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Bold, precise, long-lasting color with none of the nasties. Rethink Color is free from ammonia, PPD, resorcinol and perfume. It gives 100% grey coverage and soft but striking results, so you can rethink what colour can be for you and your clients.
Vibrant. True. Uncompromising.
Rethink Color is clean colour that still performs. It delivers vibrant, precise, long-lasting results with salon-quality finish and shine, without trading performance for care.
Color that cares
Your clients deserve beautiful colour and a gentler experience. Rethink Color leaves out the ingredients that make colour harsh, so the service is more comfortable for both stylist and client.
Scandi nature in every drop
The formula is inspired by Scandinavian landscapes. Cloudberry and blueberry extracts hydrate and protect, and bisabolol soothes the scalp during application.
What's out, and why
Instead of ammonia NINE YARDS use MEA, a slower, gentler alkaline. It opens the cuticle less aggressively, which is kinder to the hair. And there are no ammonia fumes in your salon every day.
PPD is a common cause of hair dye allergies. NINE YARDS use PTD instead, an alternative with a lower allergy risk that still gives rich, deep, long-lasting tones.
NINE YARDS use the gentler alternatives 4-chlororesorcinol and 2-methylresorcinol. They lock in rich, durable colour with less potential for scalp irritation.
No added fragrance. Perfume is a common source of skin sensitivity, and it rinses out after colouring anyway, so it does nothing for the result. Your salon also stays free of strong artificial scents.
Key Ingredients
