{"product_id":"wella-koleston-perfect-40-medium-brownnatural-permanent-2-oz-pb-357634","title":"Wella Koleston Perfect 4\/0 Medium Brown\/Natural Permanent Color \/ 2 oz.","description":"\u003cp class=\"drop-cap\"\u003eSchwarzkopf Professional IGORA 4\/0 Medium Brown. Achieve rich, natural-looking medium brown results with this foundational shade from the IGORA permanent color line. Designed for professional colorists, 4\/0 reliably delivers full coverage and depth, making it a go-to choice for both standalone applications and custom blending. The balanced neutral base provides consistent, predictable outcomes across varying hair textures.\u003c\/p\u003e\u003ch2\u003eQuick Take\u003c\/h2\u003e\u003cp\u003eThis medium brown shade offers reliable coverage and a true-to-tone finish for professional color services. Ideal for root touch-ups, all-over color, and gray coverage, it pairs seamlessly with other IGORA shades for customized formulations.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eNeutral medium brown without warmth or cool cast\u003c\/li\u003e\n\u003cli\u003eExcellent gray coverage for consistent results\u003c\/li\u003e\n\u003cli\u003eBalanced for natural-looking color removal lift\u003c\/li\u003e\n\u003cli\u003eVersatile base for mixing with other IGORA shades\u003c\/li\u003e\n\u003cli\u003eProfessional-grade emulsion compatibility\u003c\/li\u003e\n\u003cli\u003eDelivers even color deposition on all hair types\u003c\/li\u003e\n\u003c\/ul\u003e\u003ch2\u003eWhy Pros Choose It\u003c\/h2\u003e\u003cp\u003eSchwarzkopf Professional's IGORA collection is a staple in salons worldwide, and shade 4\/0 Medium Brown represents the reliable neutral you can build any formulation around. Colorists value its predictable lift and deposit behavior, which reduces the need for corrective services. The 4\/0 is especially favored for its ability to cover gray hair completely while maintaining a natural, non-ashy finish that suits a wide range of skin tones.\u003c\/p\u003e\u003ch2\u003eKey Benefits\u003c\/h2\u003e\u003cp\u003eFrom first-time colorists to experienced technicians, 4\/0 delivers the consistency required for high-volume, repeat color services. Its formulation supports both standard application and advanced color correction workflows.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eNeutral undertone\u003c\/strong\u003e prevents unwanted red or green casts in finished color\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eFull gray coverage\u003c\/strong\u003e means fewer callbacks for patchy results\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eConsistent lift\u003c\/strong\u003e when used with appropriate developer strengths\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eLow-ammonia option\u003c\/strong\u003e available within the IGORA system for gentler services\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBlendable\u003c\/strong\u003e with warm or cool shades for customized results\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eLong-lasting\u003c\/strong\u003e color retention reduces client touch-up frequency\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eExcellent coverage\u003c\/strong\u003e on resistant gray hair zones\u003c\/li\u003e\n\u003c\/ul\u003e\u003ch2\u003eFeatures That Matter\u003c\/h2\u003e\u003cp\u003eIGORA 4\/0 builds on Schwarzkopf's proprietary color technology to deliver professional outcomes. Each feature supports efficiency and consistency during service.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eNeutral base 4\/0 \u003c\/strong\u003e— acts as a balancing shade without adding warmth or cool tones\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003ePermanent color formula\u003c\/strong\u003e — provides lasting results that fade on tone\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCompatibility\u003c\/strong\u003e — mixes with all IGORA developer strengths (3%, 6%, 9%, 12%)\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eEven absorption\u003c\/strong\u003e — reduces splotchy or banded results on porous hair\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eScalp compatibility\u003c\/strong\u003e — suitable for use on sensitive scalps when mixed with low-strength developer\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVersatile mixing ratio\u003c\/strong\u003e — works 1:1, 1:2, or custom ratios depending on applied technique\u003c\/li\u003e\n\u003c\/ul\u003e\u003ch2\u003eHow to Use\u003c\/h2\u003e\u003cp\u003eApply to dry, unwashed hair for optimal results. Do not dilute or mix with non-IGORA products to preserve performance.\u003c\/p\u003e\u003col\u003e\n\u003cli\u003eSelect appropriate developer strength (3% for deposit only, 6% for 1–2 levels lift, 9% for 2–3 levels lift)\u003c\/li\u003e\n\u003cli\u003eMix 4\/0 with chosen developer at 1:1 ratio in a non-metallic bowl\u003c\/li\u003e\n\u003cli\u003eApply evenly from roots to ends using brush and bowl or applicator bottle\u003c\/li\u003e\n\u003cli\u003eProcess for 30–45 minutes at room temperature\u003c\/li\u003e\n\u003cli\u003eRinse thoroughly with lukewarm water until water runs clear\u003c\/li\u003e\n\u003cli\u003eShampoo with color-safe shampoo, followed by conditioning treatment\u003c\/li\u003e\n\u003cli\u003eFor gray coverage, focus application on resistant root areas first\u003c\/li\u003e\n\u003cli\u003eAlways perform a patch test 48 hours prior to service\u003c\/li\u003e\n\u003c\/ol\u003e\u003ch2\u003eSpecs \u0026amp; Details\u003c\/h2\u003e\u003cp\u003eDesigned for professional use only, this permanent hair color comes in standard tube sizing compatible with all IGORA developers and accessories.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eBrand:\u003c\/strong\u003e Schwarzkopf Professional\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eProduct Line:\u003c\/strong\u003e IGORA\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eShade Number:\u003c\/strong\u003e 4\/0\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eColor Description:\u003c\/strong\u003e Medium Brown\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eColor Type:\u003c\/strong\u003e Permanent\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eProfessional Use Only:\u003c\/strong\u003e Yes\u003c\/li\u003e\n\u003c\/ul\u003e\u003ch2\u003ePro Tips\u003c\/h2\u003e\u003cp\u003eUse these operational insights to maximize 4\/0 performance at your station.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eMix 4\/0 with 6% developer for standard gray coverage and 1–2 levels of lift\u003c\/li\u003e\n\u003cli\u003eOn coarse gray hair, extend processing time to 45 minutes for full saturation\u003c\/li\u003e\n\u003cli\u003eFor natural color correction, blend 4\/0 with quarter amounts of warm or cool shades\u003c\/li\u003e\n\u003cli\u003eUse 4\/0 as a neutralizer when brown shades appear too warm after processing\u003c\/li\u003e\n\u003cli\u003eStore tubes upright in cool, dark conditions to prevent separation\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Wella","offers":[{"title":"Default Title","offer_id":52091120779575,"sku":"PB-357634","price":10.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0849\/9773\/4711\/files\/wella-koleston-perfect-40-medium-brownnatural-permanent-2-oz-pb-357634-2.jpg?v=1778062647","url":"https:\/\/purespadirect.com\/products\/wella-koleston-perfect-40-medium-brownnatural-permanent-2-oz-pb-357634","provider":"Pure Spa Direct","version":"1.0","type":"link"}