ASP Launches The First-of-its-Kind Ammonia-Free Dual Action Colour

Published 02nd Jun 2023 by Chlo Weldon

Global haircare brand, ASP Expert Haircare continues to push the boundaries of colour performance with the new PureTone launch. A unique colour concept, offering permanent or tone-on-tone results, depending on the application technique.

PureTone features 35 intermixable shades, including 10 toners and a Pure Gloss shine treatment. GPS-TECnology™ in this unique dual action formula precisely directs colour to the optimum location – just inside the cortex when tone-on-tone is desired, or deep within the hair shaft for permanent, long-lasting results. The formula contains Shea Butter and Argan Oil for radiant results. The range is more than 90% naturally derived, 100% vegan and ammonia free.

ASP Expert Haircare continually invests extensively in development and innovation. Over the last 25 years, education has been at the core of the company’s brand proposition, and this ethos continues without compromise with the latest PureTone launch. Take a look at the ways you can use this versatile new launch.

For permanent colour

To achieve healthy-looking, super glossy hair, with radiant, long-lasting results PureTone should be applied onto dry hair. With this technique, a cream or liquid activator can be used for the following benefits:

Cream Activator

  • Smooth, creamy, workable consistency
  • Full head colour
  • Up to 100% white coverage
  • Root stretches/taps
  • Technical applications

Liquid Activator

  • Gel-like, light workable consistency
  • Quick application on all hair lengths
  • Up to 70% white hair blending

ASP PureTone

For Tone-on-Tone Colour

To achieve super, glossy, radiant results that gradually fade, PureTone is to be applied to clean, towel dried hair.

Use the Cream Activator for:

  • Full head colour
  • Root stretches/taps
  • Technical toning and applications
  • Up to 50% white hair blending

Use the Liquid Activator for:

  • Quick application
  • Glossing
  • Glazing
  • Up to 30% white hair blending

For Gloss Treatments

The 000 Pure Gloss high gloss treatment (which contains no colour) can be applied to dry or clean, towel dried hair. Mix with your chosen activator for a gloss or mix with other shades, to dilute any PureTone shade.

The Toners

The collections of 10 toners for shimmering effects are perfect for glossing, glazing and tonal correction. Apply to clean, towel dried pre-lightened or natural blonde hair and use with any cream or liquid activator.

Regional stockists can be located at or bought directly via

This is a sponsored post in collaboration with ASP. 

Chlo Weldon

Chlo Weldon

Published 02nd Jun 2023

Chlo writes regular content for the print magazine and website, as well as scheduling the content for HJ’s social media channels. Chlo has a master’s degree in Magazine Journalism and previously worked as Assistant Editor at craft magazine Tattered Lace. After moving to London from her small hometown to be part of the HJ team, she is loving every minute of being involved in the industry. She loves a good treatment and is on a mission for a longer and thicker mane.

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