The New York Times has an interesting article today about the rise of non-ammonia based hair dyes in recent years.
PERMANENTLY dyeing hair goes hand in hand with damaging it. The process dries out hair and leaves it jagged. Ammonia — used to open the hair fiber so that dye molecules can nestle in — is as delicate as a can opener. It also smells horrid and sets delicate scalps afire.
So it’s not surprising that makers of lasting hair color have long sought an ammonia-free alternative that offers thorough gray coverage and a less unpleasant experience. Now, L’Oréal Professionnel is touting INOA, which stands for Innovation No Ammonia, as that game-changer, one on par, they say, with the advent of DVD’s or GPS.