The Shade is transforming at home hair colour with ammonia and PPD free colours that look beautiful, healthy and natural.

We empower you to achieve gorgeous colour and condition results at home, with our high-performing, gentle but effective colour formulation.

Our colours are vegan and cruelty-free and free from ammonia, PPD, parabens and phthalates in a gentle, no-itch formula which is suitable for sensitive skin. at home

Salon-grade colour
NO ammonia, PPD, parabens and phthalates
Cruelty-free and Vegan
Save time and money

Gorgeous Colour with Healthier, Safer Ingredients

Our colours are made in Italy, suitable for sensitive skin, vegan and cruelty-free and formulated with botanicals which nourish for your hair.

Argan oil

Repairs damaged hair, deeply nourishes and strengthens hair, reduces breakage and increases shine and softness.

Aloe Vera

Prevents hair breakage, scalp itchiness and reduces hair breakage.

Ginseng Root Extract

Promotes hair growth and can help to reduce hair loss.

Our Colour Is Free From:


Ammonia has a strong smell which can irritate the eyes, nose, throat or skin. It is used in commercial cleaning products and can weaken the hair, making it more susceptible to breakage and splitting. We have excluded it to give you a better colouring experience.


British researchers who examined the link between hair colouring and breast cancer in 2017, advised that it is best to reduce or avoid exposure to PPD. Our colour formulation contains no PPD at all.


Six different phthalates are banned for use in EU because of their potential effects on human health, particularly their effects on hormones.
Phthalates are mainly used as plastizers, to add flexibility to plastics, and they can have an effect on hormones, so we have eliminated them from our colour formula.


Parabens are preservatives which increase the shelf life of a product. It’s not clear that they are harmful, but they aren’t helpful and they have been associated with some unwanted effects on the immune and endocrine systems, and allergic reactions


For those that have gluten sentivities, gluten can trigger an allergic reaction. We’ve removed it from all our colour formulas.