As featured in
Take our 60-second consultation and our colourists will match you to one of 47 Italian-formulated shades — hypoallergenic, delivered to your door, ready in 30 minutes.
For too long, you've had to choose between expensive, time-consuming salon visits or harsh, disappointing supermarket boxes. There's a third way.
$100s per visit. Half a day gone. Every 4–6 weeks. The colour fades before your wallet recovers.
Twelve generic shades. Harsh chemicals. Patchy grey coverage. And colour that looks nothing like the box.
Gentle on sensitive skin and scalps. Made for the 70% who need it.
No ammonia, PPD, parabens, SLS, titanium dioxide or gluten.
A fraction of the cost of a salon visit. Same professional result.
Done at home, on your schedule. No appointment, no waiting.
Tell us your natural colour, your colour goal, and attach a couple of pics of your hair. No guesswork.
Our (human) colourists will review the information and pics you provide and give detailed, personalised colour recommendations.
Your kit arrives with everything you need. Apply, rinse, and enjoy your new colour!
A complete salon-grade kit — designed so you don't need a single thing from the supermarket.
No models. No filters. Just real women, in their real lives, wearing their perfect shade.
After colouring my hair at home for over twenty years, this is by far the best colour I've come across. It covered my greys exceptionally well — I can't believe I'm not paying salon prices for this result.
Justine D., verified customer ★★★★★
Found a shade you love?
Find my shade →47 Italian-formulated shades — and that's just the start. Combine any two with our Duo Colour Kits for a custom blend, and choose from four developer strengths to match your goal.
A glimpse of the range — from deepest black to lightest beige blonde.
The volume controls how the colour develops. Your colourist will recommend the right one for you.
Take the 60-second consultation. 30% off your first order with code WEL30.
Find my shade →