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Company details

  1. Hair Product Store
  2. Cosmetics Store
  3. Hair Salon
  4. Hairdresser

Information provided by various external sources

We offer salon-grade, Italian-made natural & permanent hair colours that are free from ammonia, PPD, parabens, phthalates and other chemicals. Shop now!


Contact info

2.4

Poor

TrustScore 2.5 out of 5

6 reviews

5-star
4-star
3-star
2-star
1-star

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Rated 1 out of 5 stars

Do not buy!!

Wanted to dye my hair blonde, unfortunately like so many other reviewers it has turned an awful shade of bright orange which no toner in the world seems to be lifting. This product is no better than a cheap supermarket brand and costs a heap more. I did a consult with the "professional" beforehand and followed their advice and instructions to a tee. Definitely do not recommend this product to anyone!

April 16, 2026
Unprompted review
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Rated 1 out of 5 stars

Please don’t buy… it will ruin your hair!

I had high hopes to try this product. I had dark blonde hair and I ordered an ash dark blonde colour. My roots turned red. I contacted the company and showed photos and said my hair went red… I questioned how this happen? They said we recommend an ash light brown and they gave it to me at 50% discount plus postage again. I used the product hoping it would fix the problem but now my hair is dark and even more red throughout. I contacted them again for at least my money back and asked how I can fix this… not that I’d trust anything they said now but. I bought and coloured my hair twice in two weeks on their recommendations by “professionals” and now my hair is ruined. They said according to their terms and conditions they don’t refund but when reading their terms and conditions thoroughly they state that they should have replaced the original product for free. Now they are just ignoring me.
I sent them proof of my before and afters. It’s going to cost me $$$ to fix this now at a proper salon.I guess I should have researched more before buying as reading other reviews this has happened to others too. I’m so disappointed and upset.

February 1, 2026
Unprompted review
Rated 2 out of 5 stars

I asked the colourist on their website…

I asked the colourist on their website and I purchased based on their recommendation. I purchased the higher volume as I told them I had some grey hair. After following instructions, the colour did not take on my grey hair so now I have to re-purchase colour elsewhere to cover my greys.

January 24, 2026
Unprompted review
Rated 1 out of 5 stars

DONT ORDER FROM HERE

I ordered some hair dye as this company refers to being itch free and for sensitive scalps - as i have thick hair with extensions i ordered 10 tubes of colour and spent 250 dollars. i did a patch test on a strand of hair and had a allergic reaction and my scalp was itchy. i sent a nice email asking for a refund. Tthey advised they wont give me a refund as the patch test was done on my hair and not my arm!!!!!! they also advised i did not seek help from a colour specialist on their site. My issue is not the colour and i didnt need help from a colourist - i sent them emails which they have ignored and i have now lodged a complaint with Fair trading after giving them a chance to respond.

September 14, 2025
Unprompted review
Rated 1 out of 5 stars

*Not a trustworthy company*

*Not a trustworthy company*
I was double-charged and discovered this is a known issue with the shade. I found Reddit posts and other people discussing the double charge and duplication of subscription issues they have.

Twice now, they have duplicated my subscription and charged my account multiple times over a month.

Expect random bank charges and notifications about the packages being sent continually. Even after cancelling the subscriptions repeatedly.

The entire marketed idea and concept of the shade is to save the consumer money, but I've been charged more this month than my hairdresser would have charged for regrowth or gloss colour and a blow-dry.

Customer support is next to impossible to get a hold of despite the website stating they will reply "within the hour". I spent days trying to resolve the system issues and there's no apology or customer care at all.

Just buy the colours and developer from a reputable supplier it's cheaper.

February 14, 2025
Unprompted review
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Rated 1 out of 5 stars

Horrible result and experience

I used to use box hair dye to achieve a lovely brown colour.
It was much better than the shade.
My hair went ginger.
I followed their advice and ended up with jet black hair.
Oh and to stop the ginger coming back I was advised to apply their toner 2 weeks after dying my hair. It didn't work and who has time for that!
I had to go to the hairdresser amd pay $580 to get my dark brown hair back.
My experience with the shade was horrible.
I asked what I could do to get my hair back to the way it was and the consultant got really stroppy and then just started ignoring my emails.

May 21, 2024
Unprompted review

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