Wella Professionals has consciously decided not to go down the ammonia-free path. Having been on the forefront of colour innovation since 133 years, Wella Professionals believe in providing hair protection and colour results. Why did the brand decide against being ammonia-free? The answer lies in the myth that ammoniafree colour is essentially damage-free, because it does not smell so strong. But the truth is, ammonia-free permanent hair colours replace ammonia with another similarly active ingredient, which even though it doesn’t smell, can be worse for your hair.