Originally a wig manufacturer, it was only after 1924 that it gradually shifted to the production of perms and other hair products. Today, Wella is the second largest hair dye company in Europe, with annual sales of more than 3.4 billion euros, and its hair dye products have a market share of 24% in Europe, second only to L'Oréal. Since signing a joint venture agreement with Tianjin Daily Chemical Factory in 1981, Wella has gradually introduced international perm and hair coloring products to the Chinese market, and its hair care and styling products also have a good reputation.
 
Wella's styling gels are mainly part of the EMMI styling collection, which was launched in 2015. Its styling gel products have a fresh taste and are easy to use, and the price is about 150 yuan. At present, only one cool gel is sold in China, and the others need to be purchased.
 
Wella's styling gel prefers to use zwitterionic polymers, which contain both anionic and cationic genes in the molecular chain, due to electrostatic attraction, zwitterionic polymers produce bonding within and between molecular chains, resulting in the contraction of molecular chains, the molecular conformation is relatively tight, and the viscosity is small. When applied to hair, the film is more uniform and firm, less likely to stick to the hair, and more likely to produce a sense of volume.
 
Cool Gel is blended with VP/VN polymer and acrylic polymer to enhance the holding force. The texture of the cool gel is relatively viscous, thanks to the addition of propylene glycol, it is easy to spread, whether it is dry hair or wet hair, it can evenly form a film, and it is easy to operate. Gels are prone to white chips after the film-forming polymer is destroyed, and often cannot be re-shaped. The film-forming toughness of Cool Gel is good, and it is not easy to whiten after being wet.
 
Caucasian hair is mostly thin and soft, and it doesn't need particularly strong products to style well. Pearl Styler and Shape Me, two gels that are not sold in China, are obviously more suitable for the needs of white people, mainly using conditioners such as dimethicone and sorbitol, which are not hard and more textured after styling, which is suitable for people with soft hair.