Introducing the industry’s first and only 100% plant based permanent hair dye, ACT (Advanced Cosmetic Technologies) uses breakthrough technology and super-pure botanical extracts to make natural products that are as effective as many over-the-counter brands, and comes in 13 rich colors.

ACT’s vegan-friendly, two-part liquid color system uses renewable and sustainable plant dyes that gently bond to hair without altering hair’s natural pH balance, conditioning while coloring. Planet-friendly from packaging to ingredients, ACT’s carton and insert materials are made from Forest Stewardship Council (FSC) certified paper and 80% post-consumer waste. The packaging is printed with soy-based inks using energy generated by wind power. In addition, the products are also cruelty-free, with absolutely no testing on animals.

Available at select Whole Foods and online through www.actnaturals.com.