Naturtint's plant-based permanent hair color is unlike any typical at-home hair dyes. Phergal Laboratories created a formula with a botanical base, that is eco-friendly, ammonia-free, paraben-free, and vegan friendly. Ultra-concentrated micro-pigments penetrate to the deepest layers of your hair, giving it an intense and vibrant color that won't fade with washing. Sunflower extract provides increased protection against the elements, so your new hair color maintains its rich color for up to 5 weeks. Wheat proteins substantially reduce hair breakage. Hair fibers appear smooth and soft, bringing back the healthy shine of young, natural hair.