It's been 116 years since L’Oreal first commercialized permanent color and 73 years after Clairol first introduced a one-step hair bleach formulation. Time has proven permanent color to be highly allergenic and hair bleach to be damaging (and somewhat unpredictable... hello uninvited orange).
Nonetheless, our approach to coloring and lightening hair hasn’t changed over the past century. Edulis was founded on the belief that the way we approach hair color is wrong. We are a team of PhD chemists developing new technology for permanently coloring and lightening hair sans toxicity, damage, or unpredictability.