L’Oréal Professionnel is understandably proud of its INOA permanent hair color, claiming the ammonia-free color truly respects the hair. And since it launched 10 years ago it has become the color of choice for many of the world’s top colorists, including Suzie Bond, owner of Bond Beauty, Jennifer Luszczak of the Matthew Morris Salon and Dop Dop Salon Owner Jo Blackwell. Here are nine reasons why the world’s most discerning color pros have embraced INOA for their businesses and for their clients.

Hear more color pros share their love stories with INOA.

The Technology was First to Market
Ten years ago, INOA revolutionized the hair color industry with the launch of its groundbreaking ODS² Technology. Unlike traditional permanent hair color containing ammonia, the Oil Delivery Technology uses the power of oil to maximize the effectiveness of the hair coloring process with minimal concentration of an alkaline agent. “Oil and water repel, and when you have oil on the hair strand, it actually drives the color product and the color molecules deeper into the hair strand, making for a long-lasting result,” explains Jennifer Luszczak.

It’s Gentle
Thanks to the fact that INOA’s formula contains 60% oil, the hair becomes hydrated and nourished, and most importantly, the hair is respected. “INOA was the answer to a question I had for a long time,” says Jennifer Luszczak, “namely, how can hair color be gentle? My clients enjoy something that’s not harsh or abrasive on their hair. And the fact that a client can notice the difference in their hair texture and how shiny it is after a hair service is astounding.”

It’s Fragrance Free
The INOA experience is fragrance-free, enhancing the client’s time spent in the chair. “It has no smell at all,” says Lucy Jacobi, colorist at Arrojo NYC. “Sometimes it makes clients nervous. They wonder, ‘Wait! Is that color?’ It is. And it works beautifully. We have a hard time keeping it in stock because everyone wants to use it.”

The Performance Never Disappoints
“One of my guests, who’s been with me for over 20 years said, ‘Oh my gosh it doesn’t have a fragrance, and my drastic fading reduced completely!’” says Suzie. “And I said, ‘That’s exactly why we stuck with it. It’s all about the product performance, whether it’s grey coverage, vibrancy, durability and of course the care for the hair. It’s one of the highest performing hair colors I’ve ever used.”

This is why Suzie Bond can’t live without her INOA

The Shade Range is Vast
With 116 shades to date, the options are endless. INOA offers classic shades, cool tones with high resistance to fading, gold naturals with a hint of warmth, and intense reds, including special technology for long-lasting redheads. There truly is a shade within the portfolio for every client.

You Can Rest Easy When It Comes to Grey Coverage
INOA offers up to 100% grey coverage every time. “Not all ammonia free color lines will cover 100% grey hair,” says Jennifer Costa, colorist with John Barrett Salon. “With INOA it’s consistent every time. INOA is so creamy, it stays on the hair exactly where you paint it.”

Balayage Loves INOA
L’Oréal Professionnel’s Balayage Method can be paired with INOA’s perfectly balanced cool and warm shades, creating a lowlight effect. Painting with INOA offers the ultimate personalization with natural-looking color results for clients, and highlights a stylist’s professional difference. INOA’s creamy consistency allows for an easy glide, making the hair painting process seamless.

See INOA in action in these new Balayage Ambré how-tos.

It Goes Beyond Ammonia Free
“I use INOA on everybody,” says Jo Blackwell. “I have clients that don’t care that there’s no ammonia in it. They don’t care that it doesn’t smell. They just love the results.”

It’s Good for Business
“We do have an additional charge for INOA,” says Carl Glorioso, owner of The Glam Room. “Our clients know they’re getting luxury services and products—it’s evident after the first use. So as long as we communicate that at the front end, we don’t ever have an issue with it on the back end. In our salon we’ve been fortunate enough to have grown leaps and bounds in the past five years, and I can honestly say we wouldn’t have been able to do it without the support of L’Oréal Professionnel.”

Start your own journey with L’Oréal Professionnel INOA Ammonia-Free Permanent Hair Color