During fashion week, I had the opportunity to test out a new hair color that everyone is going gaga over. L’Oreal Professionnel INOA Hair Color hasn’t really hit the market yet but when it does, look out. If you are not aware, Inoa is an ammonia free permanent professional haircolor (I know, who knew that was possible!?) that provides uncompromised comfort (no burning or foul smell), supreme respect for hair, and infinite color power. The shades are rich and not flat like most hair colors!! I was lucky enough to sit in the chair of celebrity colorist Kathleen Flynn-Hui from Salon AKS who went through my hair with a fine toothed comb (literally and figuratively…LOL). She told me I had old color on the ends that was oxidizing (I did) and that she wanted to deepen and richen my base color up and do (gasp!) highlights! Kathleen’s specialty is natural-looking brunettes who want to incorporate bright, rich highlights (that is SO me!!)
Well I’ll tell you, I am not a highlights kinda gal…everytime I have had them done I hated them. One time, they actually ended up damn near white and I looked like a skunk. Reluctantly, I went along with it trying not to appear nervous…..little did I know that I had nothing to worry about. Kathleen went freeform and kinda did the highlights by hand so they came out looking supernatural (which I love, I don’t like stripey looking highlights) and even thought they are kinda blonde… I kinda like it! I definitely love the color. It a rich medium brown and doesn’t look flat one bit.
INOA haircolor system comes in 3 parts:
- Oleo Gel – formulated on the basis of oil contains a dermo-protective agent known for its protective action on sensitive scalps.
- Colorants – pre-dosed concentrated colorants contain an alkaline agent called MEA (MonoEthanolAmine), that replaces ammonia, which opens the hair cuticle slightly to allow for colorants and oxidant to penetrate the cortex to start the coloring process.
- Rich Cream Developer – comprised of two conditioning agents, Ionène G and a sulfate protector plus hydrogen peroxide.
- Uncompromised Comfort
- No ammonia. No odor
- Optimized scalp comfort
- Rapid self-emulsifying liquid
- Incredible smooth, velvety texture
The best thing about it is how your hair feels when it’s done, soft, smooth, conditioned and definitely not like it has been colored. If you are looking for a new haircolor, I would strongly suggest asking your colorist about Inoa. It launches May 2010 and you can find a participating salon here.