Embrace vibrant and glossy colour with all-new L’Oréal iNOA

Are you looking for a luxurious hair colour that’s kinder to your skin and kinder to the planet? With an all-new, vegan-friendly and ammonia-free formula, we’re excited to bring you vibrant and glossy colour with L’Oréal Professional iNOA.

We’re hair colour experts here at Paul Edmonds London, and we pride ourselves on using the very best products for your hair. With L’Oréal’s unique patented Oil Delivery system technology, we can achieve up to 48% shinier results for high-impact colour.

Embrace Ammonia free colour

Our Head of Colour, Joe Savine, is a L’Oréal colour degree expert and big fan of iNOA. We caught up with him to find out more about ammonia-free colour and his take on the much-awaited new formula.

What is ammonia-free colour?

What is ammonia free colour?

Hair colouring is a much more scientific process than you might think, and most permanent hair dye products use an alkaline chemical called ammonia to alter your hair’s pH levels. Some people experience colour sensitivity to this chemical and find the process uncomfortable, so ammonia-free products are the perfect alternative.

L’Oréal’s iNOA formula is powered by oil instead of ammonia. This provides a unique colour experience – reducing sensitivities and resulting in beautiful, tailor-made colours that shine. With no strong odour, itching or redness, you can enjoy a calmer process without compromising on your look.

“L’Oréal iNOA provides a really enjoyable, relaxing experience for our customers with delicate hair or sensitivity to ammonia. Sometimes people can find ammonia a bit itchy or unpleasant, but this uses an oil delivery system which is more comfortable on the scalp and won’t irritate the skin while it’s developing.”

Joe Savine, Head of Colour

Can I get the colour I want with L’Oréal Professional iNOA?

Can I get the colour I want?

With 91 different shades and more than 4,000 colour possibilities – you can expect undeniable colour performance with L’Oréal Professional iNOA. It can even be used alongside Olaplex, INNOluxe and other bonding treatments to get the look you desire.

When you book an appointment at Paul Edmonds London, our expert colourists will talk through your hair goals and find out exactly what you’re hoping to achieve, while assessing the condition of your hair and scalp to decide what’s right for you. They know everything there is to know about hair, and use their expertise to achieve the colour you want.

“iNOA has a vibrancy to it, whereas traditional ammonia dyes are deeper and more matte. The colour is true-to-tone and very shiny. It’s like lipgloss for your hair – it glistens!” 

Joe Savine, Head of Colour

Does ammonia-free colour cover greys?

Traditionally, ammonia-free colours would provide a more translucent finish to the hair, which isn’t ideal for covering greys. With iNOA’s new formula, you can enjoy a greater depth of colour with up to 100% grey hair coverage – and still no ammonia.

Is L’Oréal Professional iNOA vegan-friendly?

Is it Vegan friendly?

L’Oréal has gone to great lengths to make the updated iNOA more sustainable. Not only is the formula now vegan-friendly, but the packaging has also been improved. Using significantly less paper for the instructions, and a tube made from 95% recycled aluminium – you can enjoy your high-performance, tailor-made colour in good conscience.

“L’Oréal iNOA has been around for more than 10 years, and the product has evolved a lot over time. They’ve removed the beeswax from the formula now, so it’s great for our vegan customers. The product is also easier to apply and less drying, so the results are even shinier and glossier.”

Joe Savine, Head of Colour

Is there anything it can’t do?!

Is there anything it can't do?

iNOA is a permanent colour with a huge range of shades – from cool browns and deep reds to bright coppers and warm blondes. It can lighten natural hair up to three shades, but the only thing it can’t do is achieve super high lift for platinum blondes. That’s why it’s so important to have a consultation with your colourist before your appointment.


How should I care for my new ammonia-free hair colour?

We’re very particular about the products we use in the salon, and everything we use works seamlessly alongside each other. L’Oréal iNOA works beautifully with some of our top coloured-hair picks, so you can continue using your favourites from Davines, Kérastase and Shu Uemura.

In particular, Joe swears by the Davines Alchemic Range to add pigment to the hair, refresh the colour and reduce fade. To maximise your glossy results, Oway’s Silk’n Glow Hair Mask and Glossy Nectar are some of the team’s favourite cruelty-free products for controlling frizz and restoring natural hydration. 

For long-lasting protection for your freshly-coloured hair, Joe and the team also recommend colour-specific ranges like Kérastase Chroma Absolu and Shu Uemura Color Lustre. Still unsure what’s right for you? We’ll provide a personalised haircare plan at your appointment, so you’ll know you’re investing in the perfect products for your hair.

Ready for vibrant, glossy and high impact colour without ammonia? Book an appointment with Joe and our team of colour experts at Paul Edmonds London.