ion Permanent Color ion Color Brilliance Permanent Crème Hair Color has an impressive palette of luxurious shades. ion hair color science relies on the power of micro-pigmentation- ion's microscopic pigment molecules oxidize slower, allowing them to penetrate deep into the cortex of each hair strand for long-lasting, fade-resistant color. Unlock your hair’s true potential with cutting-edge, salon-quality color you can do at home. Why You Will Love It Extensive shade range with beautiful brunettes, cool blondes, rich reds & more Vegan & cruelty free State-of-the-art European formula Penetrates the cuticle layer of the hair and lodges in the cortex, ensuring 100% flawless gray coverage. Gentle on hair, containing up to 38% less ammonia than the leading professional brands on the market. Formulas are PPD free and enriched with hyaluronic acid, argan oil, pequi oil & botanicals to nourish and strengthen hair from within.