We, at Maffeos, are very proud to announce that we are now using Davines’ beautiful ammonia-free colour line: A New Colour, which also includes their vibrant colour collection: Pure Colour.
This ammonia-free colouring formula, involving 3 different components, is enriched with vitamin C, carotenoids and melanin for a strong anti-oxidant action that is able to cover perfectly white hair, lighten or darken hair colour, or change the colour-reflect.
How is it ammonia-free? Davines laboratories have replaced ammonia with monoethanolamine (MEA). Despite the name, MEA is a natural substance that has also a biological function in human beings. It is water soluble and therefore it’s rapidly biodegradable. MEA is a liquid and does not have an unpleasant smell because it is not volatile. It is an alkalizing agent used to open the hair cuticle and allow pigment penetration.
Get ready for the most comfortable Maffeo colour experience with A New Colour. During processing, this ammonia-free colour system has full respect for the hair’s structure, and is free from strong odours. We are proud to stand behind this line and know that A New Colour is safe, ethical and sustainable, and uses the properties of natural tech active ingredients.