04.16.24
Scruples Haircare, part of the Beauty Elite Group, has launched of its new Color Art Fresh line, its first ammonia-free and PPD line.
“These ingredients are a stylist's dream,” said Scruples CEO Bahira Shami. “From mango to lotus flower, we’ve incorporated these groundbreaking additions to our Color Art Fresh color line to create stunning and nourishing results every time that will leave the customers craving more. It's a blend of beauty and health, redefining salon experiences.”
Scruples creative education director and celebrity hairstylist William Whatley says the new line is allowing clients who are allergic to ammonia-based hair coloring to return to the chair for color services.
“Color Art Fresh, an ammonia-free hair color line, is allowing the stylist to get the client back into the salon that they had lost due to allergic reactions from ammonia-based hair color,” said Whatley. “Additionally, another benefit for a stylist’s client is that it allows 100% gray coverage or vibrancy without any of the side effects of having an ammonia-based product. With this product you’re able to do 100% gray coverage or a beautiful gloss over blondes or just a clear glaze to make the hair super shiny very versatile no ammonia-based color line.”
Color Art Fresh also allows for several different timing options, which can allow the stylist to use the dryer or open-air processing.
Stylists can speed up the processing time to help get a client out faster with the same results or allow it to open-air deposit with the same results, Whatley said.