Nice’n Easy Bold

All Things has partnered once again with Wella UK&I on the latest chapter of its ongoing work, delivering a social-only campaign to launch the brand’s new Nice’n Easy Bold range.
The campaign marks the third consecutive collaboration between All Things and Wella in 12 months, and continues to evolve the brand’s cultural platform around authenticity, self-expression and modern definitions of “natural”. This time, the work leans into a more expressive lens and showcases that Nice‘n Easy Bold is a game-changer for darker hair by making vibrant, statement shades accessible without the commitment of pre-bleaching.
Built specifically for social, the campaign centres on the idea that authenticity isn’t about staying with your natural hair colour, but choosing the shade that makes you feel most like yourself. Fronted by dancer, writer and psychotherapist-in-training Claudia, the work celebrates hair colour as an extension of identity and personal style.
Shot using a mixed-media approach, combining hero camera, camcorder and layered stills, the campaign delivers three hero films, reformatted across TikTok, Instagram, Pinterest and Facebook, alongside a suite of platform-native static assets. The creative line “Bold has never felt nicer” anchors the work throughout.
Yulia Kretova, Head of Marketing, Retail UK Wella, said:
“This campaign is about showing Nice’n Easy Bold as it truly is, expressive, inclusive and made for real people and real hair. All Things understands how to build emotionally resonant stories that live naturally on social, and this third campaign together reflects the trust and creative momentum we’ve built as partners.”

Directed by All Things in-house director Aimee Cleaver, the campaign was designed to feel intimate, human and social-native, focusing on authenticity and individuality rather than overly coordinated beauty conventions.
Aimee Cleaver, Director, All Things, said:
“We wanted this to feel honest and lived-in, not overly styled or performative. Claudia’s relationship with her hair is deeply personal, and that authenticity shaped everything from how we shot the hair to how the story unfolds. Social audiences can spot something fake instantly, so the craft here was in our collaboration with Claudia, allowing us to create videos that are vibrant, joyful and uniquely hers.”
The work continues the wider Nice’n Easy creative platform first established by All Things and Wella, reframing the at-home colour category around choice, confidence and cultural relevance.
Becks Montgomery, Executive Creative Director, All Things, added:
“What we love about this partnership is the space to build, not just launch. This third campaign shows how a platform can evolve without losing its heart, staying culturally fluent, social-first and rooted in real identity. ‘Bold has never felt nicer’ isn’t just a line, it’s a feeling we wanted people to recognise in themselves.”
The campaign is live now across social platforms.
For more information, visit www.clairol.co.uk