• Elumen does not contain ammonia, does not smell like ammonia, is not oxidative, and respects the hair. • A coloring process that eclipses conventional technologies: Elumen's magnet effect creates a new dimension of intensity and durability. • Its surprising technology makes Elumen a physical color, so it works entirely without oxidation; yet it achieves spectacular and long-lasting coloring results. • High-performance coloring without oxidation. • Colors with exceptional luminosity, shine, and durability. • No peroxide, no ammonia, and no ammonia smell.