Answer: Ammonia, an alkaline chemical, is used to raise the pH level (it's levels of acidity) of our hair during the colouring process. This then lifts the cuticles of the hair fibre and allows the colour to be deposited onto the cortex (the inner part of the hair protected by the cuticles). In hair coloring products, ammonium hydroxide is used to support the lightening action of hydrogen peroxide and to prepare hair to accept color pigments. Alkaline properties of ammonia raise the cuticle and allow peroxide and dye molecules to penetrate the hair shaft. (creds to the internet)
