Natural Instincts Clairol Demi-Permanent Hair Color Cream Kit - 4RV Dark Burgundy, Rich Plum
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- $11.99 - $12.99Lower price on select items3.6 out of 5 stars with 5858 ratings
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Guests are saying
The product has received mixed feedback from guests, with many praising its ability to cover gray hair and leave hair feeling soft and shiny. However, some guests experienced unexpected color results, such as hair turning too dark or not matching the desired shade. The ease of application and gradual washout are appreciated, making it a convenient choice for at-home hair coloring. Guests recommend adjusting the application time for better results.
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 2377 reviews
effectiveness: 3.81 out of 5
quality: 3.59 out of 5
value: 3.71 out of 5
60% would recommend
23 recommendations
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 - 19 days 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 - 23 days 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 - 1 month 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 - 29 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
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 - 1 month 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 - 1 month 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 - 2 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 - 2 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.
1 out of 5 stars
1 July, 2026
originally posted on Clairol
Blonde hair dye turned my hair black
I used the Natural Instincts colour number 7 and it turned my hair black. Looking through the reviews, ALOT of people seem to have this experience. DO NOT USE this product. It is unpredictable and definitely did not do what it was meant to do
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 61-800943079—we would be happy to assist you.
3 out of 5 stars
29 June, 2026
originally posted on Clairol
Added reddish tint, no lightening at all
Disappointed. My hair normally takes color easily. Hardly notices a difference except the “light blonde” shade 9 added to my hair hair a no flattering reddish/orange tint from what it was. Did not lighten at all
1 out of 5 stars
26 June, 2026
originally posted on Clairol
Misleading colouring
I purchased this and it is very misleading. I bought the "Dark Warm Brown" colour and it came out as jet black. Misleading packaging entirely.
1 reply from Clairol team - 3 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.
4 out of 5 stars
18 June, 2026
originally posted on Clairol
Covers white hair well
This is easy to apply, it doesn't drip or itch. The colour covers white hair well - something that a lot of dyes don't do: the colour can look harsh and over strong on hair with zero pigment ... This comes up as a pale blonde, pretty neutral, not brassy but just lightly golden as per the box photo and I think it's a keeper. Mind you, as yet I can't say if it will survive washings in between dyeing yet. But here's hoping!
5 out of 5 stars
17 June, 2026
originally posted on Clairol
Gorgeous colour
This is agorgeeous warm colour. I sometimes mix this with a blonde or put on in kind of stripes for some extra dimension. The colour gets complimented often. I'd love to see a strawberry blonde addition to this colour range x
1 out of 5 stars
10 June, 2026
originally posted on Clairol
Avoid!!
Made me look like Ronald McDonald’s hair not even close to medium auburn!! I would like a refund if I could. While applying the hair Color the dye was purple and then my hair turned bright red!!
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!
1 out of 5 stars
7 June, 2026
originally posted on Clairol
If you want red hair
If you have warm skin and appreciate warm red tones, this is for you! Nothing cool about it all! If youre trying to color cover greys they will be ORANGISH/YELLOWISH FOR FOREVER till you grow them out!!!!! BLOWS MY MIND that a BIG company like this cant bother to research and find better products! Application is easy and hair does feel healthy and smooth after the silicone based conditioner, but the color is terrible for those wanting COOL toned hair... its like you have to go darker or lighter.... the LIGHT BROWN shades never fit! Brown in a box is always warm, what they DONT TELL YOU is their products dont simply DEPOSIT COLOR. WHEN YOU MIX THE BOTTLES, YOU ARE *LIFTING* YOUR BROWN HAIR WITH HYDROGEN PEROXIDE, MAKING IT REDDISH (think SUN IN) - and its not easy to fix or cover up!!
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!