Yes, some of Previa products have achieved the AIAB ad Vegan Quality certifications.

Yes, we have eliminated all ingredients of animal origins from our formulations.

As confirmed by the Associazione Italiana Celiachia (AIC), speaking of gluten in cosmetics in connection with celiac disease is improper. Being cosmetics products for external use they do not imply any risk for celiac people and can be used in complete safety as gluten is only toxic when ingested, even for those who suffer from dermatitis herpetiformis.

Some products contain silicones, that is because this category of ingredients at present does not have a “green” substitute

In compliance with the law, we are updating all our labels to help you separate our packaging at best.

All Previa products have been formulated to treat the hair gently.

A conditioner meets the most traditional definition of balm, for frequent use - a treatment instead is a mask to be applied with a longer processing time, for less frequent use.

The entire EXTRA LIFE line is dedicated to the treatment of the scalp.

Earth Colour is our professional permanent oxidation hair colour totally devoid of ammonia, PPD (paraphenylenediamine) and resorcinol, rich in certified essential oils: this makes the colour extremely natural and the hair looks shiny and hydrated. Easy to apply and with colour and coverage performances even on White Hair, that are the same as hair colours with ammonia: the colour is versatile and glamorous, shiny, long-lasting and intense.

Virtuous Colour is a professional permanent colour in cream, specially formulated so that colouring pigments progressively and evenly penetrate through the hair fibre dying the natural pigment of hair - melanin. Despite a traditional formulation with ammonia, it is less aggressive, but the colour effect is natural, even and resistant to washing.

We recommend consumers to turn to their trusted hair stylist for colouring their hair as depending on the desired colour, a professional knows which techniques to apply starting from your base. If you are a professional, we invite you to discover our colour charts in the marketing tools section

In terms of performance there are basically no differences in terms of coverage between a formulation with or without ammonia, what changes though is the taste in the colour. Let’s start from a chemical aspect: Ammonia and Ethanolamine (the ingredient that replaces the functions of ammonia in formulas) these are alkaline substances that affect and dilate the external part of the hair in order to allow colouring pigments to penetrate. Therefore, they are two fundamental substances in a dye, especially when it comes to colours that change the hair nuance drastically. Ammonia is a safe ingredient naturally present in nature, including in the human body, that allows for alkalinising hair with an extremely high peak within the first few minutes of application, a stage in which colour needs a greater push in order to penetrate the hair. The Virtuous Colour formula, while guaranteeing a strong anchorage for colouring pigments to the hair structure, is very effective during a colour service and provides optimal results, even in the case of white hair. Ammonia however, is extremely volatile and sometimes unpleasant due to its stinging smell; in addition it hardly ever binds with water: this may at times cause itching if colour residues are not totally removed in the washing stage. On the contrary, Ethanolamine easily binds with water and is not volatile, therefore it is easy to rinse and does not carry unpleasant odours. Non-volatility though makes alkalinity stable during colour application. Earth Colour was conceived and formulated without ammonia, PPD and resorcinol, to offer our view on professional hair colouring to those people who are more sensitive to these ingredients.

Being a health problem and not knowing what the specific condition is, we cannot guarantee in all certainty the harmlessness of our colour in the case of acute reported allergies; we recommend writing to us for further information on the nuance/s you are interested in using and consulting your Gp.

PPD is the acronym of para- phenylenediamine: it is a hair colour, used in permanent colouring services for its ability to activate colouring pigments, being particularly high-performing on all colour nuances and in covering grey hair. Paraphenylenediamine is a safe ingredient, the use of which is only allowed in hair colours (up to a maximum concentration of 2%) according to strict European regulations also applicable in Italy. My advice is to carry out an Allergy Auto Test (AAT), i.e. self-testing the consumer’s sensitivity to our permanent hair 48 hours prior to application of the colour, in order to prevent the onset of allergic reactions.

Unfortunately, as indicated in the Warnings, applying our colour on hair that was previously dyed with henna is not possible.

Coverage is 100 % guaranteed, even on white hair.