from our inception we created a formula that does not need ammonia. other colors use it to increase shelf life, add hair pH, and blast open the hair shaft so their color can penetrate the cuticle. ammonia is harsh on hair leaving it dull and limp responsible for the pungent smell of most hair dyes increases hair porosity, which weakens hair causing frizz and split ends, and leads to color fading exposure to ammonia fumes can irritate skin, eyes, throat, and lungs, causing watery eyes, itchy scalps, coughing, and burning.
known as Alcohol Denat, it's used in dye absorption process. we're replaced this alcohol with a naturally derived alternative that doesn't dry hair the way ethanol does. ethanol alcohol is often the cause of dried out hair after dyeing.