PURE
ASH-BROWN BLONDE
THE SCIENCE BEHIND THE COLOUR
DISCOVER HOW BREAKTHROUGH SUPERCHARGED METAL PURIFIER TECHNOLOGY IS REDEFINING AMMONIA-FREE PERMANENT COLOUR
Wella research uncovered a new challenge in ammonia-free colour: iron.
While copper has long been recognised as a factor that can affect colour performance, iron can also become highly reactive during oxidation, contributing to visible signs of damage.
To tackle this, Wella Professionals developed Supercharged Metal Purifier – an advanced technology designed to capture both copper and iron during the colouring process.
By helping to control oxidative stress, the technology creates a more controlled environment for colour development, supporting hair integrity while delivering pure, predictable results.
MEET SUPERCHARGED METAL PURIFIER
A NEXT-GENERATION METAL PURIFIER DESIGNED TO:
• CAPTURE BOTH COPPER AND IRON
• SUPPORT MORE PRECISE COLOUR DEVELOPMENT
• HELP REDUCE VISIBLE SIGNS OF DAMAGE*
• DELIVER TRUE-TO-TONE RESULTS