For all those who haven't heard about this new wonder product let me introduce you to INOA.
A revolutionary new product that has been praised in most of the top glossy mags.
I was introduced to this product after seeing a spread in Elle a few months ago, I normally skip through most of the fashion bible's adverts and go straight to the beauty pages but the word NO AMMONIA stopped me in my tracks.
I know there's some hair colourants out there that claim to have no ammonia but this is very different as it is oil based meaning not only will it colour your hair but it will condition it too. Bonus!
Before I talk about my experience and look at pictures I will go through exactly what this product does and why it has caused a stir in the hairdressing world.
What is INOA?
INOA is created by L'oreal and is abbreviated from Innovation NO Ammonia.
I'm sure alot of you know the effects of ammonia but if your a little hazy in that area then here's a brief description.
Basically for hair to be coloured or lifted the cuticle on the hair shaft (see image) needs to be opened so that the cortex can be penetrated. Ammonia is the solution that opens up each of these layers and then the reaction between the peroxide and colourant occurs to remove the existing colour from your hair and replace it with a new one.
If you have used products containing ammonia you will agree it has an offensive smell that has sometimes made my eyes sting and head tingle.
With INOA you don't get this potent odor as it has the amazing ODS formulation (Oil Delivery System) which has replaced the need to use the dreaded ammonia and instead uses oil to push the colour into the hair shaft.
In doing so it creates less damage or irritation leaving you with soft hair that has enviable shine.
It will range from salon to salon but I paid £50 at my local hairdressers.
Where can I get it done?
Are there many colours to choose from?
There's 57 shades to choose from with the ability to mix bases and fashion colours to create the perfect shade for you.
INOA can lift hair up to three shades lighter.
What colour did you get?
I asked for a warm brown, my hair naturally has a lot of red in it so we went with a chocolate brown with a little copper.
The numbers she mixed were 4.15 and 6.15. I wanted 5.15 but they didn't have it so she was able to create a close shade my combining one higher with one lower.
Very shiny hair that felt silky and conditioned.
Even after shampooing my hair a few times the colour and shine has not faded. I noticed that the colour does not run in the shower either.
I did feel a little tingle on my forehead where some of the colour had stained my skin but it soon faded.
Here's some pics two days after the colour, my hair looks shiny and soft. I didn't even have to use hair straighteners I just blow dried it straight and it stayed super smooth.
These are pictures of me and my friends so they're a little crazy
I believe this is available across a few countries, I couldn't find exactly which ones but try typing INOA into your search engine.
They claim that nine uses of this will leave your hair in a virgin state meaning perfect uncoloured hair.