Mink brown, silver sonic and other hair colour trends 

“We have some avant-garde works, showcasing not only big shapes, but also stronger colours. We often think of a more natural, zero-ammonia product as being just very natural terms, but we can create very strong colours. We’re also celebrating hairdressers from all over this region. And they're doing a very beautiful commercial section.

My section takes inspiration from Essential Looks, which is our bi-yearly trend magazine. I have three trends. One is very street. One looks at the digital and being physical with it. And the last trend is all about being very minimal and chic, and looking at the world in a very streamlined way. I'm hoping that I can get across, to be inspired and not to get stuck in a rut. It's about keeping them in their comfort zone, but showing them a different way of doing something. So it might be a technique that's just a few extra foils in certain places that gives a luminescence.”

“If you think about the finish of color, it's moved away from that very high vinyl shine that everybody wanted. Now when you think about Zero Amm, the finish you get is more muted. And you get that kind of natural sheen, because you get the natural highs and lows shining through. So another thing about our Zero Amm is that the underlying pigment is a more natural term. It's not yellow or green-y and you don't get that matte, flat colour.

The Y2K massive trend from TikTok is sonic silver (cool beige with a hint of silver), which actually is still there. You’ve also got peach fuzz (Pantone’s colour of the year) that's really always big. Then of course, you've got all those minky browns that come from nature.”

“I think as long as you've got a hairdresser who is very competent, and agrees with the fact that they should not be taking your hair beyond a certain level. Because you don't need to. You can take a yellow and still get it really clean because you're toning and neutralising, which again, is another thing about Zero Amm. We've got a much cleaner neutralisation and lift than we've had before.

For Asian hair, as long as you you're lifting the hair, you're [preserving] the malleability and integrity of the hair. And you’re not taking anything else out of the hair because you haven't got the ammonia that can be damaging to hair. Because with Asian hair, you do often have to get it pre-lightened to get any kind of colour tone.”

“If you're visiting a new colorist, I would always say take pictures of colours you really love and take in colours that you really hate. Because that way, your hairstylist can understand that your sandy tone might be his/her biscuit tone. So it's really important that terminology is understood.

Once you've got the tone that you want. Take into consideration your skin and undertone and think about how often you want to come into the salon.”

“Everything [in the 40-shade portfolio] is muted. The shades range from soft, comforting honeys and brick reds to stronger tones. Any colour would work with everything else. If you look at the palette, nothing is artificial-looking, and that’s a very important thing.

The way that this [formula] works is mostly through a phytolipid technology that uses micronised oils. Apricot kernel and grapeseed oil are smashed to smithereens and are mixed together to push the colour pigments deep into the cortex. Omega-9 behaves like sealant, locking in the colour and closing the cuticle. It also maintains the balance of moisture within the hair to enhance the longevity of tone.”