here.

We showcased artistry from Japan, introducing a completely different approach to cutting and coloring—something you saw on stage yesterday that was just amazing. We also highlighted Nikki Lee, co-owner of Nine Zero One, who’s part of our Master Brand Campaign, “Make It Real.”

That was also a goal for this Destination to represent all markets more powerfully—to give a platform to artists from Brazil, Japan, Europe, and the U.S., that was part of the vision, to bring them together to show the incredible range of creativity within our community.

Another pillar of this event is face-to-face education. What you saw on stage—like surreal color and AI-inspired trends—was meant to inspire. And then we break that down into hands-on learning. We’re focused on helping salon owners and stylists translate these creative trends into their service menus and real value creation back at home. 

ARTIST MOMENT: Tips for a Great Consultation with Anthony Cole

Anthony Cole, Global Ambassador for Sebastian Professional, was pulled in many directions in Malta—he created runway looks, he taught on platform, and he –very graciously— took time to speak with media. 

With over 20 years of experience and a career shaped by global fashion and editorial work, Cole knows that a client consultation can make or break a service experience. 

 MEDIA INTERVIEWS: Forward Momentum at Wella North America

When speaking with the North American leadership team (Nathalie De Gouveia, General Manager, U.S. Market; Lori Pantel, Chief Marketing Officer, North America; Martin Dale, Head of North American Education; and Guillaume Cantelou, Wella Professionals Senior Vice President, U.S. – Professional Hair), we talked about investing in people, tools, and purpose, while also touching on 75 years of Wella Company in the U.S.  

Nathalie De Gouveia: The U.S. is Wella’s largest global market, so the focus on investment here is not only real, it’s essential. We want to make sure we have all the right tools—and more importantly, the right people—to support success. A key part of that effort has been rebuilding the foundation of Wella’s North American education leadership.

It had been a while since we had a head of education in place. When I arrived in July, Martin joined shortly after in August, and he now sits on the U.S. leadership team. Having someone who deeply understands hairdressers and can represent them in strategic decision-making is crucial.

And Guillaume, who is a recent addition to the U.S. team, brings significant international experience in the professional salon industry.

Over the past few years, the U.S. structure has included professional, retail, and consumer divisions—and we’re aligning deeply with salon business expertise. Guillaume brings that. If you’re a stylist or salon owner with questions about running a successful business or growing your career, we now have senior leaders who can lead that conversation.

On the tools side, we’re investing more in making sure the U.S. has access to the right content, the right digital tools, and the right in-person experiences. That includes Creative Academy studios, creative nights, and plans to open more local studios. We want to grow and deliver high-quality education across regions.

Lori Pantel: An anniversary is always a moment to reflect—but it’s also a chance to pivot and generate new energy. We’re using this milestone to reignite excitement in the U.S. and talk about the next chapter of Wella.

This moment isn’t just a celebration of the past—it’s a strategy for the future. The brand is embracing a more relatable and artist-focused presence, starting with its new content series.

You’ll notice a shift in how we show up—there’s a new tone. There’s a relatability in the conversation;  content features artists interviewing artists, stylists talking to stylists. These conversations reflect the real vibe of Wella: relaxed, high-quality, passionate, and grounded in the everyday experience of professionals.

You’ll also see a reinvigoration of our ambassadors and artists spotlighted with exclusive product collaborations and services they’ve helped design. This is about giving back and about putting the stylist at the center of everything we do—elevating their creativity and keeping them part of the innovation process.

We walk alongside the stylist, the salon owner. Our job is to make sure they’re the hero. That’s what drives our marketing, our education, and our social and our content strategy—it’s not about Wella talking about Wella, it’s about the community.

Martin Dale: I grew up with Wella. It’s always led in education, product quality, and innovation. At 75 years, it’s a reminder of who Wella is and the responsibility we have to lead—especially in North America. We need to be at the center of conversations about the future of the industry: attracting new talent, protecting licenses, and maintaining professional standards.”

Hairdressers are professionals—we care for people. Wella has always stood for professionalism and progress, and we intend to keep it that way.

It’s all about service—and elevating the service. I think treatments, especially in North America, are so underused. Coming from Europe, treatments were a big part of the salon experience. I used them regularly, even for myself, especially on busy days. Treatments not only improve the health of the hair, but they also give the stylist a moment of breathing room—a bit of time and space to manage a full day of clients.

If there’s one thing I’d love to see the U.S. embrace more fully, it’s the value of treatments. Right now, they’re so underutilized, and honestly, it baffles me.

We’re committed to doing everything we can to promote treatments and to introduce salons and stylists to their true value—not just for the hair, but for the whole service experience.

Creating High-Performing Teams in Salons with Guillaume Cantelou

As the conversation turned to salon success, Cantelou shared three key elements that drive high performance:

1. Motivation – “You need to understand what makes people want to show up as their best selves each day. That’s foundational.”
2. Communication and Transparency – “We’ve heard over and over again from salons: challenges often stem from a lack of clear communication. Many owners just haven’t been taught the basics of team management. Proactive, positive communication can change everything.”
3. Team Culture and Shared Goals – “Top-performing salons create a sense of shared purpose. It’s not just about doing a daily job—it’s about achieving something meaningful together. Many successful teams even track progress and build in their own incentive systems. That creates momentum.”

“These three things—motivation, communication, and a shared mission—are what consistently separate good salons from great ones,” Cantelou concluded.

ARTIST MOMENTS: Mental Health in the Salon

In May, the U.S. observes Mental Health Awareness Month, which is a time dedicated to raising awareness about mental health, reducing stigma, and encouraging people to prioritize emotional well-being.

I took the opportunity to grab a few minutes with these Wella artists and educators to ask: how do you stay healthy in the salon? 

 Wella Destination 25: That’s a Wrap

Patrick Cameron, a Wella Global Ambassador and internationally recognized hairstylist and platform artist, served as host for the onstage presentations.  He perfectly summed up what is at the heart of the event–the hairdresser. 

“You fall in love with being a hairdresser. I truly believe we are part of one of the greatest industries in the world. The Wella Global Artists are among the most respected educators out there. They don’t just teach—they transform careers.”

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