Natural Instincts Clairol Demi-Permanent Hair Color Cream Kit - 4RV Dark Burgundy, Rich Plum
$8.49
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Guests are saying
This hair dye product has garnered mixed feedback from guests, with many praising its vibrant colors and ease of application. Guests appreciate the long-lasting results and the ability to cover gray hair effectively. However, some have experienced unexpected color outcomes, such as darker shades than anticipated. Overall, it offers a convenient solution for at-home hair coloring, especially for those seeking a semi-permanent option that blends well with natural hair tones.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
3.9 out of 5 stars with 2384 reviews
effectiveness: 3.86 out of 5
quality: 3.65 out of 5
value: 3.77 out of 5
62% would recommend
24 recommendations
5 out of 5 stars
Thumbs up graphic, would recommend
3 October, 2026
Turned out better than I expected!!!
I love this hair color. I was hesitant to buy because I was worried it was going to turn out too dark. My natural color is light brown with silver throughout. My hair turned out a beautiful burgundy and the shine it gave my hair is amazing. I haven’t dyed my hair in a few years so I was nervous but so happy that I did!
1 out of 5 stars
25 September, 2026
originally posted on Clairol
DO NOT BUY COLOR 4: DARK BROWN.
I have previously dyed my hair using other brands with no issues. I naturally have brown hair and have never bleached it, have only ever dyed it a darker brown. I decided to pick this new brand up because google recommended it. Well, for whatever reason it didn’t pop up the reviews for this product. Please, for the love of your hair, do not purchase any color products from this line. It dyed my hair jet black. No, not a dark brown, not even the darkest brown there is. Jet. Black. Shine a flashlight on it and you can’t even see a hint of brown. I’m extremely frustrated, disappointed, and feel like my hair has been ruined. I look like an idiot thanks to Clairol. If I could give this product 0 stars I would. Everything about this product is deceptive, and I’m shocked this product is even on shelves still after reading everyone’s reviews on here and realizing I most definitely wasn’t the problem here. Not to mention how damaging and harsh it seems to have been on my hair. Clairol, you’ve ruined my hair- and it seems like plenty of others too.
1 reply from Clairol team - 13 days ago
Hi there! We want to thank you for trying our Clairol Natural Instincts; however, we are truly saddened to learn of the darker-than-expected results. This is not the experience we want you to have, nor what we would expect. Using a clarifying shampoo, followed by a deep conditioner, can sometimes help fade the unwanted color more quickly. We also suggest that you avoid using heat (e.g., blow dryers, curling irons), which can further set the color. If the clarifying shampoo does not lift out enough of the color, please call to speak with one of our hair color experts! You can contact us at 1-800-252-4765, and we would be glad to assist further.
1 out of 5 stars
20 September, 2026
originally posted on Clairol
Black dye
It is not brown, it turned my hair black. I tried to fade it a bit with clarifying shampoo and it did not work. I had lightened hair to begin with but I did not expect black. I look ridiculous and now I feel like I can't leave the house.
1 reply from Clairol team - 18 days ago
Hi there! We do want to thank you for trying our Natural Instincts line; yet, we are very saddened to hear that the color result turned out unexpectedly dark! Since there are quite a few variables to consider on the results you received, we feel it is best to speak with you directly to make the best recommendation. When you have a moment, please call us at 1-800-252-4765, and we would be glad to further assist!
1 out of 5 stars
20 September, 2026
originally posted on Clairol
Horrible color problem
I used the lighter brown hair color and my hair was strawberry blonde almost blonde my hair is black now and super desaturated, do not use this. I’ve talked to multiple people that have the same problem with this dye and it always comes out extremely dark even if it washed out over time it’s completely unfixable until hopefully it washes out in a month or two. If I were to bleach it now my stylist said it would turn orange and damage the crap outta my hair because it went from blonde to black.
1 reply from Clairol team - 19 days ago
Hello! Thank you for trying our Natural Instincts product line; however, we are very sorry to hear that the color result turned out unexpectedly dark! Using a clarifying shampoo, followed by a deep conditioning treatment, can sometimes help soften a color that is too dark. We also recommend avoiding heat styling (such as using a hair dryer or curling iron), as this can further set the color. If the clarifying shampoo does not remove enough of the color, please call us to speak with one of our hair color experts! You can reach us at 1-800-252-4765—we would be happy to assist you.
1 out of 5 stars
13 September, 2026
originally posted on Clairol
Mc D's has nothin on me
I bought this for the golden copper color. What I got was a Ronald mcdonald red. I already had a golden copper color on my hair but it was time to recolor and stores were out of what I usually buy....never again. I'll suffer until my usual comes in.even photo doesn't catch the color it turned out.
1 reply from Clairol team - 25 days ago
Hi there! We do want to thank you for trying our Clairol Natural Instincts Bold product line; yet, we are truly saddened to learn that you did not get the results you hoped for. Since there are quite a few variables to consider on the results you received, we feel it is best to speak with you directly to make the best recommendation. When you have a moment, please call us at 1-800-252-4765, and we would be glad to further assist!
5 out of 5 stars
5 September, 2026
originally posted on Clairol
Please don’t ever get rid of this!
I love this color! I get a ton of compliments on it. Please don’t ever get rid of it! It covers well, stays vibrant for a long time.
5 out of 5 stars
3 September, 2026
originally posted on Clairol
Perfect color tone
I have been using this color for quite a while and totally love the results, because it is not brassy. I need the cool "ash" background that is in this color, and I love this because it never shows any brassy or reddish tones.
3 out of 5 stars
28 August, 2026
originally posted on Clairol
Darker than the photos
I gave 3 stars instead of 4 or 5 because the color is darker than expected. I had lightened my hair with Clairol Blonde It Up! to a light-medium blonde shade that came out slightly reddish/strawberry blonde. My natural hair color at this point in my life is a fairly ugly gray-brown with white around my face. I wanted to counteract the reddish tones that resulted from the Blonde It Up! without darkening my color. Judging from the photos on the Natural Instincts box, I thought Medium Cool Blonde would be my correct shade. To my disappointment, it came out darker than indicated in the photos. On the plus side, Natural Instincts was easy to use, without any noticeable odor, and despite my amateur DIY application the color looks even. The reddish color is toned down as I'd hoped. My hair doesn't seem to be damaged. It also did a very good job of blending gray, as promised. I wish there was a Light Cool Blonde shade. I see only Light Blonde, and I'm thinking that might be too reddish or yellowish for me, but I don't know.
1 out of 5 stars
24 August, 2026
originally posted on Clairol
Would not purchase again
Made my hair black, very disappointed. Product not as described.
1 reply from Clairol team - 2 months ago
Hello! Thank you for trying our Clairol Natural Instincts line; however, we are very saddened to hear that the color result turned out unexpectedly dark! Using a clarifying shampoo, followed by a deep conditioning treatment, can sometimes help lighten a color that is too dark. We also recommend avoiding heat styling (such as using a hair dryer or curling iron), as this can further set the color. If the clarifying shampoo does not soften enough of the color, please call us to speak with one of our hair color experts! You can reach us at 61-800943079—we would be happy to assist you.
1 out of 5 stars
17 August, 2026
originally posted on Clairol
Not the color on the box
Turned my hair black instead of brown, my family said it looked almost blue in some lighting.
1 reply from Clairol team - 2 months ago
Hello! Thank you for trying our Clairol Natural Instincts line; however, we are very sorry to hear that the color result turned out unexpectedly dark! Using a clarifying shampoo, followed by a deep conditioning treatment, can sometimes help lighten a color that is too dark. We also recommend avoiding heat styling (such as using a hair dryer or curling iron), as this can further set the color. If the clarifying shampoo does not remove enough of the color, please call us to speak with one of our hair color experts! You can reach us at 1-800-252-4765—we would be happy to assist you.
1 out of 5 stars
12 August, 2026
originally posted on Clairol
(no review title)
I was looking for a semi-permanent option, something similar the clairol gray solution. It is under the semi-permanent in the website but is not. It 's a permanent option. I am very dissapointed.
1 reply from Clairol team - 2 months ago
Hi there! Thank you for using our Natural Instincts line, but we regret that the color did not give you the results you expected. We would like to clarify that our Natural Instincts formula is a Demi Permanent color. That means the color doesn’t permanently alter your natural virgin hair, it only deposits beautiful tones. Because it has no ammonia and a low volume peroxide, it cannot lighten hair. It gradually fades away every time you wash your hair and lasts about 28 shampoos. We hope this information helps! However, this is not the experience we want you to have and these results can be factors on a few different variables. Due to this, we invite you to speak with us directly at 1-800-252-4765 so we can better assist you
1 out of 5 stars
12 August, 2026
originally posted on Clairol
It's a hair color deception
I don't recommend it; it turned my hair black. I went from having dark brown hair to black.What a disappointment. Zero stars, it's not the tone they advertise.
1 reply from Clairol team - 2 months ago
Hi there! We want to thank you for trying our Clairol Natural Instincts; however, we are truly saddened to learn of the darker-than-expected results. This is not the experience we want you to have, nor what we would expect. Using a clarifying shampoo, followed by a deep conditioner, can sometimes help fade the unwanted color more quickly. We also suggest that you avoid using heat (e.g., blow dryers, curling irons), which can further set the color. If the clarifying shampoo does not lift out enough of the color, please call to speak with one of our hair color experts! You can contact us at 1-800-252-4765, and we would be glad to assist further.
1 out of 5 stars
7 August, 2026
originally posted on Clairol
Hair Dye
Recently bought this hair dye; it turned my light brown hair dark brown. Really disappointed in my results
1 reply from Clairol team - 2 months ago
Hi there! We want to thank you for trying our Clairol Natural Instincts; however, we are truly saddened to learn of the darker-than-expected results. This is not the experience we want you to have, nor what we would expect. Using a clarifying shampoo, followed by a deep conditioner, can sometimes help fade the unwanted color more quickly. We also suggest that you avoid using heat (e.g., blow dryers, curling irons), which can further set the color. If the clarifying shampoo does not lift out enough of the color, please call to speak with one of our hair color experts! You can contact us at 1-800-252-4765, and we would be glad to assist further.
5 out of 5 stars
31 July, 2026
originally posted on Clairol
I got the 6 brown hair color
I think color is as expected overall I liked results
1 out of 5 stars
30 July, 2026
originally posted on Clairol
Horrible
If you want hair that looks like you put black shoe polish all over it, than by all means use it. Turned my beautiful brown hair into a flat black mess with no dimension. Wish I read the reviews before using. I can already tell that as it fades its going to turn into orange/red brass. STAY FAR AWAY!!!!!!!!
1 reply from Clairol team - 2 months ago
Hi there! We want to thank you for trying our Clairol Natural Instincts; however, we are truly saddened to learn of the darker-than-expected results. This is not the experience we want you to have, nor what we would expect. Using a clarifying shampoo, followed by a deep conditioner, can sometimes help fade the unwanted color more quickly. We also suggest that you avoid using heat (e.g., blow dryers, curling irons), which can further set the color. If the clarifying shampoo does not lift enough color, please call to speak with one of our hair color experts! You can contact us at 1-800-252-4765, and we would be glad to assist further.
5 out of 5 stars
Thumbs up graphic, would recommend
26 July, 2026Verified purchase
Great color!
Great color! I have dark winter coloring—fair skin and green hazel eyes for reference.
5 out of 5 stars
24 July, 2026
originally posted on Clairol
Really Good!!
I’ve been using 4W Dark Warm Brown for years. It is exactly like my natural color from when I was younger. I like that it’s not as harsh as other color options that are more permanent. I hate going to salons and this only takes about 20 minutes start to finish. Less expensive and less time wasted, win-win!!
5 out of 5 stars
Thumbs up graphic, would recommend
22 July, 2026Verified purchase
(no review title)
It was quick and easy!! Great color and shine!!
1 out of 5 stars
11 July, 2026
originally posted on Clairol
Avoid!!!!
Dreadful. So so much darker than ‘light golden brown’ and now 8 weeks later it’s still as dark as ever. Hasn’t faded at all. I even tried a colour remover product (which I have used in the past) and it didn’t make any difference!!! Avoid!!!!
1 reply from Clairol team - 3 months ago
Hi there! We want to thank you for trying our Clairol Natural Instincts; yet, we are truly saddened to learn of the darker-than-expected results. This is not the experience we want you to have, nor what we would expect. Using a clarifying shampoo, followed by a deep conditioner, can sometimes help fade the unwanted color more quickly. We also suggest that you avoid using heat (e.g., blow dryers, curling irons), which can further set the color. If the clarifying shampoo does not lift out enough of the color, please call to speak with one of our hair color experts! You can contact us at 08000833338, and we would be glad to assist further.
1 out of 5 stars
6 July, 2026
originally posted on Clairol
Terrible, misleading color
Terrible, avoid!! The 6R Light Auburn shade is not auburn at all. The mixture turned bright purple immediately after mixing, and after application it left my hair with at least four different shades. The sections I dyed first turned bright red, while the areas I applied the dye to last barely took any color at all. I followed the instructions exactly, and this definitely wasn’t my first time dyeing my hair, so it wasn’t an application issue. The advertised color is very misleading. I do not recommend this product.
1 reply from Clairol team - 3 months ago
We first want to thank you for using our Clairol Natural Instincts, yet we are truly saddened to learn of the unexpected, spotty results. This is certainly not the experience we want you to have, nor what we would expect. Based on this, there are quite a few variables to consider based on the results that you received. So, we feel it is best to speak with you directly to make the best recommendation. When you have a moment, please call us at 1-800-252-4765 for a full-color consultation. Our hours of operation are Monday-Friday, 9:00 AM to 5:30 PM EST. We look forward to speaking with you.