Here it is......the true Ammonia free Color line is Organic Color Systems from the UK. The only reason that Loreal is because OCS has been taking more and more market share from Loreal and all the other Major color brands.  None of the crap INOA has is in OCS. They were the first to use oil to enter the Cuticle. This is done by processing with heat.  Loreal INOA cannot be compared to OCS. I am not a hair stylist, I am a Hair Colorist in NYC with 16 years experience. I use other lines in the Salon but OCS seems to be what I am using more and more.