The plant and mineral-based formula is said to be 96% naturally derived and now contains soy protein to help protect against damage, as well as a patented green tea extract, which enables a broader spectrum of colour possibilities. In addition a blend of organically certified essential oils including sunflower, castor, jojoba coconut and babassu help condition and nourish hair leaving it soft and shiny.
The system comprises four different bases which create different hair colour results. There are ten Natural Series shades said to be suitable for grey coverage; an Intense Base for creating vibrant reds, coppers and violet red shades; Extra Lifting Crème for creating a diverse range of blonde hues; and Universal 0N, an innovative colourless, ammonia-free base which can be used to customise hair colour and tone, whilst enhancing condition and shine. It can also be used to create semi-permanent shades.
In addition, the system features Pure Tones, designed to be mixed with the Natural Series which can then be customised to create a range of cool shades for brunettes, blondes and red heads; new Pastel Tones, which can be mixed with the new Extra Lifting Crème to achieve precise, permanent blonding, Pure Pigments, a series of primary and secondary colours to create an unlimited palette of shades; and Color Catalyst, a conditioning developer, available in five volumes to customise the level of lift required.
In keeping with Aveda’s sustainable ethos the products are packaged in cartons made with 100% recycled fibre, including 77% PCR, FSC certified fibre. The caps on the tubes are also recycled and reused as part of Aveda’s cap collection programme which has kept over half a million pounds of caps out of landfill to date.
