We use the lowest possible levels of PPD pigments and leave out harsh ingredients, like ammonia, so that your hair can look and feel gorgeously healthy, with long-lasting, beautiful colour! We work hard to ensure that all of our ingredients are high quality and sourced from responsible suppliers who do their bit to protect the planet.
We believe that natural ingredients are better for you and your hair so we prefer to use kind and gentle, natural and organic ingredients that give the love back to your hair, leaving out synthetic nasties such as ammonia, parabens, resorcinol and sulfates. The only time we will use synthetic ingredients in our products is when we cannot find a suitable natural alternative.
We do our best to ensure an ethical and quality supply of ingredients by sourcing over 75% from within the UK and with meticulous quality control and testing processes in place to ensure all ingredients meet our very high standards.