By  on November 21, 2013

LONDON — Wella has developed a new molecule that promises high efficacy but with a reduced risk of developing an allergy to hair color. Traditional dye molecules PPD and PPT, which are in 90 percent of color products in the market and key to creating natural, brown and dark hair colors, have been replaced by a new molecule that is central to the formulation of Koleston Perfect Innosense.

Called ME+, the new molecule has a different shape to PPD/PPT, therefore making it less likely to react negatively with T-cell receptors that spark off allergic reactions, or contact dermatitis. That is, when a molecule fits into a T-cell receptor, an allergy exists. So ME+ has been developed so that it will not fit into the receptors.

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