Elumen, by Goldwell, is the first permanent, high-performance, oxidant-free hair color. Elumen works exclusively with pure direct dyes, which are penetrated deep into the hair and anchored by a kind of magnetic attraction. The positively charged hair draws the negatively charged Elumen dye into the hair. This is why Elumen is longer-lasting than most conventional hair colors yet causes no damage to the hair. It works with no peroxide or ammonia, so there is no need for mixing. *results depend on base hair color. STEP 1: Brush Hair to detangle. Hair should be Dry or Towel-Dry. Use Elumen® Prepare after highlighting/highlighting service or as a precolor treatment for damaged hair. STEP 2: Prepare single or multiple-shade formula in color bowl, Elumen® Shade bottle, or Elumen® mixing bottle. Attach nozzle or comb attachment as needed. Apply color to hair. STEP 3: Process with heat for 20 minutes or without heat for 30 minutes. STEP 4: After processing is complete, rinse with water and then shampoo two times with Elumen® Wash. Towel dry thoroughly. STEP 5: Evenly saturate the hair with Elumen® Lock, comb through and process for five minutes. Wash thoroughly and condition with Elumen® Care or Elumen® Treat.

Over a decade of research has resulted in a revolutionary color technology for Goldwell. Introducing @PURE Pigments — an oxidative color additive with the next generation of direct dyes that creates more vivid, high definition color results with extraordinary brilliance and shine. @Pure Pigments create Elumenated Hair Color — dyes surrounding and enhancing Topchic, Colorance and Nectaya’s depth and coverage with an outer ring of extraordinary color brilliance and shine. This layering of color creates a moving, 3D effect that changes and morphs as light hits it.

Elumen, by Goldwell, is the first permanent, high-performance, oxidant-free hair color. Elumen works exclusively with pure direct dyes, which are penetrated deep into the hair and anchored by a kind of magnetic attraction. The positively charged hair draws the negatively charged Elumen dye into the hair. This is why Elumen is longer-lasting than most conventional hair colors yet causes no damage to the hair. It works with no peroxide or ammonia, so there is no need for mixing. *results depend on base hair color. STEP 1: Brush Hair to detangle. Hair should be Dry or Towel-Dry. Use Elumen® Prepare after highlighting/highlighting service or as a precolor treatment for damaged hair. STEP 2: Prepare single or multiple-shade formula in color bowl, Elumen® Shade bottle, or Elumen® mixing bottle. Attach nozzle or comb attachment as needed. Apply color to hair. STEP 3: Process with heat for 20 minutes or without heat for 30 minutes. STEP 4: After processing is complete, rinse with water and then shampoo two times with Elumen® Wash. Towel dry thoroughly. STEP 5: Evenly saturate the hair with Elumen® Lock, comb through and process for five minutes. Wash thoroughly and condition with Elumen® Care or Elumen® Treat.

Colorance acid hair color was introduced by Goldwell in 1986. It was the first acidic hair color to contain an oxidative pigment that could develop in a non-alkaline environment. Colorance contains natural plant extracts and hydrolyzed wheat protein to protect and care for hair. Colorance delivers brilliant color the gentle way, to every client's hair.Colorance Demi-Permanent Hair Color - As a professional, you know the healthier the hair, the more beautiful and shining the color result will be. Colorance is the first demi-permanent hair color with IntraLipid* Technology that repairs the hair during the coloration service. 1. Shampoo with Goldwell DualSenses color fade stop shampoo.2. Thoroughly towel dry hair and apply Colorance mixture evenly from scalp to ends.3. Process for 15 to 25 minutes, based on desired intensity.*4. Upon completion of the processing time, lightly rinse and gently work into a lather. Rinse thoroughly until the water runs clear. Do not shampoo.5. Finish with Goldwell DualSenses color detangling conditioner for color-treated hair. Follow up with DualSenses color lock serum for color treated hair.* Heat is optional for use in processing when grey blending or when applying a standard Colorance service. Heat, in some cases, may increase color intensity. Do not use heat when Color Perming or Toning on highlights. Recommended processing when using heat: 5-20 minutes with moderate open-air heat. Cool down for 5 minutes. Plastic cap not necessary. Colorance is mixed in a 2:1 ratio. Recommended standard mix is 40mL Colorance Lotion to 20mL desired Colorance shade. Amounts should be adjusted for longer or shorter hair with the same 2:1 ratio. Always dispense lotion first and then add in the appropriate amount of Colorance shades.Colorance is available in two choices: the economical 120mL depot canister, with 6 applications per can; or convenient 60mL tubes, with 3 applications per tube.An excellent way to create beautiful shine, vibrancy, and condition on any client. Colorance Core range of warm and cool blondes, browns and reds.-N shades for up to 50% grey/white coverage.-MaxReds and Mix shades.-Cool Protect Technology in all Cool Brunettes and Cool Blondes.-Colorance Clear.-Application with Goldwell brush Applicator tip or nozzle.-Liquid Lotion (2%).  

Men today want to appear refreshed, confident and yes, even a little more youthful. They are ready and willing to invest in their looks and want exceptional services and products that deliver fabulous results geared for them. Many men prefer a low maintenance approach when dealing with their look. Men ReShade delivers all of this and more! Simple, superior and easy 5-minute grey blending for men. Our innovative grey blending foam allows for a fast and discreet application right at the shampoo bowl. Men's hair has never looked so good and so natural. APPLICATION: Use with Goldwell Men ReShade Developer Concentrate and Innovative Foam Applicator Bottle only. Mixing Ratio: Mix the product in a 1:1 ratio. Using the foam applicator bottle, measure 20ml of Goldwell MEN Reshade Developer Concentrate and add 20ml of Goldwell MEN Reshade Grey Blending Power Shot. Once opened, Power Shots must be used within 48 hours. Do not shake. Tighten the squeezer lid. Then mix the content carefully by swinging the applicator bottle. Start the application immediately. Please dispose of any surplus product.

Goldwell Topchic Hair Color Tube delivers maximum color accuracy with efficient product dosing and processing time for a quick, convenient and protective coloring service. Goldwell's Topchic's patented Coenzyme Technology protects the hair during coloration, and neutralizes free radicals which can cause over-oxidation. The Color Equalizer System homogenizes the hair structure for a more even color result and smoothness with improved compatibility. Recommendation: Perform a preliminary patch test according to the following directions prior to each application, even if the client has had color treatments before. Using a cotton-tipped applicator, apply the color mixture to a 1" x 1" patch of clean skin (gently wash with mild soap and water) on the inside of the forearm and leave to process. After 45 minutes, cleanse the area thoroughly with lukewarm water. After 48 hours have passed, examine the test area. If no reaction has occurred during the test or within 48 hours following the patch text, then the shade may be applied to the client. Do not treat the hair if any reaction occurs. This is a precautionary test, and does not mean conclusively that sensitivity or allergies will not occur during treatment.- In a bowl mix one part Topchic Lotion with one part Topchic Permanent Hair Color.- For virgin application, start with the darkest part of the hair and apply color 1/2 inch from  scalp to ends.- Wait 5-10 minutes, then apply remaining color to scalp area.- Total processing time 30 minutes.- Rinse, shampoo and condition with Goldwell color care shampoo and conditioner. For professional use only- Delivers optimum color safety every step of the way for you to be even more creative and successful     working with hair color- Natural shades provide 100% grey coverage, even on resistant hair- Over 100 intermixable shades- Unique Depot System is clean, easy and precise to mix and measure- Cream-gel consistency is easy to mix and apply  Permanent hair color- Recommended to be used with Goldwell's Topchic measuring tools perfectly aligned with  the Depot System  

Goldwell Topchic Hair Color Tube delivers maximum color accuracy with efficient product dosing and processing time for a quick, convenient and protective coloring service. Goldwell's Topchic's patented Coenzyme Technology protects the hair during coloration, and neutralizes free radicals which can cause over-oxidation. The Color Equalizer System homogenizes the hair structure for a more even color result and smoothness with improved compatibility. Recommendation: Perform a preliminary patch test according to the following directions prior to each application, even if the client has had color treatments before. Using a cotton-tipped applicator, apply the color mixture to a 1" x 1" patch of clean skin (gently wash with mild soap and water) on the inside of the forearm and leave to process. After 45 minutes, cleanse the area thoroughly with lukewarm water. After 48 hours have passed, examine the test area. If no reaction has occurred during the test or within 48 hours following the patch text, then the shade may be applied to the client. Do not treat the hair if any reaction occurs. This is a precautionary test, and does not mean conclusively that sensitivity or allergies will not occur during treatment.- In a bowl mix one part Topchic Lotion with one part Topchic Permanent Hair Color.- For virgin application, start with the darkest part of the hair and apply color 1/2 inch from  scalp to ends.- Wait 5-10 minutes, then apply remaining color to scalp area.- Total processing time 30 minutes.- Rinse, shampoo and condition with Goldwell color care shampoo and conditioner. For professional use only- Delivers optimum color safety every step of the way for you to be even more creative and successful     working with hair color- Natural shades provide 100% grey coverage, even on resistant hair- Over 100 intermixable shades- Unique Depot System is clean, easy and precise to mix and measure- Cream-gel consistency is easy to mix and apply  Permanent hair color- Recommended to be used with Goldwell's Topchic measuring tools perfectly aligned with  the Depot System  

Goldwell Topchic Zero Permanent Hair Color Tube 60ml/2oz  A mindful choice to coloring hair; Topchic Zero offers you and your clients a feel-good solution to beautiful, radiant-looking hair that is environmentally friendly from the inside out.GREY COVERAGE: Incredibly natural, reliable grey coverage –up to 100%. Excellent grey coverage –within the oxidative ammonia-free permanent color segment. COLOR RESULTS: Natural looking, even color results with the trusted durability of Topchic. Uncompromising performance for all hair types. HAIR CONDITION: Smooth and incredibly shiny hair. Up to 2x more shine. Hair that looks and feels healthy. With patented IntraLipid and BondPro+ Technology for maximum hair protection during the coloring process.*