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 ion Color Brilliance Permanent Hair Color makes it easy to get long-lasting salon quality results at home. The luxurious Italian formulas are made to be especially gentle and protect against damage. These formulas are PPD-free and enriched with Hyaluronic Acid Argan Oil Pequi Oil and botanicals to nourish and strengthen hair from within. Not to mention ion Hair Color is gentle on hair containing up to 38% less ammonia than the leading professional brands on the market. Unlock your hair’s true potential with ion’s cutting-edge salon-quality color science and bring home vibrance like never before.