Ammonia is the substance in hair dye that you recognise by that strong smell. It makes your eyes sting and you can still smell it a few days after dyeing your hair. Ammonia opens the hair cuticles. This allows the pigments in the hair dye to penetrate your hair properly.

However, your hair cuticles no longer close properly after using ammonia. As a result, your hair may split and dead ends develop. In addition, it affects the sulphur compounds in your hair. This makes your hair dry, hard and brittle.

At WECOLOUR we have therefore chosen not to use ammonia in our hair dyes.