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Apivita's My Color Elixir permanent hair color has been specially designed to focus on safety, naturalness and a professional color result with respect to the natural balance of the scalp. With Color Magnet, an innovative system which stabilizes and seals the color into the hair structure. Contains 3 precious oils & hyaluronic acid, resulting in a rich and radiant result that lasts! Gives full coverage of white hair and impressively bright color of long duration. It has a pleasant aroma and composition that respects the scalp with a creamy texture that does not run, for easy application.

Permanent Argan Oil Advance Colorant for full white/grey coverage. It offers vibrant, long lasting colour while treating and protecting hair against damages. It's developed with pigment-lock technology that locks colour into the hair without the use of ammonia (a controlled oxidation mechanism allows micro-colorants to easily penetrate the hair and once trapped inside to undergo further oxidation, forming larger coloured molecules that offer intense colour which does not fade). Argan oil and natural keratin act in the deeper hair layers, restore moisture levels and protect against damage. Oat extract (rich in B complex vitamins and microminerals) forms a protective film that increases hair strength and elasticity.

Apivita's My Color Elixir permanent hair color has been specially designed to focus on safety, naturalness and a professional color result with respect to the natural balance of the scalp. With Color Magnet, an innovative system which stabilizes and seals the color into the hair structure. Contains 3 precious oils & hyaluronic acid, resulting in a rich and radiant result that lasts! Gives full coverage of white hair and impressively bright color of long duration. It has a pleasant aroma and composition that respects the scalp with a creamy texture that does not run, for easy application.