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🌿 Elevate your hair game with nature’s most luxe, damage-free dark brown dye!
It’s Pure Organic Herbal Hair Dye in Very Dark Brown is a Soil Association certified, vegan, and cruelty-free henna-based powder that delivers a unique, demi-permanent dark brown shade. Made from fair trade, organic herbs processed in the UK, it enhances shine and volume while nourishing hair without harsh chemicals. Ideal for all hair and skin types, especially sensitive scalps, this ammonia- and paraben-free formula offers a natural, ethical alternative to conventional dyes.










| ASIN | B01EX1DNCS |
| Benefits | Shine Enhancing |
| Best Sellers Rank | 1,775 in Beauty ( See Top 100 in Beauty ) 1 in Hair Hennas |
| Brand | It's Pure |
| Brand Name | It's Pure |
| Colour | Very Dark Brown |
| Container Type | Sachet |
| Country Of Origin | United Kingdom |
| Customer Reviews | 3.8 out of 5 stars 576 Reviews |
| Full Cure Time | 24 Hours |
| Hair Color Permanence | Demi-Permanent |
| Hair Type | All |
| Hair type | All |
| Item Form | Powder |
| Item Weight | 141 Grams |
| Item form | Powder |
| Manufacturer | It's Pure Organics |
| Manufacturer Part Number | E0623 |
| Material Features | Gluten Free, Natural, Organic |
| Material Type Free | Ammonia Free, Paraben Free, Paratoluenediamine Free |
| Model Number | E0634 |
| Number of Items | 1 |
| Package information | Sachet |
| Product benefits | Shine Enhancing |
| Recommended Uses For Product | Darkening hairs (blonde to medium brown or gray) |
| Unit Count | 110.0 gram |
M**N
Natural dye, works well - first time hair dyer
I've never dyed my hair before, but the stress of the past few years has given me a fair few white hairs. So after a long time of putting it off, I decided to dye it. The only problems is that I get allergic to everything. That's why I went for a natural dye. (Because I knew, just knew, that if I went the chemical route, I'd be done for.) Fortunately I wasn't allergic to this. (To give you a sense of how bad things are, when I did the patch test, my skin was even allergic to the sticking plaster I used to cover the sample.) I'm not going to make a habit of dying my hair too often, just in case I develop some kind of reaction. But I did two patch tests a week apart, and used the dye twice over two days, and it's worked well. I have hair which is on the brown side of black, and so went for Very Dark Brown. I used probably 70% of the packet, mixing it up with water into a yogurt-y paste. I should though have added more water, because the paste sort of dries out as you're putting it on and gets really stiff. Nonetheless, it dyed most of my hair pretty dark. There were a few wispy ones near my ears here and there that I missed (probably because I didn't make the paste runny enough), and that just went kind of blue-grey from the indigo (because Very Dark Brown is a mix of henna and indigo). But I fixed those the next day with a targeted re-application on just those side bits. Here are my tips for application: - Wear: dark coloured clothing that's easy to take off (ideally without having to go over the head) before application - Mixing: Make paste wetter, as paste dried out a lot during application - Rinsing: Wear gloves for rinsing as well, to stop nails staining (can scrub off hands, but hard to get out from underneath cuticles which take a few days to wash out) - Drying: Use dark coloured towels for hair, both on rinsing and next wash. My white towel stained faintly blue, a bit like jeans that run in the wash - though it was fine after I washed it, best not to risk it - Cleaning: Rinse shower tiles after, the dye doesn't seem to stain them The smell to me is like matcha green tea. And I could still smell it slightly during my third hair wash later. But I don't mind that, and am overall very pleased. Considering all the things that could have gone wrong (allergic reaction, staining everything in sight etc), my hair has come out well. The downside is definitely the long recommended application time window (1.5-4 hrs for Very Dark Brown). I only had the patience to keep it on for 2.5 hrs the first time (whole head) and 1.5-2 hrs the second time (for the missed side bits), but my hair's gone dark all over. In fact next time I'll get a lighter shade, as it's ever so slightly darker than my natural hair. My hair's also now looking a little bit more glossy, which I didn't expect (it was a bit dry before but doesn't look dried out at all, like some women's do with chemical dye). So all in all, it's worked well for me. If you're covering a few greys, like I was, make sure you slather it onto the most obvious bits, to save having to reapply like I did the next day. Also, Very Dark Brown is almost black, so if your hair is on the brown side of black, you might want to go a shade or two lighter to just cover the greys. Otherwise your whole head might end up darker than you intended. I'll try Dark Brown or Natural Brown next time. It'll be interesting to see how those turn out.
T**E
Outstanding
This is being used on shoulder-length, very fine mid-brown hair with about 30% grey and with white at the temples. It covered all the white/grey and coloured the hair dark brown. The shade changes over time but not dramatically. The red became a bit more apparent in some lights after about a week, but then that seemed to settle to more of a brown. The hair is washed usually every-other day, though since using this dye it seems to become oily quicker so could do with washing daily. It comes in a double bag and looks and smells like Japanese green tea powder. Mix with warm water to make a yoghurt-thick paste. Don’t be put off by the green colour – it will eventually go brown on the hair. Apply to clean dry hair. The instructions advise working it through with the fingers (gloves provided) and this seemed to be the best way, especially for long hair. Only about half the pack was needed. It was left on for 4.5 hours and the green paste turned dark brown. When the roots started to show it was possible to do a retouch using a small brush and a slightly runnier mix of paste, by separating and combing the strands, but because the paste becomes quite stiff and heavy on the hair this method was only good for the top/front of the head, so for the back it was better to use the finger technique. The retouch was left on for 2.5 hours and the paste hadn’t lost its green colour entirely, so not all the grey/white was coloured, but the rest of the hair was refreshed with a natural look. Next time the touch-up will be left until the paste goes brown. It will wash out in water only and the rinse runs clear – but as soon as shampoo is added this brings out a lot of indigo, though this doesn’t seem to affect the finished result. I found also that during rinsing a bit of water ran into the eyes but didn’t sting. So far, for a full head plus a retouch, only just over half a pack has been used, which makes this product good value. I anticipate that by retouching using a small amount will maintain the colour for several applications. No more chemical dyes ever again. I hope this product continues to be made because it seems to be a real and safe alternative which does the job it promises. A BIT MORE: Have experimented with different shampoos and all gradually cause fading and bring out the red colour. However, Wright's Coal Tar soap bar (which nowadays contains only Tea Tree oil) preserves the colour (after the initial wash-out of indigo) and needs to be refreshed only because the roots inevitably grow through.
A**A
Disappointed
Have used this for years and never had an issue but the last few boxes have been extremely disappointing. I use the dark brown and normally it leaves my hair lovely and dark which lasts. Lately though it has produced mixed results.. my greys are hardly covered now and it washes out after only a couple of washes.. it used to last months before fading. I think that thet have reduced the indigo in this. I see another review this same complaint. Disappointing as will now have to find another brand.
J**F
Buying for years but product has changed
I have been buying this for years as I’m allergic to PPD and was fortunate to find this product to hide my greys. I’m naturally very dark brown/black and buy very dark brown. It’s never fully covers the grey but its better than nothing. However, the last new package Ive bought seems to have a different colour and consistency. It used to be pea green and powdery. Now its darker and clumped together. I leave it on for at least 4 hours and the colour is usually darker than this new product. It used to come in a plastic sealable pouch but is now in a paper bag and seems to be less of the product. That said, its still good and hope you find my review helpful.
N**R
They’ve changed the formula!
I’ve uploaded photos of my hair that I recently dyed with this. I’ve used this specific shade for years with absolutely no hassle, before I use to buy it from Suvarna, a UK website that sells lots of organic stuff. Years and years with lots of grey hair and this dye worked like a charm. I’d leave it on for 6-8 hours and I’d have the most beautiful dark brown hair. But this year, this is what it’s doing to my grey, and I’m convinced they’ve changed the amount of indigo is in this, possibly putting in less, which is leading to this more curry paste colour which is horrendous. Theirs definitely less indigo in this because it’s just not showing any darkness whatsoever compared to how long I’ve used this. Maybe their cutting costs and being cheap by adding less of the vital ingredient to the darker shades, but I now have to buy indigo separately to test my theory and if I see improvement I know they’ve cut the indigo amount in this. Then I’ll have to find a different supplier for my hair dye because that is a cheap and dirty way for people who depend on these because they can’t use chemical dyes.
S**A
Covers greys, natural colour and helps hair feel great
I have been using this product for several years now and I am really happy with it. After damaging my hair with chemical dyes I wanted something natural. I also wanted something that wouldn't cause my hair to go jet black and porous like convential dyes did even with a colour like light brown. I have bought a few different shades of this brand and find this one is the best and most natural. It is easy to mix and apply. Yes it's messy when washing out but it covers my Greys and helps strengthen my hair I like that it doesn't fade. It causes my Grey Hair to have a sort of highlight which I like. One box lasts me at least 3 months as. I don't have super thick hair and I like to just touch up the roots. I made the mistake of storing a pack in the bathroom and it went mouldy. I now store it in a dry place. I would definitely recommend this product.
S**M
covers grey hair
really effective only used for my eyebrows but covered the grey exceptionally i did not expect it to do so well. will definitely buy again
S**H
No Results of grey hair coverage after 2 application.
Product was easy to use. Instructions was clear. I also adore that its all natural organic leaves. Beautiful packaging. However when it comes to results what do I say. My grey hairs have remained grey after 2 applications. I dont know if I'm ment to try a third time? Anyway I shall not give up on trying to find a natural way to cover my greys but I shall not be buying this product again tho a bit pricey to get no results.
M**S
Fantastic
Best product I know to colour hair if you are allergic to hair dyes or ppd
M**D
لابأس
صراحة المنتج ما صبغ الشيب 100 بل 100 نقول 50 في المائة
ا**ي
يسبب تحسس
غير فعال ويسبب تحسس ليس طبعي زي ما يقولو صراحه حطمني كنت متوقع طبيعي
A**R
die Gebrauchsanweisung nicht drin
ich weiss is nicht, wie das Produkt funktioniere. Keine Gebrauchsanweisung im paket.
Trustpilot
3 weeks ago
1 month ago