Login

Country

Cart

Your cart is empty

Your Privacy Choices

As described in our Privacy Policy, we collect personal information from your interactions with us and our website, including through cookies and similar technologies. We may also share this personal information with third parties, including advertising partners. We do this in order to show you ads on other websites that are more relevant to your interests and for other reasons outlined in our privacy policy.

Sharing of personal information for targeted advertising based on your interaction on different websites may be considered "sales", "sharing", or "targeted advertising" under certain U.S. state privacy laws. Depending on where you live, you may have the right to opt out of these activities. If you would like to exercise this opt-out right, please follow the instructions below.

If you visit our website with the Global Privacy Control opt-out preference signal enabled, depending on where you are, we will treat this as a request to opt-out of activity that may be considered a “sale” or “sharing” of personal information or other uses that may be considered targeted advertising for the device and browser you used to visit our website.

Not all hair colour works the same way — and not every colour goal needs the same level of commitment.

Whether you want a temporary colour refresh, a long-lasting transformation, or a complete blonde makeover, Smart Beauty helps you choose the right colour system for your hair, your lifestyle, and your confidence level.

From gentle colour refreshers to permanent salon-inspired shades, every collection is designed to make home hair colouring safer, easier, and more exciting.

Find The Right Colour Commitment For You

Whether you want a quick colour experiment, a glossy refresh, complete grey coverage, or a full blonde transformation, Smart Beauty gives you the freedom to colour confidently at home.

Creative colour made safe, simple, and seriously fun.

Smart Beauty

Semi-Permanent Colour

Creative colour without the long-term commitment

Perfect for experimenting with bold shades, enhancing your current colour, or trying something completely new.

Semi-permanent colour sits on the outside layer of the hair and gradually fades over washes, making it ideal if you love to switch up your look regularly.

Expect vibrant colour, high shine, and creative self-expression — without permanent commitment.

Perfect for:

  • Fashion shades
  • Bright reds, purples, blues & pinks
  • First-time colour users
  • Trying new looks
  • Adding colour to pre-lightened hair
Shop Semi-permanent Colour

Smart Beauty

Demi-Permanent Colour with Plex

Rich colour, softer grow-out, healthier-looking hair

Demi-permanent colour offers longer-lasting results than semi-permanent colour while remaining gentler than permanent dye.

Ideal for enhancing natural tones, blending early greys, deepening colour, or refreshing tired-looking hair, demi-permanent colour delivers glossy, dimensional results with a softer regrowth line.

Our demi-permanent formulas also contain Plex technology to help protect, rebuild, and restore the hair during colouring.

Perfect for:

  • Colour enhancement
  • Glossy brunette, red, and darker tones
  • Blending greys
  • Refreshing faded colour
  • Healthier-feeling coloured hair
Shop Demi-permanent Colour

Smart Beauty

Permanent Colour with Plex

Long-lasting salon-inspired colour at home

For maximum coverage, stronger colour transformation, and long-lasting results, permanent hair colour delivers reliable, high-impact colour with beautiful shine.

Whether you want rich brunette shades, radiant reds, deep blacks, or blonde transformations, our permanent colour systems are designed to provide even coverage and vibrant results from root to tip.

All Smart Beauty permanent colours contain built-in Plex technology to help strengthen and protect hair while colouring.

Perfect for:

  • Grey coverage
  • Long-lasting colour
  • Major colour changes
  • Blonde transformations
  • Rich, salon-inspired results
Shop Permanent Colour

Smart Beauty

Colour Refreshers & Toners

Keep your colour looking fresh, bright, and salon-worthy

Fashion shades and blondes naturally fade over time — but that doesn’t mean your colour has to lose its impact.

Our colour refreshers and toners help revive faded tones, reduce unwanted warmth, enhance shine, and maintain vibrant colour between full applications.

Perfect for blondes, silvers, coppers, reds, pinks, and vivid creative shades.

Perfect for:

  • Neutralising brassiness
  • Refreshing faded fashion colours
  • Maintaining blonde and silver hair
  • Enhancing shine
  • Extending colour life
Shop Refreshers & Toners

Smart Beauty

Bleaching & Lightening

The foundation for brighter blondes and vivid colour

Want platinum blonde hair or vibrant fashion shades? Lightening is often the first step.

Our bleaching and lightening systems help lift natural pigment to create the perfect base for blondes, silver shades, pastels, and vivid colours.

Whether you’re going a few shades lighter or preparing for bold creative colour, Smart Beauty helps make the process easier and more manageable at home.

Perfect for:

  • Blonde transformations
  • Pre-lightening for vivid colours
  • Platinum looks
  • Highlighting
  • Removing darker pigment before recolouring
Shop Bleaching & Ligthening

Made in the UK

Quality hair colour kits proudly made in the UK.

Vegan & Cruelty-Free

Kind-to-hair colour, never tested on animals.

Built-In Plex Care

Helps protect, rebuild and restore as you colour.

Safe Colour Confidence

Easy guidance to help you colour beautifully at home.