Wonderful Brands has officially launched Yellow, the professional haircare brand, into the UK.

Yellow by Alfaparf Group is an “energetic, positive and lively brand with a beating Italian heart” and has a range of professional-use hair products. Within the Yellow range is an impressive colour range, a permanent colour that will “lift your spirits” thanks to its 74 shades and rich, high performing formula containing Argan oil to nourish, delivering “luminous colour and unbeatable shine”.

Thanks to an “incredibly smart additive”, Tone-on-Tone Creator, every Yellow can be changed from a permanent to a semi-permanent colour. Yellow also produces a bleach range with Aloetrix and Quinoa that preserve the keratin chains within the hair and keeps hair feeling smooth and silky. The expansive range of products also includes a care range that covers every hair need from Keratin Smoothing, colour care, nutrition, repair and toning; and a compact styling range that “packs maximum performance”.

Since launching in the UK, Yellow by Alfaparf Group has announced its collaboration with Amy and David Lopez of premiere boutique salon dlo Hairdressing, based in Guildford. Amy Lopez, a colour expert and technical educator has been named as UK technical director for Yellow and David Lopez, an art director has been named as UK creative directive for Yellow.

Amy commented: “After months of testing this amazing colour brand, we are really excited to be collaborating with Yellow and looking forward to exciting times ahead.”

Andy Campling, managing director of Yellow UK, added: “The Yellow brand and dlo Hairdressing are a great fit and we are really excited to have Dave and Amy join the team. Dave’s creativity and Amy’s knowledge of colour make them a formidable team and will really help us put in place amazing support for anyone using Yellow colour and haircare products.”

Amy and David Lopez will be leading all educational and creativity activity, with a focus on showing salons that they can save money without compromising on quality as the haircare brand pushes to grow in the UK.