Madison Reed is also cruelty_free, boasting certification by Leaping Bunny. "It is an international stamp of approval that recognizes no animal testing is used or commissioned in any phase of product development by our company, its labs or ingredient suppliers," Smith explains. Indie cosmetics brand Lime Crime also has the Leaping Bunny seal of approval, and they recently launched a collection of fantasy hair colors called Unicorn Hair that can be applied at home.
"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.