"There is definitely a movement happening where women are choosing more ingredient_conscious beauty products," says Chelsea Smith, master colorist for Madison Reed, which makes at_home hair color that's touted as the first "six_free" formula. This means it doesn't include what they consider to be six questionable ingredients commonly found in hair_color formulas: ammonia, resorcinol, parabens, phthalates, PPD and gluten.
"These six ingredients are a mix of hair color 'actives,' preservatives and contaminates, and we were able to redesign our hair color from the ground up without the need or presence of any of them," Smith explains. "We've been able to remove them from our products in order to minimize the chemical profile of our formulas while maintaining salon_quality gorgeous results." Go as natural as possible. If you still prefer natural ingredients regardless of unproven safety benefits, you may want to look to a trusted brand like Aveda, which promises a mostly natural hair_color formula.