Clairol unveils Natural Instincts Demi-Permanent Hair Color


Clairol has introduced a new addition to its line of permanent hair colors — Natural Instincts Demi-Permanent collection.

The collection provides color with a formula that is made with 80% naturally-derived ingredients, has no added parabens and comes in eco-friendly packaging.

Featuring the brand’s allergy gentle molecule ME+, the line was developed to reduce the risk of allergies and is the result of more than 20 years of research to find a replacement for the existing hair color dye molecules phenylenediamine and toluenediamine, the company said.

In addition, the collection comes in PVC-free plastic bottles with a a no-drip crème color applicator and features such ingredients as coconut oil and aloe vera . The color, which develops in 20 minutes and gradually fades, lasts 28 washes and prevents a harsh root line.

Each dye also acts as gloss and glaze for the hair, provides a subtle boost of color, enhances hairs natural beauty, and conditions tresses. Its color range includes deeper shades to accommodate multicultural hair, while also featuring trendy shades as rose gold, the company said.

Clairol’s Natural Instincts Demi-Permanent collection comes in 37 shades, retails for $7.99, and can be found at such retailers as Walmart, Target, CVS and Rite Aid.


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