ALFAPARF Milano Professional has introduced Evolution of the Color Shine Effect, an ammonia and MEA-free permanent hair colour. The formula uses carefully selected dyes to achieve luminous, natural-looking colour with radiant tones. Its core technology, patented in the US and Italy, replaces traditional alkalising agents with a new one. This works alongside an emollient oil to protect hair's cosmetic feel during application.
This new range promises natural-looking grey coverage that minimises regrowth lines and can lift colour up to 3 levels. Initial application claims suggest hair appears up to 6 times shinier, with a +73% increase in shine. The product also reports up to +59% resistance to breakage and a 5x improvement in hair integrity.
Beyond shine, the formula includes technologies for colour protection. Blue Light Protection guards against damage from blue light, while an Anti-Pollution system counters environmental aggressors. A UV Protection System combats light-induced colour loss. Furthermore, its patented Color Guard Technology aims for better colour retention, with the brand stating up to +94% retention after 12 washes.
The brand highlights 55 shades available in its colour chart. Packaging uses 90% recycled paper and 100% recycled aluminium tubes. A QR code replaces paper instruction leaflets, aiming to reduce environmental impact. The development of this range involved Global Creative Director Rudy Mostarda.
The introduction of ammonia-free formulations has been a growing trend in professional hair colour. While benefits like reduced odour and improved hair feel are often cited, the key for salon owners will be whether these advanced formulations deliver the performance clients expect in terms of longevity and vibrancy, particularly when competing against established ammonia-based lines.
