Fashion is all about what’s new and exciting, so why is the technology behind our hair colour stuck in the past? Since 1907 we have been using the same ammonia based formula to permanently colour our hair. It’s only taken over 100 years but the revolution is finally here, and it’s called INOA.
INOA by L’Oreal Professionnel is the world’s first and only ammonia-free permanent hair dye. It uses an oil-delivery system to lock in colour with absolute respect to the health of your hair. The colours are more vibrant, and longer lasting. For those who have sensitivities to traditional dyes, Inoa is odourless and provides optimal scalp comfort. I have developed a sensitivity from working with so many chemicals, and I often cringe while having my colour applied. The experience that I had with the Inoa colour was completley comfortable, and I was so relieved that I could enjoy the process. “Beauty is pain” no longer applies; finally! If that’s not a revolution, I don’t know what is.