In 1950, Wella introduced Koleston, one of the first hair-colorant balms, and included Elizabeth Taylor in its 1954 advertising campaign. The 1960s saw the release of Wella Privat, a line allowing salon-quality products for home use. In 1972, Wella launched Wella Balsam shampoo and conditioner, later advertised using the cast of Charlie's Angels.

Wella's research and development headquarters are in Darmstadt, with test salons in Darmstadt,