Natural Instincts Clairol Demi-Permanent Hair Color Cream Kit - 4RV Dark Burgundy, Rich Plum
$8.49
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- $19.99($11.83/fluid ounce)reg $24.99 Sale4.7 out of 5 stars with 252 ratings
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This hair dye product has received mixed feedback from guests, with some praising its vibrant colors and ease of use, while others express disappointment over unexpected results, such as hair turning too dark or not fading as promised. Many guests appreciate the gentle formula that doesn't damage hair, making it suitable for covering grays. However, concerns about color accuracy and longevity persist, suggesting that guests should choose shades carefully based on their hair type and desired outcome.
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 2432 reviews
effectiveness: 3.68 out of 5
quality: 3.45 out of 5
value: 3.58 out of 5
57% would recommend
21 recommendations
1 out of 5 stars
23 April, 2026
originally posted on Clairol
Horrendous
I am very upset. This is way too dark and ruined my hair. I look like Morticia from the Munsters.
1 reply from Clairol team - 23 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.
1 out of 5 stars
15 April, 2026
originally posted on Clairol
Stuck with Pitch Black Hair
Never been so upset by a hair dye product. I was trying to cover light pink hair and this product turned my hair jet black. Washed it out for 30 minutes and no lifting. I was trying to somewhat match my natural hair, now my hair is stuck black just 3 weeks before prom. Super disappointed!
1 reply from Clairol team - 26 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
2 out of 5 stars
13 April, 2026
originally posted on Clairol
Issue with color. Will not wash out after 35 washs
Not happy with this product at all. I bought the golden dark brown. Box showed it with brown hair.I should get a dark brown. Even though I followed the instructions to letter, I ended up with an auburn. It's been almost 5 months now. The no commitment to color does not work. I washed my hair between thirty five and forty times and I now have orange light auburn color now, a white gray skunkline. It does not rinse away with wash.And now I find myself in a situation where I have to get my hair dye back to it's normal gray color. I only bought it after several years of gray for a special event. And felt that it did not stand up to its promise.
1 reply from Clairol team - 1 month 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 with our product; 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.
5 out of 5 stars
9 April, 2026
originally posted on Clairol
Best product I've tried- loyal buyer!
I use 6c, Brass-free Light Brown, and I love it- my hair has a few stubborn greys that tint as 'hilights' but the coverage is excellent, shiny not dull, lasts well overall and IS BRASS-FREE!!! Super grateful they make this shade!
3 out of 5 stars
Thumbs down graphic, would not recommend
8 April, 2026Verified purchase
(no review title)
The color was nice but the smell is awful
5 out of 5 stars
2 April, 2026
originally posted on Clairol
My favorite Natural Instincts color!
I’m a natural blonde, but now that I’m older my hair has lost a lot of shine and vibrancy. This makes me feel young again! All the Natural Instincts products tend to go warm on me, so the brass-free or cool tones are best. Wish they made a cool, light blonde. I like the way it gently washes out over time so there’s less of a demarcation. Been using for years
1 out of 5 stars
31 March, 2026
originally posted on Clairol
Horrible color turned black
I have ruined my brown hair. This is not brown dye, it turned my auburn brown hair jet black. I only left it on 15 minutes. I am so sad ! It’s not fading at all. I will have to go to a professional to remove this color, my hair is so ugly !
1 reply from Clairol team - 1 month 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.
2 out of 5 stars
29 March, 2026
originally posted on Clairol
Not the same anymore
Have been using this color for years. Not happy with it anymore. Color fades way too fast. Mostly gone after a dozen shampoos. Last time I used the included conditioner it weighed my hair down & my hair looked greasy. Have never used it again. Just throw it straight into the garbage. Bring back the old long lasting formula of the dye & bring back the old conditioner.
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. So, these added conditionings have been in the product, but with our new packaging design they are more called out. 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.
1 out of 5 stars
24 March, 2026
originally posted on Clairol
Color not as advertised
One star because it did its job - it definitely dyed my hair. Black. My hair is now black. There is no dark brown about it. Very disappointed.
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 1-800-252-4765, and we would be glad to further assist.
2 out of 5 stars
23 March, 2026
originally posted on Clairol
No longer semi permanent but Demi permanent
I used the 28 day semi permanent color for years with good success. Liked the fact that I didn’t get significant roots with the product. I actually don’t care about the grays coming in, but liked it for changing my hair color from ash blonde to more of a golden dark blonde. However, the formula changed to demi permanent which I didn’t realize and I could see definite roots as it started to grow out. Swore I wouldn’t use it agin, but after almost a year half my head is ash blonde at the roots and half is golden light brown. More permanent I’d say! I was forced to use it again because I couldn’t stand the roots. Really disappointed that this isn’t semi permanent anymore. Very hard to find semi permanent anymore. I read another review that said the same thing! Demi is harder on your hair for sure. Please go back to offering semi 28 day formula!
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.
3 out of 5 stars
Thumbs up graphic, would recommend
22 March, 2026Verified purchase
Not my fav but not bad
I bought this hair dye in a rush since I didn’t really know what I was going for. The price got my attention so I bought two. My have is a little more on the dark brown side so it made my hair color almost look black. You can only see it in the sun or when certain light hits it . I didn’t really see a change in my hair or the type of color I would want . Overall I think it’s a good brand just not my color type .
3 out of 5 stars
8 March, 2026
originally posted on Clairol
Natural Instincts 6G Changed Formula Not as Good
I have used this product for over 15 years and have had consistant good luck with the color outcome. Originally, was able go about two months before reapplying, it left my hair with great body and texture, felt thicker and fuller (this was when box said 'up to 28 shampoos'). However, over the past year, description on box now says"gradually washes out" and noticed the change almost immediately. Hair is now lacking the body and texture, as well as thickness and fullness as before. The color looks good through the first two shampoos, however fades and the greys show through faster as well. This reminds me of way back in the day of Loving Care, which was in fact a rinse and would totally fade out after about six shampoos. Please, whatever change you made over the past year, please change the formula back to what it was: great color, great texture, longer lasting results. Thanks for asking.
1 out of 5 stars
5 March, 2026
originally posted on Clairol
Stained my hair.
4RV dark burgundy...Left my hair almost BLACK :( I used it before Christmas and it hasn't completely washed out. Its growing out Im a natural redhead wanted to try a WASH out dye...This has ruined my waiste length hair.. 3 photos. Natural ..The Dye ..after almost 4 months of regular washing. The roots ughhh this is why I wanted something that washed out !! I do not recommend 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 1-800-252-4765, and we would be glad to further assist.
1 out of 5 stars
23 February, 2026
originally posted on Clairol
Color is NOT as advertised and NOT fading at all!
I used this over a month ago to prolong my next visit to my stylist. After I did it I immediately regretted using this product. My hair looks black and so fake like I am wearing a wig. I tried to wash it out with baking soda and head and shoulders and it dried out my hair. I have been washing my hair every other day for the past month and it has not faded at all. I hate it and deeply regret using this product. I had some highlights and unbelievably those look even darker then my natural hair. The only hair that it actually didn't turn black are the few grey hairs that I have, which make them even more noticeable because they are surrounded by black hair! It's been over a month of washing and it is not fading as all! This is permanent not Demi as advertised. I have ruined my hair with your product!!!
1 reply from Clairol team - 3 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 1-800-252-4765, and we would be glad to further assist.
5 out of 5 stars
21 February, 2026
originally posted on Clairol
Love the Shade!
I have been using this shade for years. It's so easy to apply. I need to cover grey roots and don't want a permanent product that damages my hair. I do leave it on longer, about 20 minutes, to cover my grey. I love the color!
1 out of 5 stars
14 February, 2026
originally posted on Clairol
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 - 3 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 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!
2 out of 5 stars
12 February, 2026
originally posted on Clairol
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 - 3 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 1-800-252-4765, and we would be glad to further assist.
5 out of 5 stars
9 February, 2026
originally posted on Clairol
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?
1 out of 5 stars
6 February, 2026
originally posted on Clairol
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 - 3 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 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!
4 out of 5 stars
23 January, 2026
originally posted on Clairol
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.