Novyco Academy · Alter Ego

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Novyco Academy · Alter Ego Italy

Learn Alter Ego,
Beauty & Kindness.

Eight easy-to-read Alter Ego Italy technical sheets, no video required: ratios, Coactivator volumes, processing times, underlying pigment levels, care rituals and EgoBond protocols. From Techno Fruit to Hasty Too, everything you need at the salon chair.

8technical sheets
116Techno Fruit shades
13BlondEgo products
Techno Fruit Color
The brand

We are Beauty. We are Kindness.

Read moreHistory, technology and range
An Italian family
Alter Ego Italy is manufactured by Pettenon Cosmetics S.p.A. SB in San Martino di Lupari (Padua): “the story of a family, a passion and an entirely Italian mission” since 1988, with its international academy on site.
Beauty & Kindness
Glamour, performance and effectiveness on one side; sustainability “as a way of being” on the other. Egoline: over 90% ingredients of natural origin, over 85% biodegradability, recycled and recyclable packaging, FSC paper.
We are Tech
Bio-hyper-fermentation and enzymatic biohydrolysis of active ingredients derived from Italian biodiversity: Apennine oats, Piedmont rice, Venetian walnut, prickly pear and Sicilian lemons, Trentino apples. “Inspired by nature. Strengthened by science.”
Four pillars
Color (Techno Fruit, My Color, Passion Color Mask), lighten and tone (BlondEgo), care for hair (Egoline: ScalpEgo, CureEgo, ChromEgo, EgoBond), style (Hasty Too “Urban Proof”).
The range
Techno Fruit Color My Color Coactivator Cream Gentle Protective Lightener Pure & Pastel Toner Passion Color Mask ScalpEgo Energizing Hasty Too Voluxious

See the full Alter Ego range →

Technical sheet 1

Techno Fruit Color · permanent color

How to read the numbering, choose Coactivator Cream, mixing ratio, processing time, gray hair coverage, super-lightening shades, and the three “changers” that turn the same cream into a tone-on-tone or creative service. Fast Color 10' is covered at the end of the sheet: same technology, ten minutes.

View the full product pageproduct · numbering · Coactivator and processing time · gray hair · changers · Fast Color 10'

The product

100 mL tubes · 116 shades · 28 series + /X Extra Red and /SS super-lightening · PPD-free

Permanent color cream with Keratin Delivery System (KDS): keratin and restructuring proteins carry micropigments to the heart of the cortex and help them adhere, which explains its staying power. A film of nourishing oils (cottonseed oil and honey) smooths the cuticle for shine; Garcinia mangostana (mangosteen) fights free radicals during oxidation. PPD-free formula. All shades can be mixed together. Oxidizer required: Coactivator Cream 5 · 10 · 20 · 30 · 40 vol., designed for the cream’s rich texture.

1 : 1,5standard ratio: 50 g of color + 75 g of Coactivator Cream
1 : 2/SS series, super-lightening, 40 vol. only
25 – 50 minprocessing time depending on volume, without heat
25 g + 25 gwhite hair > 50%: natural base + fashion shade
Techno Fruit golden rule: the result depends not only on pigment deposit, but also on the lightening action on natural melanin. A cool tone that “shifts” or white hair that appears poorly covered is almost always a problem with the volume or processing time, not the shade.

Reading the numbering system and color wheel

Level / primary tone, secondary tone: 7/43 = golden copper blonde

The number before the slash is the level (1 black to 11 very light blonde). The first number after the slash is the dominant tone, the second the secondary tone: 7/43 is a copper blonde with a hint of gold, 7/34 a golden blonde with a hint of copper. A doubled number (/00, /11, /22, /44) indicates an intense tone. Natural /0 shades are slightly warm; intense natural /00 shades are neutral: this is the “deep” base to choose for thick, resistant or very white hair.

The 2024 color wheel positions each shade according to its pigment base: yellow, orange, red, violet, blue, green. Neighboring shades blend; opposites neutralize each other (violet against yellow, blue against orange, green against red). This is why /8 matte (green base) corrects unwanted red tones in dark bases, and /2 iridescent (violet base) tones down gold tones on blondes.

Tone Name Color base
/0 Natural Warm
/00 Intense natural (deep) Neutral
/1 Ash Blue
/2 Iridescent / violet Violet
/3 Golden Yellow
/4 Copper Orange
/5 Mahogany Red-violet
/6 Red Red
/7 Brown Orange + blue
/8 Matte Green
Range Series Key points at the chair
Naturals and cool tones /0 · /00 · /01 ash natural · /1 ash · /11 intense ash · /8 matte · /12 iridescent ash · /2 iridescent · /21 iridescent ash · /22 intense iridescent /0 and /00 mix with all series for coverage. /1 + /0 = 100% coverage with a cool tone. /11 neutralizes unwanted warm tones. /8 for dark shades with no red residue. /2: perfect with some /0; when lifting, softens gold tones for pastel blondes. /22: reduce the amount of /0.
Browns /7 brown · /71 ash brown · /72 iridescent brown · /17 ash brunette (”mineral” brown) · /27 iridescent brown Excellent white coverage with 4/7, 5/7, 4/72 and 5/72 without adding /0. /71 takes better on hair with low hold.
Golds and coppers /3 gold · /31 ash gold · /32 iridescent gold · /34 copper gold · /04 copper natural · /4 copper · /43 gold copper · /44 intense copper · /42 iridescent copper All to be mixed with /0 when covering a high percentage of white hair. /31: ideal color balance for lifting natural bases and toning lightened hair. /4: vibrant on light tones, warmer on medium tones.
Reds /46 copper red · /6 red · /5 mahogany · /51 ash mahogany · /26 iridescent red · /X Extra Red (pyrazole) /5 and /51 cover well: reduce the amount of /0. /26 blends with the natural shades for coverage. /X covers white hair without /0.
High-lift /SS series SS series (e.g. 11/0) Lifts 4 or more levels on natural hair with a level 6-7 base, exclusively with Coactivator 40 vol., 1:2 ratio, 45-50 min. Does not cover white hair. Maximally neutralizes and tones warm pigmentation.

The color wheel and the 2025 digital shade chart are available to download in the Documents section.

Choosing Coactivator Cream and processing time

Official “Mixing Ratios” chart · 1:1.5 ratio for everything, except /SS at 1:2

Coactivator Cream is a cream developer formulated for Techno Fruit and My Color: its rich texture ensures good adherence, with conditioning and emollient action. 5 vol. (1.5%) is used for pure deposits and toners with the changers; from 10 to 40 vol., the volume determines the number of levels of lift, not the shade.

Coactivator Cream Result Lightening Processing time
10 vol. · 3% White hair coverage, tone-on-tone, darkening None 25 – 30 min
20 vol. · 6% Coverage 1 level 30 – 35 min
30 vol. · 9% Coverage 2 levels 35 – 40 min
40 vol. · 12% Coverage 3 levels 40 – 45 min
40 vol. + /SS series High lift, 1:2 ratio, level 6-7 base 4 or more levels 45 – 50 min
Example · level 6/0 base, 20% white hair, target 7/43
50 g 7/43 + 75 g Coactivator 20 vol. (1 level of lift) · 30 to 35 min. Less than 50% white hair and a copper series that covers well: no need to add /0.
Example · natural level 5/0 base, target 8/31
Three levels of lift: 50 g 8/31 + 75 g Coactivator 40 vol. · 40 to 45 min. For more lift (level 6-7 base to 10-11), switch to the /SS series at a 1:2 ratio with 40 vol., for 45 to 50 min.

Covering white hair

Starting at 50% white hair: half natural base, half fashion shade
% white hair Formulation Volume
< 50% Fashion shade alone, except series that require a supporting shade (/3, /32, /34, /4, /43, /44, /46, /6, /26): add one part /0 20 vol. and up
50 – 100%, fine or porous hair 25 g natural base /0 + 25 g fashion series 20 vol. (coverage) · 30 vol. for +2 levels
50 – 100%, thick or resistant hair 25 g deep natural base /00 + 25 g fashion series 20 or 30 vol., full processing time

The series that cover on their own, without a natural shade: /7, /71, /72 in levels 4 and 5, /X Extra Red, and the mahoganies /5, /51 with a reduced amount of /0. For cool coverage, /1 + /0. The more natural shade you add, the softer the reflect becomes: explain this trade-off to the client before formulating.

Example · 70% white hair, level 6 base, target 6/46
25 g 6/00 + 25 g 6/46 + 75 g Coactivator 20 vol. · 30 to 35 min. The neutral /00 keeps the copper red firmly in place on white hair without dulling it as much as a warm /0.

The three “changers”: pH Changer, Creative Changer, Color Transformer

Same Techno Fruit tube, three more services · 125 mL bottles
pH Changer · tone-on-tone4 g pH Changer + 40 g Techno Fruit + 60 to 80 g Coactivator 10 vol. Lowers the pH: the permanent cream color becomes a tone-on-tone color, with no regrowth effect.
pH Changer · demi-color2 g pH Changer + 40 g Techno Fruit + 60 g Coactivator 10 vol. Between permanent and tone-on-tone color: for darkening or refreshing lengths without overloading them.
Creative Changer20 g Techno Fruit + 30 g Coactivator + 2 g Creative Changer. Thickens the mixture: sections with different shades stay separate, with up to 3 levels of difference, without foil.
Color Transformer (citric acid acidifier)Color mixture 1:2 with Coactivator, with Color Transformer dosed at 1:10; process for 5 to 20 min. Transforms Techno Fruit into a tone-on-tone gloss for lengths and lightened hair. The leaflet recommends series /31, /43, /34, /4, /44, /7, /26, /42, /12, /21, and /1 for this service.
Classic combined service: apply permanent Techno Fruit to the roots with 20 vol., then, for the last 10 minutes, apply the same tube to the lengths as a tone-on-tone color mixed with pH Changer and 10 vol. One shade, one tube, no demarcation.

Fast Color 10' · the same technology in ten minutes

30 shades · 8 series · no PPD or resorcinol · 3 ten-minute services

Fast Color 10' shares the Techno Fruit formulation, with rebalanced pigments to develop in 10 minutes. Series: Naturals, Browns (cool), Ash, Iridescent, Gold, Copper, Reds, Golden Beige; all can be mixed. Clients: touch-ups between appointments, short and medium-length hair, clients in a hurry. Can be used on the same day as Techno Fruit: refresh the lengths, tone-on-tone color, or a cool gloss on the ends.

Service Mix Coactivator Cream Application Processing time
Permanent color 1 : 1 20 vol. · 30 vol. on resistant gray hair Washed and towel-dried hair 10 min · 100% coverage
Tone-on-tone 1 : 3 10 vol. Dry hair; apply to lengths during the last 10 minutes of root color processing 10 min
Super Blonde (toning) 10/0 at 1:5 10 vol. Washed and towel-dried hair (toning) or dry hair (full cool effect) up to 10 min

Bowl and brush application only: the mixture is too viscous for bottle application. Fast Color 10' brochure in French in the Documents section.

Technical Data Sheet 2

My Color · the ammonia-free permanent color

When to choose My Color over Techno Fruit, how to mix it, what it really lifts, the 24 new shades, and the matches between the two systems.

View the full product pageproduct and Techno Fruit comparison · series and 24 new shades · matches between systems

The product

100 mL tubes · Permanent Cosmetic Color Technology · ammonia-free, PPD-free

Gentle permanent hair color: 100% gray coverage, lightening up to 4 levels, true to the shade chart. Hyaluronic acid plumps the inner structure and adds volume; a hygroscopic active ingredient rich in proteins and amino acids retains moisture (anti-aging, anti-oxidation effect); an ECOCERT-certified ingredient adds anti-oxidant and anti-frizz action. Delicate fragrance, ideal for scalps sensitive to ammonia and clients who want a gentle color without sacrificing coverage.

1 : 1,5standard ratio with Coactivator Cream
1 : 2high-lift shades /SS
5 to 40 vol.5 vol. 1.5% · 10 vol. 3% · 20 vol. 6% · 30 vol. 9% · 40 vol. 12%
4 levelsmaximum lightening
Need Techno Fruit Color My Color
Gray coverage 100%, 25 g /0 or /00 + 25 g Fashion above 50% 100%, same rule: 25 g Natural + 25 g Fashion above 50%
Lightening Up to 3 levels, 4 and above with /SS at 40 vol. Up to 4 levels, /SS at 1:2
Tone-on-tone, darkening, toning 10 vol., or pH Changer / Color Transformer 5 vol. (1.5%) or 10 vol.
Sensitive scalp, odor Ammonia, PPD-free Ammonia- and PPD-free, delicate fragrance
Palette 116 shades, 28 series Series /0 /1 /10 /2 /23 /24 /3 /31 /34 /4 /43 /46 /5 /6 /7 /73 + XR, SS, Booster
Processing time 25 to 50 min depending on volume See the technical manual (not specified in the brochures)
Both systems use the same Coactivator Cream and the same approach to gray hair, so you can switch a Techno Fruit client to My Color without repeating the entire consultation. What changes: scalp comfort, shade chart accuracy, and one additional level of lightening.

Explore the My Color series

Same level/reflect logic as Techno Fruit · 24 new 2025 shades
Series For what
/0 Natural Natural color expression, providing a coverage base for all the other series.
/10 Black Blue Cool natural tones ranging from dark brown to black, with perfect coverage.
/1 Ash Cool natural tones.
/2 Violet · /23 Golden Iridescent /2: cool tones to enhance violets and add character to light tones. /23: spicy cool tones enhanced with a golden reflect.
/24 Iridescent Copper (new) 6/24, 8/24, 10/24: a powdery brown effect animated with copper details, from dark blonde to platinum.
/3 Golden · /31 Golden Ash /3: warm golden shades that enhance natural tones. /31: lightening and gray coverage with warm blondes, even on sensitized hair.
/34 Golden Copper · /4 Copper · /43 Copper Golden · /46 Copper Red From warm golden to copper red, balanced between the brightness of copper and the vibrancy of red.
/5 Mahogany · /6 Red · XR Extra Red /5: browns with red reflects, well balanced on medium tones. /6: bright, vibrant reds. XR: intense reds (5/664, 6/664, 7/664, 5/226, 6/666).
/7 Brown · /73 Golden Brown Medium tone with a variation of brown; /73 for rich, natural browns with a golden reflect.
SS · Booster High-lift shades at 1:2; Booster to intensify (see the technical manual for the dosage).

The 24 new 2025 shades complement the naturals (1/0 to 11/0, 1/10), the ash shades 5/1 to 11/1 and 12/1, the iridescent shades 12/2 and 6/23 to 11/23, the coppers and reds (6/4R, 7/46R, 5/664 to 7/664, 5/226, 6/666), the goldens 8/3 to 11/3 and 7/31 to 9/31, the browns 4/7 to 8/7 and 5/73 to 7/73, plus the /24 shades. The “24 new shades” brochure is in the Documents section.

Techno Fruit ↔ My Color ↔ Passion Color Mask equivalents

Achieve the same result with each system · official chart
Result Levels Techno Fruit My Color Passion Color Mask (per 20 g of mask)
Copper brown 5-6-7 /4 · /43 /4 · /43 + 2 g Red Elvis + 2 g Croco'Green + 5 g Yellow Tale
Warm brown 4-5-6 /0 · /7 · /32 /0 · /3 · /7 + 4 g Orange Tango + 2 g Rott Violett
Neutral brown 3-4-5-6 /00 · /1 · /72 · /71 /1 · /7 · /23 + 10 g Yellow Tale + 3 g Rott Violett + 1 g Red Elvis + 2 g Turquoise Delight + 2 g Pepper Pink
Copper 6-7 /4 · /43 · /44 · /34 /4 · /43 · /34 + 5 g Orange Tango + 1 g Yellow Tale
Red copper 4-5-6 /46 · /6 /46 · /6 + 2 g Red Elvis + 10 g Orange Tango
Dark red 4-5-6 Extra Red /626 · /666 · /551 · /656 /664 + 10 g Red Elvis + 1 g Rott Violett
Copper red 6-7 /446 · /64 /664 · /46 + 7 g Orange Tango + 1 g Red Elvis
Violet 2 to 6 /20 · /22 /2 + 5 g Rott Violett + 1 g Red Elvis
Mahogany violet 4-5-6 /5 · /51 /5 + 5 g Rott Violett + 3 g Red Elvis
Sand 7 to 11 /2 · /31 · /32 /23 + 2 g Orange Tango + 1 g Rott Violett
Peach 8 to 11 /04 · /0 · /31 /4 + 3 g Pepper Pink + 1 g Orange Tango
Intense pearlescent 6-7-8 /00 · /2 · /32 /23 + 3 g Rott Violett + 2 g Orange Tango
Golden 7 to 11 /3 /3 + 1 g Orange Tango
Blue black 1-2 /0 · /10 /0 · /10 + 5 g Blue Blush

The Passion Color Mask mixtures in this table are from the “Techno Fruit Color Chart” (old shade names); current range names are in the Passion Color Mask sheet below. Leave on for 10 min.

Technical sheet 3

BlondEgo · lightening and brightening

Six lighteners and brighteners, one dedicated full-head activator, one cream for coloured hair and one cream super-lightener: which product for which technique, ratio, volumes, maximum processing time and bond protection with EgoBond.

View the full product pagechoosing your lightener · Gentle Protective Lightener and Osmo Protector · Pure Hi-Lite and Pure Diamond Lift

Choosing your lightener

Ultra Comfort · all on dry hair · always with Coactivator Cream (except full-head application)

Three powders, one cream, one oil and a cream activator. Balayage Clay (kaolin, white clay) has an elastic texture that adheres to strands without foil; Ultra 9 (creamy grey powder) is a powerful, precise lightener with strong neutralisation of unwanted tones; Gentle Protective Lightener (violet micropigments + Osmo Protector) is the powder for over-processed hair; compact, dust-free Pure Light Blue Powder is suitable for all techniques and colour removal; Pure Light Cream (Inca oil, Active Shine) offers maximum control for freehand and foil techniques; Pure Light Oil gently lightens regrowth and creates sun-kissed effects. The powders are enriched with Pro-Light System: it helps water molecules adhere, maintains moisture and forms a barrier against chemical agents.

Product Which technique? Lightening Mix Coactivator Maximum processing time
Balayage Clay Lightener Freehand, foil-free balayage up to 7 levels 1 : 2 10 · 20 · 30 · 40 vol. 45 min
Ultra 9 Lightener Intense, precise lightening, highlights, foils 5 levels in 30 min · up to 9 levels in 60 min 1 : 2 intense · 1 : 3 medium 10 · 20 · 30 vol. 60 min
Gentle Protective Lightener Over-processed, sensitized hair; all techniques up to 7 levels 1 : 2 10 · 20 · 30 · 40 vol. 40 min
Pure Light Blue Powder 500 g All techniques and color removal; more compact for freehand application, more fluid for foils up to 7 levels to desired consistency Coactivator Cream 45 min
Pure Light Cream 500 g Freehand 1 : 1.5 · foils 1 : 2 · full head with Total Blonde Activator; dry, unwashed hair up to 7 levels 1 : 1.5 or 1 : 2 Coactivator or Total Blonde Activator 45 min
Pure Light Oil 500 mL Regrowth on previously lightened hair, natural sun-kissed effects; non-metallic bowl, creamy consistency up to 4 levels 1 : 2 10 · 20 · 30 · 40 vol. 50 min
Total Blonde Activator 500 mL Full-head cream activator with Pure Light Cream; hyaluronic acid, Inca oil, Active Shine for scalp comfort — with Pure Light Cream — 45 min
Ultra 9: assess the condition and health of the hair before choosing 1 : 2 (intense) or 1 : 3 (medium). Fine or porous hair can reach 5 levels well before 30 minutes: monitor visually and never rely on the timer alone.
  1. Assessment: hair fiber condition, chemical history, starting level and target level. Over-processed hair → Gentle Protective Lightener, optionally + EgoBond.
  2. Mix in a non-metallic bowl: powder or cream + Coactivator Cream at the ratio shown in the table; for full-head application, Pure Light Cream with Total Blonde Activator.
  3. Apply to dry hair (unwashed for Pure Light Cream), ensuring even, saturated coverage.
  4. Visually monitor until the desired level of lift is reached, without exceeding the product's maximum processing time.
  5. Rinse thoroughly, then use Blonde Maintain Shampoo (gentle, anti-yellow cleansing) and suitable treatment: Silk Oil, Filler or EgoBond ritual.
  6. Tone with Pure Toner, Pastel Toner or Pure Toner No Lift (next page).

Gentle Protective Lightener and Osmo Protector

Powder with violet micropigments · patent pending no. 102019000024361 · up to 7 levels

During bleaching, the proteins in the hair lose their osmotic balance and sulfur bonds weaken. Osmo Protector (Deco-Cuddle Professional technology) is an osmolyte: it maintains the osmotic balance of keratin, protects sulfur bonds and increases hydration during and after the service. It is not a malic acid “plex”: the molecule works through hydration, not linear bonding.

Expected results: hair hydrated during and after lightening, visibly restructured hair fiber, discoloration imperfections prevented or reduced, neutralization built in through violet micropigments. One-step performance.

1 : 2with Coactivator Cream 10, 20, 30 or 40 vol.
40 minprocessing time
7 levelsmaximum lift
+ EgoBondBond Booster in the mixture to strengthen bond protection
Balayage with EgoBond · official dosage
30 g bleaching powder + 60 g Coactivator Cream + 7.5 mL Bond Booster (step 1). Process according to the product instructions, rinse, Bond Shampoo. Then apply 10 mL Bond Setter (step 2) to all lengths, leave for 10 min, rinse; tone; finally apply 5 mL Bond Locker (step 3) to lengths and ends, leave for 5 min, rinse.

Previously colored hair: Pure Hi-Lite and Pure Diamond Lift

Ultra Pure · lighten without bleaching

Pure Hi-Lite · lightening cream for colored hair

Very similar to a super-lightener, but slightly more alkaline and pigment-free. For levels 4 and above: partial lightening effects on previously colored lengths, color removal from lengths weighed down by a slight pigment buildup, multidimensional illumination without bleaching or toning. Lightens up to 3 levels, progressively and in a controlled way, and creates a base that may not need toner.

1 tube 150 mL + 300 mLCoactivator 20, 30 or 40 vol. (1 : 2)
30 – 50 minon dry hair, lengths and ends

Special alkalinity: never apply to the skin or scalp.

Pure Diamond Lift · cream super-lightener, 5 shades

Lightens and colors up to 5 levels in one application; each shade is calibrated to control underlying warm pigments. HL.0 Natural: maximum lightening, translucent “pure blonde” effect. HL.1 Ash: neutralizes orange-yellow, ash blonde. HL.2 Iris: neutralizes light yellow, iridescent beige. HL.91 Pearl Ash: neutralizes light yellow, pearly blonde. HL.7 Beige: neutralizes warmth, sandy blonde.

1 : 2root touch-up service
50 minprocessing time
Technical tip: after retouching the regrowth with Pure Diamond Lift, do not apply the same mixture down the lengths. Tone the lengths and ends with the appropriate Pure Toner.
Technical sheet 4

BlondEgo · tone and maintain blonde hair

Pure Toner, Pastel Toner and the new Pure Toner No Lift range: which toner to use on which lift base, ratio, monitoring time, then anti-yellow maintenance in the salon and at home.

View the full product pagePure Toner · Pastel Toner · Pure Toner No Lift × base · blonde maintenance

Pure Toner · zero-ammonia cream toner

White · Platinum · Caramel · Dusty Pink · eco-certified Inca oil and Active Shine

Progressive toning and lightening action that neutralizes underlying warm pigments on naturally blonde, bleached or lightened hair. Zero ammonia: scalp comfort, respects the hair structure.

1 : 2with Coactivator Cream 10 vol.
5 – 20 minmonitor visually, never exceed 20 min
Washed, towel-dried hairuniform application
Pure Toner Neutralizes Result
White (Ice-Cold) Underlying yellow pigments Pale, icy blondes
Platinum (Ash-Blonde) Yellow-orange pigments Gray, ash blondes
Caramel (Caramel-Blonde) — Enhances warm tones
Dusty Pink (Pastel-Blonde) Intense yellows Highly customized, rosy blondes
  1. Wash, towel-dry; apply the 1: 2 mixture with 10 vol. throughout the bleached or lightened area.
  2. Check for 5 to 20 min, depending on the desired shade.
  3. Emulsify, rinse with warm water until the water runs clear.
  4. Color Care Shampoo, then Color Care Conditioner to protect and nourish cosmetic color.

Pastel Toner · creative semi-permanent color

Milky Mint · Pink Pop · Cappuccino · Pastel Lilac · Denim Mauve · Dusty Copper · 6 to 8 washes

Semi-permanent color with a pastel effect for blonde, bleached or lightened hair, levels 7 to 10. On medium to dark bases (5-6), it gives only subtle reflects. Average longevity of up to 6-8 washes, depending on hair structure and shampooing frequency. Same directions as Pure Toner: 1: 2 with Coactivator 10 vol., washed and towel-dried hair, 5 to 20 min, rinse, Color Care.

Variations: Pastel Toners can be mixed together and with Pure Toner White, Platinum, Caramel and Dusty Pink for an infinite number of custom shades. The lighter the base (9-10), the more distinct the pastel; on a level 7-8 base, the reflect remains subtle.

Pure Toner No Lift · tone without lightening (2025)

/0 · /1 · /02 · /32 · levels 9-10 · can be mixed together

Non-lightening toning cream for naturally blonde, bleached or lightened hair. It controls residual yellow after bleaching, leaving hair translucent and true to the desired tone, while fully respecting the natural base (no lightening). The intensity of the result varies according to the shade applied, the achieved lightening level and the condition of the hair: the same shade does not produce the same effect on a level 9 and a level 10.

No Lift Toner Ideal base On level 9 On level 10
/0 Natural 10 — Fights yellow: natural powder blonde
/1 Ash 9-10 Eliminates yellow: cool blonde Light gray effect
/02 Natural Iris 9-10 Fights yellow: natural platinum blonde Fights yellow: natural powder blonde
/32 Golden Iris 9-10 Golden effect Fights yellow: golden / beige

No Lift ratio and processing time: see the technical manual or application chart (Documents section, « Pure Toner Chart 2025 »). Do not tone a level 7-8 base with No Lift: it does not lighten, so the yellow-orange will remain.

Maintain blonde hair

Ultra Care · salon and home
Product When Directions
Blonde Maintain Shampoo 950 mL (AEI 9483) Immediately after any bleaching; frequent use at home on bleached, lightened, blonde, white and gray hair Massage gently into wet hair, leave for a few minutes, then rinse. Gentle non-ionic surfactant (Plantacare 2000 UP) + conditioning quaternized guar powder.
Silver Maintain shampoo, conditioner, mousse (ChromEgo) Purple-pigment anti-yellowing treatment, effective for up to 5 weeks; 1 to 2 times a week Shampoo 3-5 min; conditioner 3-5 min; mousse on towel-dried hair 1-3 min (platinum) or 3-5 min (golden). Gloves.
Color Care shampoo + conditioner After every toning service Preserves shine for up to 7 weeks (tested over 20 washes).
Silk Oil or Filler ritual (CureEgo) After bleaching, dry or dehydrated hair See the Egoline data sheet.
Technical data sheet 5

Passion Color Mask · the conditioning direct-dye color

Fifteen vegan shades in three families, five services lasting 3 to 15 minutes, the application base-level chart and signature mixtures. Everything you need to sell the service in the salon and the product for retail.

View the full product pageProduct and families · the 5 services · matching the shade chart

The product

250 mL tubes · 15 shades · vegan formula > 96% naturally derived · > 80% biodegradable

Direct-dye color mask (cationic dyes) that binds to the cuticle through affinity: it creates a film that modifies the highlight semi-permanently, with no oxidizer, no lightening power and no covering power (only Intense Black camouflages gray hair). Active ingredients: Chlorella vulgaris (softness), white lupin (proteins, amino acids) and orange peel pseudo-proteins from upcycling (a plant-based alternative to keratin: anti-frizz, elasticity, hydration). Fresh citrus, lily of the valley and rose fragrance. Lasts 3 to 6 washes; longer on porous bleached hair.

Pure shadeno mixing, no oxidizer
3 – 15 mindepending on the service
3 – 6 washeslasting power depends on porosity
Glovesrequired, in the salon and at home
Range Shades For what Ideal base
Foundation Nude Shine effect on its own or dilution base for pastels All bases
Natural Intense Black · Spicy Chocolate · Hot Moka · Copper Sunset Enhance color and warm, spicy, luscious highlights; refresh brunettes and coppers Intense Black levels 1 to 7 · all others levels 5 to 7 (pronounced highlight around level 7)
Radiant Vanilla Sky · Summer Sand · Pink Pearl · Silver Shimmer Soft, romantic tones on light bases Levels 8 to 10 required
Bold Orange Juice · Cherry Berry · Fucsia Bubble · Ultra Violet · Electric Blue · Magic Teal Vivid, creative looks; variable results from medium bases From level 3-4 (subtle highlight); pronounced from 7 to 10

The five services

Always after using the appropriate Alter Ego shampoo, towel-dried hair, gloves
Service Hair Product Processing time Result
Refresh Colored (salon or at home) Pure shade 3 – 5 min Color stays shiny and intense between appointments
Light Up Natural Pure shade 15 min Shine and subtle highlights; fades without regrowth
Radiant Lightened or bleached, level 8-10 base Radiant Family 3 – 5 min Refresh or neutralize highlights, delicate tones
Strong Effect Lightened or bleached Bold Family 5 – 15 min, depending on the result Vivid or “crazy” highlights
Pastel Effect Lightened or bleached Shade + Nude 5 – 15 min, depending on the result Soft, delicate fashion tones
  1. Wash with the appropriate Alter Ego Italy shampoo, towel-dry, and put on gloves.
  2. Distribute evenly through the lengths and ends with a wide-tooth comb, starting ½ cm from the scalp and avoiding the skin.
  3. Leave on for 3 to 15 min, depending on the service and desired result.
  4. Rinse thoroughly and carefully (rinsing prevents stains on pillowcases), then move on to the next service.
Signature blends (on lightened hair)
Strawberry Lollipop: 25 g Nude + 5 g Fucsia Bubble · New Moon: 25 g Silver Shimmer + 5 g Intense Black · Red Velvet: 10 g Nude + 10 g Cherry Berry + 10 g Ultra Violet · Viva Magenta: 25 g Silver Shimmer + 5 g Ultra Violet · Rosso Tiziano: 10 g Spicy Chocolate + 10 g Copper Sunset + 10 g Ultra Violet · Midnight Sky: 5 g Electric Blue + 5 g Ultra Violet + 20 g Nude.
The result is never the nominal shade: on a level 9-10 bleached base, the tone is pronounced; on a natural or dark base, it is subtle, and on some bases it neutralizes. Do a strand test on ambiguous bases. All shades can be mixed together.

Match to the color chart

To refresh a Techno Fruit or My Color oxidative color with the right shade
Passion Color Mask Tone Corresponding color series
Nude Transparent, colorless All
Intense Black Intense gray Dark natural shades /0
Spicy Chocolate Iridescent brown /71 · /72 · /17
Hot Moka Warm brown /7 · /73
Copper Sunset Copper /4 · /43
Vanilla Sky Pale gold /3
Summer Sand Iridescent gold /32 · /23
Pink Pearl Ashy gold iridescent /31 · /17
Silver Shimmer Very light gray /1 · /11
Orange Juice Orange Creative
Cherry Berry Intense red /6 · /666 (Extra Red)
Fucsia Bubble Cool red /26
Ultra Violet Intense violet /22
Electric Blue · Magic Teal Blue · blue-green Creative

At-home retail: yes, recommended. The mask extends the salon color's longevity and protects the hair fiber. Remind the client: wear gloves, apply ½ cm from the scalp, rinse thoroughly, and do not go to bed with wet hair that same evening.

Technical data sheet 6

ScalpEgo · the scalp diagnosis

Four fermented oat families for four scalp conditions: hair loss, thinning hair, sebum and dandruff, sensitivity. Products, processing times, salon and at-home rituals, clinical results.

View the full product pagewhich family for which scalp · salon and at-home rituals

Which family for which scalp

Common base: Apennine fermented oat (prebiotic, soothing) · 50 · 300 · 950 mL sizes

Sensitivity, dandruff, excess sebum, hair loss: conditions linked to an imbalance in the skin microbiome. Fermented oat (bio-hyperfermentation: fermentation + enzymatic biohydrolysis) modulates the microbiome, soothes and prevents dryness; each family adds its own active ingredients. Egoline: over 90% naturally derived ingredients, over 85% biodegradability, biodegradable fragrances.

Range Scalp Added active ingredients Products and processing time Measured result
Energizing Fragile, hair prone to falling out Vitamins, amino acids, ginseng, burdock root (Arctium majus) Vitalizing Shampoo (leave on for a few minutes) · Leave-in Vitalizing Treatment 12 × 10 mL or 100 mL · Double System Energizing Patch +41% tensile strength, −45% hair loss during washing after 6 weeks (20 volunteers)
Densifying Fragile, thinning hair Chlorella vulgaris, white lupin Thickening Shampoo (suitable for daily use) · Leave-in thickening spray treatment 150 mL Structure and volume for the hair shaft without weighing it down
Balancing Excess sebum, dandruff Rosemary, watercress, sage Purifying pre-shampoo 150 mL, 5 min, rinse · Purifying Shampoo −20% sebum after 28 days
Calming Sensitive, redness Sicilian prickly pear Soothing pre-shampoo 150 mL, 5 min, gentle massage, rinse · Soothing Shampoo Relieves scalp tension

Salon and at-home rituals

One pre-treatment, one shampoo, one leave-in treatment, depending on the range

Energizing · intensive treatment or prevention

  1. Salon: Energizing Shampoo, rinse; apply Energizing Vitalizing Treatment to the scalp, massage until absorbed, do not rinse.
  2. Treatment frequency: intensive treatment, every other day for 1 month; maintenance or prevention, twice a week for 2 months.
  3. At home, intensive treatment: 2 Concentrated Formula Plus patches (arginine, biotin, ginseng) per day for the first week, then 2 Maintenance Formula patches (rosemary, nettle, hops) per day for 4 weeks; apply to a clean, dry area for 6 to 12 hours, changing the position each day.

Densifying

Rinse out Densifying Shampoo; spray Densifying Treatment onto the scalp, massage lightly, do not rinse. For a real thickening effect: use every day.

Balancing

Balancing Pre-shampoo over the entire scalp, massage gently, leave for 5 min, rinse. Apply Balancing Shampoo, leave for a few minutes, then rinse; repeat if necessary.

Calming

Calming Pre-shampoo over the entire scalp, 5 min, massage gently, rinse. Apply Calming Shampoo to wet scalp and rinse.

Balancing and Calming pre-shampoos are also the starting point for the Full Relax salon ritual (see 2026 New Products): diagnosis, 5 to 10-minute pre-treatment, shampoo from the relevant family, then CureEgo lengths treatment.
Technical sheet 7

CureEgo, ChromEgo and EgoBond · care for lengths, color and bonds

Which range for which hair type, processing time for each product, fine vs. thick hair rituals, and the 3-step EgoBond protocol with its dosages for bleaching and coloring.

View the full product pageCureEgo lengths · ChromEgo color · EgoBond 3 + 4 steps and dosages

CureEgo · lengths

Shared base: fermented Piedmont rice water (antioxidants, amino acids, proteins)
Range Hair Signature active Products and processing times
Hydraday All hair types, frequent use, daily washing Emilian Hills Grape Essence Shampoo · Conditioner gel 3-5 min (medium to thick hair) · Liquid Conditioner no processing time (medium to fine hair) · Whipped Cream leave-in mousse on towel-dried hair
Silk Oil Coily, unruly, frizzy, dry hair Reflective mullein (Verbascum), argan oil in the oil Shampoo · Conditioner 3-5 min · Intensive Rinse-Out Treatment 12 × 10 mL, 3-5 min (can be mixed with the conditioner) · Leave-in illuminating treatment 12 × 10 mL · Conditioning Oil 50/100 mL before or after blow-drying
Curly Curly and wavy hair Organic Italian chestnuts Shampoo · Mask 5-10 min · Leave-in Mousse 175 mL on towel-dried hair
Filler Dehydrated, dull, lacking body Compact hyaluronic acid Shampoo · Mask 5-10 min · Leave-in Lotion 12 × 10 mL (medium to thick hair) · Leave-in Mousse 175 mL (medium to fine hair)
Volume Fine, flat hair Rosa chinensis phytokeratin Shampoo · Mousse 200 mL: rinse out for medium to fine hair, leave in for medium to thick hair · Volumizing Spray 150 mL at the roots on towel-dried hair
Silk Oil Ritual · medium to thick hair
Silk Oil Shampoo → Silk Oil Conditioner 3-5 min (or Intensive Rinse-Out Treatment 3-5 min, alone or mixed with the conditioner) → rinse → leave-in illuminating treatment on towel-dried hair → Conditioning Oil before blow-drying (heat protection) and a few drops on dry hair for shine.
Silk Oil Ritual · medium to fine hair
Silk Oil Shampoo → Leave-in illuminating treatment directly on towel-dried hair → blow-dry. The oil before blow-drying is suitable for all hair types; after blow-drying, it is for thick or unruly hair only.
Filler Ritual
Filler Shampoo → Filler Mask 5-10 min, emulsify, rinse → medium to thick hair: leave-in Filler Lotion on towel-dried hair; medium to fine hair: Filler Mousse on towel-dried hair.
Egoline fine/thick hair rule: the liquid or mousse product is for fine hair (Liquid Conditioner, Filler Mousse, rinsed-out Volume Mousse), while the gel, lotion or cream product is for thick hair (Conditioner gel, Filler Lotion, leave-in Volume Mousse).

ChromEgo · color

Common base: Venetian walnut (upcycled green walnuts, anti-fade antioxidant)
Range Hair Pigment / active ingredients Products and processing times Result
Color Care Colored and bleached hair Shea butter, sunflower oil, sodium gluconate Shampoo · Conditioner 3-5 min (medium to fine hair) · Mask 5-10 min (medium to thick hair) · Leave-in 150 mL Shine and intensity for up to 7 weeks (20-wash test)
Silver Maintain Blond, gray, white, lightened, bleached hair Violet pigment + Chlorella, white lupin Shampoo 3-5 min · Conditioner 3-5 min · Mousse 1-3 min (platinum) or 3-5 min (golden). Gloves. Anti-yellow for up to 5 weeks; 1 to 2 times per week
Anti-Red Natural or colored browns, levels 3-4-5 Intense green pigment; organic grape skins from Emilia, Sicilian lemons, apples from Trentino, organic wheat bran Shampoo · Conditioner 3-5 min. Gloves. Cool brown, unwanted red tones neutralized
Anti-Orange Colored browns, levels 5-6-7 Intense blue pigment; same fruits Shampoo · Conditioner 3-5 min. Gloves. Cool brown, unwanted orange tones neutralized
Choose the neutralizer by level, not by eye: the tone revealed on a level 4 is red (Anti-Red, green pigment), on a level 6 it is orange (Anti-Orange, blue pigment), and on a level 9 it is yellow (Silver Maintain, violet pigment). This is the color wheel from sheet 1 applied at the shampoo basin.

EgoBond · the 3 + 4-step strengthening system

Keravis™ Bond technology (amino acids and plant proteins) · 3 salon steps, 4 at-home steps + Bond Primer

A dual-action bond builder: inside, a low-molecular-weight protein complex penetrates the cuticle and rebuilds broken bonds caused by lightening; outside, a film strengthens disulfide bonds, moisturizes and adds shine. Suitable for all colored, bleached and chemically treated hair. Manufacturer's claim: triples the strength of damaged hair, increases resistance to breakage and boosts hydration.

Step Product · pH Role Size
0 Bond Primer · pH 3.0-3.5 Spray-on preparer, from roots to ends on dry hair: rebuilds bonds and boosts Bond Locker's effectiveness 150 mL
1 Bond Booster · pH 4.3-4.8 Liquid additive in the technical mixture (bleach, color) 250 mL
2 Bond Setter · pH 4.5-5.0 Post-rinse strengthener, works synergistically with the Booster 500 mL
3 Bond Locker · pH 4.5-5.0 Sealer that nourishes and detangles, reduces heat and mechanical damage 250 / 500 mL
4 · 5 Bond Shampoo · Bond Mask Restructuring maintenance; the mask is ideal for medium-thick hair 250 mL
6 · 7 Bond Leave-in · Bond Oil (Abyssinian oil) Leave-in sealer, ideal for medium-fine hair; nourishing detangling oil 200 / 100 mL
8 Bond Intense · pH 3.8-4.2 Pressurized concentrated mask, 1 to 2 times per week 100 mL
Service Step 1 · in the mixture Step 2 · Bond Setter Step 3 · Bond Locker
Full bleaching 7.5 mL Bond Booster + 45 g lightening cream + 90 g Total Blonde Activator. Process according to product instructions, rinse, Bond Shampoo. 10 mL on all lengths, 10 min. Tone. Rinse, Bond Shampoo. 5 mL on lengths and ends, 5 min, rinse.
Balayage / highlights 7.5 mL Bond Booster + 30 g lightening powder + 60 g Coactivator Cream. 10 mL, 10 min. Tone. Rinse, Bond Shampoo. 5 mL, 5 min, rinse.
Oxidative color 3.75 mL Bond Booster + 50 g color cream + 75 g Coactivator Cream. Process, rinse, Bond Shampoo. 10 mL, 10 min, rinse. 5 mL, 5 min, rinse.
Standalone treatment · fine hair Bond Primer on dry hair, saturate from roots to ends, 10 min, do not rinse 10-20 mL Bond Locker, 20 min, rinse Bond Shampoo, then Bond Leave-in
Standalone treatment · thick hair Bond Primer on dry hair, 10 min, do not rinse 10-20 mL Bond Setter, 20 min, rinse Bond Shampoo, then Bond Intense
At home (kit) 10 mL Bond Booster + 15 mL Bond Setter on lengths, 10 min, rinse 5 mL Bond Locker on lengths, 10 min, rinse

Bond Booster also works with Gentle Protective Lightener (Osmo Protector): the two technologies complement each other. EgoBond offer and AEI codes in the Introductory Offers section.

Technical Data Sheet 8

Hasty Too · “Urban Proof” styling

Twenty-two styling products explained through their hold, volume and shine indicators, application techniques (distances, wet or dry hair), and straightening, curl and volume routines.

View the full product pageread the range by its indicators · straightening, curl and volume routines

Read the range by its indicators

Hold / Volume / Shine rated from 0 to 3 · 22 products
Product Type Hold · Vol. · Shine Hair How to use
Polishing Cream Smoothing pre-styler, no hold no hold · shine Medium to thick, stressed hair; dehydrated or bleached ends Apply a small amount to wet hair before blow-drying, or to dry hair to smooth the ends. Use as a base before Smoothing Balm or Curls Amplifier.
Smoothing Balm 100 mL Smoothing fluid, anti-frizz, humidity-resistant — Wavy, coily, curly hair to be straightened On wet hair, then blow-dry or use a flat iron.
Curls Amplifier 150 mL Curl-defining cream — Wavy and curly hair On wet hair; air-dry or use a diffuser.
Love Me Curl 250 mL Defining fluid, “mega memory” — Curls and waves On wet hair for control, on dry hair to accentuate movement.
Volume Spray 200 mL Root-lifting spray, very light hold very light hold · volume Fine, limp hair, natural or treated Apply to wet hair from roots to ends, then dry.
Volume Primer Prep mousse, the foundation for any style 1 · 3 · 3 Fine hair; long hair to make a blowout last longer Apply 3 to 5 dollops to towel-dried hair.
Vo-Lux-Ious Mousse 250 mL Volumizing mousse, medium hold 2 · 3 · 2 All; curls styled with a diffuser On wet hair + blow-dryer; on dry, frizzy hair to redefine curls.
Vo-Lux-Ious Hairspray 500 mL Volumizing hairspray, firm hold, quick-drying 2 · 3 · 3 All lengths Spray 10 cm away onto semi-dry hair, then dry; use on dry hair to set.
Headged 150 mL Triple-action texturizing cream fiber, medium hold 2 · 3 · 2 All, lacking body On wet hair.
Grip It On 250 mL Hold mousse, no crunchy feel — All; curls and waves On wet hair while blow-drying; natural finish for curls.
Blow Dry Hydro Gel 150 mL Medium-hold pre-styling gel, desert date oil 2 · 1 · 1 All hair types Apply 1 to 3 pumps to towel-dried or dry hair; more product = more hold.
Sculptex Gel 250 mL Fluid strong-hold gel, hydrates and restores elasticity 3 · 2 · 3 All lengths and textures On towel-dried hair; on wet hair for a wet look.
Modelling Gel Super-strong, alcohol-free styling gel; dries quickly without residue — Short to medium-length Wet or dry: part and gel on dry hair (classic), mohawk after drying (messy), combed back on wet hair (sleek).
Light Imprint 100 mL Ultra-lightweight, shiny defining paste 2 · 2 · 3 Short to medium-length, fringe On dry hair; adds emphasis, separates, defines.
Classic Pomade 50 mL Water-based pomade, maximum shine, non-greasy maximum shine Flexible, controlled styles Apply with your fingertips to damp or dry hair.
Raw Clay 50 mL Matte clay matte Short, layered, curly styles; lived-in look Warm the paste between your fingers; apply to dry or towel-dried hair and air-dry.
Volumizing Powder 30 mL Matte volumizing powder, flexible hold 1 · 2 · 0 (matte) All hair types Sprinkle into your hands and apply to dry hair; apply at the roots for maximum volume.
Ocean Mist Texturizing spray with sea salt and kelp 1 · 3 · 1 Beach look Apply to towel-dried or dry hair; air-dry or use a diffuser.
Hi-T Security 300 mL Heat-protectant, anti-frizz, anti-static spray — All hair types, before heat styling Apply to damp hair before blow-drying; on dry hair, apply section by section before using the flat iron.
All-In-One 150 mL Multifunctional leave-in conditioner with meadowfoam seed oil 0 · 0 · 3 Dry hair, split ends, frizz After shampooing, apply to towel-dried hair; do not rinse.
Spray It On 500 / 750 mL Extra-strong-hold hairspray 3 · 2 · 2 All styles Finishing touch from 20-30 cm.
Eco Hairspray 320 mL Gas-free hairspray, quick-drying, anti-humidity extra strong All styles Finishing touch from 20-30 cm.

The numerical ratings come from the Hasty Too guide and the Novyco training sheet; “—” means the guide does not provide a rating for that product. Stylego, the new styling line, is detailed in New for 2026; ask your representative which Stylego product is equivalent to a Hasty Too product.

Three styling routines

Straightening · curls · volume

Long-lasting flat-iron straightening

  1. Apply Polishing Crème to damp hair: preps and smooths without hold.
  2. Apply a small amount of Smoothing Balm, distributing evenly.
  3. Spray Hi-T Security on damp hair before blow-drying, then apply section by section before using the flat iron.
  4. Blow-dry, flat iron; finish with Spray It On or Eco Hairspray at 20-30 cm.

Defined curls

  1. Apply Curls Amplifier or Love Me Curl to damp hair, without combing.
  2. For extra hold: apply Grip It On or Sculptex Gel to towel-dried hair.
  3. Air-dry or use a diffuser; apply Vo-Lux-Ious Mousse to dry hair to redefine curls.

Volume for fine hair

  1. Volume Primer, 3 to 5 pumps on towel-dried hair: the foundation.
  2. Apply Volume Spray at the roots, or Vo-Lux-Ious Mousse to the lengths.
  3. Blow-dry upside down; apply Vo-Lux-Ious Hairspray at 10 cm to partially dry hair, then finish drying.
  4. Matte finish and texture: apply Volumizing Powder at the roots on dry hair.
Remember these spray distances: Spray It On and Eco Hairspray at 20-30 cm; Vo-Lux-Ious Hairspray at 10 cm on partially dry hair; always apply Hi-T Security before heat, never after.
Alter Ego 2026 launches

What’s new this season

Three international launches from Alter Ego Italy: an ammonia-free hair color, a new styling line, and the 3and Egoline wave. Chromafit is not yet available in Canada; for Stylego and Egoline 2026, ask your Novyco representative about availability and pricing.

See what's new
ColorNot yet in Canada
Chromafit
“The new era of ammonia-free hair color.” Permanent hair color without ammonia or fragrance, bio-based formula (coconut oil, betaine), free of silicones, ethanol, and petroleum derivatives. Italian patent pending. 72 shades, 18 tone families. Not yet available in Canada: content provided for informational purposes ahead of its arrival.
+21% fiber strength (in vitro test) · non-irritating (patch test, 20 volunteers)
Complete protocol ↓
StylingNew
Stylego
The new professional styling range from Alter Ego: 22 products in 6 families (Protect, Define, Volumize, Finish, Smooth, Curls). Each formula combines a performance active with a conditioning active, with a signature fragrance activated by heat.
Heat protection up to 230 °C · humidity resistance tested for 8 h at 90% RH
Technical sheets ↓
Hair care3and launch
Egoline 2026
New ScalpEgo Detox family (scrub and anti-metal shampoo), reformulated Energizing, Balancing, Calming, Nourish, and Curly formulas, plus three customizable salon rituals: Silk Glow, Color Enhance, and Full Relax.
Energizing: up to 77% less hair loss after 60 days (shampoo + lotion)
Complete protocol ↓
Color10 min
Fast Color 10'
Permanent hair color in 10 minutes: same technology as Techno Fruit, rebalanced pigments. No PPD or resorcinol, up to 100% gray coverage, 30 shades in 8 series. Three services: permanent, tone-on-tone, Super Blonde.
Introductory offer available · code 902012-01
Complete protocol ↓
Complete protocol · Chromafit not yet available in Canada · mixing, processing time, aftercare

The system

Chroma: tone, depth, reflection, coverage, consistency. Fit: control, precision, reliability. Three principles: tone accuracy, targeted functional ingredients, respect for the integrity of the hair fiber.

72 shades · 18 tone families · 2 natural series (neutral/cool and neutral/warm) · 1 Extra Red shade · 3 high-lift shades.

Mix

  • Only with Coactivator Cream 5 / 10 / 20 / 30 / 40 vol.
  • Standard series 1:1.5 · high-lift shades 1:2.

At-home care

Color Care (VivaChrome Complex): shampoo + conditioner (fine to normal hair) or mask (thick, dry, treated hair). +38% shine and intensity with shampoo + conditioner, +44% with shampoo + mask (after 15 washes, instrumental test).

Silver Maintain for blond, gray, and lightened hair: shampoo followed by neutralizing conditioner.

Service Color Coactivator Processing time
Toning, powder effect 1 part (e.g., 50 g) 2 parts 5 vol. (100 g) 20 min
Tone-on-tone, darkening, first grays (<20%) 1 part (50 g) 1.5 parts 10 vol. (75 g) 30 min
Whites <50%, lighten by 1 level, change the tone 1 part (50 g) 1.5 parts 20 vol. (75 g) 35 min
White hair >50% 1/3 natural base + 2/3 reflect (20 g + 40 g) 1.5 parts 20 vol. (90 g) 35 min
Lift by 2 levels + coverage 1 part (50 g) 1.5 parts 30 vol. (75 g) 35-40 min
Lift by 3 levels 1 part (50 g) 1.5 parts 40 vol. (75 g) 45 min
4-5 levels (high-lift shades) 1 part (50 g) 2 parts 40 vol. (100 g) 50 min
Thick or resistant hair 1 part (50 g) 1 part 30 vol. (50 g) 45 min
Source: Chromafit brochure FR/EN (Pettenon Cosmetics, 2026). Perform a sensitivity test according to the manufacturer's instructions.
Technical sheets · Stylego 6 families, 22 products

Perform & Protect

Ceramides + amino acids

Hi-T Security 300 mL: heat protection up to 230 °C, +48% breakage resistance; spray from 20 cm onto damp or dry hair before using a flat iron. Weather Control 150 mL: anti-frizz protection for up to 8 h, hair up to 58% more manageable.

Perform & Define

Actives + oils · hold and shape

Elastic Shape fibrous paste 100 mL · Clay Shape matte wax 100 mL · Primer Mousse 175 mL (the base for any style) · Texture Touch texturizing spray 300 mL · Power Fix strong-hold gel 250 mL · Extra Grip extra-hold mousse 250 mL (ideal for rollers).

Perform & Volumize

Niacinamide + linden

Volume Cloud mousse 250 mL · Wave Mist dry-look spray 150 mL (beach waves) · Volume Powder mattifying powder 15 g · Air Shampoo rice starch dry shampoo 250 mL, apply to the roots from 20 cm away.

Perform & Finish

Moisturizing hairsprays

Eco Air strong-hold non-aerosol hairspray 320 mL (15-20 cm) · Air Medium 500 mL (≥ 20 cm) · Air Volume 500 mL, also apply inside sections · Air Strong extra-strong hold 500 mL (25-30 cm), for updos and technical styles.

Perform & Smooth

Omega 9 + amino acids

Wet Shape water-based wax 100 mL (wet look) · Smoothing Balm silk-effect cream 250 mL, up to 45% more manageable · Liss Control heat-activated spray 150 mL, up to 75% more manageable; finish with a flat iron.

Perform & Curls

Amino acids + AHA

Crunchy Bounce gel-mousse 250 mL · Curl Amplifier cream 150 mL · Curl Definer fluid 250 mL (up to 78% more manageable for 8 h). Apply in several passes without combing; air-dry or use a diffuser.

Signature fragrance: citrus, cardamom, eucalyptus; heart notes of violet and jasmine; base notes of vetiver, oud and cedar. Activated by heat, made with essential oils and upcycled ingredients. To replace a Hasty Too product with its Stylego equivalent, contact your representative.
Complete protocol · Egoline salon rituals (2026) Silk Glow, Color Enhance, Full Relax, Detox

Silk Glow · approximately 35 min

For color-treated, dry and dull hair.

  1. Silk Oil Shampoo, massage, rinse.
  2. Customized treatment: Silk Oil Conditioner, Nourish Mask or Filler Mask, mixed with Silk Oil Treatment in a bowl using an Egoline wooden brush; leave on for 10 min under a turban, then rinse.
  3. Seal in shine: Silk Blend Oil on the lengths, then blow-dry.

Color Enhance · 3 options

  1. Maintenance: Color Care Shampoo → Color Care Mask 10 min → Nourish All-in-One Lotion (medium to thick hair) or Hydraday Whipped Cream (medium to fine hair).
  2. Color & Filler (sensitized hair): Color Care Shampoo → Mask 10 min → leave-in Filler Lotion or Filler Foam.
  3. Color & Silk (dry, dull hair): Color Care Shampoo → Mask + Silk Oil Treatment 10 min → rinse → Silk Blend Oil before and after blow-drying.

Full Relax · about 60 min

  1. Scalp diagnosis: Balancing, Calming or Detox.
  2. Detox Scrub on dry scalp, exfoliating massage, rinse. Sensitive scalp: Calming or Balancing Pre-Treatment with gua sha, 10 min.
  3. Suitable shampoo, leave on for about 10 min.
  4. Lengths: Hydraday Conditioner (fine hair), Filler Mask (density) or Nourish Mask (nourishment), 10 min under a turban.
  5. Filler Booster: Lotion or Foam applied with a wooden comb, 5 min.
  6. Dry and style.

New · ScalpEgo Detox

AvenaBiome Complex (fermented oats + anti-metal chelating agent). Detox Pre-Shampoo (apricot kernel and pumice scrub) 150 mL on dry scalp for 1-2 min, then Detox Shampoo 300/950 mL. Removes cadmium, nickel, aluminum, lead, mercury (laboratory tested).

2026 clinical results

Energizing: 40% less hair loss at 30 days, 77% less at 60 days (shampoo + lotion). Balancing: 18% less sebum at 30 days. Hydraday: 25% greater moisture retention after 7 washes with the Whipped Cream.

The client menu “Choose your ritual” (Silk Glow, Full Relax, Color Enhance) is in the Documents section, ready to print for the salon.
Complete protocol · Fast Color 10' 3 services in 10 minutes

Permanent color

On washed, towel-dried hair. Mix 1:1 with Coactivator Cream 20 vol. (white hair) or 30 vol. (resistant white hair). Leave on for 10 min. 100% coverage.

Tone-on-tone

On dry hair, 1:3 with Coactivator 10 vol., 10 min. To refresh the lengths, apply during the last 10 minutes of the root color.

Super Blonde

10/0 at 1:5 with Coactivator 10 vol., up to 10 min: apply to washed, towel-dried hair for toning, or dry hair for a complete cool effect.

The 8 series

Naturals, Browns (cool), Ash, Iridescent, Gold, Copper, Reds, Golden Beige. All shades can be mixed together.

Salon FAQ

  • Ideal clients: short on time, touch-ups between services, younger clients.
  • Compatible on the same day as a Techno Fruit (tone-on-tone, gloss, length neutralization).
  • Bowl and brush only: mixture is too viscous for a bottle at the basin.
  • Same technology as Techno Fruit, balanced pigments for processing in 10 min.
Introductory offer

Start Alter Ego in the salon

2026 launch offers: buy the color and get developers, boosters, shade charts, tools and maintenance products free. Online or in-salon training included. Salon prices in CAD before tax, while supplies last.

View offersLaunch collections, contents and salon pricing
Techno Fruit · Offer A−31 %
180 Techno Fruit tubes of your choice
2 428,00 $ 3 516,03 $
Free: 2 × Coactivator 5 vol. and 10/20/30/40 vol. 1 L oxidizing creams, 2 × 7 Boosters, 2 Color Transformer, 3 Chromego Color Care Shampoo and Conditioner 950 mL, 2 Silver Maintain, 2 Creative Changer, shade charts, bowls, tube squeezers, aprons.
Codes 902206-01 (preselected) · 90206-01-02 (your choice)
Techno Fruit · Offer B−27 %
90 Techno Fruit tubes of your choice
1 214,10 $ 1 656,41 $
Free: 2 × Coactivator 5 vol. and 10 to 40 vol. developers, 3 Color Care 300 mL, Color Transformer, 7 Boosters, mini shade chart, bowl, tube squeezer.
Code 90206-02
Techno Fruit + BlondEgo−34 %
100 tubes + the complete blonde system
1 838,50 $ 2 797,00 $
Purchase: 100 tubes of your choice, 8 Pastel Toners, 2 Pure Diamond Lift, Pure Hi-Lite, Pure Light Cream, Total Blond Activator, Pure Light Oil, Blue Powder, Gentle Protective Lightener, Balayage Clay, Ultra 9, BlondEgo shade chart, brushes. Free: developers, boosters, Color Transformer, shade charts, capes, Chromego and Blonde Maintain.
Code 90206-11
BlondEgo−26 %
BlondEgo Offer
489,50 $ 660,02 $
8 Pastel Toners, 2 Pure Diamond Lift, Pure Hi-Lite, Pure Light Cream, Total Blond Activator, Pure Light Oil, Blue Powder, Gentle Protective Lightener, Balayage Clay, Ultra 9, shade chart, bowls, brushes. Free: Coactivator 5 vol., 10 to 40 vol. developers, Blonde Maintain 950 mL.
Code 902211-01 · online training included
My Color · Offer A−32 %
120 My Color tubes of your choice
1 860,00 $ 2 743,29 $
Free: 3 × 7 Boosters, 2 × Coactivator and 10 to 40 vol. developers, 2 Color Care 950 mL, 2 Silver Maintain, My Color + Booster shade chart, mini shade chart, bowls, silicone brushes, mixers, apron, brochure. Offer B: 72 tubes for $1,116 (value $1,494.11, −25%, code 90205-02).
Codes 90205-01 · 90205-01-02
Egoline · full range−34 %
Egoline Full Line A
1 198,54 $ 1 821,69 $
1 × each of the 42 ScalpEgo, CureEgo and ChromEgo products in 300/200/150 mL sizes and ampoules; free: 15 950 mL sizes. Also: CureEgo A $664.95 ($898.02), ScalpEgo A $617.57 ($806.02), ChromEgo A $449.60 ($588.95).
Codes 902212-01 · 902212-03 · 902212-02 · 902214-04
Passion Color Mask−25 %
24 Passion Color Mask
635,28 $ 844,14 $
Free: 5 tubes of your choice and the Passion Color Mask 2024 shade chart.
Code 902505
Fast Color 10'−22 %
72 Fast Color 10'
1 076,40 $ 1 378,87 $
Free: shade chart, 2 × 10/20/30 vol. developers, 4 Color Care Shampoo 300 mL and Conditioner 200 mL, 4 bowls, 4 carbon combs. Offer B: 36 tubes for $538.20 (value $650.07, −17%, code 902012-02).
Code 902012-01
EgoBond−28 %
EgoBond Offer
430,06 $ 595,02 $
Bond Shampoo 1 L, Bond Booster 250 mL, Bond Setter 500 mL, Bond Locker, Bond Mask, Bond Leave-in, Bond Intense. Free: Bond Shampoo 250 mL, Bond Primer, measuring cup, Bond Lamination Gel, Bond Oil.
Code 902011-02
Hasty Too−30 %
Hair Styling · Offer A
883,60 $ 1 262,72 $
2 × each of the 19 Hasty Too styling products; free: Headged, Spray It On 500 mL, Hi-T Security, Mini Force, carbon comb, long comb, clips. Offer B (1 × each) $441.80 ($596.28); offers C, D, E from $75.45 to $147.25.
Codes 902058-01 to 05

All offers are subject to stock availability. Full details of AE codes are in the PDF “Alter Ego 2026 Launch Offers” (Documents section).

For your salon

Marketing toolkit

Official Alter Ego Italy visuals ready to publish: social media plans, posters, displays and seasonal gift sets. Request the kit from your Novyco representative or using the form below. Please respect the image rights usage date indicated on each visual.

View the toolkit
📣Marketing kitMonthly social media planAlter Ego Italy social media posting calendar (October 2026 and archives since Nov. 2025) 📣Marketing kitChristmas 2026Christmas Expo display, gift bag, Travel Box and Retail Box, single-product gift set 📣Marketing kitChromafitComing upon its arrival in Canada: window posters, trial box, swatch book, shade chart 📣Marketing kitStylegoLookbook, leaflet, product visuals and campaign 📣Marketing kitEgoline 2026Color Care, Energizing and Hydraday signs; ritual menu; sachet display; swatch books 📣Marketing kitPassion Color Mask 2026Visuals of the 15 shades, sachets, brochure and leaflet 📣Marketing kitSummerproof 2026Summer campaign leaflet 📣Marketing kitAlter Ego accessoriesHair care kimono, stone comb, Dark Grey bowl and brush, timer, scale, logo foil
Technical library

Guides and documents

View the libraryGuides, shade charts and brochures to download
Offers2026 launch offersPDF · FR/EN · AE codes NewChromafit · brochurePDF · FR/EN · not yet available in Canada NewStylego · sales brochurePDF · FR · 63 MB NewStylego · leafletPDF · FR NewStylego · lookbookPDF · FR/EN Hair careEgoline 2026 · brochure (3and launch)PDF · FR · 62 MB Hair careEgoline ritual menuPDF · FR · client Hair careEgoBond brochurePDF · EN · 62 MB ColorFast Color 10' · brochurePDF · FR ColorTechno Fruit · 2025 brochurePDF · FR · 40 MB BlondeBlondEgo · digital shade chartPDF Direct colorPassion Color Mask · leafletPDF · FR BrandAlter Ego Brand BookPDF · FR · 44 MB Hair careEgoline brochurePDF · FR BlondeBlondEgo presentationPDF · FR BlondeClay balayage and Ultra 9PDF · FR BlondePure Toner No Lift · 2025 chartPDF ColorTechno Fruit · color chartPDF · FR ColorTechno Fruit digital shade chart 2025PDF ColorTechno Fruit color wheelPDF ColorMy Color brochurePDF · FR ColorMy Color · 24 new shadesPDF · FR Direct colorPassion Color Mask brochurePDF · FR StylingHasty Too · product sheetsPDF TrainingInternational training in Italy 2026PDF · FR 📘ShopThe complete Alter Ego rangeShop online
Alter Ego training

Training at your salon

Discover Egoline and Passion Color Mask, join the Techno Fruit colorist workshop or BlondEgo blonde expert day: tell us what you need.

Novyco Education TeamAlter Ego Italy

Request training

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You can also contact your Novyco representative or email educationalarea@alteregoitaly.com about the International Academy.