Goldwell is celebrating a quater century of the pioneering zero damage permanent color that outshines, outlasts and outperforms.
For 25 years, Elumen by Goldwell has stood as a true breakthrough in professional hair color, an innovation that still redefines what permanent hair color can achieve.
As the first acidic zero damage permanent color, Elumen remains as innovative today as it was at launch, delivering outstanding color performance and uncompromised hair integrity.
At a time when clients are more demanding than ever, Elumen answers the call for stunning, vibrant results without damage, glossy multidimensional shine without compromise and long-lasting color performance that never fades dull.
Backed by proven performance claims and trusted by colorists worldwide, Elumen continues to outperform conventional oxidative hair color.
OUTSHINES
Elumen delivers incredible, multidimensional shine, achieving up to 40% more shine compared to oxidative hair colors. By replenishing porous areas within the hair structure, Elumen creates a signature hair result that looks and feels healthier, smoother and stronger.
OUTLASTS
Redefining permanent color durability, Elumen offers up to 20% longer-lasting results than oxidative hair color, while always fading true-to-tone. The result is a vibrant color that maintains its integrity over time without unwanted shifts.
OUTPERFORMS
With up to 76% more color intensity versus oxidative hair colors, Elumen delivers impressively rich and intense results. From natural tones to bold creative shades, Elumen empowers colorists with unlimited creative freedom and exceptional performance across every service.
A BREAKTHROUGH ROOTED IN SCIENCE AND HERITAGE
Elumen’s unique acidic formula uses advanced direct dyes that penetrate deep into the hair without requiring oxidative activation.
This groundbreaking technology eliminates the need for peroxide, ammonia, and oxidative dyes, resulting in vibrant, long-lasting permanent color without damage.
This also reduces the risk of developing an allergy to hair dyes and makes it a perfect choice for people with scalp sensitivity or allergies to oxidative hair dyes.
Introduced 25 years ago, Elumen was ahead of its time, and today, its innovation feels more relevant than ever.
With a 100% vegan formula and no ammonia, peroxide, PPD or PTD, Elumen continues to lead the industry by combining performance, responsibility, and artistry.
BUILT FOR TODAY’S COLORISTS AND TOMORROW’S TRENDS
With a compact portfolio of 42 fully intermixable shades, Elumen enables endless services, from full-head color and grey coverage to toning and freehand techniques.
A super-simple application process delivers professional results in just 30 minutes, while dedicated care and service support products ensure long-lasting brilliance.
As Goldwell celebrates 25 years of Elumen, the brand looks forward — continuing to shape the future of professional color through collaboration, creativity, and innovation.