LAUNCHING JANUARY 2026
In the ever-evolving world of haircare, Alfaparf Milano Professional, a brand formulated in Italy, celebrates a new milestone with Evolution of the Color Shine Effect, the new ammonia and MEA-free permanent hair colour that uses a formula with carefully selected dyes to offer a natural-looking, luminous colour result with radiant tones.
Colour Lamination Technology Patented in the US and Italy, is the innovative core of Evolution of the Color Shine Effect. A new alkalising agent replaces ammonia and MEA, those most commonly used in the market. It works in combination with an emollient oil to preserve the cosmetic feel of the hair during the colouring process.
For a colour service without compromise, Evolution of the Color Shine Effect guarantees: natural-looking grey hair coverage that minimises the regrowth effect, lightening up to 3 levels and luminous colour result with radiant tones.
The result? Exceptional performance:
- LAMINATION EFFECT: hair appears up to 6 times shinier from the first application, thanks to the lamination effect of Evolution of the Color Shine Effect. *
- SHINE: up to +73% shine from the first application. *
- HAIR RESISTANCE: up to +59% resistance to breakage. **
- HAIR INTEGRITY: 5 x hair integrity. **
- COMBING: the hair is 78% easier to comb from the first application. ***
- COLOUR FADE: Up to +94% color retention after 12 washes. ****
- BONDING PERFORMANCE that creates a protective film around
the hair during the colour service.
In addition, the exclusive technologies featured in the Evolution of the Color and Semi di Lino lines provide protection for both hair and colour.
Technologies available in both Evolution of the Color and Semi di Lino:
- Blue Light Protection: protects the colour from blue-light damage
- Anti – Pollution: to counteract the unwanted effects of pollution
Exclusive technologies of Evolution of the Color:
- UV Protection System: to counteract UV light-induced colour loss
- Color Guard Technology Patented in the US and Italy: for longer-lasting colour
To complete the formula – A-Z Bond Technology Patented in Italy – a patented technology for hair protection and the presence of hyaluronic acid, which forms a lattice-like net around the hair, to help achieve an optimal distribution of the colour and creates maximum adherence.
Furthermore, the formula is free from ingredients of animal origin or derivation.
The colour chart features 55 shades: One coverage series to cover grey hair with a natural effect and 16 creative shade families designed to deliver stunning cool, warm, red and copper tones. The shade chart is further enhanced by a wide range of pearlescent tones and the introduction of the Mocha .25 colour family to the Alfaparf Milano Professional colour chart, for a rich, yet soft, brunette effect. Every shade can also be mixed with Alfparf Milano Professional’s Pigments range to create an infinite palette of colour results!
The Evolution of the Color Shine Effect packaging was designed to have the lowest possible environmental impact:
• The new packaging has been made from 90% recycled paper. *****
• Tubes are produced using 100% recycled aluminium. ******
• QR code on box replaces paper instruction sheet in order to limit overall paper consumption.
The Evolution of the Color Shine Effect campaign was created in collaboration with Global Creative Director, Rudy Mostarda, who unveiled the new Make it Real collection, inviting us to celebrate each person’s unique identity, transforming hair into a true form of self-expression. New cuts and colours for a contemporary style that blends creativity and imagination, turning our desire to shine into reality.
Evolution of the Color Shine Effect will be available from January 2026.