
I have been dyeing my hair since I was 15. My hair has stuck with me through multiple colors, bleaching, and over 10 years of ammonia abuse. This is me now pictured on the right!
The older I get the more aware I become though of the importance of having healthy hair. Hair masks and deep conditioners are great for making your locks soft for a short period of time, but they are really just masking the damage and not correcting it. Does this mean men/women should stop dyeing their hair completely? Absolutely not! What a boring world it would be without our Blue Blacks, Cherry Reds, and Cotton Candy Pinks. I for one don’t ever want to know what it feels like to have dirt brown hair again. So what is a fire engine red head like myself supposed to do in order to not end up bald by the age of 70? The answer my friends is INOA.
The professionals at L’Oreal have created an innovative new permanent haircolor called INOA. INOA, which stands for Innovation No Ammonia, darkens/lightens or covers white hair using—you guessed it—no ammonia! There are already haircolors on the market that are ammonia-free, but the majority of them don’t last long, lack any luster or shine, and don’t improve the condition of your hair. INOA uses an oil-based delivery system, which is unlike any other permanent haircolor available in a salon or department store.
This is the way “normal” permanent haircolor products work—when the tint containing the alkalizing ingredient is combined with the developer it cause’s a chemical reaction that swells the hair permitting the tint to enter the cortex, where the melanin is located, and then the ammonia swells the cuticle of the hair to allow the color pigments to penetrate deep into the hair shaft. I must admit I still don’t really understand what that means, but I know that all that use of chemicals and swelling can’t be good for your hair. I also know that ammonia clearly dries up your hair, and takes away any sort of shine and smoothness.
The edgy and sexy SmashCut Studio, located at 1015 NW Lovejoy St in The Pearl, is now able to provide INOA hair coloring treatments, and employee Brianne Davidson was nice enough to explain to me how INOA works. Apparently INOA is applied to dry hair not wet hair, and unlike the rotten egg smell you get when using ammonia-based products, INOA actually has a fantastic flowery smell. Its color dye
molecules detract from the oil-based formula and are attracted to the water inside the hair instead. This means that your hair won’t dry out, and you keep the essential amino acids in your natural hair. INOA claims that after using their product, “the hair is as smooth as before the color was applied,” with virtually no fading and virtually no damage to your hair.
If INOA is able to do everything it says it does, we are looking at a MAJOR innovation in the haircoloring industry. People have been using ammonia-based hair dye for over 50 years with little improvements in the products, so this is a very big deal. Both Brianne and the owner of SmashCut, Victoria Mendeluk, have used INOA on their own hair, and I must admit their hair looked fresh and vibrant, as if they had just dyed it the day before instead of several weeks ago. Better yet, you would expect for this new dye to be really expensive considering it is state-of-the-art, but at SmashCut it is only around $20 bucks more to use INOA instead of a normal ammonia-based color treatment. There are currently 49 shades available, and within the next year they will carry intense reds and white blondes as well.
INOA is popping up in salons around the country, so visit L’Oreal’s website to see when this fantastic product will be offered in your city. And if you live in Portland, be sure to make an appointment with SmashCut Studio and be sure to tell us here at Forkfly about your experience!