Natural Instincts Clairol Demi-Permanent Hair Color Cream Kit - Brown
$8.49
In Stock
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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 1925 reviews
effectiveness: 3.3 out of 5
quality: 3.51 out of 5
value: 3.51 out of 5
57% would recommend
156 recommendations
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
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 - 8 days 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 - 15 days 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!
1 out of 5 stars
21 December, 2025
originally posted on Clairol
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 - 22 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 61-800943079, and we would be glad to further assist.
2 out of 5 stars
18 December, 2025
originally posted on Clairol
Needs a Formula Change
Leaves hair greasy. Prob should be liquid not cream based. Lasts two weeks.
1 reply from Clairol team - 26 days 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.
2 out of 5 stars
Thumbs down graphic, would not recommend
15 December, 2025
It's not the tone it claims to be.
It's not the tone it claims to be. I didn't like it.
5 out of 5 stars
7 December, 2025
originally posted on Clairol
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.
1 out of 5 stars
2 December, 2025
originally posted on Clairol
(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 - 1 month 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.
1 out of 5 stars
30 November, 2025
originally posted on Clairol
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 - 1 month 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!
4 out of 5 stars
Thumbs up graphic, would recommend
30 November, 2025Verified purchase
This works for me!
Been using for years now. It covers my gray well. I've got a very sensitive scalp and I've done alright with this semi- permanent dye. I also have psoriasis on my scalp in a couple spots and haven't had an issue with using this dye. I'm unable to use permanent dye because of my scalp condition, so this is my go to. Tried several shades from golden blonde to rich brown and have liked them all!
2 out of 5 stars
28 November, 2025
originally posted on Clairol
No good
This does not cover grey at all , don’t bother buying
1 reply from Clairol team - 1 month 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.
5 out of 5 stars
24 November, 2025
originally posted on Clairol
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.
5 out of 5 stars
Thumbs up graphic, would recommend
23 November, 2025
(no review title)
Perfect product for my hair.
1 out of 5 stars
Thumbs down graphic, would not recommend
19 November, 2025Verified purchase
Do not buy!
Horrible! My hair turned jet black! It's been about two weeks since I dyed it, and it still smears onto my pillowcase even after multiple washes!
1 out of 5 stars
Thumbs down graphic, would not recommend
13 November, 2025Verified purchase
Dissapointed
This dye left my hair almost jet black :( and I don’t know why. I’ve washed my hair a couple of times now and it has been washing out but it’s still pretty dark. The scent is not too strong but becomes irritating after a while. Don’t think I would purchase again.
1 out of 5 stars
7 November, 2025
originally posted on Clairol
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 - 2 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.