What Sets Us Apart
The WIL'NA
Difference
Every detail of WIL'NA is engineered for a reason — from raw material selection through to certified production. Six proprietary technologies. One formula.
An innovative sugar complex — Inulin, extracted from chicory root — that works alongside the colour process to protect and strengthen each hair fibre. It maintains optimal moisture from within, improves elasticity, and leaves hair stronger and more luminous after every application.
A plant-based alternative to animal-derived keratin, developed from selected amino acids that mimic natural hair keratin at a structural level. It penetrates the fibre to restore density and silk from within, while creating a more even surface for colour deposit — producing a more uniform, luminous result.
Every raw material batch is tested with precision IR spectrophotometers before entering production. Only components exceeding 99.9% purity are accepted. This standard reduces the pigment load per application, minimises colour drift, and delivers stable, fade-resistant colour across all 79 shades.
WIL'NA formulas are built to strict stoichiometric standards — the precise molar ratio of primary and secondary pigments is calculated to trigger a complete, balanced chemical reaction. No residual unreacted pigment is left in the hair, yielding colour that is richer, more stable, and significantly longer-lasting.
Unlike competitors who use a fixed ammonia level across all shades, WIL'NA calibrates each tone individually — from 0.9% in deep levels to 3% in the lightest Super Lights. Only the minimum required for each shade's lift is used, reducing exposure and delivering a more controlled, predictable result.
Manufactured in an EU facility where robotic and computer-controlled systems eliminate human error at every stage — from raw material intake through to filling and quality release. Independently certified by SGS, the world's leading inspection body, to four international standards covering manufacturing, quality, safety, and environmental responsibility.
Every shade in the WIL'NA range is individually calibrated — from pigment ratio to ammonia level. Browse the full collection.