ABOUT GOLDWELL

COMPANY TIMELINE / 2001-TODAY

The first decade of the 21^st century has been one of great change and innovation for Goldwell. In 2001, the company introduced Elumen, the first hair color that eliminated chemical developers by magnetically locking direct dye into the cuticle. 2002 saw the purchase of KMS by KAO Corporation. Soon after, in 2004, the company cemented its reputation for fashion-forward expertise with Trend Zoom a platform based on in-depth analysis that identifies emerging hairstyle and color trends and then shares the inspiration with stylists.

The changes continued in May 2005 when KMS merged with Goldwell and then later in the year, Goldwell and KMS were merged under one company name, KPSS, Inc. In 2006, KMS was relaunched as KMS California. 2006 also brought the introduction of the revolutionary Oxycur Platin Ultra, the first blonding powder that lightened hair without ammonium persulfates.

By 2007, Trend Zoom was ready to reinvent itself by offering stylists an inspirational way to transform trends into styles that can be easily adapted for individual salons. That year, Goldwell also created a new award concept called the Trend Zoom Color Challenge. National winners in this exciting event go on to compete against each other in an international live application round. This year the best of the best in the final round get to join the international creative team who will create the Trend Zoom collection for 2010.