L'Oreal Paris Superior Preference Fade-Defying Color + Shine System - 6.5 fl oz - 7 Dark Blonde - 1 kit
$12.99 ($2.00/fluid ounce)
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4.4 out of 5 stars with 500 ratings
$4.99 - $9.99
Buy 3, get 1 free on select beauty minis on select items
4.4 out of 5 stars with 471 ratings
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This hair dye offers an easy application process and impressive results, making it a great choice for guests looking to color their hair at home. Many guests appreciate the nourishing conditioner that leaves hair soft and shiny, while the color accuracy and gray coverage are frequently praised. The product is suitable for various hair types and colors, providing a pleasant experience overall, despite some concerns about the strong scent.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.2 out of 5 stars with 6990 reviews
effectiveness: 3.14 out of 5
quality: 3.11 out of 5
value: 3.03 out of 5
50% would recommend
415 recommendations
5 out of 5 stars
Thumbs up graphic, would recommend
19 January, 2026Verified purchase
Great product!
Loved it! I was loyal to Garnier for years. The color I use has been out of stock, tried this one and it didn’t disappoint at all. Although it’s pricy, it’s worth the investment. My grays are covered for a longer period of time.
4 out of 5 stars
Thumbs up graphic, would recommend
19 January, 2026Verified purchase
its ok for a quickly touch up
love the color but it did not work as well on my white hair
5 out of 5 stars
17 January, 2026Verified purchase
Repurchase
Repurchase
4 out of 5 stars
15 January, 2026
originally posted on lorealparisusa.com
First blonde color in my hair.
So I bought this product as a brunette girly, and the difference was not really noticeable. However! I’ve always been scared to try lighter colors because I was afraid of hair damage, and this product did amazing! No hair damage! Just treat the hair gently and it came out nice and soft! I wpuld recommend if you wanna do a touch up or a slightly brighter color if you have the same hair color as mine.
5 out of 5 stars
12 January, 2026
originally posted on influenster.com
Works
[This review was collected as part of a promotion.] This is the color I got because I didn’t bleach my hair I guess. However I love it and it compliments my skin well. My hair still feels the same and I don’t see breakage after use.
1 out of 5 stars
Thumbs down graphic, would not recommend
12 January, 2026
(no review title)
It did not lighten my dark brown hair.
1 reply from L'OrealParisProductExpert team - 4 days ago
Hello Samantha! It is important to understand that our Superior Preference Fade-Defying Color + Shine System is designed to deposit color and can shift your natural tone, but it does not contain the high-lift properties required to lighten hair that is already a darker shade than the chosen pigment. In the world of hair color science, a standard permanent color cannot lift or lighten another permanent color or naturally dark hair beyond a certain level without the use of a specific pre-lightening treatment or a formula specifically designed for "dark hair only." If you are looking to achieve a lighter result on a dark brown base, the most effective approach is to gradually transition or use a formula with higher lift capabilities to break through the natural dark pigments. For future applications, selecting a shade that is closer to your current depth will provide the most vibrant shine and tonal reflection, while significant lightening usually requires a two-step process to ensure the integrity of the hair remains protected while achieving the desired luminosity.
5 out of 5 stars
10 January, 2026
originally posted on influenster.com
If you want to color your hair and it look natural
[This review was collected as part of a promotion.] The overall process and application was easy to follow. My scalp didn't feel dry or itch like some other products! The end result looked very natural and blended very well! I would recommend this product as the overall process and results were great
1 out of 5 stars
Thumbs down graphic, would not recommend
6 January, 2026Verified purchase
Very bad
I didn’t even use it , I have never seen any hair color mixture this runny like water and and developer is like ruin milk inside the mixture ..
5 out of 5 stars
Thumbs up graphic, would recommend
5 January, 2026Verified purchase
Color match great
Love color and ease of application!
5 out of 5 stars
Thumbs up graphic, would recommend
3 January, 2026Verified purchase
(no review title)
Great items
1 out of 5 stars
Thumbs down graphic, would not recommend
31 December, 2025Verified purchase
Strong smell / red hair after
The smell can suffocate you , especially if windows are not open . My hair looked brown and now two weeks later it looks orange / red . It’s a very weird thing going on with my hair and the colors.
1 reply from L'OrealParisProductExpert team - 11 days ago
Hi Not functional. We are sorry to hear about the experience you had with L'Oreal Superior Preference Lightest Gold Brown. You may contact us directly at 800-631-7358 M-F 9am to 5:30pm EST, please have the product with you when calling. For a neutral or cool tone you might want to avoid using gold tones.
2 out of 5 stars
Thumbs down graphic, would not recommend
29 December, 2025Verified purchase
Fades to Copper/Orange
My hair fades to an auburn/copper color with this brand. I have used this shade twice, and the regular 4 several times before that. I thought by going with “ash tone” that it would help keep the fade-to-orange at bay….. nope. It looks good for about 2 weeks, then fades fast. And my gray coverage is not great with this product. I am probably going to switch brands.
5 out of 5 stars
24 December, 2025Verified purchase
(no review title)
Perfect shade!
1 out of 5 stars
24 December, 2025
originally posted on lorealparisusa.com
WHY THE HORRIFIC FORMULA CHANGE?
I have a few grays in my hair, but mainly concentrated at my temple area and a little along my hairline. I have been using Loreal Preference 5G on only these areas for years and it has blended perfectly with the rest of my natural color. My hairdresser even commented many times about how perfect the color was for me. I have now used the new formula two times and to my horror it's a completely different color and no longer a match to my natural color. There is now a definite and odd looking line of demarcation from where I just color the small gray areas. There is so much orange to this new color that it's ridiculous. I gave it a second chance and I had the exact same experience. I am begging you to revert back to your previous formula shade in this new line! When I read that another user's experience with ash brown had also produced the orange tones, I have sadly decided it's time to look for a different brand. Also, the smell of this new and "improved" line is frighteningly strong and harsh. I am BEGGING you to revert back to the previous formula, otherwise I feel that you'll lose a lot more of your product users than just me.
1 reply from LeCare team - 14 days ago
Hi thunter! Thank you for reaching out to express your feelings about Superior Preference, 5G-Medium Golden Brown. We are sorry to hear that your color result is warmer/orange tones that expected. Feedback is valuable to us when making decisions about our products. Your feedback is appreciated and will be shared with others in our company. We would like to recommend using Excellence Creme, 5-Medium Brown for complete gray coverage.
5 out of 5 stars
Thumbs up graphic, would recommend
23 December, 2025Verified purchase
Its a great color
Love it 4sm
1 out of 5 stars
Thumbs down graphic, would not recommend
22 December, 2025Verified purchase
Orange roots
This review is for Medium Ash Brown. It turned my roots orange and bare covered grey. Back to regular L’Oréal medium brown. It smells strong as well. Poor color coverage. Please save hour self time and money.
1 reply from L'OrealParisProductExpert team - 28 days ago
Hello TLange! We are truly sorry to hear that your experience with the Superior Preference Permanent Hair Color in Medium Ash Brown was so disappointing. It's concerning to learn that your roots turned orange and that the grey coverage was insufficient, especially when you were looking for a specific ash tone. We also understand that the strong scent was an issue for you. We designed our Superior Preference line to deliver luminous, fade-defying color, and it's clear that in your case, it fell short of the beautiful results we strive for. Color results can sometimes vary based on individual hair characteristics, such as porosity and natural underlying pigments, which can react unexpectedly with certain tones, like the ash shades, sometimes revealing warmer undertones. Your feedback about the coverage and scent is incredibly valuable to us, as it helps us in our continuous efforts to improve our products and ensure they meet the high standards you expect from L'Oréal Paris. We truly regret that this particular shade did not work out for you.
3 out of 5 stars
17 December, 2025
originally posted on influenster.com
Okay
[This review was collected as part of a promotion.] I found that the color was vibrant and rich but it did not last long for me and noticed it would rinse out heavily over time. The smell during application was also a bit strong and I found that the formula is very runny. This made the process a bit difficult. I would choose a different hair dye.
1 reply from LeCare team - 28 days ago
Hi herbiesreviews_6226! Thank you for trying Superior Preference, 2-Natural Black. We appreciate you sharing that the color result was vibrant, but faded quickly for you, also about the texture and odor! Your feedback is appreciated and will be shared with others in our company.
5 out of 5 stars
16 December, 2025Verified purchase
(no review title)
5A takes great on my hair, color looks natural and not reddish. Everyone is different so you have to find what works for you.
1 out of 5 stars
Thumbs down graphic, would not recommend
15 December, 2025Verified purchase
Strong Alcohol Smell, Rough Application, Poor Gray Coverage - A 'No' for Thick Asian Hair.
I had high hopes for L'Oréal Preference, but unfortunately, it was a major disappointment. The smell alone was enough to put me off—it reeked strongly of rubbing alcohol, making the application process very unpleasant. The formula also felt incredibly rough on my thick Asian hair; it was difficult to work through and felt harsh. Most importantly, after leaving it on for the full 30 minutes as instructed, it completely failed to cover all of my gray hairs. It's a definite NO for me, and I wouldn't recommend it, especially for anyone with thick hair or significant gray coverage needs.
1 reply from L'OrealParisProductExpert team - 28 days ago
Hello Jacksonville Gal! Thank you for sharing your experience with Superior Preference Permanent Hair Color. We are truly sorry to hear it was a major disappointment. We regret that the strong smell, harsh feel on your thick hair, and its failure to cover your gray hairs made your experience unpleasant and ineffective. This is certainly not the result we intend, and we sincerely apologize for falling short of your expectations. Your feedback is very important to us.
1 out of 5 stars
Thumbs down graphic, would not recommend
15 December, 2025
5A gave me hot roots.
I got 5A and it turned my brown roots orange. Listen to the other reviews. Wasted money on two boxes. Supposed to help with “brassiness” and ended up creating brass. Hot roots. Do not recommend.
1 reply from L'OrealParisProductExpert team - 28 days ago
Hello Lily! Thank you for sharing your experience with our Superior Preference Permanent Hair Color, particularly with shade 5A. We are truly sorry to hear that it turned your brown roots orange and created brassiness, especially when you were hoping for a different result that addresses brassy tones. We understand your disappointment, particularly after purchasing two boxes, and we sincerely apologize that the product did not deliver as expected. Your feedback regarding "hot roots" and the outcome you experienced is very valuable to us. We regret that this product did not meet your needs, and we appreciate you bringing this to our attention.