Keep It Glossy is Alter Ego Italy's brand new demi-permanent liquid gloss colours, designed to illuminate lengths, tine highlights, and refresh colour with a natural finish.

You can expect the gloss tones to enhance depth, soften contrasts, and transform every technical service into the full experience.

For coloured, natural, or lightened hair, Keep It Glossy offers unlimited natural shine.

No. Keep It Glossy is a demi-permanent colour system. It gradually fades over time rather than leaving a harsh regrowth line, making it ideal for refreshing colour between permanent services or trying a new tone with less commitment.

While both can refine and enhance hair colour, a gloss focuses on adding exceptional shine while refreshing or adjusting tone. A toner is typically used to neutralise unwanted warmth after lightening. Keep It Glossy can perform both functions depending on the shade selected.

Keep It Glossy is not designed for full grey coverage. It can help softly blend or camouflage early greys, but if complete grey coverage is your goal, a permanent colour range will generally be more suitable.

No. Keep It Glossy is a deposit-only colour system and does not lift or lighten the natural hair colour.

Longevity depends on the hair's condition, shade selected and home care routine, but most clients can expect results to last around 20-30 shampoos.

Absolutely. Many shades are ideal for toning blondes, helping neutralise unwanted warmth while adding incredible shine and softness.

Yes. It is designed to be used following lightening services to tone and refine the final colour result while helping leave the hair looking glossy and healthy.

No. Keep It Glossy features a gentle demi-permanent formula designed to enhance the cosmetic condition of the hair while colouring. Many users find their hair feels softer and looks shinier after use.

Keep It Glossy Gloss Tones are mixed 1:1 with Keep It Glossy Activator 6 Vol.

Yes. The shades are fully intermixable, allowing colourists to create customised formulas and achieve more personalised results.

No. Keep It Glossy features an ammonia-free formula, making it a gentler option for refreshing and enhancing hair colour.