It&ly Colorly Optimus is the next stage of evolution for the brand from Colorly 2020. It still gives the brilliant colour results and complete grey coverage that Colorly always has, but now it's formulated with incredible hair care built-in, for true-to-tone colors and blazing shine. The formula is vegan, cruelty free and free from parabens, silicones, phthalate and SLES.
Colorly Optimus features It&ly's &-Plex Bond Repair complex of organic oils and butters to strengthen hair, maintaining its health for superb colour performance. Alongside that is their Mediterranean Blend of Italian fruit to improve shine and ensure colour longevity.
Optimus also has a softer, smoother texture, so it's easier to mix and apply, with a new fragrance made with gardenia and ylang ylang, which effectively masks and ammonia smell.
Colorly Optimus and 2020 can be used alongside each other, with new Optimus shades being phased in as the 2020 equivalents run out.
