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No Fade Fresh adds metallic silver shade to color-depositing line

The new shade is formulated to cancel out the unwanted brassy yellow in hair while depositing a metallic silver tone.
no fade fresh metallic silver

No Fade Fresh’s color-depositing shampoo and conditioner line is expanding with the addition of a brand-new shade — metallic silver.

The salon quality, clean hair color is damage free, vegan and plant-based, and is formulated to cancel out the unwanted brassy yellow in hair while also depositing a metallic silver shade, the Fort Lauderdale, Fla.-based company said.

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Part of its popular 13 semipermanent color-depositing shampoos and conditioners, the new shade will launch on June 1.

“Our success has been incredible,” said Leland Hirsch, CEO of No Fade Fresh and original inventor of the shampoo and conditioner over four decades ago. “Our team created this category in the 1980s and has always had great success with professional colorists and salons, but our new venture with No Fade Fresh into the food, drug, mass channel has proven that we are providing a product that consumers want and are excited to use. Now more than ever, consumers are seeking out products for DIY color that are quick, easy and fun to use. They want to be able to create new color or refresh and maintain their hair color at home.”

The product line contains built-in bond rebuilder technology that strengthens and repairs the hydrogen bonds in hair that is typically damaged during the color process from the inside out, removing dryness and correcting damage, as well as a standalone BondHeal bond rebuilding conditioning mask, the company said.

[Read More: Clean formulas, clean hair: Hair care brands emphasize ingredients]

“The directions on the back label provide a very precise salon color consultation. The label folds open showing a video on how the product is used. The QR code allows for changing videos and messaging to continuously share product knowledge,” Hirsch said. “We want to extend the consumer’s hair color investment.” 

Made without the use of harsh chemicals, the line is PETA-certified Cruelty-Free, is not tested on animals, and is free of gluten, sulfates, PPD, parabens and mineral oil, the company said.

No Fade Fresh’s metallic silver color-depositing shampoo and conditioner will retail for $14.99 on the brand’s website, and Amazon, as well as at Rite Aid stores.

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