Goldwell vs. Kerastase vs. Wella: Which Brand Is Best? - AMR Hair & Beauty

Goldwell vs. Kerastase vs. Wella: Which Brand Is Best?

Sep 02, 2021Rachael Grant

If you want to keep all your clients happy, the search for the best hair colour never ends. Brands invest in science and research increasingly. If you stay with one, you may lag behind the industry. 

Choosing a Hair Colour Brand

The most comprehensive way to choose between hair colour brands is to try every product they make, see how they work for your hair and then make a decision. Ok, we know that would be very expensive and time-consuming, so almost impossible. The next best option might be to read some expert opinions and reviews.

Goldwell vs. Kerastase vs. Wella

Hopefully, that's where we can help you out. In this article, we will look at three major hair colour brands -  Goldwell hair colours, Kerastase, and Wella.

These three brands are constantly innovating and investing in research and development. Let's have a good look at the brand, their technologies, their most popular products, what makes them unique, and how to find which of their product lines will suit you. 

What Makes Each Brand Unique

If you are looking for luxury hair care that you can use at home, too, the choice will not be simple - all three brands make professional salon products with high quality. However, Goldwell is salon-exclusive, so you can only use it at home if you are a hairdresser or living with one.


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A post shared by Goldwell US (@goldwellus)



It may give you added confidence to know that Goldwell has a long history of focusing on reducing hair damage by ongoing investment in technologies gentle to hair and scalp.

The result of such efforts is visible in the brand's versatile range of permanent, semi-permanent, and demi-permanent colours that require a little acumen to mix and use properly but will show a "whole lotta love" to your hair.


Kerastase is the one and only keratin-based treatment that started the home keratin revolution as a result of consumers' desire to rebuild hair bonds without the risks of heat application.

Hair is always hungry for keratin proteins, and any hair issue will benefit from smooth, silky additions to keratin-infused treatments.


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A post shared by Wella Professionals (@wellahair)


Wella is a reliable brand with a heritage created in salons over decades. It is impossible not to have heard about Wella styling products, Koleston colouring lines, and consumer care shampoos and conditioners available at most beauty shops (your closest supermarket probably shelves it, too).

It may be the most accessible brand to experiment with as it is the most affordable of the three. Since you will be looking for specific products, the comparison sheet below will help you learn the essential differences, focus your shopping efforts, and research the brands in more detail.

Quick and Easy Comparison Table for Goldwell, Kerastase, and Wella

Let us look at some of the most notable characteristics of the three brands and how they compare to each other! Also, if you are a professional hairstylist or want to become one, you might want to keep up with how each brand collaborates with hair professionals and how they can support you in providing the best service to your clients:




Country of origin German brand started back in 1948 that focuses on building a business partnership with hairdressing professionals French brand started as part of L'oreal and gaining its popularity and brand recognition German brand, manufactured by Schwarzkopf, a company with a 140-year tradition with headquarters in Switzerland, particularly dedicated to developing colour product excellence
Keratin treatment

Goldwell Kerasilk Smoothing Treatment offers smooth and silky hair for up to 3-5 months 


  • Kerasilk Keratin Formula
  • Kerasilk Purifying Shampoo
  • Kerasilk Control Shampoo
  • Kerasilk Control Finishing Cream Serum
  • Kerasilk Control Smoothing Fluid Kerasilk Control Rich Protective Oil.
Kerastase Discipline Thermique Blowdry Primer Set is not a classic salon keratin treatment, but a blowdry solution to tame your hair and remove frizz and flyaways at home. Acts as a heat protectant and gives anti-breakage. Wellaplex Reduces damage by strengthening the inner bonds of bleached and coloured hair (more like Olaplex than a classical keratin treatment). It restructures and rebuilds
Most popular products and top bestsellers
  • Goldwell Colorance
  • Goldwell Topchic
Both the permanent and the semi-permanent colour ranges are well known and loved because of the focus on gentle scalp care and reducing damage.
  • L'huile Original Hair Oil
  • Initialiste Scalp & Hair Serum
  • Bain Densité Shampoo
  • Fondant Renforçateur Conditioner
  • 8h Magic Night Hair Serum
By far, Kerastase is best known for serums and oils. The second best is the solution-focused approach to classifying product lines. Find your issue and apply the appropriate regimen.
Koleston Permanent Hair Colour CreamRoot Touch Up Permanent Colour CreamColour ConcealerFirm Hold HairsprayStyle & Repair Strong Hold Hair SprayCurls & Waves Strong Hold Mousse
Affordability Very affordable, a bit pricier than Wella, but with exclusive quality A luxury brand, most expensive of all, and, generally, in the upper echelon of consumer care brands. If you are ready to pay a little more and want to spoil your hair with the best products, it is totally worth it. Emily Ratajkowski is a brand ambassador. Most affordable of all, specifically consumer colour lines that, nonetheless, have salon professional quality and are, for that reason, global favourites.
Colour range Yes, permanent, demi-permanent, and semi-permanent colours can be mixed for the perfect shade
  • Goldwell Topchic
  • Goldwell Elumen
  • Goldwell Nectaya
  • Goldwell Elumen Play
  • Goldwell Colorance
  • Goldwell Men Reshade
  • Goldwell Soft Color
No. Kerastase only makes haircare for colour-treated hair, including sets for treating blonde and ash-blonde hair in 3,4, and 5-step routines

Yes, colours are the trademark Wella products which the brand invests in leaps and bounds to meet client desires as technologies progress.

Wella colour lines:

  • Fusion
  • Oil Reflections
  • Elements
  • Invigo Color Brilliance
  • Invigo Nutri-enrich
  • Invigo Volume Boost
  • Invigo Blonde Recharge
  • Invigo Color Recharge
  • Invigo Balance
  • Invigo Sun
  • Invigo Color Service
  • Wellaplex
  • Nutricurls
  • Colormotion +
Collections and Product Lines

Hair Care
Kerasilk, Dualsenses, Elumen, and Elixir

Hair Styling

Hair Smoothing
Kerasilk Control

Hair Texture

Hair Lightener
Hair Silklift, Oxycur, and New Blonde

Hair System
System Range, @Pure Pigments, and Bondpro+

  • Aura Botanica
  • Blond Absolu
  • Chronologiste
  • Curl Manifesto
  • Densifique
  • Discipline
  • Elixir Ultime
  • Fusio Scrub
  • Genesis
  • Initialiste
  • Nutritive
  • Résistance
  • Reflection
  • Soleil
  • Spécifique
  • Wella Koleston Perfect
  • Wella Illumina Color
  • Wella Color Touch
  • Wella Color Fresh
  • Wella Color Fresh Mask
  • Wella Color Renew
  • Blondor
  • Wellaplex
  • Color ID
  • Welloxon Perfect
  • EOS
  • Insta Recharge
  • Color Dj
  • Marula O.B. Scalp
  • Primer
Education and support for hair professionals Yes. Goldwell provides salon virtual education, special colour creation classes in which each client's hair is treated as a piece of art, an education book, global salon education events, a downloadable colour application guide, and plenty of booklets and brochures about styling and texturising products Mostly consumer-oriented but works with hairstylists to improve brand recognition and application for at-home use. Includes member benefits. Yes, including global online education events, Trendvision Awards, Master Colour Expert Program, and a #140ChangeMaker program for special contributors
Appliances, Tools and Electrical Depending on the country. No. Yes, a full range of salon colouring accessories from foils, brushes, and bowls to basins, trolleys and hooded hairdryers - all that you need to do a perfect colouring job

Time to Announce the Winner!

Well, sort of. We will declare a winner in various categories that might help you make your overall choice.

There are several striking and immediately noticeable differences when you compare Goldwell, Kerastase, and Wella, and here are the overall winners:

  • Price: Wella
  • Salon accessories: Wella
  • Hair concern focus: Kerastase
  • Value for money: Goldwell
  • Salon support: Goldwell
  • Keratin treatment: permanent - Goldwell, blowdry - Kerastase
  • Versatility: Wella
  • Convenience for beginner hairdressers: Wella

Placing brands next to each other and comparing them on the dot is not an easy job.

If Goldwell, Kerastase, and Wella were all identical, we would stock only one of them!

Do you have a favourite? Leave them in the comments below!

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