Medavita runs two complete permanent colour systems, a semi-permanent acid liquid, a direct-dye gel, a lightening bench and a full freehand tool kit. If you are choosing between them — or trying to work out what to order first — this is the map.
The four colour products, and what each is for
Luxviva Il Colore — the permanent shade bank
The widest range we carry: permanent shades across levels 1 to 10 plus a high-lift blonde series, in 100 ml tubes. This is the workhorse for grey coverage, level changes and tone-on-tone work, developed with Medavita's peroxide emulsion cream in the usual volume ladder. Around it sit a protective pre-colour hair additive and the Geloil skin protector for the hairline.
Use it for: coverage, lift, and any service where you need the shade to be there in six weeks.
Choice Color Elite — ammonia-free permanent
A permanent crème with what Medavita calls a stoichiometric pigment formulation — the pigment ratios are calibrated so a shade develops without unwanted residual interference from the pigments that are not meant to be showing. A specific oil blend carries the pigment into the fibre rather than depositing it on the surface, which is what produces the "deep mirroring" finish the line is named for. 67 shades.
Use it for: clients who cannot tolerate ammonia, and for work where the cleanliness of the tone is the point.
Choice Color Semi-Permanent Liquid — the acid oil-gel
An acid-pH oil-gel with Amino Concentré and blueberry seed oil, ammonia-free, in 60 ml. It is a toner and a glosser: long-lasting, extremely glossy, and deliberately delicate. 28 shades.
Use it for: toning after lightening, refreshing mid-lengths between permanent services, and glossing a client who does not want a commitment.
Luxviva Flash Tone — the direct gel
No ammonia, no oxidant. Latest-generation pigments deposited inside the cuticle, enriched with the Amino Concentrate complex, in a 150 ml gel across eight fashion tones.
Use it for: fashion colour, vivids and refreshes with zero chemical lift.
Lightening
Never Ending Advanced Powder Bleach lifts up to seven levels to a natural, pure blonde tone and is built for controlled high-lift work where the finished tone matters as much as the level. Never Ending Powerful Paste Bleach is the paste alternative, with a Blonde Booster Powder and a Creative Bleaching Powder Plus behind it, and a Shimmer Oil for the finish. Luxviva Absolute Blond adds a bleaching cream and a creative bleaching powder.
Developers sit under Blondie Everblonde, including a premium 40 vol, alongside the Luxviva peroxide emulsion cream range and the Choice Color and Choice Color Elite developers. Note that every developer litre and every peroxide is a professional product — check the volume against the lightener you are actually using, not out of habit.
Étoilage — the freehand system
Balayage and freehand work has a tooling problem: everybody improvises. Étoilage is Medavita's answer — cardboard petals in two sizes for separating and developing sections, a plastic petal kit, metal rods, a staining sponge for stippling and softening transitions, small, medium and large staining brushes, a balayage board and brush, and a light glove. The Pro Platinum Kit puts the whole system in one box, which is the practical way to start.
After the service — this is the part clients get wrong
A colour service is finished at the basin, not at the chair. Medavita's aftercare is unusually deliberate about this.
- Luxviva Post Color Acidifying Shampoo and Mask — acid pH to close the cuticle and lock the freshly deposited pigment.
- Color Fixative Sealing Spray and the professional Color Fixative Structuring Filler — the sealing step.
- Luxviva Color Enricher Shampoo — four tonal versions that top up reflect between appointments.
- Anti-Yellow Blonde Enhancer Shampoo (1.25 L) — the salon anti-yellow.
- Choice Glowing — colour-glow shampoo and mask when the brief is shine rather than tone.
Send the client home with the acidifying shampoo and mask as a minimum. It is the difference between colour that lasts four weeks and colour that lasts eight.
Quick decision guide
- Grey coverage or a level change → Luxviva Il Colore
- Ammonia-free permanent, clean tone → Choice Color Elite
- Toning, glossing, refreshing → Choice Color Semi-Permanent Liquid
- Fashion and vivids without lift → Luxviva Flash Tone
- High lift to a controlled blonde → Never Ending Advanced Powder Bleach
- Freehand and balayage → Étoilage Pro Platinum Kit
- Everything the client takes home → Luxviva Color Care