We 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 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.

 

Salon-grade, multi-dimensional colour
Free from ammonia, PPD, parabens and phthalates
Colouring accessories provided
Save time & money
Cruelty-free & vegan

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 with decades of experience in colour-making, and 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 Root Extract

Promotes hair growth and can help to reduce hair loss.

Our colour is salon grade, beautiful and free from…

Ammonia
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.


PPD
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.

Phthalates
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
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

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