Coloring can damage hair: in general, hair dyes contain chemicals that lift the scales of the hair fiber to allow the color to be absorbed. Too much coloring can therefore weaken the hair fiber. Less protected and more fragile, hair becomes damaged more quickly. It dries out more quickly and loses its shine and suppleness. On top of this, washing repeatedly and environmental aggressors (oxidation, sun, pollution, etc.) cause the color to lose its intensity and shine over time. The result is brittle, dry and dull hair.