To her mind, INOA, which she has no interest in using since it’s not organic enough for her, is noteworthy. “Now that L’Oréal has jumped on the bandwagon, it’s the beginning of women being educated who also want results,” she said, referring to the market for no-ammonia permanent color. “In time, women will go into a salon and ask, ‘What color do you use? Does it have ammonia?’ ”
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