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All hair color fades with time due to shampooing with harsh surfactants, heat styling, and environmental factors such as exposure to UVA/UVB rays.  All of these factors lessen the pigments deposited in the hair, thus causing fadeage and damaging hair. 

ColorProof utilizes extraordinary next generation sulfate-free, salt-free surfactants to super gently cleanse hair without stripping color along with a variety of other key ingredients to deliver unsurpassed color and heat protection, and incredibly shiny, vibrant, healthy hair.