The World’s first in-salon treatment for revitalising naturally grey hair, combining: free of perfume, and alkalizers such as ammonia and ethanolamine; oxidative grey pigments that fade away naturally; and pH7, gentle on hair as pure as water.
Wella Professionals unveils True Grey with AquaTone* technology, for clients who want to embrace their natural grey without commitment and damage. A duo of in-salon treatments, Express Silver Glow and Silver Glow bring True Grey to life and are designed to revitalise naturally grey hair by adding silver hues, leaving hair feeling soft and manageable with reduced yellowness and natural-looking results.
Following expert-led research and observations into the world of naturally grey hair, Wella Professionals saw a beautiful and complex universe of light, shadow, dimensions and textures. After interviewing salon clients Wella Professionals found that while they proudly embrace their silver hair they also had to accept its imperfections:
“I’d love more shine. Hair that really sparkles. And I’d like to have the yellow tones out.“ – Teruko
“My grey hair adds a little more character to my personality. But I miss a bit of structure in it, it’s all the same grey” – Anton
Answering the needs of clients who are proudly embracing their greys, the new patented AquaTone* technology combines a neutral pH of 7, like pure water, and subtle and soft oxidative grey toners, which mimic the natural hues of grey hair while fading away naturally with no regrowth . The neutral pH of 7, as gentle on the hair as pure water, helps maintain the original structure of the hair and its cuticles.
True Grey is consciously designed without traditional alkalizers like ammonia or ethanolamine, perfume, and animal-derived ingredients. It is also dermatologically tested.
With True Grey Wella Professionals enable stylists to transform the greys into beautiful silvers and the results are amazing:
“It’s just a wonderful feeling! It’s beautiful and soft. I’m lost for words!” – Teruko
“I love it! It’s still me, but a bit fresher. Maybe it took a couple of years off!” – Anton
Rossano Ferretti, the Ambassador for True Grey said: “We’re seeing more and more people embracing their natural grey, with a growing community of ‘Silver Sisters’ loving their true colour. It feels like the world is finally realising how beautiful, authentic and empowering grey can be. I am thrilled with the launch of Wella Professionals new Silver Glow treatments and True Grey line, as clients will see enhanced, natural and healthy-looking results. The technology has a vast range of benefits that you can’t get with colour or silver shampoos – it is completely revolutionary. Although results are subtle, they will make a huge difference and will keep clients coming back.”