Once Upon a Prime

Once upon a prime, you colored your hair. And loved it. A few weeks later you colored your hair again. You liked it. A few weeks after that, you colored again. But this time, your hair looked a little too dark, too dull. You know how that story goes...

Ready for a plot twist?

Meet Prime for Perfection,™ the hero in the fairy tale of your hair color. Our new pre-color prep step primer removes excess color buildup, so your hair looks as fresh and flawless as the first time you colored it.

How does it work?

CHAPTER 1: BEFORE
Your hair color looks a little dull or too dark.

CHAPTER 2: DURING
Use Prime for Perfection to penetrate the hair cuticle to dissolve artificial color buildup, resulting in color that is lighter and more reddish/gold that you may be used to. Then simply wash and dry thoroughly before…

CHAPTER 3: AFTER
Follow with Radiant Cream Color and live vibrantly ever after with hair that looks and feels healthier, with gorgeous, true-color results.

Want to learn more about this new essential pre-color prep step? We get it–it’s pretty revolutionary, because just like a makeup primer, this hair color primer creates the optimal base for color application. Click here to learn how it works. A beautiful story, indeed.