RECOMMENDED FOR YOU
Suitable for colouring white/grey, blonde or light brown hair. A 100% certified organic Natural Brown Hair Dye that cares for sensitive skin and can revitalise dry / damaged hair, boosting volume and shine.
It’s Pure 100% Natural Brown Hair Colour is made entirely from botanical extracts, and is free from PPD, ammonia, peroxide and all artificial chemicals.
The Ayurvedic herbs we use have scalp-soothing properties and care for sensitive skin. They are nutrient-rich, provide active hair benefits, and can help restore dry or damaged hair. Unlike synthetic and near-natural hair dye, It’s Pure leaves your hair with increased vitality and shine.
Natural Brown is a medium brown shade, suitable for colouring grey/white, blonde or light brown hair. It can be used to cover grey hair.
As It’s Pure Natural Brown hair dye is entirely natural and works with your existing hair colour, the exact result can vary. The colour will be unique to you, but as a guide, have a look at the expected results table in the images above.
To check the colour, we recommend you strand test a small section of your hair before applying to your entire head.
It’s Pure brown shades tend to last on average about 3 to 4 weeks on the roots, but they can become permanent on porous areas of your hair like the longer lengths of your hair.
The 110g pack provides enough colour for average shoulder length hair. If your hair is thick or long, you may need more than one pack.
There may be slight variations in colour result between different batches of It’s Pure Hair Colour. - The botanical ingredients can be affected by varying climatic conditions from year to year.
We blend the dyes in the UK using herbs grown on fair trade and certified organic farms. Our products are vegan and cruelty-free.
Allergen Info: It’s Pure dye is usually suitable for people with allergies to synthetic dyes. But, we recommend a patch test to check as sometimes people can be allergic to natural ingredients.
Henna-based hair dye is usually suitable for people undergoing chemotherapy and is the only hair colour recommended by the NHS to pregnant women (from month 3 of pregnancy). - But please do check with your doctor and always do a patch test before colouring your hair.
Warning or Restrictions
Many customers who are allergic to conventional hair dye happily use It's Pure. Our hair colours are natural and henna-based, without PPD, peroxide, ammonia, resorcinol or any artificial chemicals. However, we cannot guarantee that you will not be allergic. This is the same as with many natural products, such as nuts or strawberries that people may have allergic reactions to even though they are only natural. To be sure of whether you will react to a hair colour it is best to perform a patch test 48 hours before putting the product on your scalp. To do a patch test, put a small amount of dye on the inside of your elbow. If any reaction occurs (itching, flakiness, redness) you may have a reaction to the hair colour.
INCI: Cassia auriculata (cassia) powder*, Indigofera tinctoria (indigo) powder*, Lawsonia inermis (henna) powder*, Emblica officinalis (amla) powder*. *Certified organic (100% of product)
Product code: mp-00014728
It’s Pure hair dyes are simple to use. Full instructions and tips (plus gloves and a cap) are enclosed in the box, but here is a brief how-to:
Mix the herbal powder into a paste with warm water and then paste on to your hair in sections. Cover with the shower cap provided and leave on for 1.5 to 3 hours before rinsing off thoroughly. The longer you leave it on, the darker the colour will be. You can apply the paste with an applicator or tinting brush, but we recommend using just your gloved fingers to apply the paste.
The true colour takes a few hours or even a day to develop. When you first rinse out the colour, it will often not be the full depth of colour, but it will gradually darken to its true colour, as the colour oxidises on your hair. It’s a bit like a cut apple - at first the apple is white and then as it oxidises in the air, it goes brown.
Strand Testing: If it is the first time you have used this hair colour, we recommend doing a strand test first before putting the hair colour all over your hair, because the colour outcome can vary depending on each person's hair. We also suggest waiting 24 hours after the strand test to see how the colour develops, because the colour will oxidise over time and strengthen.
Box, leaflet and bag: please put in your paper recycling.
Gloves and cap: Once dry, suitable for most household plastic recycling.
Tips and Advice
A few other things to bear in mind when using It’s Pure hair colour:
For best results, apply to clean dry hair.
If you’ve been using hair care that contains silicone, we recommend you use a clarifying treatment before colouring.
The application time is longer for It’s Pure dye than for chemical dye, but many people confirm it’s worth the wait! Use the time to nourish your soul as well as your hair...
If you want a deeper colour, you can build up the colour with a second application.
You can experiment with mixing different shades of It’s Pure Hair Colours together, to get your own unique shade. However, we recommend strand testing first to make sure you’re happy with your colour mix.
If your hair has been chemically lightened it will affect the colour result. - Chemical lighteners make your hair more porous and thus absorb the colour less predictably. – We recommend a strand test.
You can use It’s Pure colours if your hair is chemically dyed, but again, we recommend a strand test to make sure you’re happy with the colour, before applying to all your hair.
It’s Pure colours do not contain bleach / peroxide, so cannot lighten your hair. You can only go your colour or darker.
We offer Standard and Express delivery for UK Mainland customers. Last order date for UK Christmas delivery is 15th December for Standard and 18th for Express.
We hope you’ll love your Superdrug Marketplace order but if you want to return any of it we will happily refund you for any items you return to us in an unused and resalable condition within 28 days of receipt. This excludes the following: • perishable items (e.g. food and baby milk) • medicines • items personalised for you • sealed products which are not suitable for return due to health or hygiene reasons if unsealed after delivery (unless these items were damaged or faulty when delivered to you or have been incorrectly delivered). Returned items must be unused and in their original packaging. Please use the label provided in the parcel. If no label is available please raise a return request via your online account or shipment confirmation email. Marketplace items cannot be returned via Superdrug Stores, Online Help Team or the Superdrug Warehouse. Returns must be sent back to the Marketplace seller within 28 days of receipt. Please raise a return request via your online account or shipment confirmation email. Stores are unable to accept Marketplace returns as the order was placed directly with the seller and therefore a refund cannot be actioned in store.