We love great hair and staying healthy
and believe that you should be able
to achieve salon colour results at home
without compromising on the product and ingredients you use.

Our Italian made colours are free from ammonia, PPD, parabens and phthalates.

We think that matters.

Our permanent colour has been developed to give you the confidence of complete grey coverage in a gentle, no-itch formula which is suitable for sensitive skin together with exceptional multi-dimensional colour and the condition and shine results you expect after visiting the salon. Formulated with Argan oil, Aloe Vera and Ginseng extracts, our colours will reduce damage to your hair, and support hair and scalp health.

We’ll send you a tint bowl, brush, clips, colour-proof mat and cape so you can achieve true colour results at home.

The Shade was born as an alternative to lengthy salon appointments and to bring you a flawless home colouring experience that respects your hair, scalp, money and time.

Try it for yourself – get everything you need in your free trial.

Ingredients with Integrity

The Shade was created to respect your hair, your health and your time. That’s why we designed our products with ingredients that nurture your hair and avoid those that don’t. Our colour is made by Italian specialists in the field, with decades of experience in colour-making. The result is an innovative colour made with an unwavering commitment to quality that meets the EU’s strict safety requirements, which bans chemicals not known to be safe.

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 extract
Promotes hair growth and can help to reduce hair loss.

Our colour is salon grade, beautiful and 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.
Also, our colour formulas smell great!

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.

We use an advanced product formula to deliver a permanent, stable, salon grade colour, without some of the undesirable chemicals found in many permanent colour products.

Colour Chart

7.43 Palermo
9.1 Sorrento