Permanent color in 50 natural-looking shades. Our new breakthrough product contains damage blocking technology*, ME+, an allergy gentle formula**, and conditioners at every step.
 
*+Reduces damage compared to our permanent hair color without EDDS
** ME+ is a revolutionary hair dye molecule that better protects people without hair dye allergy by reducing the chance of developing one.  If you have a known hair dye allergy, do not use this product unless approved by your dermatologist.
 
Your self-confidence can have 50 different shades so don’t be afraid to unlock them. Discover our first permanent color that helps block damage, includes conditioners at every step and contains our breakthrough and revolutionary dye molecule ME+*that reduces the risk of an allergic reaction. Change your hair color fearlessly