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

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4/5 (1)
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Reviews Text

What was your starting color? *:
Medium Brown
Do you have any grays? :
How would you describe your hair texture?:
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Didn't last all that long.

I would consider myself a pro at coloring my hair with box colors. I have never seen the reason for going to the salon when box does wonderful. I was excited to try this out because I used to use Clairol. I thought this might back me switch back! My hair was in need of coloring so I hurried and colored it. When the color was first dried I was pleased with how it came out! Flash forward to the next week and my excitement was dulled out. the color didn't last the length it was supposed to. I had only washed my hair twice and it didn't seem to stick. The dye itself wasn't bad. My hair wasn't fried and the dye didn't smell overpowering. I would recommend the brand, but I would make sure to include to them that it didn't last all that long. I received this product for free for testing purposes, but the review is %100 my own.

Yes, I recommend this product.