BY PROFESSIONALS, FOR PROFESSIONALS ONLY
THE JOY OF SUCCESS The inspiration of hair professionals is driven by passion, expertise and cutting-edge tools. Valera Salon Exclusive offers a selection of appliances carefully designed to empower those who create beauty every day, with a renewed focus on styling and color services. For those who value the craft. For those who strive for success.
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Dear friends of VALERA, In our 70th anniversary, we proudly continue our long-standing partnership with hair professionals. To better meet their individual needs, we have focused our hairdryer range on two key areas: tools for styling and tools designed for colored hair. Our innovative devices, with settings tailored to different hair types, help stylists express their creativity and turn their passion into business success.
We wish you and your hairdressing clients much satisfaction and success with our new products. Thank you sincerely for your commitment and trust in Valera Salon Exclusive.
Discover our hairdryers: Selexa AI The display makes the difference: styling artistry reaches the next level with near-unlimited personalisation, thanks to multiple preset modes and fine-tuning capabilities. Ultimate AI The high-speed hairdryer from Valera. With 2000 watts of power, mastering difficult hair types becomes easy. New Color Pro Hairdryers Our advanced Color Boost System has been further refined with the highperformance ION-Boost generator for even greater hair protection and enhanced color brilliance.
Claudio Soresina, Flavio Soresina CEOs Valera
Shop All Valera
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70 YEARS OF EXPERTISE
The story of Valera’s success and its reputation as a leader in hairstyling appliances began with the vision of its founder, Gustavo Soresina. He decided in 1955 to pursue a dream, starting his own company of electrical appliances in a basement in Milan. In 1978, the company moved to Switzerland, where the entrepreneurial spirit of the Soresina family combined its passion for quality with traditional Swiss precision. Over time, the company built a strong reputation in OEM production, working with the most prestigious European brands. By 1990, Valera was launched as its own brand, combining decades of experience with a deep understanding of professional hairstylists' needs.
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This strategic move allowed the company to innovate further and offer cutting-edge solutions under its own name.
Today, Valera stands as a trusted name in hairstyling innovation, continuing to draw inspiration from the professionals who rely on its tools every day.
70 YEARS OF INNOVATION Continuous research into quality, design and usability, driving Valera’s mission forward.
In hairstyling tools, small details make a big difference. At Valera, we invest time and research to enhance performance, usability, comfort and sustainability, always addressing the real-world challenges faced by hairstylists. Valera’s ongoing research delivers products of the highest quality, reliability and ergonomic design, supporting both daily salon work and exceptional creativity backstage. We focus on transforming challenges into solutions. This began with innovations like aerodynamically optimised Smart Airflow for increased power with reduced noise, ergonomically shaped handles and heavy-duty switches. Milestones in safety and comfort include market-first TOUCH-ME cool nozzle and the exclusive Rotocord swivel device, designed to prevent cable tangling. To ensure lasting product quality and performance, eQ-Air intelligent airflow diagnostic system keeps the smooth operation of
the hairdryer under control. We continually refine hairdryer accessories to support stylists with greater precision in their artistry. With the latest hairdryer launches featuring advanced Display Setups, Valera offers professionals a new level of creativity and control for outstanding hair coloring and styling results. For Valera, every improvement lays the foundation for further innovation.
Valera’s mission is to continuously develop advanced tools that empower professionals to achieve their best work.
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High-speed digital professional hairdryer dedicated to stylists
THE ART OF STYLING, REDEFINED
Selexa high-speed hairdryers go beyond speed, empowering limitless creativity. Styling made easy: predefined and customisable modes provide the best support for every styling technique and routine. Creating breathtaking looks with precision has never been so comfortable. 6
READY, SELECT, GO!
The revolutionary Selexa AI high-speed hairdryer delivers flawless styling results with advanced display-controlled modes. With the DISPLAY setup, 5 tailored presets of styling modes synchronise temperature and airflow perfectly with each styling technique. Each preset mode allows individual fine customisation of temperature and airflow within an optimal range. As an alternative, the MANUAL setup allows full customisation for individual combinations. The Thermo Balance sensor detects and adjusts the air temperature 5 times per second, ensuring constant heat control and preventing overheating in any selected mode.
Curly hair → soft air, low heat, strong ions
5 PRESET styling modes with unlimited customisations + 9 MANUAL air / heat settings
Natural finish → soft air, mild heat, mild ions
Sleek, shiny hair → soft air, high heat, full ions
Curls & waves → strong air, high heat, full ions
Voluminous hair → very strong air, high heat, no ions
MULTI MEMORY FUNCTION Upon resuming operation after a break, the hairdryer automatically reverts to the last utilised combination of temperature and air speed settings, ensuring a hassle-free experience.
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SAFE STYLING, HEALTHY HAIR Professional styling involves constantly changing the distance between hair and nozzle depending on the technique. To counter the risk of temperature shifts and overheating, Valera’s engineers have developed a solution that ensures hair is gently protected even during the most intensive styling sessions. The innovative Thermo Balance Sensor™ on the heating element detects and stabilises the temperature 5 times per second, instantly detecting any changes. If the airflow is partially obstructed, for example when the concentrator blows hot air very close to the hair, the system automatically stabilises the selected temperature. This ultra-fast response prevents harmful heat spikes, ensures even drying and protects the hair’s health.
With intelligent heat protection, stylists gain clear benefits: • TRUST
A healthy, shiny appearance is guaranteed, even on fine or chemically treated hair. Gentle styling, happy clients. •
• PERFORMANCE
The hairdryer won’t block, delivering a fast and even airflow. Reliable performance, perfect results. •
• DURABILITY
Protecting the motor and heating element from overheating extends the hairdryer’s lifespan. Good for the salon, good for the planet.
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THE STYLING COLLECTION
Small precision nozzle (6.2 cm)
Large precision nozzle (7.5 cm)
TOUCH ME cool nozzle (8.2 cm)
SELEXA AI PULSE 2400 W
1. Lpmc (sound pressure level)
Curl diffuser (ø 12.7 cm)
• Digital high-speed brushless motor HI-PAX, 10.000 hours • Impressive airflow (90 m3/h), elevated air pressure • Pleasant sound, ultra-quiet (69 dB(A))(1) • Ultra lightweight • DISPLAY setup: 5 preset styling modes with unlimited customisations • MANUAL setup: 9 airflow/ temperature combinations
• Cold air button • Multi memory function • Powerful ion generator • 4 accessories: 2 precision nozzles (6.2 and 7.5 cm wide), TOUCH ME cool nozzle (8.2 cm wide), curl diffuser (ø 12.7 cm) • Removable metal filter • CLEAN FILTER alert for selfcleaning function of the filter • 3 m SuperFlex cable • Integrated ROTOCORD
Color: Sand Dune PLU: 95406 £225
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High-speed digital professional hairdryer
AERODYNAMICS MASTERS THE GAME The new standard in professional hair styling: performance, precision, control and comfort. More than just a design object and beyond speed: ultra-light and ergonomic, reliable and versatile. The perfect tool for the modern salon.
80
m3/h
Ultra-strong airflow thanks to multiplier effect ABT - Air Boost Technology How to give maximum power to a super-compact sized hairdryer? Let's not compromise, Valera aims for excellence. Valera's designers have equipped Ultimate AI with the unique ABT - Air Boost Technology system, which, through air intakes above the handle, allows a powerful multiplier effect of blown air. With up to 80 m3/h, Ultimate AI achieves impressive drying performance and never disappoints in styling moments. In addition, our engineers have achieved a balance in the particularly even distribution of the air outlet temperature for gentle hair treatment. Millions of negative ions, emitted into the air stream by an integrated ion generator, complete the total care package for shiny, gorgeous, frizz-free hair.
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90
m3/h
When styling requires an extra burst of power, the turbo function can be activated. This function increases the airflow to an impressive 90 m³/h and can be activated for up to 2 minutes by holding down the "TURBO BOOSTER" button.
Self-cleaning at the touch of a button The dryer's Auto-Clean cleaning function ensures regular cleaning at the touch of a button, avoiding the risk of clogging at the air inlet filter. The process is effortlessly simple for users: when the LED light button begins to flash in orange, they just need to press and hold the button for approximately two seconds. This activates the cleaning function, which reverses the airflow, allowing for uninterrupted performance and an extended service life of the hairdryer.
Manual cleaning In addition, we recommend an occasional manual cleaning of the air intake grid. A convenient cleaning brush is included for this purpose. The easily removable filter allows a simple rinse under water.
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dB(A)
Ultra-quiet Sound that creates the symphony The Valera developers have paid meticulous attention when crafting the design of the new hairdryer. Hairdressers and their clients alike crave a delightful acoustic experience in the salon – measured in low decibels and perceived through a pleasing sound. The Ultimate AI guarantees the pinnacle of sonic excellence.
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ADAPTING TO EVERY HAIR TYPE With two tailored setups, Ultimate AI ensures the perfect balance for both delicate and strong hair. Within the selected setups for delicate or strong hair, the stylist can fine-tune temperature and airflow to meet specific needs. A total of 18 combinations are available.
The CARE setup is particularly recommended for fine, delicate or colored hair thanks to a variety of 9 balanced combinations of temperature and airflow, increasing in gradual progression.
The MAX setup is suitable for strong, thick hair. The 3 temperature positions are set at a higher level. Temperature and airflow are independently adjustable: changing one does not change the other. 9 combinations are possible.
DUAL MEMORY FUNCTION Upon resuming operation after a break, the hairdryer automatically reverts to the last utilised combination of temperature and air speed settings, ensuring a hassle-free experience.
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THE STYLING COLLECTION
Small precision nozzle (6.2 cm)
Large precision nozzle (7.5 cm)
TOUCH ME cool nozzle (8.2 cm)
ULTIMATE AI 2000 W
Curl diffuser (ø 12.7 cm)
• Digital high-speed brushless motor 120K-PAX, 7.000 hours • Impressive airflow (80 m3/h), elevated air pressure • Turbo-Booster 90 m3/h • Pleasant sound, ultra-quiet (67 dB(A))(1) • Ultra lightweight • 2 setups CARE/MAX with 9 temperature/airflow combinations each
1. Lpmc (sound pressure level)
• Cold air button • Dual Memory function • Powerful ion generator • 4 accessories: 2 precision nozzles (6.2 and 7.5 cm wide), TOUCH ME cool nozzle (8.2 cm wide), curl diffuser (ø 12.7 cm) • Removable metal filter • CLEAN FILTER alert for selfcleaning function of the filter • 3 m SuperFlex cable • Integrated ROTOCORD
Color: Black Chrome PLU: 17073 £199
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BOOSTED IONS FOR MAXIMUM GLOW The latest generation of Color Pro styling tools takes shine to the next level for creative color services. The Color Boost System has been upgraded with ION-Boost, an ultra-powerful ion generator that enhances brilliance even further. ION-Boost is an integrated, high-performance ion generator that releases millions of negatively charged ions. These maintain the hair’s moisture balance, help preserve color vibrancy and radiance, reduce static.
High-speed digital professional hairdryer dedicated to colorists
MAKES COLOR SHINE The ultimate tool for color specialists. It's all about the right setting.
The Selexa AI Color Pro offers preset modes of color-specific settings to enhance the vibrancy of freshly colored hair.
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COLOR, SETTING, GLOW! Color specialists know that the way hair is dried and styled after coloring affects both the final result and client satisfaction. That’s why a revolutionary hairdryer now puts professionals in full control. Whether hair is highly bleached or naturally toned, the innovative Selexa AI Color Pro high-speed hairdryer ensures flawless results for every color service with its advanced display-controlled settings. 5 preset modes allow for fine-tuned temperature and airflow adjustments within an optimal range. In addition, the manual setup offers complete flexibility with nine temperature and airflow combinations. MULTI MEMORY FUNCTION Upon resuming operation after a break, the hairdryer automatically reverts to the last utilised combination of temperature and air speed settings, ensuring a hassle-free experience.
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DIFFUSER MODE
BLONDE 60˚ C
BALAYAGE 70˚ C
BROWN 80˚ C
BLACK 90˚ C
Curly hair → soft airflow, low heat, strong ions
Fine and bleached hair → delicate airflow, moderate heat, full ions
Natural, sun-kissed look → balanced airflow, moderate heat, full ions
Intense, warm shades → strong airflow, medium heat, full ions
Deep vibrant color → very strong airflow, high heat, full ions
THE COLOR-PRO COLLECTION
The Selexa AI Color Pro offers preset modes of color-specific settings to enhance the vibrancy of freshly colored hair.
Small precision nozzle (6.2 cm)
Large precision nozzle (7.5 cm)
TOUCH ME cool nozzle (8.2 cm)
SELEXA AI COLOR PRO 2000 W
Curl diffuser (ø 12.7 cm)
• Digital high-speed brushless motor 120K-PAX, 7.000 hours • Impressive airflow (80 m3/h), elevated air pressure • Pleasant sound, ultra-quiet (67 dB(A))(1) • Ultra lightweight • DISPLAY setup: 5 preset color modes with unlimited customisations • MANUAL setup: 9 airflow/ temperature combinations
1. Lpmc (sound pressure level)
• Cold air button • Multi memory function • ION-Boost, the supercharged ion generator • 4 accessories: 2 precision nozzles (6.2 and 7.5 cm wide), TOUCH ME cool nozzle (8.2 cm wide), curl diffuser (ø 12.7 cm) • Removable metal filter • CLEAN FILTER alert for selfcleaning function of the filter • 3 m SuperFlex cable • Integrated ROTOCORD
Color: Black / Purple PLU: 95006 £195
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CP HEALTHY SHINE, VIBRANT COLOR Healthy hair is the foundation of radiant color. Achieving flawless styling, whether sleek or wavy, requires the right temperature, perfectly adapted to the type of coloring and type of hair.
The SQ Pulsa Color Pro straightener delivers precise heat control with five adjustable levels. Its innovative Thermo Balance Sensor™ continuously monitors the plate temperature, preventing heat spikes that could compromise color vibrancy. Equipped with the supercharged ION-Boost ion generator and a ceramic tourmaline coating, it ensures fast, gentle and professional results.
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120°
150°
180°
Ideal for fine hair and light colors
Ideal for medium-thick hair Ideal for vibrant and and light colors intense colors
210°
230°
Ideal for medium-thick hair and dark colors
Ideal for thick hair and dark colors
THE COLOR-PRO COLLECTION Styling intelligence to boost color vibrancy: precise temperature control, advanced ionic care and a premium ceramic coating with tourmaline.
Design Slim, rounded and compact design with hot hair-coiling area on the outer casing for fascinating curls and waves
Ceramic Tourmaline 5 x ceramic coating with tourmaline for superior and healthier straightening
SQ PULSA COLOR PRO
Floating plates system Floating plates assure a perfect and uniform contact with the hair
• 5 Settings (120°C to 230°C) • 5x Ceramic Coating • Universal Voltage 100-240 V
5 Settings (120°C to 230°C): Electronic temperature regulation tailored to color and hair type On/Off with acoustic signal
• Ultra-fast heat up, HOT advisor, auto shut-off after 60 min. • Plates size 24 x 90 mm, diameter 36 mm • ION-Boost powerful ion generator for delicate styling • Heat-insulated cool-touch tips • Memory function • ThermoCap: thermo-insulating silicone protection cap • Swivel cord 3 m
Color: Satin Black PLU: 82022 £90
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