Schwarzkopf IGORA ZERO AMM no ammonia permanent color is formulated with an alternative alkalizing agent called monoethanolamine (MEA). MEA provides the same pH value as ammonia while being nearly odorless, for a more pleasant color experience. The formulation with Phytolipid Technology, contains a blend of natural micronized oils and optimized pigment mixes, for equal pigment penetration from root to tip. The micronized oils, consisting of Grape Seed oil & Apricot Kernel oil, help to improve the color performance for long-lasting, true-to-tone results. Infused with Omega 9 unsaturated fatty acids, the oils envelop the hair, supporting the moisture balance inside the strand for optimal care performance.Features & Benefits:• 100% free from ammonia & ammonia-odor• Natural-looking true-to-tone results• Up to 100% white coverage• Up to 3 levels of lift (10-series)• Improved color direction, coverage & neutralization• All the best parts of the much-loved ESSENSITY now in the form of IGORA ZERO AMM