Just found this article:
https://www.allure.com/story/clairol-natural-instincts-at-home-hair-dye-update
"While it is true that you should head to the salon for a drastic
hair transformation, such as
platinum blonde or a
pastel hue, many people update their hair color at home and it's NBD. In fact, at-home hair dye has come a
long way in recent years. It's easier and safer than ever to switch up your shade right in your bathroom.
One of the most popular lines you'll find at the drugstore is Clairol Natural Instincts, which promises DIY color that actually looks like you were born with it. Last year, Clairol
updated its Nice 'n Easy hair dye formulas with safer ingredients, adding the ME+ molecule to replace the oft-used PPD or PTD (known allergens and potential cancer-causers) ones. This year, it's going even further by launching its most natural line to date — with eco-friendly packaging, to boot.
The new-and-improved Clairol Natural Instincts is made with 80 percent naturally-derived ingredients. The brand added scalp and hair smoothers (such as aloe and coconut oil) to the formula and removed the icky stuff. What does that mean? Most importantly, it's free from parabens, ammonia, and PPD/PTD. Cosmetic chemist
Ni’Kita Wilson tells
Allure that these ingredients can be seriously harmful. In addition to possibly causing allergic reactions, they can irritate your scalp, making it red and itchy. "Ammonia also severely damages the hair and weakens the strands," she adds. Plus, they're not really necessary for demi-permanent color like Clairol Natural Instincts.
"Demi-permanent color has no need for ammonia and PPD/PTD because this type of color just deposits pigment on the surface of the hair," she explains. "Ammonia forces the cuticle open to deposit the color into the hair strands. PPD/PTD is responsible for color development. Neither of these steps is needed for dyes that just deposit color on the surface." I don't know about you, but I'm
all for getting rid of unnecessary, potentially dangerous ingredients.
And that packaging? It's FSC registered, which means it’s made from responsible sources. Plus, all the plastic bottles are PVC-free.
Now that you know about the new formulation, let's get to the good stuff — the killer new shades. James Corbett, Clairol Color Director, tells
Allure that the line has even been extended to look amazing on those with a naturally deeper hair color.
"We’ve added some shades on the darker end of the spectrum that will accommodate darker hair, since we want a wide variety of consumers — with different hair colors and textures — to benefit from this product, " he explains. "Most of the Natural Instincts shades will work on darker hair, however, how they show up will look different on different hair colors (i.e. the lighter the hair, the more dramatic of a change you can make). The deeper shades we’ve added are meant to offer noticeable and natural-looking results for those with darker hair colors."
We're especially into shade 4RR Dark Red. It's
gorgeous.
James is also excited about the trendier hues, such as Rose Gold, and "stepped-up" natural shades, like Vanilla Cream Blonde. "It plays off the pastel trend. Cream is the pastel color to yellow, much like pink is to red. Vanilla Cream Blonde is blonde hair with just a hint of yellow," he says.
Clairol Natural Instincts retails for $8 and is available at
Walmart, Target, CVS, and Rite Aid today."