WellaProfessionals has been at the international forefront of color innovation for over 133 years. The brand believes in providing superior hair protection & color results, hence hair damage is a very crucial aspect which cannot be ignored. After extensive research and analysis, Wella has decided NOT to go down the path of “no-ammonia” for our permanent hair color. 
Ammonia v/s No Ammonia- The Science: Every permanent hair color needs an active ingredient, called “alkalizer”, so that the hair color can enter the hair cuticles and color it. Ammonia is the most common alkalizer which has been safely used in hair coloring for 50 years. Certain permanent hair colors - sometimes referred to as “no-ammonia” or “ammonia-free” often use another alkalizer called “MEA” instead of using ammonia, MEA is not a new technology. Demi/Semi-permanent colors have been using MEA for more than 20 years in a safe way. However, some permanent hair color brands, in order to get rid of ammonia & its smell, have also started using MEA. But MEA is used in much higher concentration by these brands as it’s a less effective alkalizer for permanent hair coloring. AND this can be much more damaging for your hair.Maria Castan, Scientific Communication Expert from Wella Professionals said,” Latest permanent color products claiming no or low ammonia typically replaces ammonia with another alkalizer, MEA. Neither MEA not Ammonia on their own are good or bad – it largely depends on the concentration of alkalizer (ammonia or MEA). We have also not seen any advantage of ammonia free permanent color products in terms of hair protection. This is evidenced by both internal and external test data we conducted, as part of our regular innovation benchmarking process”.
The above information is a crux of the Bloggers meet held at Wella International Studio, Select City Walk, Saket on 28th Sept 2013. Image source - https://www.facebook.com/WellaIndia
