We use a higher concentration of 100% oxidative dyes to put more color in the hair, providing greater longevity than other brands and fade-proof reds. While delivering extra color molecules to the cortex, the haircolor's unique, cream emulsion delivery system gently elasticizes the cuticle preventing damage. You get intense, long-lasting color and incredible shine. Every shade provides 100% gray coverage so there is no need to add an N series to other shades when covering gray, even with reds, like there is with other brands. Other brands often have a NN series, which simply tells you that there is not enough pigment in the other series. Years in the making, All-Nutrient Permanent Cream Haircolor contains no parabens, DEA, betaines, propulene glycol or EDTA, and is sulfate-free, gluten-free, and cruelty-free. It is formulated to be both effacious and safe. Super-easy to formulate, mix and use with incredible predictability, the molecularly-balanced color formulas create the precise tonality you see in the All-Nutrient swatches. It is also the first haircolor in the world to use Zemea propandiol.