Rich Plum Hair Dye Permanent with added Plex anti Hair breakage technology, Vegan & Cruelty-Free | Smart Beauty



With added Smart Plex anti-breakage hair care technology.

Smart Plex, described as ‘the single most important development in hair color’ plex is unlike other conditioners and treatments which only add ingredients. Plex actually nourishes and rebuilds the micro-bond fiber structure of the hair making it healthier and stronger.

Protects your hair against damage & breakage

Rebuilds your hair’s natural structure

Restores your hairs strength, suppleness & volume

permanent hair color, 100%, PPD, vegan, vegan

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Free worldwide shipping on all orders over $50

  • 30 days easy returns
  • Order yours before 2.30pm for same day dispatch
Guaranteed Safe Checkout

PERMANENT PLUM HAIR DYE: Beautiful and fashionable shade of Rich Plum Hair Color, for dark blonde to mid-brown hair.
✅ WITH ADDED SMART PLEX ANTI HAIR BREAKAGE TECHNOLOGY: Helps nourish and rebuild the micro-bond fiber structure, making the hair healthier & stronger.
✅ EASY TO USE: Inside the home color kit is an informative step-by-step guide on how to use this Rich Plum hair dye to color your hair and links to further helpful guides.
✅ NON-DRIP FORMULA: Mix the color cream with the cream developer in the bottle, apply using the nozzle & blend into the hair with gloved fingers.
✅ BEST RESULTS: Apply to dark blonde to black hair. If your hair is darker the result will not be as visible or will not provide your desired shade.
✅ 100% GREY COVERAGE: For full head application and root re-growth (Thick or hair longer than 20cm may need two packs)
✅ VEGAN & CRUELTY-FREE RICH PLUM HAIR DYE: We at Smart Beauty take responsibility for our impact on society and the planet.

Introducing Permanent Rich Plum Hair Dye with Added Plex Anti Hair Breakage Technology: A Smart Beauty Choice

When it comes to choosing the perfect hair dye, there are a multitude of factors to consider. From color options to formulation and ethical considerations, finding the right product can be a daunting task. However, one brand stands out from the rest – Smart Beauty, and their exceptional Rich Plum Hair Dye with added Plex anti Hair breakage technology.

First and foremost, one of the key reasons to choose Rich Plum Hair Dye is its commitment to being Vegan & Cruelty-Free. In today’s world, where ethical concerns are at the forefront, it’s essential to support products that align with our values. By opting for this hair dye, you can rest assured that no animals were harmed, and no animal-derived ingredients were used in the manufacturing process. Smart Beauty’s dedication to creating a cruelty-free product reflects their commitment to ethical practices.

Beyond its ethical standing, Rich Plum offers a unique and timeless alternative to the traditional red hues. Plum hair color is gaining popularity due to its rich and sophisticated appearance. It provides a deeper, more refined shade that adds an element of elegance to your overall look. If you’re seeking a color that stands out from the crowd without being too bold, plum is the perfect choice.

Another compelling reason to choose Rich Plum is its innovative Plex anti Hair breakage technology. This advanced formula goes beyond traditional hair dyes by nourishing and rebuilding the micro-bond fiber structure of your hair. The Plex technology works to minimize hair breakage during the coloring process, resulting in healthier, stronger hair. By incorporating this technology, Smart Beauty ensures that their hair dye not only provides beautiful color but also promotes the overall well-being of your hair.

In addition to its nourishing properties, Permanent Rich Plum Hair Dye guarantees 100% gray coverage. If you’re someone who struggles with graying hair, this product offers a reliable solution. Whether you have a few scattered grays or a full head of silver strands, this hair dye will effectively cover them, providing a consistent and vibrant color result.

Rich Plum also stands out as a versatile option, allowing you to create different looks to suit your personal style. Whether you want to go for a bold, all-over plum color or incorporate it as highlights or ombre, this dye offers endless possibilities. It gives you the freedom to express your individuality and experiment with different styles, making it an excellent choice for the trendsetting stylist in you.

In conclusion, choosing Permanent Rich Plum Hair Dye from Smart Beauty is a decision that combines ethical values, innovative technology, and a timeless and versatile color choice. With its Vegan & Cruelty-Free status, Plex anti Hair breakage technology, and exceptional coverage of gray hair, this hair dye provides a comprehensive solution to all your coloring needs. By opting for Rich Plum, you not only get a stunning hair color but also ensure the health and strength of your hair. Embrace the elegance of plum and experience the beauty of Smart Beauty’s Permanent Rich Plum Hair Dye.

Need further information or advice? Please visit our knowledge base or raise a ticket and we will get back to you.

How to Use

How to achieve a vibrant Rich Plum color? (Full instructions are provided in the pack)

Getting Started
• Start with dry, unwashed hair
• Cover your clothing with an old towel/cape
• Wear protective gloves provided
• Keep your clock nearby to check development time

How to mix the hair dye
• Unscrew the cap of the developer cream bottle
• Unscrew the cap of the tube of color cream and pierce the tube with the reverse of the cap
• Squeeze the entire contents of the tube into the developer cream bottle, carefully
• Replace with nozzle and shake vigorously until both creams are thoroughly blended into a smooth, creamy consistency
• Remove the tip of the application nozzle and immediately start the application

How to apply the hair dye
• Start applying the mix at the roots. Use the application nozzle tip to work through the hair to separate the hair section by section.
• Spread and apply the remaining product all over, making sure the hair is completely saturated and leave to develop for a total of 30 minutes
• Wearing gloves, work hair into a lather
• Rinse thoroughly with warm water, until water runs clear
• Wash with color-safe shampoo
• Towel dry, and style as desired
• Smart Colour+plex already contains conditioning treatment, so you do not need to use additional conditioner
• For color longevity, we recommend using a color protect serum

Top Tips
• After coloring, wait for a full 72 hrs before shampooing
• Use sulfate-free shampoo and conditioner
• Turn down the water temperature when shampooing


Will it damage my hair?
This unique Permanent Rich Plum formulation deeply penetrates the hair during the coloring process, providing strength and protection.
How long will the color last?
This is a permanent color
What present hair color is this best for:?
We recommend this shade for Blonde/Dark Blonde Hair
Will it cover grey?
Yes, this product is suitable for up to 50% grey
How do I refresh the color?
Simply reapply the color to dry unwashed hair, following the instruction in the pack.

How many packs do I need?

If your hair is thick or long, two packs may be required

How long is the development time?

Approx. 30 minutes.

Contents & Ingredients

Tube of Permanent Rich Plum color cream
Developer Cream – activator
Pair of Protective gloves
Detailed Step-by-Step Instructions


Aqua, Cetyl Alcohol, Cetearyl Alcohol, Propylene Glycol, Ceteareth-25, Cocamide Mea, Ammonia, Ceteth-2, Polyquaternium-6, Dimethicone, Apricot Kernel Oil Polyglyceryl-6 Esters, Polyglyceryl-10 Dipalmitate, Punica Granatum Seed Extract, Dicetyl Phosphate, Hydrolyzed Yeast Extract, Sorbitan Oleate, Guanosine, Adenosine Phosphate, Maleic Acid, Oleyl Alcohol, Uracil, Pvp, Ascorbic Acid, Xanthan Gum, Dimethicone Peg-8 Meadowfoamate, Sodium Sulfite, Sodium Hydrosulfite, Disodium Edta, Ethanolamine, Parfum, 1-Hydroxyethyl 4,5-Diamino Pyrazole Sulfate, 1-Naphthol, M-Aminophenol.

Contains: Ammonia

Development Cream
Water (Aqua), Hydrogen Peroxide, Cetearyl Alcohol, Sodium Lauryl Sulfate, Sodium Salicylate, Paraffinum Liquidum, Citric Acid.


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hair color not tested on animals

Not Tested On Animals


Suitable For Vegans


Made In The UK & Italy


Shipped Via Amazon