The new formula handles all hair types and textures with care, and it’s the only demi-permanent color with breakthrough allergy gentle molecule ME+. According to the company, ME+ was specifically developed to reduce the risk of new color allergies and is the result of more than 20 years of research and the screening of hundreds of molecules to find a replacement for the existing hair color dye molecules, PPD (phenylenediamine) and PTD (toluenediamine). Endorsed by dermatologists, ME+ significantly reduces the risk of developing a new allergy without sacrificing the natural-looking color that makes Clairol the trusted color expert.
With coconut oil, aloe vera and a nondrip crème color application Natural Instincts enhances color and creates brilliant shine in a formula that feels like a conditioning treatment. The gentle formula is free of ammonia and added parabens. Color develops in 20 minutes and gradually fades, lasting 28 washes, so users can always go back to their natural hair color (or try a new shade!) without seeing that harsh root line, said the company who recently rolled out a color-blending gel.
For more on the growing hair color market, read the May 2019 Happi!