Natural Instincts Clairol Demi-Permanent Hair Color Dye Cream Kit - 5 Medium Brown, Hazelnut
Color5 Medium Brown, Hazelnut
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4.5 out of 5 stars with 10331 ratings
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3.8 out of 5 stars with 11022 ratings
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Guests are saying
This hair dye offers a variety of shades that guests appreciate for their vibrant colors and ease of use. Many guests love the gentle formula that doesn't damage hair, making it suitable for regular use. However, some guests have experienced unexpected color results, particularly with darker shades. Overall, it provides good gray coverage and is favored for its pleasant scent and affordability, making it a popular choice for at-home hair coloring.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
3.8 out of 5 stars with 1965 reviews
effectiveness: 3.29 out of 5
quality: 3.51 out of 5
value: 3.5 out of 5
56% would recommend
162 recommendations
5 out of 5 stars
Thumbs up graphic, would recommend
22 February, 2026Verified purchase
works as good as permanent color
I usually use permanent color. tried this to not damage my hair as much. lasts just as long and my hair is healthier!! does cover or mask greys well!
1 out of 5 stars
Thumbs down graphic, would not recommend
22 February, 2026Verified purchase
Wheres the color??
So my natural hair is already a dark brown but it’s noticeable that it’s brown, so I bought the dark warm brown but it dyed my hair black?? It looks nothing like the color on the box. The picture where I have the orange jacket is the before and the picture with the dye box next to my head is the after .
3 out of 5 stars
Thumbs down graphic, would not recommend
21 February, 2026Verified purchase
ok more natural option
I wasn't so happy with this product because it didn't cover my grays completely like other product although I do appreciate it being more of a natural option
4 out of 5 stars
Thumbs up graphic, would recommend
11 February, 2026Verified purchase
(no review title)
The color is great in some point. (Im not sure my hair is orange)
1 out of 5 stars
6 February, 2026Verified purchase
So upset
The 6.5G was supposed to be a light brown and my hair came out darker
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 - 14 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!
5 out of 5 stars
30 January, 2026Verified purchase
(no review title)
Is easy to use and the best is doesn't contain the quimicals that the hair salon products have to damage the hair
1 out of 5 stars
Thumbs down graphic, would not recommend
23 January, 2026
(no review title)
Worst hair dye ever. I got a light brown, it turned my BLONDE hair BLACK. do not buy.
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.
5 out of 5 stars
18 January, 2026
originally posted on Clairol
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!
5 out of 5 stars
18 January, 2026Verified purchase
(no review title)
Love it
4 out of 5 stars
Thumbs up graphic, would recommend
14 January, 2026
Satisfied
I love how soft my hair was after the process and I LOVE IT! It might not work with everyones hair type but it definetly works for mine! It was a little darker than it shows on the box but it lightens up
3 out of 5 stars
Thumbs down graphic, would not recommend
12 January, 2026Verified purchase
did not cover my gray hairs
I wanted to like it and while I do like the color it came out on my brown hair but it did not cover gray hairs at all which was the point.
1 out of 5 stars
5 January, 2026
originally posted on Clairol
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!
1 out of 5 stars
3 January, 2026
originally posted on Clairol
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.
5 out of 5 stars
3 January, 2026
originally posted on Clairol
(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.
4 out of 5 stars
Thumbs up graphic, would recommend
3 January, 2026
Very Dark with Red Undertones?
I purchased the shade 5A, and I followed most of the directions (I washed my hair with soap instead of just rinsing it), and it turned out pretty good. It doesn't look professional, but it is box dye. I have a sensitive scalp, and it didn't give me any issues. It was very easy to apply and mix up. My only complaint is that it had sort of a red undertone? I don't know much about color theory, but I started out with medium/light brown hair (had been dyed 6 months ago), and it came out dark brown (almost black) with a red undertone. Don't buy this product if you're worried about your hair coming out too dark, or if you don't want to become Strawberry Shortcake's long-lost cousin, but you should be good otherwise.
1 out of 5 stars
Thumbs down graphic, would not recommend
30 December, 2025
Terrible color
I have natural medium brown hair with some minimal graying in temple area. I applied to the gray areas first and saturated that area. Then throughout the rest of my hair. Followed directions to a T. The gray areas were still somewhat visible but completely washed away after 2 shampoos. The rest of my hair turned out black and hasn’t faded after 6 washes. The “6 light brown, suede” is definitely an inaccurate shade. I won’t be using this garbage again.
5 out of 5 stars
29 December, 2025Verified purchase
(no review title)
Perfect natural brown shade.
1 out of 5 stars
28 December, 2025
originally posted on Clairol
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!