For decades, at-home hair color has largely remained the same: making your decision at the drugstore largely based on the model's unnaturally shiny hair color on the box. The salon experience isn't too much more transparent: what shade you get at the end is often a surprise. SF-based start-up Madison Reed is taking as much guesswork out of the DIY process as possible, first by developing a new made-in-Italy formula with a low chemical profile (meaning no ingredients like ammonia, parabens, resorcinol, PPD—or animal testing, either). Instead, there's argan oil, keratin oil, ginseng root extract, and more. Launched direct to consumer, the online platform matches you to your desired shade via a straightforward quiz—with helpful explanations and no false promises ("Permanent color is not capable of lightening previously colored hair, so although you indicated that you would like to go lighter, this is not possible").
http://www.coolhunting.com/styl
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