Enjoy longer-lasting vibrancy: ion® Brights Semi-Permanent Hair Color maintains up to 87% of color after 20 washes* when most colors fade in just 6–10. Semi-permanent hair color coats the outside of hair to add vivid color without penetrating the hair cuticle like permanent or demi-permanent dyes do.The conditioning formula is designed to spread smoothly through hair improving wet combability and making application easier more controlled and more even. With improved color retention and reduced fade these bright hair colors stay vibrant and luminous wash after wash all without the need for a developer.

*Study conducted on ion-semi permanent shade Purple new formula vs untreated hair

**Study conducted on ion Semi-Permanent shade Shamrock with a base shampoo