{"product_id":"wella-pure-perfection-color","title":"Wella Pure Perfection Color","description":"\u003cp\u003e\u003cstrong\u003eWella Pure Perfection\u003c\/strong\u003e is Wella Professionals' ammonia-free permanent hair colour, launched in September 2026. It covers grey hair by up to 100% and lifts by up to three levels. Ammonia-free and complete grey coverage is an unusual combination.\u003c\/p\u003e\n\u003cp\u003eAt the heart of the formula is the Supercharged Metal Purifier, a technology Wella spent fifteen years developing. The colour is also free from fragrance, mineral oils, silicones and PPD\/PTD, vegan and dermatologically tested on sensitive scalps. This makes it the gentlest permanent colour in the Wella range.\u003c\/p\u003e\n\u003ch2\u003eKey features\u003c\/h2\u003e\n\u003cul\u003e\n\n\u003cli\u003ePermanent hair colour, 60 ml, from the Wella Professionals range\u003c\/li\u003e\n\n\u003cli\u003eAmmonia-free\u003c\/li\u003e\n\n\u003cli\u003eUp to 100% grey coverage\u003c\/li\u003e\n\n\u003cli\u003eLifts by up to three levels, depending on the Welloxon Perfect selected\u003c\/li\u003e\n\n\u003cli\u003eWith Supercharged Metal Purifier technology\u003c\/li\u003e\n\n\u003cli\u003e55% more shine, 45% more smoothness and 42% healthier-looking hair than untreated hair\u003c\/li\u003e\n\n\u003cli\u003eFree from fragrance, mineral oil and silicones\u003c\/li\u003e\n\n\u003cli\u003ePPD- and PTD-free\u003c\/li\u003e\n\n\u003cli\u003eVegan and dermatologically tested on sensitive scalps\u003c\/li\u003e\n\n\u003cli\u003eAvailable in 30 shades with a neutral base\u003c\/li\u003e\n\n\n\u003c\/ul\u003e\n\u003ch2\u003eHow it works\u003c\/h2\u003e\n\u003cp\u003eDuring every oxidative colouring process, colour particles are formed in the hair fibre through a reaction with hydrogen peroxide. Metal residues in the hair disrupt this reaction. Iron, in particular, accelerates the breakdown of peroxide where it shouldn't, causing uneven colour results and placing unnecessary stress on the hair. These metals come from tap water and build up in porous and previously coloured hair.\u003c\/p\u003e\n\u003cp\u003eThe Supercharged Metal Purifier removes these metal ions before they can disrupt the reaction. This is particularly important with ammonia-free colouring, as it works at a lower pH and is therefore more susceptible to disruption. The result is a more predictable colour result, especially on lengths and ends that have been coloured before.\u003c\/p\u003e\n\u003cp\u003eAmmonia-free does not mean less permanent. An alkaline substance is still needed to open the hair cuticles, but here it is gentler and has a much less pungent odour. The colour then bonds to the fibre and does not wash out.\u003c\/p\u003e\n\u003ch2\u003eMixing ratio\u003c\/h2\u003e\n\u003cul\u003e\n\n\u003cli\u003e\n\n\u003cstrong\u003e1:1 with Welloxon Perfect\u003c\/strong\u003e 4%, 6%, 9% or 12%. For example, 60 g of colour to 60 g of developer.\u003c\/li\u003e\n\n\u003cli\u003e\n\n\u003cstrong\u003e6%\u003c\/strong\u003e for grey coverage and lifting by up to 1 level\u003c\/li\u003e\n\n\u003cli\u003e\n\n\u003cstrong\u003e9%\u003c\/strong\u003e for lifting by up to 2 levels\u003c\/li\u003e\n\n\u003cli\u003e\n\n\u003cstrong\u003e12%\u003c\/strong\u003e for lifting by up to 3 levels\u003c\/li\u003e\n\n\u003cli\u003e\n\n\u003cstrong\u003e1:2 with Welloxon Perfect 1.9%\u003c\/strong\u003e for lengths and ends, leaving on for up to 20 minutes\u003c\/li\u003e\n\n\n\u003c\/ul\u003e\n\u003ch2\u003eHow to use\u003c\/h2\u003e\n\u003col\u003e\n\n\u003cli\u003ePerform an allergy test 48 hours before colouring.\u003c\/li\u003e\n\n\u003cli\u003eMix the colour with Welloxon Perfect using the ratio above.\u003c\/li\u003e\n\n\u003cli\u003eApply the mixture with gloves to dry hair. Start with grey coverage on the areas with the highest percentage of grey hair.\u003c\/li\u003e\n\n\u003cli\u003eIf the regrowth is longer than 2.5 cm, first apply from 1 cm away from the roots and then apply to the roots themselves.\u003c\/li\u003e\n\n\u003cli\u003eLeave on for 30 to 40 minutes. With heat, 15 to 20 minutes is sufficient.\u003c\/li\u003e\n\n\u003cli\u003eEmulsify with warm water and rinse thoroughly.\u003c\/li\u003e\n\n\u003cli\u003eFollow with a Wella Professionals shampoo and finish with a post-colour treatment.\u003c\/li\u003e\n\n\n\u003c\/ol\u003e\n\u003ch2\u003eResults\u003c\/h2\u003e\n\u003cul\u003e\n\n\u003cli\u003eComplete grey coverage with a permanent result\u003c\/li\u003e\n\n\u003cli\u003eA colour result that looks as intended, even on previously coloured hair\u003c\/li\u003e\n\n\u003cli\u003eVisibly more shine and smoothness\u003c\/li\u003e\n\n\u003cli\u003eNo pungent ammonia odour during colouring\u003c\/li\u003e\n\n\n\u003c\/ul\u003e\n\u003ch2\u003ePlease note\u003c\/h2\u003e\n\u003cp\u003eThis is a professional colouring product. Hair colours can cause a serious allergic reaction. Read the instructions on the packaging, follow them and always perform an allergy test 48 hours in advance. Do not use to colour eyelashes or eyebrows.\u003c\/p\u003e\n\u003ch2\u003eDisclaimer\u003c\/h2\u003e\n\u003cp\u003eIngredients, composition, packaging and directions for use may change at any time. 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