Brand New! Iroiro is a 100% vegan and cruelty-free semi-permanent hair color. Most vibrant and long lasting, our colors prove that natural doesn't mean weak. In Eco-friendly containers. As well as coloring your hair, Iroiro provides your hair with the nourishment it needs to stay healthy – which is especially important when it comes to coloring your hair – thanks to the natural 100% pure coconut oil in the ingredients, which helps to keep your hair moisturized throughout the coloring process. Made with Natural Ingredients and Proudly made in USA! VEGAN-FRIENDLY – Made with completely vegan, cruelty-free natural ingredients. NATURAL – Iroiro is made with 100% pure coconut oil. Natural yuzu-cranberry fragrance and preservative. GENTLE – Contains no harsh or irritating chemicals. EASY TO APPLY – The hair color is cream-based which means you simply have to massage it in. The coconut oil in the ingredients helps to restore dry or damaged hair. Many vegan products still contain harsh chemicals that can damage your hair. We don’t think that’s right. Here’s a list of harsh chemicals we DON'T use in our products: - NO Petrol-based chemicals - NO PEGs - NO Paraben - NO Synthetic preservatives such as Methylisothiazolinone or Methylchloroisothiazolinone - NO Synthetic fragrances - NO Peroxide - NO Ammonia - NO PPD - NO Alcohol