Hello Friends!!! I just bought this for a little jazzy color for New Year's Eve and when I checked it out online..there ingredients and methodology was intense - good - but intense especially for a rinse...see below...a chock full of good stuff... Per the instructions - they state not to use heat when processing as it is "designed to be used without heat" and not to exceed the processing time of 25 minutes (knowing I easily leave a rinse/semi-permanent on for more than an hour) - Never seen a temporary rinse quite like this before!!!...Thoughts??? Kiss Express Colors contains the extracts from the following fruit and herb. Their benefits are listed. Horsetail ext - Astringent, Conditioning Yarrow ext - Anti-Irritation, Astringent Stinging Nettle ext - Hair Growth, Anti-Dandruff Rosemary ext - Deodorant, Anti-Dandruff Coltsfoot ext - Conditioning, Astringent Mother of Thyme ext - Anti-Microbial, Anti-Oxidant Birch ext - Astringent, Anti-Inflammatory Bilberry ext - Anti-Microbial, Moisturizing Orange ext - Moisturizing, Cell Activation Sugar Cane ext - Moisturizing, Astringent Lemon ext - Astringent, Cell Activation Sugar Maple ext - Moisturizing ETA: Other Ingredients as stated on bottle - Citric Acid, Hydrolyzed Collagen, Glycolic Acid, Aloe Vera Extract, Jojoba Extract, Tocopheryl Acetate, Lactic Acid, Malic Acid, Tartarric Acid, Glycerin, Benzyl Alcohol, some other stuff but no mineral oils or cones... Human hair protects itself well against chemical process due to its construction; however it can be easily damaged by physical means. When one has his / her hair cut, the ends gets split and after repeated use of dryer, alkali hair dye products, hair relaxer, permanent wave, direct sunlight or combing it gets even worse. Kiss Express Colors uses Natural Coating Protein extracted from marine resources to form strong hair coating. This process protects hair from outside physical damage such as Sunlight, Alkali Hair Dye Products, Hair Relaxer, and Permanent Wave. Hair needs to maintain certain level of moisture just like skin to be moist and healthy. However, frequent use of heat styling products such as hair dryer vaporizes moisture, destroys nutrition inside hair, and severely damages cuticle which acts as a protective layer; thus making hair lose its health and glossiness. Kiss Express Colors combines Protein and Silicone, which are similar to the elements of natural hair, and activate Protein to combine with natural hair by heat produced by Hair Dryer. This makes Silicone to stick to the hair easier, thus preventing damage caused by heat using Hair Dryer after shampoo, and adding health and luster to hair. The condition of hair can be affected greatly by its pH level. Healthy natural hair show pH level of 4.5 ~ 5.5. When pH level of hair goes higher, it is damaged easily because hair gets swelled. Kiss Express Colors has weak acid pH level of natural hair. Stressed out alkali hair, caused by repeated use of alkali chemical products can now be converted back to natural pH level by Kiss Express Colors, thus help maintaining natural and healthy state.