Instincts Clairol Demi-Permanent Hair Color Dye Cream Kit - 4W Dark Warm Brown, Roasted Chestnut: Ammonia-Free, Contains Vitamin E, Vegan
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- $29.74 - $53.28reg $83.65 - $167.30 Sale5 out of 5 stars with 1 ratings
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This hair color product is praised for its ammonia-free formula, which is gentle on the scalp and leaves hair feeling soft and healthy. Many guests appreciate the variety of shades available, although some have experienced issues with color accuracy and grey coverage. Overall, it offers a convenient option for those looking to enhance their natural color or cover greys, but results can vary based on individual hair types and previous treatments.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
3.4 out of 5 stars with 1263 reviews
effectiveness: 3.29 out of 5
quality: 3.5 out of 5
value: 3.49 out of 5
56% would recommend
174 recommendations
3 out of 5 stars
19 July, 2026Verified purchase
Needs more dye
I like that it’s not so harsh and doesn’t smell bad but I feel like there’s not enough product for your average person. I have shoulder length hair and 1 bottle almost wasn’t enough.
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 - 9 days 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 - 13 days 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
4 July, 2026
(no review title)
The girl turned reddish instead of golden brown
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 - 16 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 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 - 23 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.
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
5 out of 5 stars
12 June, 2026Verified purchase
(no review title)
I love that you carry this product.
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 - 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 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!
3 out of 5 stars
Thumbs down graphic, would not recommend
7 June, 2026Verified purchase
Does not work well in white hair
If you have all white and gray hair, you won’t get this true color. I used this for my mom’s white hair to avoid the amonia smell for her and it turned out brown blonde all color. Will have to go darker to achieve a true medium to dark bowl for her.
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 - 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 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
5 June, 2026
originally posted on Clairol
Does have harsh chemicals!
I picked this product because it says it’s ppd and ppe free! It is not at all. The color is beautiful and hair was soft! Did a patch test just in case for 72 hours leaving the hair dye on, no breakout. Did my entire head ENDED UP IN THE HOSPITAL. Please if ou have the allergy DO NOT USE IT! It says it’s free if those ingredients it is not. I have scalp oozing and scaly scabbing, blisters everywhere and my face swelled to the point I was blind and needed to go and be put on IV steroids. This isn’t a natural product at all!
1 reply from Clairol team - 1 month 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 1-800-252-4765 so we can better help!
1 out of 5 stars
4 June, 2026
originally posted on Clairol
Too Dark!
I dyed my light brown hair with this and it went jet black instead of dark brown. Two months in and two colour remover treatments later it finally looks brown like it was advertised. Now that it’s finally lightened it has an awful red tint that wasn’t there before and is so obvious in the sun. Wish I never touched my natural hair and would not recommend this product at all
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.
5 out of 5 stars
1 June, 2026
originally posted on Clairol
Easy to apply and cover grays!
Perfect color! I wanted a dark brown close to my natural hair color and this was spot on! Not too light or dark. Exactly as stated. Loved how easy it was to apply and barely stains skin. Best part, no ammonia smell. Easy to apply and take off and the conditioner was so moisturizing! Cover every single one of my grays. Will be using again.
4 out of 5 stars
Thumbs up graphic, would recommend
28 May, 2026Verified purchase
(no review title)
I love this hair color because it's ammonia free and doesn't irritate my scalp; however, I find that it's not 100% effective at covering my Grey's! if you're getting it just to darken your natural color, go for it!.
1 out of 5 stars
22 May, 2026
Not the correct hair color
This is more like black hair dye not brown at all. Super disappointed
1 out of 5 stars
Thumbs down graphic, would not recommend
20 May, 2026Verified purchase
You get what you pay for!!!
The color was coming out for DAYS after I washed it!! I ruined 2 pillowcases :(
1 out of 5 stars
18 May, 2026
originally posted on Clairol
"Dark Brown" is BLACK!!!
Turned my hair black -- it's terrible. So disappointed, wish I'd read these reviews first. Beware!!!
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 1-800-252-4765, and we would be glad to assist further.