Redken Shades EQ Demi-Permanent Equalizing Haircolor Conditioning Gloss is the #1, long-lasting, no-lift, non-ammonia, demi-permanent haircolor in the USA. It is an easy to use system that delivers beautiful color with unsurpassed condition and shine. Shades EQ can be used in many ways including to enhance, change or increase the color intensity of natural haircolor.