The Present Time is a demi-permanent alkaline colour, conceived with a sustainable approach and enriched with innovative Biomimetic Hair Restoring Technology to care for hair and for the environment.?

? It’s designed to deliver low-commitment and strengthening colour with an advanced power to create extra vibrancy. With 60 nuances in total, the line offers delicate lightening and gentle coverage with more longevity, reflective shine and dimensional colour results.

The Present Time offers up to 1 level of lift and colour deposit, with up to 70% white coverage on naturals and 50% on fashion reflects. The cream gel formula is fast and easy to mix and apply, and is dermatologically tested, making it delicate on the scalp. What’s more, hair is 10x shinier on fashion reflects and 6x shinier on natural tones.