New ArrivalsEasterClothing, Shoes & AccessoriesHomeKitchen & DiningOutdoor Living & GardenFurnitureGroceryHousehold EssentialsBabyBeautyPersonal CareHealthWellnessBackpacks & LuggageSports & OutdoorsToysElectronicsVideo GamesMovies, Music & BooksSchool & Office SuppliesParty SuppliesGift IdeasGift CardsPetsUlta Beauty at TargetShop by CommunityTarget OpticalDealsClearanceTarget New ArrivalsEasterWomen’s Western OutfitsHome Decor Ideas & TrendsTop DealsTarget Circle DealsWeekly AdShop Order PickupShop Same Day DeliveryRegistryRedCardTarget CircleFind Stores
Natural Instincts Clairol Demi-Permanent Hair Color Cream Kit - 4RV Dark Burgundy, Rich Plum - 2 of 4Natural Instincts Clairol Demi-Permanent Hair Color Cream Kit - 4RV Dark Burgundy, Rich Plum - 3 of 4Natural Instincts Clairol Demi-Permanent Hair Color Cream Kit - 4RV Dark Burgundy, Rich Plum - 4 of 4
Natural Instincts Clairol Demi-Permanent Hair Color Cream Kit - 4RV Dark Burgundy, Rich Plum - 1 of 4

Natural Instincts Clairol Demi-Permanent Hair Color Cream Kit - 4RV Dark Burgundy, Rich Plum

In Stock

Eligible for registries and wish lists
Available deals

Target Circle Deal: $5 Target GiftCard with 4 select skincare & hair care

Eligible with Target Circle membership ∙ Expires Feb 28 ∙ Details

At a glance

About this item

Highlights

  • GET READY TO COLORIFY! CLAIROL NATURAL INSTINCTS DEMI-PERMANENT HAIR DYE gives you rich and glossy color that washes away gradually.
  • A VEGAN FORMULA with zero ammonia, Coconut Oil + Aloe, it’s a gentle color that will make you shine!
  • DARE TO BE BRILLIANT. With rich, radiant color and gotta-have-it glossy shine, your natural look is enhanced!
  • TREAT YOURSELF! Colorify that blends away grays, boosts shine, and lasts up to 28 washes.
  • HOW TO DYE YOUR HAIR? JUST MIX, DYE & DRY! Mix bottles 1 & 2, shake, and apply; then rinse and add the Brilliant Shine Conditioner. Dry and style any way that’s so you!
  • WHAT’S IN THE BOX? 1 tube of Color Cream; 1 bottle of Activator; 1 tube of Brilliant Shine Conditioner.

Description

Ready to get glossed? Dare to be brilliant! Discover your natural way to shine with Clairol's Natural Instincts, a demi-permanent hair dye that enhances your look with rich, radiant color and glossy gotta-have-it shine, every single time! It’s a zero ammonia formula with Coconut Oil + Aloe, that conditions your hair leaving it smooth and radiant. This vegan formula gives you no commitment gentle color that blurs visible grays and washes away gradually. With 37 shades to choose from, you’re sure to find a gentle color that leaves you simply saying ‘’It's so me!''.
To apply, mix the color cream and activator, smooth through dry hair (don’t forget your gloves!), then rinse. Enhance the shine that nature gave you by adding the nourishing Brilliant Shine Conditioner and enjoy your new look that gradually washes away over time.
Hair Type: All Hair Types, Coarse, Normal
Health Facts: Ammonia-Free, Paraben-Free, Contains Coconut Oil, Vegan
Product Warning: Adult Use Only, not recommended for those with sensitive skin
Product Form: Cream
Includes: Gloves, Conditioner, Applicator
Beauty Purpose: Hair Coloring
Bleach Volume: 12 Volume Peroxide
Processing Time: 20 minutes
Net weight: 8.5 Ounces
TCIN: 13335740
UPC: 3614226794598
Item Number (DPCI): 063-01-0109
Origin: Made in the USA or Imported
If the item details aren’t accurate or complete, we want to know about it.

Ingredients:

color enhancing creme aqua/water/eau, propylene glycol, ethanolamine, cetearyl alcohol, 2-methoxymethyl-p-phenylenediamine, trisodium ethylenediamine disuccinate, 4-amino-2-hydroxytoluene, citric acid, parfum/fragrance, resorcinol, sodium sulfite, p-aminophenol, 1-hexyl 4,5-diamino pyrazole sulfate, dicetyl phosphate, ascorbic acid, m-aminophenol, ceteth-10 phosphate, 1-naphthol, steareth-200, xanthan gum, sodium hydroxide, 2-methyl-5-hydroxyethylaminophenol, phenyl methyl pyrazolone, titanium dioxide / (ci 77891), disodium edta, tocopheryl acetate. color activator aqua/water/eau, paraffinum liquidum/mineral oil/huile minerale, hydrogen peroxide, cetearyl alcohol, sodium cetearyl sulfate, salicylic acid, phosphoric acid, disodium phosphate, disodium pyrophosphate, sodium stannate, etidronic acid. brilliant shine conditioner aqua/water/eau, bis-hydroxy/methoxy amodimethicone, stearyl alcohol, cetyl alcohol, stearamidopropyl dimethylamine, glutamic acid, parfum/fragrance, benzyl alcohol, citric acid, benzyl benzoate, edta, histidine, cocos nucifera (coconut) oil, sodium chloride, hexyl cinnamal, linalool, magnesium nitrate, trimethylsiloxysilicate, aloe barbadensis leaf juice, methylchloroisothiazolinone, magnesium chloride, methylisothiazolinone, bht, ascorbic acid, potassium sorbate, sodium benzoate, sodium sulfite.

Allergens & Warnings:

CAUTION: THIS PRODUCT CONTAINS INGREDIENTS THAT MAY CAUSE SKIN IRRITATION ON CERTAIN INDIVIDUALS AND A PRELIMINARY TEST ACCORDING TO ACCOMPANYING DIRECTIONS SHOULD FIRST BE MADE. THIS PRODUCT MUST NOT BE USED FOR DYEING THE EYELASHES OR EYEBROWS. TO DO SO MAY CAUSE BLINDNESS.

Shipping details

Estimated ship dimensions: 3.75 inches length x 2.5 inches width x 6.5 inches height
Estimated ship weight: 0.5 pounds

Return details

This item can be returned to any Target store or Target.com.
This item must be returned within 90 days of the date it was purchased in store, delivered to the guest, delivered by a Shipt shopper, or picked up by the guest.
See the return policy for complete information.

Q: What ingredients are included in the hair color formula?

submitted by AI Shopping Assistant - 7 days ago
  • A: The hair color features a vegan formula with Coconut Oil and Aloe, ensuring gentleness and shine.

    submitted byAI Shopping Assistant - 7 days ago
    Ai generated

Q: How does this product help with gray hair?

submitted by AI Shopping Assistant - 7 days ago
  • A: The formula blurs visible grays, providing a natural appearance while enhancing your hair's color.

    submitted byAI Shopping Assistant - 7 days ago
    Ai generated

Q: Does this product contain ammonia or parabens?

submitted by AI Shopping Assistant - 7 days ago
  • A: No, this hair color is free from ammonia and parabens, making it a gentle choice.

    submitted byAI Shopping Assistant - 7 days ago
    Ai generated

Q: What is included in the hair color kit?

submitted by AI Shopping Assistant - 7 days ago
  • A: The kit includes a tube of color cream, an activator bottle, and a tube of Brilliant Shine Conditioner.

    submitted byAI Shopping Assistant - 7 days ago
    Ai generated

Q: What is the processing time for applying the hair color?

submitted by AI Shopping Assistant - 7 days ago
  • A: The processing time for the hair color application is 20 minutes before rinsing.

    submitted byAI Shopping Assistant - 7 days ago
    Ai generated

Additional product information and recommendations

Frequently bought together

L'Oreal Paris Feria Permanent Hair Color - 6.3 fl oz

See price in cart
$5 Target GiftCard with 4 select skincare & hair care on select items
3.6 out of 5 stars with 5509 ratings

Arctic Fox Semi-Permanent Hair Color Dye - 4 fl oz

$11.99
$5 Target GiftCard with 4 select skincare & hair care on select items
4.5 out of 5 stars with 743 ratings

L'Oreal Paris Colorista Bleach All Over 1 kit

$11.99
$5 Target GiftCard with 4 select skincare & hair care
3.5 out of 5 stars with 285 ratings

ECO STYLE Professional Olive Styling Gel - 16 fl oz

$3.99($0.25/fluid ounce)
$5 Target GiftCard with 4 select skincare & hair care
4.4 out of 5 stars with 1748 ratings

Guests also viewed

Guests are saying

This hair dye offers a variety of shades that cater to different hair types and preferences, making it a popular choice among guests. Many appreciate its gentle formula that doesn't damage hair while providing good gray coverage. The ease of application and pleasant scent are also frequently highlighted. However, some guests experienced unexpected color results, so it's advisable to choose shades carefully. Overall, it remains a favored option for those seeking a semi-permanent solution.
    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 2414 reviews
    effectiveness: 3.65 out of 5
    quality: 3.44 out of 5
    value: 3.47 out of 5
    57% would recommend
    19 recommendations
    1 out of 5 stars
    14 February, 2026
    originally posted on Clairol
    Image

    Crazy Color!!!!

    My natural color is I a light brown with red highlights, auburn. This turned my gray roots into a slightly darker version of Lucille Ball’s orange/red color. It’s great if you want to look like a circus clown. 🤡
    1 reply from Clairol team - 8 days ago
    Hi there! We do want to thank you for trying our Clairol Natural Instincts 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!
    Did you find this review helpful?
    2 out of 5 stars
    12 February, 2026
    originally posted on Clairol
    Image

    Too dark

    I got the dark warm brown. My hair before wasnt super dark but I thought this color was beautiful. Its definitely dark almost too much. Also the one glove was missing a finger and was split on the side
    1 reply from Clairol team - 8 days ago
    Hi there! We do want to thank you for trying our Clairol Natural Instincts line; yet, we are truly saddened to learn that you had darker results than intended! The use of a clarifying shampoo, followed by a deep conditioner can sometimes soften a color that is too dark. We also suggest that you avoid the use of heat (ex: blow dryers, curling irons) which can further set the color in. 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 further assist.
    Uberpop
    Did you find this review helpful?
    5 out of 5 stars
    9 February, 2026
    originally posted on Clairol
    Image

    Great! But leave it on gray roots for 20 mins 1st

    While I don't love the smell of this I love how my hair came out! It was very red before and the roots which are mostly white were like a yellowish due to me doing a permanent root coverage with an 8A/8N combo. Doing 7 Dark blonde made my hair looks so even and shiny, although it didn't remove the red. I did have to go back and put some more on the roots for 20 mins after blow drying though. Next time I will do the roots for 20 first, then the mids to ends for 20. Maybe 7A will be the way to go next time?
    LSCO
    Did you find this review helpful?
    1 out of 5 stars
    6 February, 2026
    originally posted on Clairol
    Image

    Damaging & does not lighten

    I bought this thinking I had grabbed Garnier Fructis because of the green colored box. Well, what a mistake ! It left my hair incredibly dried ! Also, the color was meant to be lighter than the color I had last bought (from Garnier Fructis) - it did not lighten all & the Garnier was an actual darker color and it managed to dye my hair the color it was meant too
    1 reply from Clairol team - 15 days 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 and dry results. Since the Natural Instincts is a demi-permanent hair color, it cannot lighten natural or previously colored hair. It is best to use a shade close to your natural color to help with grey blending with this product line. This product has conditioning in every step of the coloring process; so, this is not the experience we want you to have nor what we would expect and we would like to help you further. When you have a moment, you may call us at 1-800-252-4765 so we can better assist!
    Inavio
    Did you find this review helpful?
    4 out of 5 stars
    23 January, 2026
    originally posted on Clairol
    Image

    Finally found a non brassy color 5C

    I have highlighted dirty blonde hair. I wanted a change and less upkeep. I have a few grays, but didn’t really need coverage for that. I was looking for something not give me “orangey” tones, since I tend to pull that way. Extremely impressed-no orange and very vibrant. Hair looks glossy. Not sure how this will fade yet. Very pleased and will apply again.
    Bronde77
    Did you find this review helpful?
    5 out of 5 stars
    18 January, 2026
    originally posted on Clairol
    Image

    Rose Gold Blonde is the best!

    7RG is the most beautiful natural looking red shade ever! I buy it in bulk so that I’m never without. I always get so many compliments on the color of my hair. Everyone thinks I’m a natural redhead and when I tell them it’s from a box, they are shocked! Please don’t stop making this color!
    KikiM
    Did you find this review helpful?
    1 out of 5 stars
    5 January, 2026
    originally posted on Clairol
    Image

    Disappointed

    It states that this product doesn't contain phenylenediamine however after reading the ingredients it clearly states that it does. I have had some allergic reaction to that ingredient so when I read that it doesn't contain said ingredient I purchased 2 boxes only to find it does. I feel like I have been mislead 😕
    1 reply from Clairol team - 2 months ago
    Thank you for reaching out to Clairol and giving us this opportunity to respond. We are sorry to learn of your disappointing experience with our Natural Instincts. We want to let you know that consumer safety is, and always has been, our first priority, and each product must meet our stringent safety and efficacy standards. Your experience is atypical, and it would be helpful for our Quality Assurance team to evaluate this experience further. When you have a moment, please give us a call at 08000833338 so we can better help!
    Sue62
    1 guest found this review helpful. Did you?
    1 out of 5 stars
    3 January, 2026
    originally posted on Clairol
    Image

    Color is different now

    This used to be a great color. Now, it turns my hair a reddish, golden color. Rusty-looking. It seems something has changed in the formulation. Very dissappointed.
    1 reply from Clairol team - 2 months ago
    Hi there! We would first like to thank you for your loyalty to our Natural Instincts over the years. However, we are truly saddened to learn of your disappointment. We would like to let you know that the Natural Instincts formula has not been changed in a few years since the switch to the cream formula. Nonetheless, 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.
    MarikaS
    1 guest found this review helpful. Did you?
    5 out of 5 stars
    3 January, 2026
    originally posted on Clairol
    Image

    (no review title)

    I go between this and 5A occasionally depending on which undertone I'm going for. Both do a stellar job at darkening my medium brown hair, since this is demi permanent and deposit only. Lovely color.
    Mariee
    Did you find this review helpful?
    1 out of 5 stars
    28 December, 2025
    originally posted on Clairol
    Image

    Not great disappointment

    Definitely not the same like before , there is no allergy molecule added in this one like the previous one in white green packaging, I used this and my scalp is irritated and have tingling and dandruff! Why change it when was good before ?!
    1 reply from Clairol team - 2 months ago
    Hi there! Thank you for reaching out to Clairol and giving us this opportunity to respond. We are sorry to learn of your disappointing experience with our Natural Instincts line. We want to let you know that consumer safety is, and always has been, our first priority and each product must meet our stringent safety and efficacy standards. Your experience is atypical and it would be helpful for our Quality Assurance team to evaluate this experience further. When you have a moment, please give us a call at 61-800943079, so we can better help!
    Monbon
    1 guest found this review helpful. Did you?
    1 out of 5 stars
    21 December, 2025
    originally posted on Clairol
    Image

    Turned my hair black

    I should have read the reviews first. This product turned my light brown hair jet black in only 20 mins. My hair now feels dry and brittle. Do not make my mistake, stay away from this product.
    1 reply from Clairol team - 2 months ago
    Hi there! We do want to thank you for trying our Clairol Natural Instincts line; yet, we are truly saddened to learn that you had darker results than intended! The use of a clarifying shampoo, followed by a deep conditioner can sometimes soften a color that is too dark. We also suggest that you avoid the use of heat (ex: blow dryers, curling irons) which can further set the color in. 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 61-800943079, and we would be glad to further assist.
    Michelle S
    1 guest found this review helpful. Did you?
    2 out of 5 stars
    18 December, 2025
    originally posted on Clairol
    Image

    Needs a Formula Change

    Leaves hair greasy. Prob should be liquid not cream based. Lasts two weeks.
    1 reply from Clairol team - 2 months ago
    Hi there! Thank you for using our Natural Instincts line, but we regret that the product did not give you the results you expected. Since the Natural Instincts is a demi-permanent hair color, it cannot lighten natural or previously colored hair but is intended to last up to 28 washes. Nonetheless, 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.
    TeeGee
    1 guest found this review helpful. Did you?
    5 out of 5 stars
    7 December, 2025
    originally posted on Clairol
    Image

    Easy on Scalp Great Product!

    I bought this product about a month ago and I’m really happy with it! I have very sensitive scalp. I have tried different hair color products which irritated my scalp but with Natural Instincts I don’t have any problems at all.
    DELMAR
    1 guest found this review helpful. Did you?
    1 out of 5 stars
    2 December, 2025
    originally posted on Clairol
    Image

    (no review title)

    Bought the medium brown 5 to even out my blond highlights & match my roots. Came out jet black although the box looks like a chestnut medium brown! The last medium brown i used came light brown bc i have lots of natural blonde highlights. So upset. Will never buy or recommend this hair color to anyone!
    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 1-800-252-4765, and we would be glad to assist further.
    Dibs
    4 guests found this review helpful. Did you?
    1 out of 5 stars
    30 November, 2025
    originally posted on Clairol
    Image

    Another Man Abandoned By This Company.

    Another Man Abandoned By This Company. Natural Instincts for Men, was suddenly and without an alternative, Cancelled like Weinstein. So as many others, I'm a guy looking for something like M9 in the men's color, ie light brown. You'd think there'd be a page devoted to the men who patronized Clairol for years, directing them to alternatives. That would require that this company cared about men. So here we are. . . I tried Light Brown 6. The result was blondish hair that looks like it was combed with brass shavings. Even if I went with 6c Brass Free, I can't believe that it would change the blondness of the color. I look at medium browns and well . . . there are complaints this results in almost black hair. Yeah, yeah, yeah, call the company. We should not have to. There should be a page devoted to men using this company's products, where we see a chart directing us to the correct product if we used M9 or that product if M11 etc.
    1 reply from Clairol team - 3 months ago
    Hello there! We first would like to thank you for your long-term loyalty to our Natural Instincts for Men. We understand how disappointing it can be when a favorite product or shade is no longer available, but we hope you can understand that sound business practice dictated the discontinuation of this product. Consumer preferences are important to us, and we continually introduce new products as a result of consumer feedback. In this regard, please be assured your comments will be shared with our Marketing Executives for their review and benefit! Since you were using the Natural Instincts for Men M9 Light Brown, we would recommend trying out our Natural Instincts 6A Light Cool Brown, or even the 6C Brass Free Light Brown. Both of these shades have an ash/cool tone to them to help prevent that brassiness that you were getting. Please know that other consumers' results are factored on many different variables, but if you feel the color is too light, you can try switching to either the 5A or the 5C. The best thing we would advise is to perform the strand test to get a preview of the color results before applying it all over to make sure you are getting the expected results, and the 48-hour allergy test to ensure that you do not have any sensitivities to the product. We understand your thoughts on calling; however, we want to still offer our assistance to you. If you wish, 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 are always happy to further help!
    Nick Name
    3 guests found this review helpful. Did you?
    2 out of 5 stars
    28 November, 2025
    originally posted on Clairol
    Image

    No good

    This does not cover grey at all , don’t bother buying
    1 reply from Clairol team - 3 months ago
    Hello. We would first like to thank you for trying out our Clairol Natural Instincts; however, we regret to learn of your experience with the product not covering your grey. This product is a demi-permanent color designed to blend grey to about 35%. If you have more grey than that, we would recommend trying out a permanent hair color, as they are designed for full/100% grey coverage. Nonetheless, this is not the experience we want you to have, and we will be sure to share your feedback with our team. We invite you to call to speak with one of our hair color experts so we can provide you with the best recommendation for future colorings. When you have a moment, please give us a call at 08000833338, so we can better help.
    Nanneerosie
    3 guests found this review helpful. Did you?
    5 out of 5 stars
    24 November, 2025
    originally posted on Clairol
    Image

    Works well for me

    I've been using this for a long time. It covers some pretty healthy gray and holds on for many shampoos.
    Kathys999
    1 guest found this review helpful. Did you?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    23 November, 2025Verified purchase

    (no review title)

    Isn’t happy about this hair dye… cause it wasn’t covered my grey hair…
    Coffee
    Did you find this review helpful?
    1 out of 5 stars
    7 November, 2025
    originally posted on Clairol
    Image

    Not Purple, it’s just Black

    This dye doesn’t even have a purple sheen in the light. It’s just black. Nice dye if you want black hair, not so much if you’re expecting color.
    1 reply from Clairol team - 4 months ago
    Hi there! We do want to thank you for trying our Clairol Natural Instincts Bold line; yet, we are truly saddened to learn that you had darker results than intended! The use of a clarifying shampoo, followed by a deep conditioner can sometimes soften a color that is too dark. We also suggest that you avoid the use of heat (ex: blow dryers, curling irons) which can further set the color in. 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 further assist.
    Sarahh
    4 guests found this review helpful. Did you?
    1 out of 5 stars
    4 November, 2025
    originally posted on Clairol
    Image

    WARNING! DONT BUY

    Horrible I bought the 4 dark brown thinking it would be a nice winter color and it turned my hair completely black except for my original blond pieces i left in front, do not recommend at all!
    1 reply from Clairol team - 4 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 1-800-252-4765, and we would be glad to assist further.
    This sucks
    7 guests found this review helpful. Did you?

    Get top deals, latest trends, and more.

    Privacy policy

    Footer

    About Us

    About TargetCareersNews & BlogTarget BrandsBullseye ShopSustainability & GovernancePress CenterAdvertise with UsInvestorsAffiliates & PartnersSuppliersTargetPlus

    Help

    Target HelpReturnsTrack OrdersRecallsContact UsFeedbackAccessibilitySecurity & FraudTeam Member ServicesLegal & Privacy

    Stores

    Find a StoreClinicPharmacyTarget OpticalMore In-Store Services

    Services

    Target Circle™Target Circle™ CardTarget Circle 360™Target AppRegistrySame Day DeliveryOrder PickupDrive UpFree 2-Day ShippingShipping & DeliveryMore Services
    PinterestFacebookInstagramXYoutubeTiktokTermsCA Supply ChainPrivacy PolicyCA Privacy RightsYour Privacy ChoicesInterest Based AdsHealth Privacy Policy