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(Most of the following is from blog.wired.com)
Hydrogen peroxide is still used to blondify even the brunettest of us. But a newer, gentler, natural bleach has been developed from forest soil fungus by the Kao Corporation. I’m looking forward to this gentler bleach being developed as I’ve thought about going lighter, but the damage it does to my hair is real bad, especially since I straighten my hair so much.
Proctor & Gamble have also developed a colouring system they say “is the first significant advance in dye jobs in 50 years”. The new process works at a much lower pH. That makes it less alkaline, so it strips away much less of the lipid coating.
The other key advancement is a molecule that gobbles up free radicals. Free radicals form when those chemical bonds are broken, causing damage to the hair’s structure.
The system is already in stores: it’s Clairol’s Perfect 10.
Apparently, the dye won’t be available at your hair salon though for a while as they’ve created just 15 colors, which aren’t enough for fancy hair stylists. But the chemists said they’re adding more colors as fast as they can — when they get to 200, the salons might start carrying it.