INOA is a prime example of what is know as a marketing gimmick. If you take out ammonia you have to replace it with something. What they replace it with is known as MEA. MEA is a known carcinogen and is not natural to the environment and is not as effective as ammonia which is why most color companies do not use it. (Ammonia free color is not new technology). Ammonia is natural to the environment and is not a considered a carcinogen. Also, which is interesting is that color lines with ammonia decrease in ammonia contents as the color level decreases as a higher amont is not needed. INOA's MEA levels are the same across the board.  Lastly, many color companies are going away from oil in color because you need higher ammonia/MEA levels to fight through the oil in order to penetrate. Hence, why some of the newer color companies offer gel developers because they need lower levels of ammonia. Two great permanent color options are Artease color and Enjoy colors. Artease has 92 percent natural ingredients and has .58% to 2 % ammonia and you can achieve 100 percent gray coverage with even 10 volume developer. Its 99 percent unoxidized color so essentially no color fadeage. Enjoy color uses gel developers so they use less ammonia because it does not need higher amounts to fight oil in creme developers. I don't know a ton about enjoy color but the shine is like NOTHING I have ever seen. And the bleach is the best bleach on the market. Bottom line don't fall for major corporations marketing gimmicks. Loreal is the same company that takes away hair stylists business by advertising to buy their box color and do it at home...