L'Oréal Professionnel is the No. 1 professional color brand worldwide and is the partner to success for over 1 million colorists across 130 countries. Discover why the world's leading colorists choose L'Oréal Professionnel. INOA stands for "Innovation, NO Ammonia" and heralds a revolution in color technology. INOA permanent colour line uses an odorless, non-itchy oil delivery system (ODS) which leaves hair as smooth as before colour was applied.