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Soil Association Certified hair colour made with only the finest quality organic ingredients! Suitable for darkening blonde to medium brown hair, or grey hair.
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The likely colour outcome on different hair colours.

On white hair this hair colour may be medium to dark brown. 

On medium to dark blonde hair it may be a dark brown shade. 

On medium to dark brown hair it may be a very dark brown to black shade. 

If your hair is a salt-and-pepper mix of brown and white, then the overall effect will average out, with the white hair going lighter brown and the brown hair going darker brown. 

Repeated applications will build up a darker shade. 

The true colour takes a few hours to develop

When you first wash out the colour it will often not be the full depth of colour but it will gradually darken to its true colour

If you have used henna and indigo before you will understand that after washing it off your hair it takes time for the colour to oxidise on your hair.  It can be likened to a cut apple - at first it the apple is white and then as it oxidises in the air it goes brown.

If the you have a lot of grey hair and it appears to be have a green tinge at first, don’t worry - this will fade gradually over a few hours or days, as the dye oxidises and the colour darkens.

Strand Testing
If it is the first time you have used this hair colour we strongly recommend doing a strand test first before putting the dye all over your hair, because the colour can be different on different people’s hair. We also recommend waiting 24 hours after the strand test to see how the colour develops, because the colour oxidises over time and darkens.

Although we do our best to formulate this hair colour so that you get a good colour, we cannot guarantee the colour because everyone’s hair is different and will take the colour slightly differently. 

There may also be slight variations in colour result between different batches of Herbal Hair Colour, due to the nature of the plant ingredients which are affected by varying climatic conditions from year to year.

To avoid an unexpected colour result we recommend you strand test a small section of your hair before applying It’s Pure Herbal Hair Colour to your entire head of hair.

Chemically lightened hair may react differently.

If your hair has been chemically lightened with peroxide this will affect the colour result. It can make your hair more porous and thus absorb the colour in an unpredictable way. So it is especially important to strand test the bleached hair before putting it all over your hair.  

It is not advisable to lighten your hair with chemical bleach after using this hair colour.

Indigofera  Tinctoria Powder (Indigo Powder), Lawsonia Inermis Powder (Henna Powder), Emblica Officinalis (Amla Powder), Azhadiracta indica (Neem Powder)

Soil Association Cosmos Organic

Orders placed by 10am Monday to Friday are usually dispatched the same working day. We do not dispatch at weekends or public holidays.

Standard delivery (2nd class Royal Mail) usually takes 2-3 working days, and Express delivery (1st class Royal Mail) is usually 1-2 working days, though neither of these are guaranteed.

UK Standard delivery is FREE over £30 (or £2.60 below that), and UK Express delivery is FREE over £65 (£3.60 below £65).

European shipments cost £11.99.

Rest of World shipments cost £14.99 below 2kg in weight and £24.99 above 2kg.

Customer Reviews

Based on 34 reviews

Did not receive my product.

Tereza Marie Kubikova Webb
Finally something that doesn't go red.

I have been visiting my expensive hair salon for 15 years, every 4 weeks. In the last two years I have learned about all the toxins going into our bodies from these professional hairdressers dyes and I have started my research and I do admit, I tried few hennas and went back to my hairdresser because it was a disaster. But I was fed up with the whole process, paying 150 every 4 weeks, traveling, listening all the bimbo gossip, letting all the toxins nicely soak in to my body for one hour, then have headache and dry skin. I did research again and tried this brand. I am not sure if this is really organic and I did read a lot about these dyes containing toxins too, but so far I have not been at the hairdresser for 8 weeks now. I have long heavy dark brown hair and this box lasted me for two and half applications. I have applied the dye and after 3 hours I have reapplied again around my face because I could see my grey hair sticking out. I think I have left it on my head for 5 -6 hours. I washed it off with my tallow shampoo bar and rinsed it off with organic apple cider vinegar. It's not like using dyes from shops, it's long process and your hair are not nicely soft like from using conditioner. But my priority is health, so this doesn't bother me. I made these days to be my spa days, so I don't go anywhere and I do homemade face mask and I have bath. I have to say I do enjoy the idea that I don't have to go to the hairdressers any more, my hair are better, my skin isn't dry anymore and don't have headaches. The tone didn't go red as I was worried, it's dark brown and it lasted me for three weeks.My hair are still shiny. I have tried different brand and it was bad idea, my grey hair were dark red and it didn't cover all greys at all. So for now I am very happy with this brand and will buy again.

Michelle Baxter
Herbal hair colour

It's the first time purchasing this product from your website, and very glad I did. I have used it once and the colour was perfect and also what I like is that it made my hair look and feel thicker. I will definitely repurchase again.

Deborah Sinclair-Day
It's Pure

I was diagnosed with a severe allergy to the component in chemcial hair dye, known as ppd. I was extremely upset but my consultant told me about this website. I have dark almost black hair with grey (quite a lot now!). I use the Very Dark Brown It's Pure, keep it on for 3 hours, wash it out with water only, then with shampoo approx 24 hours later. It is great and covers 99% of the grey (the area around the temples is a bit more subborn) but I can live with that. Healthy hair with a great unique colour, it doesn't look a uniform block dark brown.

Hansa Ramanuj
Amazing product

I've been using this for years, it's absolutely brilliant, my only quibble is you've stopped sending the latex gloves ,so I've taken one star off because I have to buy them myself, I cannot put the dye on properly with the cheap flimsy ones !!!

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