These hair colour heroes contain chelating agents to remove unwanted minerals and other impurities.
You might think that having metal deposits in your hair is associated with hair dye, but, actually, “we all have metals like copper and iron on our strands, even those of us who have never dyed our hair,” says Carin Freidag, senior manager of global retail hair education at Clairol.
“These metals are deposited by water when we wash our hair.” Then, if you do go on to colour your strands, those metals affect your results. The key to getting them off? Chelating agents. Clairol’s new Nice’n Easy Pure Brunettes collection features the brand’s Detox+Pure Tone system, which starts with a pre-colour cleanser. Essentially acting as a “deep clean,” the cleanser contains chelating agents that react with the metal ions present in hair and remove minerals and other impurities, clarifying hair before dye is applied.
“This will give you a better, more even colour application because the dye will be able to penetrate deeper into the cortex of the hair,” says Freidag. “You’ll really be able to see the difference in how the dye is absorbed.” And, of course, achieving the shade you’re after is only half the battle. Using shampoos and styling products that are formulated with anti-fade technology is sure to extend the lifespan of your new dye job.
Below, shop some of our favourite colour-protecting haircare products.
Clairol Nice’n Easy Pure Brunettes
Clairol’s latest at-home colour launch, the Detox+Pure Tone system, starts with a pre-colour cleanser that purifies the hair from metals before the professional dye complex and intensive treatment can protect the hair from impurities (which get in the way of pure colour results).
Finally, a conditioning treatment, enriched with antioxidants, creates a barrier to preserve rich brunette tones.
Garnier Fructis Hair Filler + Ceramide Color Repair Serum
Formulated with ceramides, citric acid and Repair Care Complex, this serum reverses up to one year of damage, for smoother, more vibrant hair.
L’Oréal Paris EverPure Sulfate-Free Clarifying Shampoo for Hard Water Exposure
This non-stripping, clarifying formula is made with antioxidants and citamin C, to deeply cleanse hair by removing build-up while delivering mega-moisture.
L’Oréal Professionnel Metal Detox Shampoo
This innovative anti-metal cleansing shampoo detoxifies hair after colour treatments, balayage or bleaching, giving you better results. Not-so-fun fact: metal inside the hair fibre poses a risk of breakage and negatively impacts colour results during treatments.
A version of this article first appeared in FASHION’s March 2024 issue. Find out more here.
This article contains affiliate links, so we may earn a small commission when you make a purchase through links on our site at no additional cost to you.
:quality(85):upscale()/2026/03/03/765/n/1922564/a6df71bc69a718b483c195.80983759_.png "PS Editors Style UGGs For 2026 in the Name of Nostalgia")
:quality(85):upscale()/2026/02/11/999/n/1922564/19ffb493698d09b779a029.93496973_.png "We Found the Sexiest Lingerie on the Internet, Just in Time For Valentine's Day")
:quality(85):upscale()/2026/02/10/005/n/1922564/85a2b8ad698bba41400309.88193761_.jpg "Shop Adrienne Bailon-Houghton’s Outfits in “Chef’s Kiss”")
:quality(85):upscale()/2026/02/02/039/n/1922564/ce817f75698139ba0ecb12.67285255_.jpg "What to Wear to Watch the Super Bowl")
:quality(85):upscale()/2026/01/02/072/n/1922564/79d389f869586660c6ef52.99623592_.jpg "Coach Kisslock Frame Bag Review with Photos")
