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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

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$18.00
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$18.00
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$18.00
smart blonde bleach kit for dark hair
No.1 Smart Blonde Hair Bleach Kit for Dark Hair Sale price$18.00
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$18.00
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$18.00
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$18.00
Smiling 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$18.00
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
miling woman with soft pastel blue hair coloured using Smart Beauty Pastel Blue Hair Dye with Plex Care – vegan, cruelty-free semi-permanent hair colour made in the UK for a luminous, salon-quality finish
Baby Blue Pastel Hair Dye | Blue-hair-dye 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$18.00
All colour kits

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What Is Blonde Hair Dye? How It Works Vs Bleach & Toner

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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.