• NEW!
    Colour Care
    Nourishing
    Conditioner

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  • 100% natural & organic

  • It's Pure

  • Naturally better hair colour

  • Volume,
    Strength & Shine

  • It's Pure cares for your hair while it colours
    See how It's Pure can cover grey and more...
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  • The UK's Only
    Certified
    Organic Hair Dye

  • NO PPD, ammonia, peroxide or resorcinol
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Find your colour

Discover which It’s Pure dye is for you. Have a look at our colour chart here...

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How 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...

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What 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.

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Better 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.

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Better 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.

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Popular Colours

NEW! It's Pure Colour Care Nourishing Conditioner NEW! It's Pure Colour Care Nourishing Conditioner
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NEW! It's Pure Colour Care Nourishing Conditioner
£18.00
It's Pure Organics Hair Colour Natural Brown It's Pure Organics Hair Colour Natural Brown
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It's Pure Organics Hair Colour Natural Brown
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It's Pure Organics Hair Colour Dark Brown It's Pure Organics Hair Colour Dark Brown
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It's Pure Organics Hair Colour Dark Brown
From £1.49

“Brilliant product with loads of information on how to use it. So helpful. Quick delivery. Great results.”

“This henna is the best quality henna that I have used. It gives a beautiful rich, red colour on my hair.”

“I used the cassia as part of a strawberry blonde mix. My hair felt in great condition afterwards and the colour was lovely.”

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ORGANIC NATURAL
Soil Association Cosmos certified
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CRUELTY FREE
Tested only on willing humans, never on animals
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RECYCLABLE PACK
UK-made recyclable packaging. No plastic bottles.

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