Come February, the streets of of the city that never sleeps – typically buzzing with cab horns, cafe chatter and food carts on every corner – are joined by the buzz of New York Fashion Week, as the style set steps in to take a big bite out of the Big Apple.
And, while this year’s unprecedented snow storms may have attempted to rain on the NYFW 2026 (catwalk) parade, not even the last frosts of Winter could deter designers, editors, and influencers from converging on Manhattan for a week where creativity, couture, and bold new beauty trends collided.
As aways backstage beauty trends were as important as the front row show offerings. And, in a place where chaos meets craft, and where hair and makeup artists work their magic in minutes that feel like hours, this season, Wella Professionals partnered with Ulla Johnson to bring the brand’s global Make It You campaign to life.
The collaboration was a celebration of individuality, modern craft, and hair that moves as freely as the models walking the runway. It wasn’t about rigid perfection – FW26 hair was all about texture, movement, and authenticity.
Lead stylist Diego Da Silva was the mastermind behind the effortlessly refined looks. “The idea this season was to work with every model’s personality and hair type, in harmony with the silhouette they were wearing,” he explained. And that meant a range of styles – from softly pulled-back strands to light tousles at the nape, to natural curls gently tamed for shape and shine. Each model’s hair was an extension of her personality, proving that the best runway hair feels like it belongs to her, not just the collection.
Of course, delivering these looks under the intense pace of Fashion Week requires products that work as hard as the stylists themselves. Wella Professionals ensured every strand had instant strength, smoothness, and resilience – ready to withstand multiple outfit changes, relentless photo flashes, and the frigid New York streets.
For those keen to achieve this backstage magic at home, Diego shared his three must-have products that brought FW26 hair looks to life.
1. Ultimate Repair Miracle Hair Rescue
First up: refresh and repair. Models arrived straight from the cold, and Wella Ultimate Repair Miracle Hair Rescue helped replenish and strengthen hair instantly. This intensive treatment rebuilds strands from root to tip, leaving hair soft, resilient, and runway-ready. At home, it’s your go-to for post-winter dryness, heat-damaged strands, or any hair needing a quick revival.
2. Wella EIMI Ocean Spritz
Next: texture and movement. EIMI Ocean Spritz gives that effortless, just-off-the-runway feel by enhancing natural curl patterns and waves while adding balanced texture. It’s lightweight, playful, and perfect for scrunching into damp hair to let your natural pattern shine. The result? Lived-in, touchable hair with movement that feels utterly personal.
3. Ultimate Smooth Miracle Oil Serum
Finally, to finish, the Wella Ultimate Smooth Miracle Oil Serum adds a mirror-like shine and silky softness that mirrors the metallic accents and glow of Ulla Johnson’s FW26 collection. Just a few drops through the mid-lengths and ends tame frizz, boost shine, and give hair a polished, touchable finish.
The outcome is Hair that’s refined yet relaxed, polished yet playful—a true fusion of fashion and artistry. Backstage at NYFW, it wasn’t just about the garments; it was about creating hair that celebrates individuality, personality, and confidence, even in the whirlwind of one of the world’s most iconic fashion weeks.
Whether you’re stepping out for a big event, prepping for a shoot, or just want a hint of runway glamour in your everyday life, this Wella Professionals trio makes it achievable. Embrace your hair’s natural texture, enhance it with the right products, and let it shine with strength, movement, and style—just like FW26.
