THE PERFECT PARTNERSHIP
From career milestones to colour innovation, James Earnshaw shares his Wella Professionals journey and the debut of his latest toner creation
HOW DID YOUR RELATIONSHIP WITH WELLA PROFESSIONALS START?
I had been using Wella in the salon and entering TrendVision for years, and then in 2020 I officially signed as an Ambassador.
WHAT HAS BEEN YOUR JOURNEY TO BECOMING GLOBAL AMBASSADOR?
I started as a Digital Ambassador for the UK, then in 2021 I was the lead colourist behind the Shinefinity campaign. This connected me with the Wella Global team, and I started travelling the world working on trend shoots, product innovation and launch shows. It was an amazing feeling when I was made Wella Professionals Global Ambassador in 2023.
WHAT DOES IT MEAN TO BE CO-CREATING TONER SHADES WITH WELLA PROFESSIONALS?
I remember saying “one day I’m going to have my own name on a shade I created” and people said, “that will never happen”. It proves if you work hard enough at something, it will happen. It means so much to be supported by a great brand like Wella, I really did make these shades myself in our lab in Germany with the scientists.
TALK US THROUGH THE NEW SHADES AND WHY THEY’RE SET TO PEAK IN 2026?
The idea is to make a colourist’s life easier. To create a shade like /05 Scandi Rose you would normally have to mix 3-4 things together. I’ve made something that is ready to go. It’s great for clients who want to try something new that isn’t too bold but has a hint of rose. The beige tone /97 is the perfect not too warm, not too cool tone, that works on so many skin tones – and best of all it processes in just five minutes.
HOW DID YOU BRING THOSE SHADES TO LIFE IN THIS GORGEOUS COVER SHOOT?
I wanted to show both shades on two popular salon techniques. The scalp bleach is always a popular service, showing the results after just five minutes of toning. The balayage model had a dark red box dye on her hair before so I wanted to show how amazing the toners are at working over an uneven lift.
WHAT CAN WE EXPECT FROM THE SIGNATURE LOOKS INSPIRATION AND SPRING/SUMMER “WHAT’S HOT” TRENDS?
We are going to see a lot of cleanly lifted blondes, that look premium and healthy. It’s all about high maintenance sexy hair! Scandi Rose captures the cosmetic blush trend that feels modern, filtered and premium. Scandi Beige is 2026’s return to hyper natural warmth with a creamy sunlit tone that looks effortlessly luxurious.