Goldwell Elumen & Elumen Play – High-Intensity Direct Dyes for Brilliant, Long-Lasting or Semi-Permanent Color

Goldwell Elumen and Elumen Play are high-performance direct dye color systems designed to deliver exceptional brilliance, intensity, and shine without oxidative developers. Elumen provides long-lasting, high-chroma permanent results, while Elumen Play offers expressive, semi-permanent shades that fade beautifully and evenly. Both systems use innovative pigment technology that penetrates into the hair without ammonia, peroxide, or traditional alkalinity, helping maintain smoothness, color vibrancy, and exceptional light reflection. With a wide range of shades—from refined naturals to bold creative tones—Elumen and Elumen Play allow limitless creativity with controlled, reliable results.

Technical Benefits
• High-intensity direct dyes with extraordinary brilliance
• No ammonia, no peroxide, no developer required
• Elumen = long-lasting permanent direct dye
• Elumen Play = semi-permanent, expressive, easy-fade color
• Smooth finish with exceptional shine and light reflection
• Helps maintain hair integrity by avoiding oxidative stress
• Ideal for fashion shades, color corrections, pre-pigmentation, and creative blending
• Fades evenly without harsh undertones (Elumen Play)
• Can be removed or corrected using Elumen Return (in many cases)

Mixing Recommendations
• Do NOT mix Elumen or Elumen Play with oxidative developers
• Apply directly from the tube or mix shades for custom results
• For refinement, dilution, or pastel tones, use Clear (Elumen Clear or Elumen Play Clear)
• Compatible only within their own systems (Elumen with Elumen, Play with Play)

Application & Processing
• Apply to dry, clean hair for maximum penetration
• Process 20–30 minutes depending on target intensity
• For Elumen: use Elumen Lock post-service to stabilize results
• For Elumen Play: simply rinse and condition; no locking required
• Use Elumen Return if reduction or softening of color is needed

When to Choose Each Line
Elumen: Long-lasting, vibrant, stain-resistant direct dye for bold, durable color work.
Elumen Play: Semi-permanent for creative color services, fashion shades, seasonal looks, or clients who want flexible change.

⚠️ Professional Use Warning
For licensed professionals only. These systems require specific application techniques unique to direct dyes. Always perform a strand test before full application. Do not mix with developers or oxidative color systems.