Vegan and PETA approved
Free shipping over $50


All of the colour, none of the bleach. Transform your head to a glossy, deep cherry shade with our No Bleach high-lift permanent colour. Its groundbreaking, oxidative dyes penetrate hair shafts to lighten while they colour. Our all vegan kits contain natural ingredients to keep your hair nourished, strong and silky soft.
Works on dark hair or light hair
For use on undyed hair
For all hair types
Our permanent dyes are made for use on healthy, virgin hair. Your hair's final colour will depend on its current shade, condition, porosity, length and how thick your hair is, as well as any previous treatments you might have had. We always recommend a strand test so you know exactly where your hair is headed!
Developed by fashion hair royalty Alex Brownsell and her team of colour experts, this kit pairs salon-quality pigments with custom strength developing lotion to lighten and colour at the same time, giving you seriously impressive results even on dark hair. The pioneering vegan formula contains Cocamide and Sea Silk to nourish and strengthen strands for dimensional colour without compromising hair health. The kit also comes with a specially formulated post colour treatment ‘Keep it Sealed’ to seal the cuticle and lock colour in place, leaving hair incredibly shiny and silky soft.














One kit covers root regrowth and very short hair up to 2.5cm (1 inch) long. If your hair's long, thick or it's your first time colouring, you'll need at least two kits.
CONDITIONING COLOUR 60 ml / 2.03 fl. Oz. INGERIENTS: Aqua (Water), Cocamide MEA, Ceteareth-6, Polysorbate 80, Ethanolamine, Ammonium Hydroxide, Cetearyl Alcohol, Sodium Sulfite, Toluene-2,5-Diamine Sulfate, Parfum (Fragrance), Ascorbic Acid, 2-Methyl-5-Hydroxyethylaminophenol, Trisodium HEDTA, 4-Amino-2-Hydroxytoluene, 5-Amino-6-Chloro-o-Cresol, Dipropylene Glycol, p-Aminophenol, Hydrolyzed Rhodophyceae Extract, 1-Hydroxyethyl 4,5-Diamino Pyrazole Sulfate, Hexamethylindanopyran, Limonene, Linalool, Hexyl Cinnamal, Linalyl Acetate, Citrus Aurantium Peel Oil, Geraniol.
COLOUR BOOSTER 3 ml / 0.1 fl. oz. INGREDIENTS: Aqua (Water), Basic Red 51, Hydroxyethylcellulose, Sodium Benzoate, Citric Acid.
GO LIGHTER DEVELOPING LOTION 30 VOL | 9% 60 ml / 2.03 fl. Oz. INGREDIENTS: Aqua (Water), Hydrogen Peroxide, Ceteth-2, Steareth-20, Ceteareth-6, Cetearyl Alcohol, Tetrasodium Etidronate, Salicylic Acid, Phosphoric Acid, Lauryl Pyrrolidone, EDTA.
KEEP IT SEALED CONDITIONER 20 ml / 0.68 fl. Oz. INGREDIENTS: Aqua (Water), Cetearyl Alcohol, Paraffinum Liquidum (Mineral Oil), Cetrimonium Chloride, Sodium Benzoate, Oleyl Erucate, Lactic Acid, Parfum (Fragrance), Guar Hydroxypropyltrimonium Chloride, Dipropylene Glycol, Lauryl Pyrrolidone, Propylene Glycol, Hydrolyzed Rhodophyceae Extract, Helianthus Annuus (Sunflower) Seed Extract, Hexyl Cinnamal.

PREP Ensure hair is clean, towel dried and detangled. For extra vibrancy apply on clean, dry hair.
SECTION Divide hair into 4 quarters & secure
MIX Mix the Conditioner Colour tube with the Go Lighter Developing Lotion
SLICE & APPLY Take thin slices of hair & paint on the colour
SMOOSH! Coat every strand
DEVELOPING Leave colour on according to instructions provided
SHAMPOO Wash out the colour
CONDITION Apply Seal The Deal Conditioner [Video depicts Vivid Berry kit]



June 11, 2026
Vivid
Nice colour and my hair feels healthy
June 9, 2026
more purplish
the hair colour is so strong but more purple than cherry
May 25, 2026
Smooth, creamy, thick
Glides evenly from roots to ends, coating strands thoroughly for consistent coverage without patchiness
May 17, 2026
Obsessed with the result!!!!
Obsessed with the result!!!!
May 11, 2026
Amazing it’s so vibrant
I’m very happy with this and will 100% be purchasing again I’ve wanted my hair a certain colour for a while and struggled to be happy with it now I’m amazed!!

