Natural Instincts Demi-Permanent Hair Dye, 2 Black | Ammonia‑Free, Vegan Hair Color with Coconut Oil & Aloe Vera | Pack of 1

I’ve been using this for over five years now, and it’s honestly the only one I reach for. It’s very DIY-friendly and easy to apply at home, even if you’re not experienced with coloring your own hair. What I appreciate most is that it doesn’t leave my hair feeling dry or damaged afterward — my hair still feels soft and healthy. The color comes out natural looking and consistent each time. I haven’t felt the need to switch brands because it’s been reliable and gentle on my hair.

Clairol’s Demi-Permanent Black Hair Color is perfect for making a bold shift or refreshing your dark shade without the damage of permanent dye. It’s rich, soft, and ideal for those who want shine and dimension without the long-term lock-in. 🖤 Color That Pops: Delivers a soft black result that looks natural and radiant—no flatness or harsh finish. Whether you’re toning down brassiness or trying something deeper, the color blends beautifully with most hair types and tones. 🪶 Gentle Formula: Ammonia-free and infused with ingredients like coconut oil and aloe vera, it’s designed to nourish while it colors. Great for anyone wanting darker pigment without compromising hair health. ⏱️ 25-Minute Magic: Quick processing time that’s easy to work into your schedule. And because it’s demi-permanent, you won’t have to worry about dramatic regrowth lines as it fades gradually. 💁🏽‍♀️ Great for First-Timers: Whether you’re testing the waters before going permanent or covering early grays, this product gives you just enough color commitment without the pressure. 🧴 Easy Application: Comes with everything you need—gloves, bottle, conditioner—and mixes up easily for mess-free color. Leaves hair feeling soft and shiny post-rinse. 🌟 Final Color Thought: If you're ready to try bold black with a soft edge, Clairol Natural Instincts Demi-Permanent Black is a safe and stunning way to do it. Shine-rich, low-maintenance, and hair-friendly—it’s the perfect pigment glow-up.

My skepticism has turned into amazement with the Clairol Natural Instincts Demi-Permanent Hair Dye in shade #2 Black. I was initially unsure about the coverage because the mixture never appeared black during prep, but once applied, it immediately darkened and delivered rich, true black color. The coverage was impressive—it completely covered all my grays. I’ve washed my hair three times since applying it, and the color has held up beautifully without fading. The formula is gentle and left my hair feeling soft and healthy. This is a great option for anyone looking for long-lasting, natural-looking color without harsh chemicals.

Came a little damaged, but good product and smelled nice

Absolutely love this! I have been using this for almost 10 years and wouldn’t change. Love that it has no harsh chemicals and the color lasts for at least 28 washes. My daughter used to go to the salon and now this is all she uses as well.

This is my go to hair color. I love that it’s easy to put on and free of harsh chemicals. It lasts many washes

Love it always ordering this love the way it makes my hair feel and look

I love this dye, and will continue to use it for touch ups. Leaves my hair feeling amazing after. It’s gentle and effective.

I love this colour. Naturally I have dark brown hair but my eyebrows are black. This matches my brows nicely and looks natural. My hair still feels soft after using it once dried. It doesn't feel stringy while washing either. It does bleed a lot the first few washes though so make sure to use a dark towel. I have used this colour two times now. The colour lasts a long time.

Smells good, doesn’t smell like chemicals. One box isn’t enough if you have long hair. I don’t believe one box is enough for any type of hair. Other than that, it seems good so far. I will update how long the colour lasts and if there is lots of bleeding after a few washes.

Great product love it 😀 ❤️ 😍 👏

It worked really well and my hair doesn't feel damaged at all, but the bottle could be bigger. There was barely enough for my long hair.

Absolutely NOT a demi Dye. Beware!!!! I was using a black demi from Sallys and they were out when I needed a root touchup. So i ordered this. Fast forward 3 months later, the places that i used this dye to touchup are still extremely dark brown, it lightened maybe 1-2 shades. I wash my hair every other day. The rest of my head lightened to a light brown with gold peaking through (my natural hair colour is a dark blonde) i even used colour remover and it didnt remove any colour from where this dye touched. Now I’m stuck with awful patchy hair and will probably just have to permanently dye my whole head with a super dark brown, or go to a salon and spend hundreds of dollars on a colour correction and damage my hair. This product would be fine if they didnt lie about it being a demi and washing out.