Say Buh Bye to Brassy Hair with NEW Tune Up

Calling all beautiful brunettes...we have a NEW shampoo + conditioner just for YOU.

Once Upon a Prime

Meet Prime for Perfection,™ the hero in the fairy tale of your hair color.

Trend Alert: Warm & Sunny Summer Hair

We’re taking inspiration from the season by embracing the seasonal trend of warmer, lighter–dare we say, sunnier–hair color.

It's About Prime

We couldn’t be prouder to announce the launch of our newest hair-loving, color-beautifying, industry-revolutionizing product...

Semi, Demi, Temporary and Permanent Hair Colors

The differences between semi, demi, temporary and permanent hair color, and when and why you should use them.

10 Things the Color Crew Wants You to Know

We asked, they answered. What our colorists want you to know about coloring your hair....