Sponsored
Dark and Lovely Fade Resist Rich Conditioning Hair Color
$6.99 ($1.13/fluid ounce)
Color421 Viral Violet
In Stock
Eligible for registries and wish lists
At a glance
Sponsored
About this item
Highlights
- NOURISHING COLOR: Designed to help protect relaxed and natural hair while coloring, this conditioner is infused with 3 fruit oils—shea, avocado and olive—to provide intense nourishment from root to tip.
- SHINY and SILKY: This permanent non-drip hair color with up to 100 percent gray coverage helps protect colored hair from breakage and leaves hair shiny and silky with luxurious, rich color lasts for up to 8 weeks.
- VIBRANT and CONDITIONING HAIR COLOR: We make an array of hair color products from temporary to permanent and fade resistant dyes to reviving colors, with shampoo-in, spray and conditioning color options.
- UNIQUE LOOKS: We help people of color celebrate unique looks and styles with an array of treatments, colors and styling products for all hair types: curly, wavy, natural, relaxed, transitioning and more.
- SOFTSHEEN-CARSON: For over 110 years we have provided beauty to all consumers of African descent with our innovative, tailor-made, superior products and services specially designed for their needs.
Description
Fade-Resistant Rich Conditioning Color is an innovative formula that delivers vibrant, fade-resistant color and shine. This formula contains Dark and Lovely's exclusive Moisture Seal technology for double the conditioning power especially designed to help protect relaxed and natural hair while coloring. The result is silky, shiny hair and luxurious, rich color. Color so rich, so ultra-conditioning it lasts for up to 8 weeks Helps protect relaxed and natural hair while coloring Permanent non-drip hair color with 100 percent gray coverage With extra nourishing conditioner infused with 3 fruit oils - shea, avocado and olive - to provide intense nourishment
Hair Type: Textured
Product Warning: Not recommended for those with sensitive skin
Product Form: Cream
Beauty Purpose: Hair Coloring
Processing Time: 30 Minutes
TCIN: 89432699
UPC: 075285222911
Item Number (DPCI): 063-01-5825
Origin: Imported
If the item details aren’t accurate or complete, we want to know about it.
Ingredients:
cream developer: 1190015 - aqua / water / eau, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate. rich conditioning color: 1285278 l - aqua/water/eau, alcohol denat., peg-4 rapeseedamide, glyceryl lauryl ether, deceth-3, propylene glycol, ethanolamine, laureth-5 carboxylic acid, dipropylene glycol, hexylene glycol, poloxamer 338, ammonium hydroxide, oleyl alcohol, 1-hydroxyethyl 4,5- diamino pyrazole sulfate, 1-naphthol, parfum / fragrance, erythorbic acid, thiolactic acid, edta, p-aminophenol, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, octadecyl di-t-butyl-4-hydroxyhydrocinnamate, citric acid, sodium metabisulfite. moisture mask: 1213639ss - aqua/water/eau, cetearyl alcohol, stearamidopropyl dimethylamine, isopropyl myristate, cetyl esters, helianthus annuus seed oil / sunflower seed oil, butyrospermum parkii butter / shea butter, parfum / fragrance, tartaric acid, benzyl alcohol, caprylyl glycol, salicylic acid, tocopherol, ethylhexyl salicylate, limonene, linalool, citral, citric acid.' '
Allergens & Warnings:
Avoid contact of this product with eyes and skin. If product gets into eyes, rinse immediately. Wear gloves provided in kit. Thoroughly rinse hair after application. Do not use over compound henna or progressive color. Wait at least 14 days after bleaching, relaxing or perming before coloring. Keep product out of the reach of children. Do not apply on children., CAUTION: THIS PRODUCT CONTAINS INGREDIENTS WHICH MAY CAUSE SKIN IRRITATION ON CERTAIN INDIVIDUALS AND A PRELIMINARY TEST, ACCORDING TO ACCOMPANY- ING DIRECTIONS SHOULD FIRST BE MADE. THIS PRODUCT MUST NOT BE USED FOR DYEING THE EYELASHES OR EYEBROWS; TO DO SO MAY CAUSE BLINDNESS., USAGE ADVISORY - SAFETY WARNINGS IMPORTANT: HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION WHICH, IN CERTAIN RARE CASES, CAN BE SEVERE. THEREFORE, YOU MUST FOLLOW THESE PRECAUTIONS. DO NOT USE IF: You have already had a reaction to a haircolor product. You have a sensitive, itchy or damaged scalp. IF YOU HAVE A TATTOO THE RISKS OF AN ALLERGIC REACTION MAY BE INCREASED. PERFORM A SKIN ALLERGY TEST 48 HOURS BEFORE EACH USE OF THIS PRODUCT (see insert). REMEMBER TO BUY YOUR PRODUCT 2 DAYS AHEAD OF TIME.Shipping details
Estimated ship dimensions: 6.42 inches length x 3.51 inches width x 2.32 inches height
Estimated ship weight: 0.507 pounds
We regret that this item cannot be shipped to PO Boxes.
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii
Return details
This item must be returned to any Target store.
This item must be returned within 90 days of the date it was purchased in store, shipped, delivered by a Shipt shopper, or made ready for pickup.
See the return policy for complete information.
This product is featured in a recent Target Finds story
Essence Festival of Culture
About the collection
L’Oreal USA is a proud to be joining the ESSENCE Festival of Culture in a three-year sponsorship of the annual event. ESSENCE Festival of Culture mobilizes, informs and uplifts the largest global gathering of everyday, multigenerational Black women in a safe space to achieve new levels of sisterhood, personal development, wealth creation, civic engagement & community leadership.
L’Oreal USA and it’s brands are proud to be a part of this event and to celebrate the beauty of the Black consumer, it’s curly hair, skintones, and colors. We recognize your influence in the beauty space and celebrate you.
L’Oreal USA and it’s brands are proud to be a part of this event and to celebrate the beauty of the Black consumer, it’s curly hair, skintones, and colors. We recognize your influence in the beauty space and celebrate you.
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Guests are saying
Dark Lovely Fade Resist is an excellent choice for guests seeking a vibrant and long-lasting hair color that nourishes textured or relaxed hair. The easy application process, eco-friendly ingredients, and included moisture mask contribute to healthy, shiny results. While some guests noted that the color may fade sooner than expected, many appreciated the rich pigmentation and minimal scent, making it a standout option for bold hair transformations.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.5 out of 5 stars with 3111 reviews
effectiveness: 3.19 out of 5
quality: 3.18 out of 5
value: 3.4 out of 5
55% would recommend
108 recommendations
3 out of 5 stars
9 November, 2025Verified purchase
(no review title)
Unfortunately it didn’t do anything to my hair. I’m not sure why but I bought two boxes and it only colored my roots sadly. I’ve never had that issue using dark and lovely
1 out of 5 stars
Thumbs down graphic, would not recommend
8 November, 2025Verified purchase
Don't do it
This product failed it only lighted a portion of my hair and the part that it did lighten did not even come close to the color on the box. Extremely disappointed 😕
5 out of 5 stars
Thumbs up graphic, would recommend
24 October, 2025Verified purchase
Perfect black, no mess
Stays a decent length of time, a beautiful black. No complaints on my natural hair.
5 out of 5 stars
Thumbs down graphic, would not recommend
22 October, 2025Verified purchase
(no review title)
Good product
5 out of 5 stars
19 October, 2025
originally posted on influenster.com
Salon quality
[This review was collected as part of a promotion.] Beautiful color. The application process was super easy to follow. Everything was included all in the box. I followed the process by doing a test strip & fell instantly in love with the color. My wig looks Amazing. The color is long lasting. Didn’t affect the hair texture. No bad smell or scent . No transfer & salon quality.
1 out of 5 stars
Thumbs down graphic, would not recommend
13 October, 2025Verified purchase
Will not get again
Did not like at all color wasn’t great made my hair feel dry after
1 out of 5 stars
Thumbs down graphic, would not recommend
5 October, 2025
WRONG COLOR IN BOX
Wrong color in box and realized it the hard way. Very disappointed
1 reply from Soft Sheen Team team - 1 month ago
Hi Jasmine. We are sorry to hear about your experience with SSC Dark & Lovely Fade Rest Rich Conditioning Hair Color. Please give us a call at 800-442-4643 M-F 9am to 5pm EST and provide the advisor taking your call with case #43104370. Please have the product available when calling.
1 out of 5 stars
Thumbs down graphic, would not recommend
5 October, 2025Verified purchase
(no review title)
I hate it it didn't even turn red like on the box it looks like orange
1 out of 5 stars
Thumbs down graphic, would not recommend
4 October, 2025Verified purchase
Dissapointed
I don’t like leaving a one star review but I was expecting this to color my hair any shade of purple but the product literally washed out of my hair. I did every step exactly as it told me to and my hair did not dye at all. I am extremely disappointed and I just wasted 2 hours of my life for my hair to look the exact same.
1 reply from Soft Sheen Team team - 1 month ago
Hi Lindsey. We apologize you were not satisfied with the results you achieved with Soft Sheen Carson Dark & Lovely Fade Resist Rich Conditioning Hair color.. We know how disappointing it can be to look forward to a new application of color only to find that your results are not what you expected. Frequent shampoos, exposure to sun, pollution, salt water, chlorine-treated pools, permanent waves, blow-drying and hair straighteners can cause artificial color to fade. Please reach out and speak to or hair color specialists @800-442-4643 M-F 9am to 5pm EST and have the product with you when calling. We look forward to hearing from you.
5 out of 5 stars
Thumbs up graphic, would recommend
23 September, 2025Verified purchase
My go to color
Love the color and the price. Definitely my go to brand and did not disappoint.
2 out of 5 stars
Thumbs down graphic, would not recommend
3 September, 2025
Disappointing Color Accuracy
I grabbed the Virtual Violet shade to refresh my violet hair and touch up my roots, but it came out magenta instead. The color was way off and didn’t match what’s shown on the box. Pretty disappointed since I was just trying to maintain the color I already had.
1 reply from Soft Sheen Team team - 2 months ago
Hi Mcole. We are sorry to hear about the experience you had with Dark and Lovely Fade Resist Rich Conditioning Hair Color. We would like to speak with you directly about it. Please give us a call @ 800-442-4643, 9:00 am - 5:00 pm ET and let us know you contacted us through a review. It would be helpful if you could have the product available when you call, as well as providing the agent with your username. Looking forward to speaking with you.
5 out of 5 stars
15 July, 2025
originally posted on influenster.com
Loved it
[This review was collected as part of a promotion.] I tried the Dark & Lovely Virtual Violet and the color is gorgeous! It came out super vibrant and rich, especially after lightening my hair first. It’s been a few washes and the color is still holding up really well. Plus, it left my curls feeling soft. Totally worth it if you want a bold, fun look! 💜
1 out of 5 stars
30 April, 2025
originally posted on softsheen-carson.com
Not purple
I bought the virtual violet and its not purple its not purple its red smh just missed up my birthday with this color
1 reply from SoftSheen-Carson team - 7 months ago
Hi AK55! We are sorry you did not achieve the color results you expected from Dark & Lovely Fade Resist, 421-Virtual Violet. We know how disappointing it can be to look forward to a new application of color only to find that your results are not what you expected. Feedback from our customers is important to us when making decisions about our products and services. We appreciate your feedback and will be sharing it with others in our company.
1 out of 5 stars
6 April, 2025
originally posted on softsheen-carson.com
False advertiment with coloring
I was hoping for a purple like the box had said “virtual violet” it came out more of a red/pink? The color isn’t bad but not at all, what I wanted. When we were in the process of dying my hair the dye was like a magenta but we didn’t think anything of it. I’m trying not to be upset because this is my hair at the end of the day and I’m stuck with it but it’s not at all what I had planned.
1 reply from SoftSheen-Carson team - 7 months ago
Hi Lexi34! We apologize you did not achieve the results you expected from Dark & Lovely Fade Resist, 421-Virtual Violet. We know how disappointing it can be to look forward to a new application of color only to find that your results are not what you expected. Feedback from our customers is important to us when making decisions about our products and services. We appreciate your feedback and will be sharing it with others in our company.
1 out of 5 stars
Thumbs down graphic, would not recommend
2 April, 2025Verified purchase
How is this vegan
I’ve dyed my hair with different brands. This “vegan” formula is the only one that made my head feel WEIRD for hours until I went back home, washed again and applied coconut oil all over my scalp. I believe it left a chemical burn. My hair was heavily dried out. It came with a nourishing, natural ingredient hair mask, that did absolutely nothing. Will definitely never use or refer this brand again. Color didn’t come out right, and already washed out after 2 weeks.
3 out of 5 stars
Thumbs down graphic, would not recommend
30 March, 2025
Saddened
I wanted to love this but this was a slight miss for me. My hair is naturally a soft brown and I purchased 378-Honey Blonde. It BARELY tinted my hair and I left it in for 30mins. Kinda disappointed - the box color result images are way off. Will possibly use a lighter color but of this line of go back to using L’Oréal Féria.
1 reply from Soft Sheen Team team - 7 months ago
Hi ChynaWhyte! We apologize you did not achieve the results you expected from Dark and Lovely Fade Resist, 378-Honey Blonde. We know how disappointing it can be to look forward to a new application of color only to find that your results are not what you expected. We are committed to bringing our consumers high-quality, innovative products that meet their needs and expectations. Your feedback is appreciated and will be shared with others in our company.
5 out of 5 stars
24 March, 2025
originally posted on influenster.com
Vibrant color! ❤️
[This review was collected as part of a promotion.] Color is great. It came out vibrant and looked so much more alive. My curls popped after I washed and conditioned 🥰🥰 I recommend if you’re looking to liven your hair color
3 out of 5 stars
28 February, 2025
No shea please
Sounds like a great product! Too bad it has Shea. Not everyone can use shea products.
1 reply from Soft Sheen Team team - 8 months ago
Hi there Shea Averse! Thank you for your interest in Dark and Lovely Fade Resist Rich Conditioning Hair Color. The opinions of our customers are important to us when making decisions about our formulas. We appreciate your feedback. Please do not hesitate to contact us again if you have more feedback to share.
5 out of 5 stars
23 February, 2025
originally posted on influenster.com
Like it a lot
[This review was collected as part of a promotion.] ot this item because of the reviews and they hold up! Got the product and read the instructions which was easy to apply. The only thing I was a little confused on this was if I should apply to wet or dry hair, I applied to dry hair and it was fine. I left in for 45 minutes and washed out and the color turned out GREAT! My hair was also pretty soft and not a lot of damaged was done ( I say not a lot because anytime you color your hair some damage is done.) I was surprisingly shocked on how it turned out. For reference my hair was blue and purple and I used the Mocha hair color. Coverage was great, color was great, hair was soft. Highly recommend. I didn't take any before or after photos of my actual hair but here are some photos of what it was before and what it looks like now.
5 out of 5 stars
6 February, 2025
originally posted on influenster.com
Gentle, Fun & healthy
[This review was collected as part of a promotion.] It gives vibrant, long-lasting color while keeping my hair soft and healthy. The formula is gentle, and the rich color stays true, even after multiple washes. It’s a fantastic choice for anyone looking to keep their color looking fresh and radiant!