PURE PERFECTION

A Revolution in Permanent, No Ammonia Haircolor.

100% Pure Color Perfection.

0% ammonia. 0% fragrances. 0% mineral oils. 0% silicones 0% PPD/PTD*. Clinically proven to reduce visible signs of damage**. Vegan permanent hair color line that delivers pure, reliable color results with an ammonia‑free formula. Dermatologically tested on sensitive skin.

* +55% shine, +45% smoothness, +42% nourished look; vs untreated hair, based on expert panel clinical study. **Do not use this product if you have a known PPD/PTD allergy, as you may still experience a severe reaction.

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A New Era of No Ammonia Color

Discover the science behind Wella Professionals’ Supercharged Metal Purifier, backed by 15 years of research.

Supercharged Metal Purifier Technology

Simultaneously captures copper and iron to control damage.

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Dual action results

In hair that is significantly less damaged, leaving hair healthier and smoother, for high performance color results.

Extensive research

Revealed that copper and iron on the hair impact no-ammonia color performance.

Clinically proven, reduces signs of damage* WITH SUPERCHARGED METAL PURIFIER

+55% shine, +45% smoothness, +42% nourished look. Enjoy pure color results with up to 100% grey coverage, and an easy‑to‑rinse technology, one shampoo only.

* vs untreated hair, based on expert panel clinical study.

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Before

After

REAL RESULTS

PURE COLOR SERVICE

In barely no extra time, upgrade your classic Full Head Color with this Signature Service. Inspired by the monochromatic color trend, influenced by Fashion & Makeup tone-on-tone layering. Adding dimensions through panels to complement a full head color elevates the look.

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