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Alter EGO is proud to debut our new color line, WELLA. Because we believe that the best hair comes from creatively inspired artists crafting bespoke styles, we've launched a new color line with a broader color palette allowing our stylists to practice the latest trends in hair design. With WELLA, your imagination is the limit, and our stylists can deliver it. WELLA color science brings an unparalleled level of service, allowing our stylists to paint their vision to life, often without foils, to increase artistry and save you time. Their scientifically proven and patented color molecule, ME+ was invented to prevent color bonding with T-cells and causing color allergies. Healthy, beautiful, inspiring. We are WELLA.