Has the hair colour industry developed a new standard? It appears so. A few weeks ago I attended the launch of INOA (Innovation NO Ammonia) – the first odorless, ammonia-free professional hair colour. As a regular at the colour bar, I was excited  about this new line from L’Oréal Professionnelle.

The L’Oréal researches have developed a new and innovative procedure for delivering colour to the hair. The Oil Delivery System (ODS) uses oil to force colour inside of the hair rather than having ammonia open the cuticles wide to let the colour in. Overtime the lifting and resealing of the cuticle causes breakage and hair becomes brittle. Those of you who are colour cravers can attest to the increase dry and brittle feeling overtime. Steering clear of ammonia also means it is gentler on the scalp and perfect for those with sensitivities to dye. The new system boast much less damage and actually restores hair’s soft, luxurious texture.

They mixed the colour in front of us at the launch and it truly had no odor whatsoever. I was shocked! Most hair colours add fragrance to cover up the “salon smell” but INOA doesn’t need to use fragrance because there is nothing to cover up.

INOA is due to hit salons this month. I will be making my appointment to test out this revolutionary new colouring system. Stay tuned for my review!

inoa.co.uk