What it is: Have you been looking for gentle effective hair color? Redken Shades EQ Demi Gloss is precisely that. It s a demi-permanent hair gloss that comes in a wide array of lovely shades including onyx graphite maple chili sangria and more! What it does: This is a liquid demi-permanent hair color that deposits hair pigments onto your hair strands. It doesn t lift the hair at all and it has no ammonia. You can use it as an all-over color color-corrector or as a shine-booster. It is gentle to your strands and has amino acids that enhance hair health. What else you need to know: The dye not only deposits color and shine but it conditions your hair as well. Allow the color to process for 20 minutes for maximum shine and color retention.