Abu Issa Holding & Wella Professionals launches ‘System Professional’, A Mix of Cutting-Edge Beauty& Science

Abu Issa Holding & the global brand Wella, recently launched the highly anticipated product “System Professional”, delivering high end transformative hair care. System Professional is not just any hair product, it is a product built by scientist, targeting solutions that addresses the specific needs of the hair that feels healthier and more replenished.

The event was hosted under the patronage of Mr. Ashraf Abu Issa, the Chairman and CEO of Abu Issa Holding, followed by the general manager of Wella Qatar Mr. Dory Roustom, and the global artist of Wella Professionals Mr. Hisham Beaini were he showcased the art of hair styling with Wella stunning models, and talked about the launched products, and how it is different in terms of benefits and how it is the best solution that could be found in the market right now.

‘System Professional’ showcases Wella’s commitment to the professional beauty community at the time when it needs it most. Abu Issa Holding group is proud to feature Wella and its line of products under the group’s umbrella. As the industry has been battered throughout the pandemic that was occurring in the world, still Abu Issa Holding again managed to launch another successful event and a new product line, where Mr. Ashraf Abu Issa, the chairman of Abu Issa Holding expressed how happy he was seeing all these faces after what was going on in the world.

System Professional strives for performance which has been the guiding light of their research. The company is constantly evolving their process using Bioengineering to solve for everyday hair care concerns, uncover new formulas, and boost them to optimal efficacy. In other words, modification takes place and naturally derived ingredients that are being used in the lab to enhance the performance, and ensuring superior quality. The hair-identical lipids in the Lipid Code™ Complex are consciously sourced and naturally derived – because you deserve to know what’s in your hair care, and feel good about where it comes from.

What’s great for your hair should also be great for the environment. Eco-conscious packaging is the packaging that is being used for System Professional products, where it is proudly recyclable. Going sustainable is a never-ending process, Wella professionals said. It is a joy to know that every beautiful Wella product will now be more sustainable for the planet.

The new Wella Company is a global, diverse industry leader, present in over 100 countries, with a 140-year heritage of leading innovation and inspiration. The Wella Family in Qatar united one of the largest communities of hairdressers in the market, single-mindedly focused on the success of its partners and the industry, especially in these trying times as Dory Roustom, the general manager of Wella Qatar stated.

The event was sponsored by Floward, one of the leading flowers delivery services in the middle east. Hosted one of the biggest influencers and media people of the country, who attended the event, supporting Abu Issa group and Wella Qatar.


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