Here’s how The Shade can help you lift your home coloring to new heights:

Avoid unnecessary exposure to chemicals such as PPD, parabens, phthalates and ammonia

The Shade’s permanent colors are free from ammonia, PPD, parabens and phthalates, which makes for healthier hair.

Ammonia has a very strong smell which can irritate the skin, eyes, nose and throat. It opens the hair cuticle during the coloring process, but with repeated use it will dry, weaken and damage your hair.

PPD has been singled out as a chemical to avoid by clinicians who led a 2017 study in London examining links between hair coloring and breast cancer.

Our colors are blended with Argan oil, Ginseng extract and Aloe vera, which are renowned for their deep nourishing effect on the hair and scalp. They support hair growth, hydrate your hair and scalp and prevent hair loss.

Expert color guidance

Answer some very simple questions and send us a hair selfie and we will follow-up asap with detailed, personalised colorist adice. Our colorists will consider consider your color, condition and hair goals and recommend a shade which matches your skin, natural undertones and hair color preferences.

Our colorists will then provide personalised color selection guidance and color application suggestions.

Choose your coverage

Whether you are looking to experiment with semi-permanent color, tone away unwanted warmth, or to cover resistant grays, we can help you achieve your hair goals. We can recommend a color and a developer which will give you the coverage and results that work for you.

Fabulous coloring results are achieved through precise color application

Put color exactly where you need it, when you section and apply color just like a professional. This is particularly beneficial to avoid the dreaded striped color effect which is seen when color is layered on top of color.

Prevent home coloring disasters

We consider your color goals and colorings and recommend a color which works for you.

We’ll help you enjoy a professional home coloring experience, with all the accessories you need to set-up your own home salon. It’s all in the details.

Seriously, the BEST hair dye I’ve EVER purchased in my life !!!! My hair is baby soft and looks shiny and incredible. I LOVE the shade so much I’ve already told my mum, sister and friends to drop what they are doing and buy the shade it’s changed the way l look at hair dye and for someone with extremely fine hair that is falling out I was really worried about using hair dye but WOW I’ll never use any other hair dye ever again …. THANK YOU so much for making such an amazing product !!!

S. Mattick

Definitely better quality than the stuff you buy at the chemist and the accessories help get really good coverage. I’m getting lots of compliments and the color is just what I’ve been longing for.

M. Hicks

I am really happy with this product – it did not irritate my scalp, my hair is very soft and shiny. I have many compliments on the color, and it was a treat to use the accessories and to have proper coloring advice. You have won me over!

Valerie H.

I am allergic to hair color so when I came across Shade it has not got a multitude of nasties. I tested it out and it’s so much kinder to my scalp. My hairdresser is impressed with the color and how it holds. I’m also very impressed with the customer service. Very happy girl all round, highly recommend.

K. Hinton

I am so so glad I found The Shade! I really don’t like going to the hairdressers to dye my hair, I find it so pricey and it’s quite inconvenient However, I also don’t like using box dye because it can be damaging to the hair, smells bad, and the colors on the package are often not reflective of how your hair is gonna turn out! Enter, The Shade. It was so easy to select my color (with pics of people actually WEARING it!) plus the entire kit included EVERYTHING I needed: cape, bowl, brush, clips, mat. It was incredible. I dyed my hair, it came out SO SHINY, GORGEOUS, AND SOFT! My hair has never looked better. I am so so glad I found The Shade. Am recommending it to everyone!

B. Thompson