Toni Wells is the founder and director of Number 4 High Performance Hair Care and a longtime leader in the professional beauty industry. With a background in sales, marketing, and brand development, she has spent her career helping shape haircare brands that resonate with stylists and clients alike.

Before launching N4, Toni held leadership roles at Pureology, Redken, Sebastian Professionals. Her experience combines business strategy with a love for storytelling, design, and creating products that feel both elevated and approachable.

Inspired by beauty from an early age, Toni has always been drawn to fine fragrance, timeless design, and classic style with a twist.