After reading some <a href="http://www.naturalnews.com/022575.html">scary reports</a> about the carcinogenic chemicals in hair dyes—not to mention living through some MAJOR dye-induced damage a few years back—I was super-eager to try <a href="http://www.inoa-us.com/inoa/_en/_us/index.aspx#/page=dispatch">INOA</a>.

It's a new, ammonia-free, in-salon permanent colour system by L'Oréal Professionnel (INOA is short from Innovation No Ammonia).

Now some salons DO use no-ammonia colours already—but the difference with this one is that it's permanent (not a demi), provides 100 percent gray coverage, and it doesn't damage or dry out your hair.