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Yesterday’s WWD reports that L’Oreal Professional has just launched a new ammonia-free hair dye, Inoa.
While there’s obviously other ammonia-free lines out there, this one is said to be unique in that it’s said to “lift color up to three levels, covers gray and has true-to-tone color results”.
An excerpt from the article:
The science behind Inoa is deceptively simple. Instead of ammonia, the product contains monoethanolamine, which traditionally does not cover gray as well and cannot lighten hair as much as traditional products. But by adding an oil-based gel to the monoethanolamine color concentrate, plus the cream developer, L’Oréal researchers determined it provides an optimum result…
For me, seeing is believing, so I’ll see how it works out for me when it’s rolled out in salons this fall.
But for those of you who is wondering why this matters, ammonia is – clearly – something a lot of people want to avoid using. It is technically, well, toxic, and can be an irritant to everything from your skin to your eyes to your breathing. Plus is has a really unpleasant smell, and who needs to be around that for an hour at a time. (Lets not even talk about the unfortunate peril of your stylist.)
It is used because it works quickly and well, but it can also damage your hair – so, avoiding it is not a bad idea – however, often a lot of the eco-friendly non-ammonia hair dyes on the market simply don’t seem to work as well for many of us.
But in an ideal world, I wouldn’t use chemicals at any time that I didn’t have to. It’d be really super exciting to see if this innovation really does offer the best of both worlds!
Image: Sxc.hu