Wellness Premium Products

Wellness Premium Products is an independent professional haircare brand built around organic cold-pressed hemp seed oil. It was founded by Roni Josef, a master stylist who spent years working in salons in Los Angeles and Las Vegas before developing the line. The company operates from the United States while attributing the origins of its key ingredient and its manufacturing to Israel, and it remains commercially active as of 2026.

The brand sells directly to consumers, supplies salon professionals through a separate wholesale division, and reaches shoppers through third-party retailers in the United States and Europe. Its founding year is not stated on any of its own pages [1].

According to the company's Origin Story, Roni Josef came to hairdressing as a "master stylist" working behind the chair in Los Angeles and Las Vegas, including at a salon at the Stratosphere [1]. Dissatisfied with existing options for damaged hair, the founder describes searching for a better solution, a search that led to Israel — presented by the company as "a leader in plant-based science and wellness innovation" — where the founder says the "incredible power of organic cold-pressed hemp seed oil" was discovered [1]. The professional line was then built around that ingredient.

The founding year is not specified anywhere on the brand's own site [1]. No parent company is mentioned.

The brand's country of origin is ambiguous across its sources. Wellness Premium Products' own narrative frames Israel as the place where the founder discovered hemp seed oil, and third-party retailers describe the products as "created in Israel" and "made in the heart of Israel" [5]. On that basis the product and manufacturing origin is recorded as Israeli. The operating company, however, appears to be United States–based: the founder worked as a stylist in Los Angeles and Las Vegas, and the contact number uses a Los Angeles area code [4]. In practice it presents as a US-operated brand with Israeli ingredient and manufacturing roots rather than a single-country company.

The company positions the line as restorative rather than cosmetic. In the founder's words, "The goal isn't to create temporary shine. It's to bring every hair type back to its natural state of strength, softness, and beauty" [1]. Wellness Premium Products says its growth has come "purely by word of mouth" rather than mass marketing, and it uses the tagline #FINDYOURWELLNESS.

The professional side of the business is presented under the banner "For Professionals By Professionals" [4], aimed at salon staff and the wider beauty trade.

The range centers on hemp seed oil–based haircare: shampoos and conditioners, hair masks, styling aids and serums, hemp hair perfumes, and colour-depositing "Vivid Color Masks," alongside brushes and a small skincare offering. Products are grouped into collections keyed to hair type, including the Intensive, Deep Hydration, Volumeplex, Silver and Platinum collections, and the Wellplex collection aimed at colour-treated, over-processed and damaged hair. A Hemp Infused Hair Perfume is among the signature items.

Cannabis Sativa (hemp) seed oil appears in all products, and the ingredient lists also feature hydrolyzed keratin, shea butter, jojoba oil and wheat germ oil [3]. The company describes a proprietary "Micro-Capsule Technology" said to preserve ingredient potency until the product contacts the hair [1].

On its professional site the brand states its formulas contain "no parabens, sodium chloride, or gluten" [4], and it is associated with clean-beauty positioning. That framing sits in tension with its own published consumer ingredient list, which includes sodium lauryl sulfate and DMDM hydantoin, a formaldehyde-releasing preservative [3]. Some third-party retailer listings additionally describe the products as vegan, paraben-free and not tested on animals [5], claims that do not appear on the brand's own consumer ingredient list.

Wellness Premium Products is active. Its direct-to-consumer site was live in June 2026 with a current seasonal promotion, and the brand was listed as an exhibitor at a 2026 trade expo [2]. Distribution spans its own US site, a separate business-to-business professional site, marketplace listings on Amazon and eBay, and European stockists.