Wella Color Charm Permanent Liquid is a professional, developer-mixed permanent hair color designed for salon use, sold in a wide range of intermixable shades across five tonal families: neutral, ash, gold, warm, and red. It uses Wella's Liquifuse technology to saturate and penetrate the hair shaft for true-to-tone, fade-resistant color and up to 100% gray coverage, and it's formulated vegan and free of parabens and phthalates. Like other permanent liquid colors, it relies on ammonia to open the hair cuticle and oxidative dyes, including toluene-2,5-diamine sulfate and resorcinol, to build color that won't wash out - it is not an ammonia-free formula. It's mixed at a 1:2 ratio with Wella Color Charm liquid developer (commonly 20 volume for standard lift and gray coverage, 10 volume to deposit without lifting, or 40 volume for maximum lift) and processed on dry hair for 30 to 45 minutes depending on the depth or coverage needed. Because it requires precise mixing, sectioning, and developer selection, this is intended for use by a trained colorist rather than as a direct at-home application.
Each shade comes in a 42 mL (1.42 fl oz) bottle. Also includes Color Charm Permanent Liquid Toners (T10–T35) for neutralizing brassy and yellow tones on pre-lightened hair.
