Modern women are smart and savvy. Faced with thousands of new product launches every month.

Ammonia-free permanent hair color is the latest vogue in hair color industry and consumers have started showing more affinity towards it as they consider it less damaging.

L’Oreal Professionals revolutionized, redefined and reinvented the mind sets of women by bursting the traditional myths surrounding hair color and educating them about the truth behind hair color. L’Oreal Professionnel INOA enhances natural colors with radiant and brilliant tones. Tone on tone color is ideal for first time color covering the first signs of white hair.

A unique interaction of color and light that gives stunning color results, amazing new shine, and is ammonia-free. It is a revolutionary oil-based, ammonia-free color with no odor, infinite hair color power and reinforced coverage of up to 100% white hair.

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Every permanent hair color needs an active ingredient, called “alkalizer”, so that the hair color goes deep in the hair cuticles to give a color. Ammonia is the most common alkalizer which has been safely used in hair coloring for 50 years. Certain permanent hair colors – sometimes referred to as “no-ammonia” or “ammonia-free” often use another alkalizer called “MEA” instead of using ammonia.

WHY IS INOA SUCH A BREAKTHROUGH INNOVATION? For a long time, the industry has been searching and looking for new molecules that would provide a reduced risk of developing allergy while maintaining un-compromised color performance. It has not been an easy task to accomplish until now. We can say that INOA is a new hair dye molecule that offers breakthrough advancement in hair dye technology. It combines reduced risk of developing allergy whilst delivering equally on color performance as L’Oreal Professionnel INOA Hair Color.

HOW IS INOA DESIGNED TO REDUCE THE RISK OF DEVELOPING ALLERGY? INOA still contains the molecule part responsible for color vibrancy, lastingness and coverage, but to has a modified shape to not fit the T-Cells receptors. Hence, reducing the risk of developing allergy. So simple, it’s brilliant.

WHAT CAUSES ALLERGIES TO HAIR COLORANTS? T-Cells check everything entering our bodies for potential danger. When T-Cell receptors fit with a potentially dangerous substance, they activate the body’s immune system called “the induction of an immune response”. But sometimes T-Cells get it wrong. A substance fits, is recognized as dangerous and activates an immune response… although it was harmless. This is what happens when allergies develop in previously non-allergic people.

On rare occasions hair color allergies develop like this. INOA is the first hair dye molecule in 100 years in the permanent hair color category to pair reduced risk of developing allergy while maintaining un-compromised color performance, with a spectrum of high performance colors.

100% GRAY COVERAGE! EXCELLENT FOR SENSITIVE AND ALLERGIC SCALPS!