The L’Oréal Professionnel heritage has always been rooted in colour, starting in 1909 when our founder Eugène Schueller created the world’s first harmless hair dye. Since then, L’Oréal Professionnel has been synonymous with the most luxurious hair colour experience, offering true-to-tone hues, innovative colour technology, and professional, personalised salon service.

In 2009, we revealed our most innovative range yet – iNOA, the first professional hair colour with no ammonia1 – an entirely new system for colouring hair, powered by oil, the first in the salon industry. Three years later in 2012, we released another breakthrough: The removal of oleo gel in our iNOA formula, making it even easier for hairstylists to apply.

Now, with its exclusive patented ODS (the Oil Delivery System) technology, iNOA features a 60% oil-based vegan2 formula that harnesses the unique power of oil to deliver high-impact colour while leaving hair healthy with a shiny, true-to-tone colour performance with optimal scalp comfort and none of the unpleasant odour one would normally associate with in-salon hair colour.

iNOA delivers up to 100% grey coverage and visibly improved hair quality where hair is 48% shinier3 For stylists, the application, mixing, and rinsing steps are easier and faster, ensuring outstanding colour results from iNOA’s 60 shades, giving you infinite colour possibilities. Hair Stylists will find that iNOA’s iconic high oil concentration with a more fluid formula and non-dripping texture easier to apply and rinse off. 97% who tried this new formula found it pleasant to use4

The new texture manageability also guarantees 100% pro performance with no more grey coverage pain point.

A colour technology that completely disrupts the world of hair colour, iNOA received industry-wide recognition, picking up multiple awards such as WWD Japan’s Best Professional Hair Colour 2022, Allure Best of Beauty, WWD Beauty Biz,, Gold Star Awards,, and the French Prix d’Excellence Marie Claire de la Beauté. iNOA has also been tested and reviewed by Asian consumers, confirming its
suitability for Asian hair types5.

1Within L’Oréal Professionnel 2No animal derived ingredients or by-products 3 Instrumental test before colour 4Use test on 96 hairstylists 5Based on testimonial done on 40 Muslim customers can now have professional hair colour done with peace of mind iNOA is also tested water permeable or wudhu-friendly, making it suitable for Muslim
customers. As a purification ritual before performing prayers, wudhu requires specific steps such as washing the hair. In this step, it is essential for hair dyes to allow water to enter the scalp and hair shaft for the validity of wudhu. Hair dyes have long been considered a barrier for wudhu but with its water permeable formula, iNOA doesn’t coat the strands and allows the wudhu ritual to be performed as it should.

The first in-salon augmented colour consultation with virtual try-ons iNOA [iD]: Professional colour diagnosis, unique inspirations, and virtual try-ons combined in an all-in-one experience

Powered by the Modiface technology, iNOA [iD] takes iNOA’s professional colour diagnosis to a new dimension! With it, hairstylists can fully engage their customers and showcase their expertise to find the perfect iNOA shade combination with advanced virtual try-ons, previewing hair colour results before the actual colouring process for a highly predictable result. This five-step diagnosis tool covers percentage of grey hair, the type of coverage targeted, the client’s regrowth and length shade and hair reflect so stylists can recommend the exact personalised colour recipe. iNOA [iD] also offers unlimited inspirations with its professional digital swatchbook and customisable moodboards. With iNOA [iD], both hairstylists and customers experience an all-in-one experience – at your fingertips.

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