INOA does have ammonia in it, or something very like ammonia, without the smell.  Also the special shampoo they must use with it definitely has ammonia.  Just look at the ingredients on the label.  I used INOA three times.  The final experience was unbearable and I felt the burning for at least a week afterwards. Also I had welts on my scalp for several weeks. Now I have a pre-cancerous lesion on the top of my head.  Don't know if it was caused by INOA but certainly not helped by it.  There is a product that is much better - Organic Hair Color Systems.