Shop By Hair Color
Explore our permanent hair color products for salon-quality results at home.
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Alcohol Free Formula
Alcohol, paraben and ammonia free for gentle results
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8 Herbal Extracts
Organic herbal ingredients to nourish your hair
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Brush-Style Application
Say goodbye to the single-use plastic squirt bottle
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Mix & Match Colors
Mix & match to achieve your desired color

Color Finder
Permanent Hair Color Gel
Choose your ideal color, design your beauty
Free virtual color consultation
Not sure which shade is for you?
Finding your next color is easier with a little expert guidance. Here’s how it works.
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Book your free time
Choose a 15-minute video chat that fits your day. Appointments run Monday to Friday, 10 AM–2 PM ET.
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Share your hair story
Tell Novella, our in-house color expert, about your current color, any grays, and the look you’re hoping for.
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Get your shade plan
Leave with a personalized Herbatint shade recommendation and the confidence to color at home.
Video chats Monday–Friday, 10 AM–2 PM ET
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