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Joico’s Head Turner color was created by Vero K-PAK International Artistic Director, Sue Pemberton. Pemberton, who celebrates her philosophy of good things take time, always uses 10-volume developer. The only time I go to 20 is when I have a client who has been doing black box color at home. Most colorists would look at dark Asian hair and automatically go to 20, 30 or 40 volume. I use 10 and allow the color to lift slowly with less damage. After the hair is lifted, I deposit with demi permanent color with 10-volume.
Pemberton wanted to keep the color off scalp and feathered. Instead of going to the ends in foil, she kept it asymmetric.