Procter & Gamble Announces Permanent-Color Hair Dye Molecule

Procter & Gamble’s Wella Salon Professional division said it has developed the ME+ molecule, the world’s first hair dye that offers full permanent color performance and color spectrum. P&G claimed at the 2013 Conference of the European Academy of Dermatology and Venereology that the hair dye also comes with reduced risk of developing allergy. Developed through more than 20 years of research and development, the 2-Methoxymethyl-p-Phenylenediamine molecule does not include pPD and pTD, which are the most common allergy triggers for some users of hair dyes.