Semi Permanent Hair Colour - 150 Platinum AD150

All hair and skin types.

Almost always the first ingredient listed in water-based products.

People looking for smoother, more manageable hair or richer, creamier product textures.

Despite the name, fatty alcohols are moisturising and conditioning rather than drying. They also help stabilise and thicken many haircare formulas.

Those looking for conditioning, slip, or richer textures in their haircare products.

Despite the name, fatty alcohols like cetyl alcohol are non‑drying and are commonly used to add emollience and stability to formulations.

People looking for conditioners or treatments that provide slip, softness and richer textures.

Although called an alcohol, it is a waxy, non‑drying fatty alcohol commonly used to enhance conditioning performance and product stability.

Most hair and scalp types, including those wanting a gentle feel.

A popular botanical used across many gentle and moisturising products.

Most hair types as part of a moisturising formula.

A widely used humectant and carrier ingredient.

People with weak, damaged, brittle or chemically treated hair.

Hydrolysed keratin is broken down into smaller fragments so it can more easily interact with the hair fibre. It is commonly used to support feel, manageability and overall hair condition.

Damaged, frizz-prone or colour-treated hair wanting targeted smoothing.

Designed to deposit where hair needs it most. Some prefer silicone-free formulas by choice.

Those using products that need light cleansing or stable blends of oils, silicones, or fragrances.

It is commonly used to solubilise fragrance or silicone ingredients in shampoos and treatments. Its mild, nonionic nature means it typically works well alongside other surfactants.

People looking for improved manageability, detangling and smoother-feeling hair.

It is a commonly used quaternary ammonium compound that helps conditioners spread easily through the hair. It is effective even at low levels, which is why it appears frequently in rinse-off products.

Those looking to add softness, shine or protection to dry or coarse hair.

It is rich in fatty acids that help reduce moisture loss and improve manageability. Often used in both leave-in and rinse-off formulas for added nourishment.

Those seeking added softness, shine, or help with dry or coarse hair.

It is commonly used in haircare for its smooth, silky feel and its ability to support moisture retention. It is generally well tolerated by most hair types.

Those looking for added conditioning support or antioxidant benefits in their haircare.

It is commonly used because it is more stable than pure vitamin E while still offering similar benefits. It appears in many leave-in and rinse-off formulations.

Most hair types as part of a balanced formula.

Usually present in small amounts to balance the formula.

Those looking for products with robust preservation, particularly in rinse-off formulas.

It is widely used in small amounts to protect formulas from microbial growth. Some people with sensitive skin or scalps may prefer to patch test products containing isothiazolinone preservatives.

Those needing products with reliable protection against product spoilage.

It is effective in very small amounts to support product longevity. Some people with sensitive skin or scalps may prefer to patch test products containing this preservative.

People who enjoy a scented product.

Fragrance preference is personal. Some people prefer fragrance-free formulas by choice.

People using colour-depositing shampoos, conditioners or masks may find it relevant.

It is commonly used in purple and violet toning formulas to help reduce the appearance of brassy or yellow tones in lightened hair. It is present in very small amounts to achieve precise colour effects.

Those who prefer products with visually appealing colours.

It is used at low levels to enhance the look of a formula without affecting hair performance. Colourants like this are common in shampoos, conditioners and styling products.

Those who prefer products with a specific colour or enjoy visually distinctive formulas.

CI 42090 is widely used in personal care for consistent, stable colour effects. It does not affect how the product performs on the hair.