ion Hair Color’s superior quality, proprietary blends are formulated in Italy by our expert team of chemists to deliver unparalleled results. ion's unique system combines the finest quality natural and exotic ingredients with powerful high-tech compounds to achieve exquisite, brilliant color with superior gray coverage. ion Hair Color science relies on the power of micro-pigmentation— ion's microscopic pigment molecules oxidize slower, allowing them to penetrate deep into the cortex of each hair strand for long-lasting, fade-resistant color. Permanent brights provide bold, contemporary color that lasts. Unlock your hair’s true potential with Ion’s cutting-edge, salon-quality color science and bring home vibrancy like never before. Product not tested on animals. Vegan & Cruelty-Free. Use on pre-lightened or highlighted hair. Crème consistency provides easy application. Permanent, vibrant, and contemporary colors.