Ammonia is commonly used in hair color to open the cuticle and deposit color, but it carries a strong and unpleasant odor that lingers long after the process is complete.
Parabens are a preservative commonly used in hair color and care products to prevent the growth of bacteria and mold. The impact of parabens is disputed so some consumers are mindful not to use products that contain them.
Suifates are often used in hair care products. They can contribute towards stripping your hair color - our hair care formulas do not contain sulfates.
Silicones are made from synthetics materials and are know for providing anti-frizz benefits, 'slip' when combing/styling and making hair more manageable. However they can also build up on hair over time, weight it down and block moisture, resulting in hair becoming dry or brittle.
Phthalates are chemical compounds with a range of uses like softening plastics and other substances and appear in a range of consumer products. So as to avoid even a minor risk of overexposure, we excluded all phthalates from our products.
Resorcinol is often used in hair color because it's a strong bonding agent, but many users are apprehensive of its powerful composition, so we excluded it from our formula.