L’Oréal Professionnel presents Dia Color, the first professional toner with exclusive technology capable of reducing the effects of melanin loss in the hair. Formulated with up to 92% ingredients of natural origin and without ammonia, Dia Color promotes more shine and natural reflections that are 100% faithful to the natural color.
After conducting proprietary studies in partnership with professionals from San Diego, London and São Paulo, L’Oréal Professionnel identified the loss of melanin in the hair fiber as the origin of the problem. Synthesized in the hair follicle bulb and implanted throughout the hair, melanin molecules promote pigmentation, vibrancy and natural shine to the hair. With the degradation process, the absence of these molecules results in duller hair, which eventually turns white.
L’Oréal Professionnel, the brand responsible for modern hair coloring, has been developing new solutions in the segment for 110 years. In 1990, it launched the toner category with Dia Color Gelée, and now in 2024, the line has a new base formula for even better performance, enriched with shea butter to offer more shine and health to the locks.
“It is incredible and innovative that a high-performance hair coloring product is composed mostly of natural ingredients, and in such a broad portfolio,” says Lucas Possetti, L’Oréal Professionnel ambassador and the only Brazilian to co-develop the toner. Dia Color has 40 different shades and addresses the main concerns of those who are going to color their hair for the first time, ensuring health, color, shine, naturalness and durability.