The following response was provided by Jim Markham for Modern Salon magazine. Let us know what you think.
According to Jim Markham, a cosmetic chemist and CEO and founder of the Pureology line of color-care products, there are two primary reasons hair color fades. The first and biggest culprit is shampooing. “Most people use shampoos with harsh sulfates and high concentrations of salt, which strip hair color,” he says. The second-greatest cause of fade is environmental. Both the sun’s UVA and UVB rays and the lights cast within our homes and offices cause hair color to oxidize and eventually fade and become dull. Markham’s recommendations to combat color fading: use a shampoo with a sulfate-free surfactant system and low salt content, and make sure the products you use and your clients purchase contain combinations of potent antioxidants and sunscreens.