1) Long lasting.
2) Easy to apply and store.
3) Bright and deep hair dye colors.
4) No heavy staining on skin or clothes.
5) Fades to pastels and not washed-out or grey tones.
6) No harsh or toxic chemicals.
7) Plant based ingredients with no animal products, testing or by-products.
8) Nourishing and conditioning formula.
9) Cost effective.
10)Access to support and directions for specific hair & scalp types.
While some brands provided certain aspects, none were able to give him all 10 and more of the functionality that he and his members and fans wanted. He set out to find a chemist and company that could essentially can do it all. Needless to say, it wasn’t as easy or matter of fact as he had thought. After interviewing over two dozen hair dye companies and numerous experts within the established community, the right lab, chemists and ingredients were put together.
Fast forward almost two years later with the creation of Asylum Alternative Hair Dye. The line has five initial bright, sharp colors that have been developed; Absinthe Green, Asphyxiation Blue, Bloodlust Red, VF Purple and Killer Candy Pink. The line will include pale and extra-bright colors as additional funding levels in it’s Indigogo campaign are reached. This will include a liquid conditioning bleach as well as a color shampoo and conditioner system.
Science and Simplicity
Asylum was fortunate to have worked with one of the oldest and most successful hair color chemists and labs in the country. With almost 120 years of history, they were able to work with VF, it’s models and members at salons and in-house to meet the very stringent guidelines set-out by Mr. Berelson. They had a lot of patience and it paid off. The line had to far exceed what was available today and Berelson’s penchant for perfection tested the limits of all who were involved. Dozens of formulas were tried and rejected with hundreds of hair dyes that followed culminating in what is likely the only demi-permanent line of high fashion, bright alternative hair dyes that meet all of the requirements outlined above.
The Asylum brand does not contain any ammonia, formaldehyde, phthalates or paraphenylenediamine (PPD), among other harsh dyes typically used in furniture and clothing manufacture. The Company was very keen to stay away from anything that could be considered toxic, allergy causing or otherwise unfriendly to the environment.
With direct feedback from professional hair care specialists, models and members, Asylum was able to inject a heavy dose of practical needs as well as technical aspects that the lab itself required. All of these benefits will be placed into easy to use packaging, in realistic quantities and with excellent performance.
Why Indiegogo was chosen
Berelson wanted to let his many members and fans experience the products along with the fun and excitement of the brand and he felt that using this crowd funding platform was the best way to do it. After investing thousands in testing on humans, development in and out of the lab, this campaign (https://www.indiegogo.com/