Extensive shade range with beautiful brunettes, believable blondes, high lift blondes, richest reds and intense reds 100% gray coverage Ionic wheat germ protein, nourishing botanical extracts and low ammonia Vegan and cruelty free (not tested on animals) State-of-the-art European formula for long-lasting, fade-resistant color Permanent brights provide bold contemporary color that lasts. Unlock your hair's true potential with ion's cutting-edge salon-quality color science and bring home vibrancy like never before. ion Hair Color's superior quality proprietary blends are formulated in Italy by our expert team of chemists to deliver unparalleled results. ion's unique system combines the finest quality natural and exotic ingredients with powerful high-tech compounds to achieve exquisite brilliant color with superior gray coverage. 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.