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Get hair colour tips, tutorials, exclusive offers, and early access to new shades.

Creative, vegan-friendly hair colour designed to make home hair colouring safe, simple and expressive

Salon-quality hair colour at home

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Our best sellers

Sold outAsh Blonde Hair Dye with Added Plex Hair Care Conditioner, Permanent Hair Colour
Ash Blonde Hair Dye with Added Plex Hair Care Conditioner, Permanent Hair Colour Sale price$17.00
Smiling woman with soft creamy blonde hair coloured using Smart Beauty Creamy Blonde Hair Dye with Plex Care – vegan, cruelty-free permanent hair colour made in the UK for a silky, salon-quality finish.
Creamy Blonde Hair Dye with added Plex Hair Care Conditioner, Permanent Hair Colour Sale price$17.00
Smiling woman with radiant platinum blonde hair coloured using Smart Beauty Platinum Blonde Hair Dye with Plex Care – vegan, cruelty-free permanent hair colour made in the UK for a bright, salon-quality finish.
Platinum Blonde Hair Dye with Added Plex Hair Care Conditioner, Permanent Hair Colour Sale price$17.00
Smiling woman with radiant summer blonde hair coloured using Smart Beauty Summer Blonde Hair Dye with Plex Care – vegan, cruelty-free permanent hair colour made in the UK for a sun-kissed, salon-quality look
Golden Summer Blonde Hair Dye with Added Plex Hair Care Conditioner, Permanent Hair Colour Sale price$17.00
smart blonde bleach kit for dark hair
No.1 Smart Blonde Hair Bleach Kit for Dark Hair Sale price$17.00
Smart Blonde Gentle 6% Hair Bleach Kit for Blonde Hair– professional-grade at-home hair bleach for naturally blonde or light-colored hair, lifts up to 4 shades, gentle on sensitive scalps, cruelty-free and vegan-friendly.
No.2 Smart Blonde Hair Bleach Kit for Blonde Hair Sale price$17.00
All blonde kits
Smiling woman with glossy copper brown hair coloured using Smart Beauty Permanent Copper Brown Hair Dye with Plex Care – vegan, cruelty-free home hair colour made in the UK
Amber Copper Hair Dye with Added Plex Hair Care Conditioner, Permanent Hair Colour Sale price$17.00
Smiling woman with shimmering silver hair coloured using Smart Beauty Metallic Silver Hair Dye with Plex Care – vegan, cruelty-free permanent hair colour made in the UK for salon-quality shine.
Metallic Silver Hair Dye with Added Plex Hair Care Conditioner, Demi-Permanent Hair Colour Sale price$17.00
Sold outSmiling woman with deep sapphire blue-black hair coloured using Smart Beauty Sapphire Black Hair Dye with Plex Care – vegan, cruelty-free permanent hair colour made in the UK for glossy results
Sapphire Black Hair Dye with Added Plex Hair Care Conditioner, Permanent Hair Colour Sale price$17.00
Smiling woman with vibrant electric blue hair coloured using Smart Beauty Electric Blue Hair Dye with Plex Care – vegan, cruelty-free semi-permanent hair colour made in the UK for bold, salon-quality results.
Electric Blue Vibrant Semi-permanent Hair Colour Sale price$10.00
Smiling woman with vivid carmine pink hair coloured using Smart Beauty Carmine Pink Hair Dye with Plex Care – vegan, cruelty-free semi-permanent hair colour made in the UK for bold, salon-quality results
Carmine Pink Vibrant Semi-permanent Hair Colour Sale price$10.00
woman with soft pastel pink hair coloured using Smart Beauty Pastel Pink Hair Dye with Plex Care – vegan, cruelty-free semi-permanent hair colour made in the UK for a luminous, salon-quality finish
Candy Floss Pink Pastel Hair Dye | Semi-permanent Hair Colour Sale price$10.00
Smiling woman with soft rose gold hair coloured using Smart Beauty Rose Gold Hair Dye with Plex Care – vegan, cruelty-free permanent hair colour made in the UK for radiant shine and silky finish
Metallic Rose Gold Hair Dye with Added Plex Hair Care Conditioner, Demi-Permanent Hair Colour Sale price$17.00
Intense Red Vibrant Semi-permanent Hair Dye
Intense Red Vibrant Semi-permanent Hair Dye Sale price$10.00
All colour kits

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Made in the UK

Quality hair colour kits proudly made in the UK.

Vegan & Cruelty-Free

Kind-to-hair colour, never tested on animals.

Built-In Plex Care

Helps protect, rebuild and restore as you colour.

Safe Colour Confidence

Easy guidance to help you colour beautifully at home.