My Color Passion
124 shades. Not just another color line, but a system built on the belief that color should have personality, depth, and a distinctly Mediterranean soul. For salons that refuse to compromise between coverage, vibrancy, and hair health.
Why Salons Choose It's Color
Not More Color. Better Color.
8-15
Pigments Per Shade
Most professional lines use 4-8 pigments per shade. It's Color uses 8-15, a carefully balanced mix that gives every shade its own personality. The result isn't just a color level. It's a character. A warmth. A profundity you can see in the light.
99%
Pigment Oxidation
During development, It's Color pigments oxidize up to 99%. That means the color you see on the chart is the color you get on the hair, shade after shade, client after client, with the kind of repeatability that builds professional trust.
30%
Less Ammonia
Pure ammonia (not a derivative) used at the strictly needed percentage for every level. It stays on hair as little time as possible. The client smells less, the hair stays healthier, and the formulation still works perfectly at pH 9-10 because it was engineered to.
The Mediterranean Taste
Color That Feels Like Italy
It's Color was formulated in Italy, and it shows. The Natural series has a warmth and sunniness that reflects what "Made in Italy" means in color: not brassy, not dull, but alive with the kind of light you see in Mediterranean skin and hair.
Fashion shades have significant reflexes even at lower levels. A 3.7 Maroon isn't just dark; it's rich with personality. A 7.44 Copper isn't just warm; it's vibrant and full of energy.
This isn't accidental. It's the result of decades of pigment balancing by Italian chemists who understand that color is not just a level and a reflex. It's an emotion.
The Client Experience
What They'll Feel in the Chair
Healthy Hair After Color
Intact structure in diameter and tensile strength. Clients leave with hair that looks and feels as good as the color.
No Scalp Staining
The fluid cream base doesn't migrate. Clean scalp, clean lines, clean results, even at the hairline.
Less Smell, More Comfort
Pure ammonia volatilizes quickly, so clients notice significantly less odor during processing compared to other professional lines.
Predictable, Repeatable Results
Equal in subsequent levels: 4 is darker than 5 as much as 5 is darker than 6. No surprises. The chart matches the chair.
Uniform Root to Tip
The fluid cream penetrates and sticks uniformly. No banding, no hot spots, no patchiness from lengths to ends.
Long-Lasting Vibrancy
Colors hold their level, reflex, and brilliance wash after wash. Clients come back because the color still looks good at week 4.
124 shades with 8-15 pigments each. Browse the full chart and order.
Sign In to OrderThe Range
Every Color Story Has a Family
28 series organized by reflex character, from full-coverage naturals to creative fashion shades. Each family has its own pigment DNA. Tap to explore.
From Natural to Control Shades: every series ships with O2 Developer options.
Sign In to OrderThe Complete System
Everything a Colorist Needs
124 Shades
Standard permanent color
Full range from level 1 black to level 10 lightest blonde across 28 series.
Super & Ultra Blondes
High-lift without bleach
Level 12 and 13 shades that lift 4-5 levels while depositing tone.
Extra Blonding Creams
Lift + strip
Neutral and Irisé versions that lift natural hair 3 levels, colored hair 2 levels.
9 Control Shades
Creative expression
Forest, Citrus, Scarlet, Rose, Grenadine, Grapes, Ultraviolet, Galaxy, Smoke.
Intensifiers
Reflex concentrates
Graphite Grey and Violet. Use pure or mix with any shade to intensify.
O2 Developer
5 volumes available
0, 10, 20, 30, 40 vol, specifically formulated to mix perfectly with It's Color.
Shades, developers, intensifiers, and Super Blondes: the complete system.
Sign In to OrderThe Proof
Color Results
5.1 oz of Italian Value
See How Much You're Overpaying
Enter what you're paying now and we'll show you the potential savings.
124 Shades. One Decision.
Sign in to explore the full It's Color shade chart, order samples, and see professional pricing.