The Beginning of a New Era

Koleston recently celebrated 50 years of success. But the success of this cream hair coloring product started already in 1934 when Georg Stroeher, the son of the Wella founders, mixed hair color with a hair conditioning product called Kolestral to invent the first cream hair color of the world.

The innovation turned the world of hair color upside down. Previously it was a common belief that lipids had to be extracted from the hair before coloring to achieve good results.


Stroeher proved that with Koleston instead by adding lipids and conditioning the hair during coloring, he could actually produce better results.

Unfortunately, during this historical time, raw materials and basic components were in short supply and Stroeher’s new discovery would have to wait until after WW I I.

Koleston emerged in 1950 as a full fledged product and made headlines with its red and white label. Koleston received a patent as the first hair coloring cream in the world and the new era of hair coloring was born.


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