We are sharing this article as it's an excellent description of how and why permanent color fades. I'll give you the punch line....Water causes more fading they any other single ingredient in a formulation. Most consumers are tricked, by marketing, to believe it's a "sulfate" that causes hair color to fade. Guess what, surfactants (sulfates and all others) work based on the creations of micelles which are too large to enter the hair shaft where the permanent dye is deposited. Make sure to read the section on "color fade culprits". I have known Trefor for years and I love to see this type of work released for stylist and consumers to learn.