{"product_id":"wella-professionals-pure-perfection-permanent-hair-colour","title":"Wella Professionals Pure Perfection Permanent Hair Colour 60ml","description":"\u003c!-- SEO-Friendly Intro --\u003e\n\u003ch2 class=\"visually-hidden\"\u003eWella Professionals Pure Perfection Permanent Hair Colour\u003c\/h2\u003e\n\u003cp\u003eWella Professionals Pure Perfection is an ammonia-free permanent hair colour created for neutral, natural-looking results with up to 100% grey coverage. Powered by Supercharged Metal Purifier technology, the professional vegan formula is designed to deliver reliable, true-to-tone colour while helping to reduce visible signs of hair damage during the colour service.\u003c\/p\u003e\n\u003cp\u003eAvailable in a carefully selected palette of 30 neutral shades, Pure Perfection delivers natural colour direction with enhanced shine, smoothness and nourishment. The dermatologically tested formula is free from ammonia, fragrances, mineral oil and silicones.\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003ePermanent professional hair colour with up to 100% grey coverage\u003c\/li\u003e\n\u003cli\u003eAmmonia-free vegan formula\u003c\/li\u003e\n\u003cli\u003eSupercharged Metal Purifier technology\u003c\/li\u003e\n\u003cli\u003e30 neutral, natural-looking shades\u003c\/li\u003e\n\u003cli\u003eClinically proven improvements in shine, smoothness and nourishment*\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003csmall\u003e*Versus untreated hair, based on expert panel clinical study.\u003c\/small\u003e\u003c\/p\u003e\n\u003c!-- Wella Range Strip --\u003e\n\u003cstyle\u003e\n\n.wella-system {\n  display: grid;\n  grid-template-columns: repeat(auto-fit, minmax(150px, 1fr));\n  gap: 12px;\n  margin: 25px 0;\n  text-align: center;\n}\n\n.wella-step {\n  border: 2px solid #e5e5e5;\n  border-radius: 10px;\n  padding: 14px 10px;\n  text-decoration: none;\n  color: #333;\n  background: #fff;\n  transition: 0.25s ease;\n  position: relative;\n}\n\n.wella-step:hover {\n  transform: translateY(-3px);\n  box-shadow: 0 6px 16px rgba(37,9,113,0.18);\n}\n\n.wella-step-badge {\n  position: absolute;\n  top: -10px;\n  left: 50%;\n  transform: translateX(-50%);\n  background: linear-gradient(90deg, #250971, #7b2ff7);\n  color: #fff;\n  font-size: 11px;\n  font-weight: 600;\n  padding: 4px 9px;\n  border-radius: 20px;\n  white-space: nowrap;\n}\n\n.wella-step strong {\n  display: block;\n  margin-top: 8px;\n  font-size: 13px;\n  color: #250971;\n}\n\n.wella-step span {\n  font-size: 12px;\n  color: #666;\n}\n\n\n\/* Premium Collapsible Boxes *\/\n\n.premium-collapsible {\n  border: 1px solid #e5e5e5;\n  border-radius: 10px;\n  overflow: hidden;\n  margin: 25px 0;\n  font-family: inherit;\n}\n\n.premium-collapsible details {\n  border-top: 1px solid #e5e5e5;\n}\n\n.premium-collapsible details:first-child {\n  border-top: none;\n}\n\n.premium-collapsible \u003e details \u003e summary {\n  padding: 14px 16px;\n  cursor: pointer;\n  font-weight: 600;\n  background: linear-gradient(90deg, #250971, #7b2ff7);\n  color: #ffffff;\n  list-style: none;\n  position: relative;\n  line-height: 1.3;\n  text-align: center;\n}\n\n.premium-collapsible \u003e details \u003e summary::-webkit-details-marker {\n  display: none;\n}\n\n.premium-collapsible \u003e details \u003e summary::after {\n  content: \"＋\";\n  position: absolute;\n  right: 16px;\n  font-size: 16px;\n}\n\n.premium-collapsible \u003e details[open] \u003e summary::after {\n  content: \"−\";\n}\n\n.premium-collapsible .content {\n  padding: 16px;\n  background: #ffffff;\n  color: #333333;\n  text-align: left;\n}\n\n.premium-collapsible ul,\n.premium-collapsible ol {\n  padding-left: 18px;\n  margin: 0;\n}\n\n.premium-collapsible li {\n  margin-bottom: 6px;\n}\n\n.visually-hidden {\n  position: absolute;\n  left: -9999px;\n  top: auto;\n  width: 1px;\n  height: 1px;\n  overflow: hidden;\n}\n\n\u003c\/style\u003e\n\u003cdiv class=\"wella-system\"\u003e\n\u003ca href=\"https:\/\/hairwaysdirect.com\/products\/wella-welloxon-perfect-creme-developer\" class=\"wella-step\"\u003e\n\u003cdiv class=\"wella-step-badge\"\u003eDeveloper\u003c\/div\u003e\n\u003cstrong\u003eWelloxon Perfect\u003c\/strong\u003e \u003cspan\u003eProfessional colour developer\u003c\/span\u003e\u003c\/a\u003e\u003ca href=\"https:\/\/hairwaysdirect.com\/collections\/wella-hair-colour\" class=\"wella-step\"\u003e\n\u003cdiv class=\"wella-step-badge\"\u003eHair Colour\u003c\/div\u003e\n\u003cstrong\u003eWella Hair Colour\u003c\/strong\u003e \u003cspan\u003eProfessional colour portfolio\u003c\/span\u003e\u003c\/a\u003e\u003ca href=\"https:\/\/hairwaysdirect.com\/collections\/wella-invigo\" class=\"wella-step\"\u003e\n\u003cdiv class=\"wella-step-badge\"\u003eHair Care\u003c\/div\u003e\n\u003cstrong\u003eWella Invigo\u003c\/strong\u003e \u003cspan\u003eProfessional care \u0026amp; maintenance\u003c\/span\u003e\u003c\/a\u003e\u003ca href=\"https:\/\/hairwaysdirect.com\/collections\/wella-ultimate-range\" class=\"wella-step\"\u003e\n\u003cdiv class=\"wella-step-badge\"\u003eRepair\u003c\/div\u003e\n\u003cstrong\u003eWella Ultimate\u003c\/strong\u003e \u003cspan\u003eAdvanced hair repair care\u003c\/span\u003e\u003c\/a\u003e\u003ca href=\"https:\/\/hairwaysdirect.com\/collections\/wella-eimi\" class=\"wella-step\"\u003e\n\u003cdiv class=\"wella-step-badge\"\u003eStyling\u003c\/div\u003e\n\u003cstrong\u003eWella EIMI\u003c\/strong\u003e \u003cspan\u003eProfessional styling \u0026amp; finishing\u003c\/span\u003e\u003c\/a\u003e\u003ca href=\"https:\/\/hairwaysdirect.com\/collections\/all-wella\" class=\"wella-step\"\u003e\n\u003cdiv class=\"wella-step-badge\"\u003eFull Range\u003c\/div\u003e\n\u003cstrong\u003eShop All Wella\u003c\/strong\u003e \u003cspan\u003eColour, care \u0026amp; styling\u003c\/span\u003e\u003c\/a\u003e\n\u003c\/div\u003e\n\u003c!-- Premium Collapsible Boxes --\u003e\n\u003cdiv class=\"premium-collapsible\"\u003e\n\u003cdetails\u003e\n\u003csummary\u003eProduct Overview\u003c\/summary\u003e\n\u003ch2 class=\"visually-hidden\"\u003eWella Pure Perfection Product Overview\u003c\/h2\u003e\n\u003cdiv class=\"content\"\u003e\n\u003cp\u003eWella Professionals Pure Perfection introduces a modern approach to permanent professional colour, delivering neutral, natural-looking results without ammonia. The carefully curated range of 30 shades is designed to provide reliable true-to-tone colour alongside up to 100% grey coverage.\u003c\/p\u003e\n\u003cp\u003eAt the heart of the formula is Supercharged Metal Purifier technology, developed to support reliable colour results and significantly reduce hair damage during the colouring process. In clinical testing, Pure Perfection delivered 55% more shine, 45% greater smoothness and 42% more nourished-looking hair compared with untreated hair.\u003c\/p\u003e\n\u003cp\u003eThe vegan formula is dermatologically tested on sensitive skin and offers a new 0% standard, formulated without ammonia, fragrances, mineral oil, silicones and intentionally added PPD\/PTD colour precursors.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/details\u003e\n\u003cdetails\u003e\n\u003csummary\u003eKey Features\u003c\/summary\u003e\n\u003ch2 class=\"visually-hidden\"\u003eWella Pure Perfection Key Features\u003c\/h2\u003e\n\u003cdiv class=\"content\"\u003e\n\u003cul\u003e\n\u003cli\u003eProfessional permanent hair colour\u003c\/li\u003e\n\u003cli\u003eUp to 100% grey coverage\u003c\/li\u003e\n\u003cli\u003eAmmonia-free formula\u003c\/li\u003e\n\u003cli\u003eVegan professional colour service\u003c\/li\u003e\n\u003cli\u003eSupercharged Metal Purifier technology\u003c\/li\u003e\n\u003cli\u003eDesigned to significantly reduce signs of hair damage\u003c\/li\u003e\n\u003cli\u003e55% more shine compared with untreated hair*\u003c\/li\u003e\n\u003cli\u003e45% smoother-looking hair compared with untreated hair*\u003c\/li\u003e\n\u003cli\u003e42% more nourished-looking hair compared with untreated hair*\u003c\/li\u003e\n\u003cli\u003e30 carefully selected neutral shades\u003c\/li\u003e\n\u003cli\u003eNatural, true-to-tone colour results\u003c\/li\u003e\n\u003cli\u003eDermatologically tested on sensitive skin\u003c\/li\u003e\n\u003cli\u003eFree from ammonia, fragrances, mineral oil and silicones\u003c\/li\u003e\n\u003cli\u003eDesigned for professional salon colour services\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003csmall\u003e*Versus untreated hair, based on expert panel clinical study.\u003c\/small\u003e\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/details\u003e\n\u003cdetails\u003e\n\u003csummary\u003eHow To Use\u003c\/summary\u003e\n\u003ch2 class=\"visually-hidden\"\u003eHow To Use Wella Pure Perfection Hair Colour\u003c\/h2\u003e\n\u003cdiv class=\"content\"\u003e\n\u003cp\u003e\u003cstrong\u003eStandard Mixing Ratio:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eMix Wella Pure Perfection with Welloxon Perfect in a \u003cstrong\u003e1:1 ratio\u003c\/strong\u003e.\u003c\/p\u003e\n\u003cp\u003eExample: 60g Pure Perfection + 60g Welloxon Perfect.\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003e6% Welloxon Perfect:\u003c\/strong\u003e Grey coverage and up to 1 level of lift\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003e9% Welloxon Perfect:\u003c\/strong\u003e Up to 2 levels of lift\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003e12% Welloxon Perfect:\u003c\/strong\u003e Up to 3 levels of lift\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cstrong\u003eApplication:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eWear suitable gloves and apply the colour mixture to dry hair.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eGrey Coverage:\u003c\/strong\u003e Begin application in the areas with the highest percentage of grey or white hair. For resistant grey hair, apply sufficient product to fully saturate the hair and work with fine sections.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFull Head Colour:\u003c\/strong\u003e Apply the freshly prepared colour mixture immediately from roots through to ends.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhen Lightening:\u003c\/strong\u003e\u003c\/p\u003e\n\u003col\u003e\n\u003cli\u003eApply the colour mixture to the lengths and ends first, leaving approximately 2cm free from the scalp. Develop for 20 minutes.\u003c\/li\u003e\n\u003cli\u003eApply the colour mixture to the root area and continue development for 30–40 minutes.\u003c\/li\u003e\n\u003c\/ol\u003e\n\u003cp\u003e\u003cstrong\u003eDevelopment Time:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eWithout heat: 30–40 minutes\u003c\/li\u003e\n\u003cli\u003eWith heat: 15–20 minutes\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cstrong\u003eRefreshing Mid-Lengths \u0026amp; Ends:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eA suitable Wella Professionals demi-permanent colour can be used to refresh previously coloured lengths and ends.\u003c\/p\u003e\n\u003cp\u003eAlternatively, mix Pure Perfection with Welloxon Perfect 1.9% in a \u003cstrong\u003e1:2 ratio\u003c\/strong\u003e, apply through the mid-lengths and ends after the root application and develop for up to 20 minutes.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eAfter Treatment:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eOnce development is complete, add a small amount of warm water and emulsify. Rinse thoroughly and cleanse with a Wella Professionals shampoo. Use Wella Professionals Post Colour Treatment to help neutralise oxidation residues and stabilise the colour.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eImportant:\u003c\/strong\u003e Professional hair colourants can cause severe allergic reactions. Always follow the manufacturer's instructions and allergy alert testing requirements. Do not use if a known PPD\/PTD allergy exists, as a severe reaction may still occur.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/details\u003e\n\u003cdetails\u003e\n\u003csummary\u003eIngredients\u003c\/summary\u003e\n\u003ch2 class=\"visually-hidden\"\u003eWella Pure Perfection Ingredients\u003c\/h2\u003e\n\u003cdiv class=\"content\"\u003e\n\u003cp\u003eAqua\/Water\/Eau, Ethanolamine, Cetearyl Alcohol, Cocamide MEA, Ceteareth-25, PEG-7 Glyceryl Cocoate, Sodium Laureth Sulfate, Citric Acid, Glycol Distearate, Trisodium Ethylenediamine Disuccinate, Propylene Glycol, Glycerin, Sodium Diethylenetriamine Pentamethylene Phosphonate, Sodium Sulfate, Xanthan Gum, Sodium Sulfite, Ascorbic Acid, Polyquaternium-10, Hydroxyethyl-3,4-Methylenedioxyaniline HCl, 2-Methoxymethyl-p-Phenylenediamine, Disodium EDTA, N,N-Bis(2-Hydroxyethyl)-p-Phenylenediamine Sulfate, m-Aminophenol, 2,4-Diaminophenoxyethanol HCl.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003ePlease note:\u003c\/strong\u003e Ingredient lists may vary between shades and can be updated by the manufacturer. Always check the packaging of the individual shade for the most current ingredient information before use.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/details\u003e\n\u003cdetails\u003e\n\u003csummary\u003eTechnical Specifications\u003c\/summary\u003e\n\u003ch2 class=\"visually-hidden\"\u003eWella Pure Perfection Technical Specifications\u003c\/h2\u003e\n\u003cdiv class=\"content\"\u003e\n\u003cul\u003e\n\u003cli\u003eBrand: Wella Professionals\u003c\/li\u003e\n\u003cli\u003eRange: Pure Perfection\u003c\/li\u003e\n\u003cli\u003eProduct Type: Permanent Professional Hair Colour\u003c\/li\u003e\n\u003cli\u003eColour Direction: Neutral, natural-looking results\u003c\/li\u003e\n\u003cli\u003eShade Range: 30+ shades\u003c\/li\u003e\n\u003cli\u003eGrey Coverage: Up to 100%\u003c\/li\u003e\n\u003cli\u003eStandard Mixing Ratio: 1:1 with Welloxon Perfect\u003c\/li\u003e\n\u003cli\u003eAlternative Refresh Ratio: 1:2 with Welloxon Perfect 1.9%\u003c\/li\u003e\n\u003cli\u003eDevelopment Time Without Heat: 30–40 minutes\u003c\/li\u003e\n\u003cli\u003eDevelopment Time With Heat: 15–20 minutes\u003c\/li\u003e\n\u003cli\u003eFormula: Ammonia-free and vegan\u003c\/li\u003e\n\u003cli\u003eTechnology: Supercharged Metal Purifier\u003c\/li\u003e\n\u003cli\u003eFree From: Ammonia, fragrances, mineral oil and silicones\u003c\/li\u003e\n\u003cli\u003eTesting: Dermatologically tested on sensitive skin\u003c\/li\u003e\n\u003cli\u003eUse: Professional salon colour services\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003c\/details\u003e\n\u003c\/div\u003e","brand":"Wella","offers":[{"title":"2\/0","offer_id":57925046796670,"sku":"PP20","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"3\/0","offer_id":57925046829438,"sku":"PP30","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"4\/0","offer_id":57925046862206,"sku":"PP40","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"44\/0","offer_id":57925046894974,"sku":"PP440","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"5\/0","offer_id":57925046927742,"sku":"PP50","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"55\/0","offer_id":57925046960510,"sku":"PP550","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"6\/0","offer_id":57925046993278,"sku":"PP60","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"66\/0","offer_id":57925047026046,"sku":"PP660","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"7\/0","offer_id":57925047058814,"sku":"PP70","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"77\/0","offer_id":57925047091582,"sku":"PP770","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"8\/0","offer_id":57925047124350,"sku":"PP80","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"88\/0","offer_id":57925047157118,"sku":"PP880","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"9\/0","offer_id":57925047189886,"sku":"PP90","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"10\/0","offer_id":57925047222654,"sku":"PP100","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"5\/1","offer_id":57925047255422,"sku":"PP51","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"7\/1","offer_id":57925047288190,"sku":"PP71","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"10\/1","offer_id":57925047320958,"sku":"PP101","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"5\/3","offer_id":57925047353726,"sku":"PP53","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"7\/3","offer_id":57925047386494,"sku":"PP73","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"9\/3","offer_id":57925047419262,"sku":"PP93","price":9.35,"currency_code":"GBP","in_stock":false},{"title":"6\/4","offer_id":57925047452030,"sku":"PP64","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"5\/40","offer_id":57925047484798,"sku":"PP540","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"7\/40","offer_id":57925047517566,"sku":"PP740","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"7\/6","offer_id":57925047550334,"sku":"PP76","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"9\/6","offer_id":57925047583102,"sku":"PP96","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"4\/7","offer_id":57925047615870,"sku":"PP47","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"6\/7","offer_id":57925047648638,"sku":"PP67","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"8\/7","offer_id":57925047681406,"sku":"PP87","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"5\/8","offer_id":57925047714174,"sku":"PP58","price":9.35,"currency_code":"GBP","in_stock":true},{"title":"7\/8","offer_id":57925047746942,"sku":"PP78","price":9.35,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0769\/1904\/6454\/files\/Pure_Perfection.jpg?v=1787847883","url":"https:\/\/hairwaysdirect.com\/products\/wella-professionals-pure-perfection-permanent-hair-colour","provider":"Hairways 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