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He applied the knowledge gained, which had been passed down from generation to generation, in the production of Herbatint’s formulas.\nThus, in a sector dominated by large multinational companies producing ammonia-based hair coloring, aimed only at product performance, Antica Erboristeria introduced a totally innovative formula: a permanent hair coloring containing herbal extracts without the use of ammonia and with a very low percentage of hydrogen peroxide. Passion and knowledge of herbal properties were fused together to find the most natural alternative to traditional ‘chemical’ colorings.\nDue to its perfect coverage of grey hair since the first application and the wide selection of colors in accordance with hair structure, Herbatint is still today, after over 40 years, the undisputed market leader of permanent coloring without ammonia.\nAntica Erboristeria manages the entire chain production (research, production and marketing) applying a strict control at every level of industrialization, thanks to the expertise it has gained over the years and the recognized quality of its formula. Today Herbatint is known and purchased by millions of consumers in over 40 countries.","how_to_use":"<p>Use only on dry hair. Using a plastic or a glass container only, combine equal amounts of Herbatint with the glycol developer (included in pack). Make sure the mixture has been thoroughly blended before application. 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