Hot take: I actually hate the 60-second processing time rule for demi-permanent colors

I know everyone swears by the whole 'process for exactly 60 seconds and rinse' thing for demi-permanent glosses, but I found a study in the Journal of Cosmetic Science from 2022 that tested processing times on 50 women in Chicago. Turns out, letting it sit for 5 minutes gave way better shine and color deposit without damaging the hair. I tried it on my last three clients and the results were night and day - smoother finish, less fading after two weeks. Has anyone else experimented with longer processing times?

3 comments

3 Comments

sanchez.mary16d ago

Oh wow, that's actually really interesting! But here's something I've been wondering about - what if the 60 second rule is less about effectiveness and more about liability? I've seen some brands straight up say in their training materials that shorter processing times reduce their risk of allergic reactions or lawsuits. So maybe the real reason for the short time isn't about getting the best color at all. It might be about covering their butts legally. Does that make sense to anyone else or am I reading too deep into it?

nguyen.blake16d ago

I let mine sit for about 4 minutes on a client last month and got such a nice result. The color was richer and her hair felt way smoother than usual.

umar4916d ago

It's funny you mention that, because I've noticed the same kind of thing with food expiration dates. They're often way earlier than the food actually goes bad, just to keep the company safe from any complaints.