The oil powered technology propels colorants deep into the hair, without ammonia, giving you pure, vivid, long-lasting color. Olia visibly improves and restores hair as the oils help to reverse roughness and dullness for more brilliant, long-lasting color. Hair is hydrated, silky, and 3x shinier. How is Olia different Unlike traditional hair color, Olia uses an exclusive 60% oil blend with natural flower oils to achieve brilliant, radiant color results. The unique non-drip velvet cream formula propels colorants into the hair--without ammonia--with a pleasant sensorial fragrance.