Preference Permanent Luminous Hair Colour, 10.21 Stockholm | Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant Salon-Inspired Results

The best I have found. I was paying almost £100 for a hairdresser to colour my hair for years and cannot tell you how easy this is to use. Within 30mins my hair is transformed and is soft and glossy with no yucky smell. The colour is perfect for my hair too and it lasts. Your pricing is fantastic too.

This blonde hair dye is really good. It gave the the shade i was hoping for. It matched the shade that was on the box that sometimes other dyes dont do. The mixing of the dye is really simple to do. Application was great it was easy and importantly didnt drip anywhere it wasnt suppose to. The conditioner that came in the box helped make my hair feel lovely. After drying my hair i was very happy with the shade i achieved which was a lovely light blonde. My hair felt soft and looked shiny and not at all dry. Over time it has kept its colour as vibrant as the day i did it. I will be using this dye again in future

I keep repurchasing it, as it is so beautiful

*IN PHOTO - BOTTOM HALF OF HAIR IS COLOUR RESULT* ALSO. IM NOT A HAIRDRESSER. IM A HAIR STYLISTS DAUGHTER WHO LOVES CHANGING HER HAIR. My hair is so incredibly stubborn, it barely lightens with bleach and when it does it only lifts 0.5 of a level each time. So I used the global pandemic to spend time lightening it myself via bleach baths from a black brown box dye to a medium ginger. (For context, I did 8 bleach baths and 2 lots of full bleach to get it light enough to add this colour, it would have cost me a fortune in a hair dressers) I mixed the colour and started applying to my ends first and making my way up, I got half the way up before the strong stench of this hair dye made it so I couldn’t even open my eyes anymore. I looked like I was crying buckets, I was in a really well ventilated area so I couldn’t believe how strong the smell was, never mind it burning my eyes! I did what I could but in the end I decided to only do the bottom half and leave the top half as it was, I really couldn’t force myself to get it up any further, I couldn’t see! I wrapped it up and had to wash my eyes and face with cold water and just hope for the best. In the end, the photo is how my hair turned out, the colour is much redder than I expected but still very beautiful. I’m so upset I couldn’t handle the stink to do my whole head in it! That’s why it gets a 4/5, purely for the strength of the smell, I’ve never known a hair dye like it! As for everything else it’s been a beautiful dye to use, and if I order it again I’ll be applying it in the garden!

Beautiful colour left hair soft and conditioned

Great however needs two applications on brown hair .

First time I have bought this product,but so happy with it the colour is lovely and my hair is so soft.There is also a small sachet of oil what you mix with the colour,and the conditioner is lovely,so happy I will buy again.Thank you. Maybe it should have better packaging as the box was totally destroyed,but contents fine.

This is labeled “Light Blonde”. I have greying blonde hair and had been using another brand (N&Easy) but decided to give this a try. My hair was turned from a true light silver blonde to a reddish brownish with dull gold flecks. Plus it dried my hair as well. What a mistake! Never again. Either the company is packing wrong colours into the boxes (conveniently neither bottle was labeled with its colour, I checked). I’m asking for a refund. Steer clear of this product. I’m going back to N&E. Their colours are true to the package.

Je ne prend que cette couleur pour mon blond polaire

Great product. Doesn't damage your hair. Been using for years.

Jolie couleur cheveux très beaux

Perfetto

Good price