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Naturtint's plant-based permanent hair coloring works by using a three-step process without ammonia, parabens, silicones, paraffin, mineral oils, heavy metals, artificial fragrances, SLS, or formaldehyde derivatives. The active plant-based ingredients and the pH of the colorant cream help to open the external cuticle layer of the hair naturally. Next, the natural color of the hair is removed, and micro-pigments penetrate the deepest layers of the hair with the new color. Finally, the cuticle returns to its original position, trapping the colorants inside the hair to ensure that the new color won't fade away.