Hello, beautiful!

A Fresh Take on
at Home Hair Color

Happiness. Available in
your perfect shade.

find your perfect shade

Ingredients with Integrity

Introducing the first Smart 6-free hair color—free of ammonia, resorcinol, parabens, phthalates, gluten & PPD. Crafted in Italy,
delivered to your door.

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Color You'll Love

Gorgeous, natural-looking touchable
hair with brilliant shine. And it smells great. Now that's something
to smile about.

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Color with Confidence

Our color quiz will help you find
desired shade.
Or you can call our professional colorists at 1.888.550.9586.
It's really that easy.

get started online ▸call a pro colorist ▸email a photo ▸

My hair had the same soft, shiny, vibrant finish,
that I get from the salon — without the 2 hours and $200. Hello Brilliant. Now, I'm hooked."

— Chloe, Sardina Red