Flirt with Color & Kiss Commitment Goodbye!
Natural Instincts is shiny, healthy looking color that only lasts 28 washes.


  • No harsh root line
  • No ammonia
  • No strings attached
  • No wonder it’s the #1 semi-permanent color*

​* Based on P&G internal calculation for sales volume



How to apply your color

  1. Do a patch test 48 hours before coloring
  2. When you’re ready to color, squeeze the Color-Enhancing Colorant (#1) into the Color Activating Créme (#2). Shake it!
  3. Apply color to dry hair from root to tip. Set timer for 10 minutes (or 15 for stubborn grays).
  4. Rinse until water runs clear and condition. Save the remaining conditioner to use once a week for 6 weeks.
  5. Refresh your color after 2 weeks using the Week 2 Color Refresher.

Read the full step-by-step here.



The Science & Ingredients

Our ammonia-free Natural Instincts system with coconut oil nourishes and protects your hair with clinically proven healthier color*. The antioxidant properties prevent the formation of highly reactive, damaging molecules by helping to inactivate the metal ions that cause their formation. This leads to hair color that’s actually healthier-looking than before you colored!

See Ingredients

* Natural Instincts non-permanent Level 2 vs. leading Triple Protection permanent Level 3 color crème: based on amount of surface damage


The Word On The Web

Overall Rating
Overall Rating
1/5 (1)

Reviews Text

What was your starting color? *:
Medium Brown
Do you have any grays? :
How would you describe your hair texture?:
Overall Rating
Overall Rating

It doesn't wash out

I bought this for my daugther that needed to film a movie, and she needed to have black hair. I bought natural instic , because it says that it will last 28 shampoos or 6 weeks. And it is not true, her hair is still black as the first day, except for the roots, and it is a mess. I don't want even go to the salon because I am afraid to damage her hair. A year ago I used the darkest brown version on her for the same purpose, and it did washed out. The black midnigth will stay forever. How come you label the product as semi permanent, or will last 28 shampoo when it is not true?

No, I don’t recommend this product.