Turn heads with the ultimate hair dye for shiny, lustrous hair — now with a new conditioner formulation! Achieve long-lasting, shimmering hair color with Dark & Lovely Fade Resist — the gold standard in gorgeous hair color. Everyone’s favorite permanent hair dye just got even better with our new Moisture Seal Technology. Fade Resist locks in brilliant shine while helping to protect hair against breakage. intense moisture means silky, luxurious permanent hair color that lasts up to 8 weeks. Show your hair you care while you color — your fade resistant ‘do will thank you!

OUR BEST CARE – NEW Nourishing Care Conditioner infused with Argan Oil & Vitamin E. Helps protect from dryness – For All hair Types

OUR BEST COLOR – Largest shade palette offering for women of color. Diverse palette to complement a range of skin tone

OUR BEST APPLICATION - No Drip Jelly Smooth Formula

OUR BEST RESULTS – Up to 100% Gray Coverage. Locks in brillian shine to illuminate color. Vibrant, rich conditioning, color for up to 8 weeks