Why its wow contains no ingredients to dull or darken your hair color free of discoloring silicones conditioning agents or pearlizing ingredients that layer on a dulling darkening film with each shampoo so color and highlights stay vivid and bright new technology makes other sulfate free formulas obsolete clinically proven to be as gentle on color treated hair as water color security is gentle and sulfate free to keep the cuticle tight without sacrificing rich lather keeps