Find your colour
Discover which It’s Pure dye is for you. Have a look at our colour chart here...
Get StartedHow to use our dyes
Dying hair with herbal hair colour has never been so easy! We'll show you what you need for colouring and explain in simple steps how to do it. It’s Pure herbal hair colour is easy to use at home...
Learn MoreWhat we do & don’t use
No PPD, GMOs, ammonia, peroxide, resorcinol, or artificial additives of any kind. ‘It’s Pure’ hair dye and care products are also WHEAT FREE. They are made in the UK from the purest organic ingredients, guaranteeing you the safest, most potent and effective products for your hair.
Learn MoreBetter for your hair
Stronger, shinier, nourished, luxuriously coloured hair – just some of the benefits customers find from It’s Pure. Discover how our herbal dyes naturally nourish and colour your hair back to its best.
View moreBetter for the planet
Fairly traded organic ingredients, blended in the UK with renewable energy. No plastic dye bottles. Biodegradable dye. It’s Pure is the eco-friendly choice.
View morePopular Colours
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