Our mission is to give you gorgeous colour that you love, and to respect your hair, your health and your time.
The Shade is transforming at home hair colour with ammonia and PPD free colours that look beautiful, healthy and natural.
We empower you to colour at home just like a professional, and to achieve your best ever colour results, with our high-performing, safer colour formulation.
Our colours are vegan and cruelty-free and free from ammonia, PPD, parabens and phthalates and will give you beautiful colour results with complete grey coverage in a gentle, no-itch formula which is suitable for sensitive skin.
Gorgeous Colour with Better, Safer Ingredients
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. Our entire range is vegan and cruelty-free and formulated with botanicals which reduce damage to your hair and support hair and scalp health.
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 No-Itch 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.