Keune So Pure Color Permanent Ammonia-Free Color is inspired by nature, this mild and effective permanent hair color is designed to nourish the scalp and hair while providing high quality color. In line with the So Pure philosophy, So Pure Color is 100% ammonia, paraben and sulfate-free and enriched with certified organic ingredients. The color is enhanced with organic argan oil, jasmine, sandalwood and coconut oil to relieve any irritation and regulate the scalp and hair texture. The product is also enriched with Phytokeratin, to rebuild the hair structure. Although So Pure Color is designed to be mild for hair and scalp, it still provides 100% grey coverage for even the most stubborn grey hair. Combining a lifting ability of up to three levels, stylists will enjoy the ease of mixing, application and rinsing, while their clients will enjoy the long lasting results. With more than 35 intermixable shades to choose from, the options are seemingly limitless. To fully-develop the So Pure Color line, Keune has introduced So Pure Color Developer, a paraben-free developer, enriched with color stabilizer, as well as After Color Shampoo and Conditioner. Of course, clients are encouraged to ‘stay green’ while enjoying their new color with the full So Pure Regimen.