Instincts Clairol Demi-Permanent Hair Color Dye Cream Kit - 2SB, Soft Black: Ammonia-Free, Contains Vitamin E, Paraben-Free, Vegan
Color2SB, Soft Black
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$8.49
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3.8 out of 5 stars with 1983 ratings
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4.6 out of 5 stars with 3965 ratings
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Guests are saying
This hair dye offers a range of vibrant colors that guests appreciate for their ease of use and affordability. Many guests love how it nourishes their hair while providing good gray coverage. However, some have experienced unexpected color results and fading. Overall, it is a popular choice for those looking to enhance their hair color without harsh chemicals, making it suitable for various hair types and preferences.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
3.6 out of 5 stars with 1278 reviews
effectiveness: 4.05 out of 5
quality: 3.95 out of 5
value: 4.14 out of 5
78% would recommend
28 recommendations
3 out of 5 stars
8 March, 2026
originally posted on Clairol
Natural Instincts 6G Changed Formula Not as Good
I have used this product for over 15 years and have had consistant good luck with the color outcome. Originally, was able go about two months before reapplying, it left my hair with great body and texture, felt thicker and fuller (this was when box said 'up to 28 shampoos'). However, over the past year, description on box now says"gradually washes out" and noticed the change almost immediately. Hair is now lacking the body and texture, as well as thickness and fullness as before. The color looks good through the first two shampoos, however fades and the greys show through faster as well. This reminds me of way back in the day of Loving Care, which was in fact a rinse and would totally fade out after about six shampoos. Please, whatever change you made over the past year, please change the formula back to what it was: great color, great texture, longer lasting results. Thanks for asking.
1 out of 5 stars
5 March, 2026
originally posted on Clairol
Stained my hair.
4RV dark burgundy...Left my hair almost BLACK :( I used it before Christmas and it hasn't completely washed out. Its growing out Im a natural redhead wanted to try a WASH out dye...This has ruined my waiste length hair.. 3 photos. Natural ..The Dye ..after almost 4 months of regular washing. The roots ughhh this is why I wanted something that washed out !! I do not recommend this product.
1 reply from Clairol team - 27 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 1-800-252-4765, and we would be glad to further assist.
1 out of 5 stars
23 February, 2026
originally posted on Clairol
Color is NOT as advertised and NOT fading at all!
I used this over a month ago to prolong my next visit to my stylist. After I did it I immediately regretted using this product. My hair looks black and so fake like I am wearing a wig. I tried to wash it out with baking soda and head and shoulders and it dried out my hair. I have been washing my hair every other day for the past month and it has not faded at all. I hate it and deeply regret using this product. I had some highlights and unbelievably those look even darker then my natural hair. The only hair that it actually didn't turn black are the few grey hairs that I have, which make them even more noticeable because they are surrounded by black hair! It's been over a month of washing and it is not fading as all! This is permanent not Demi as advertised. I have ruined my hair with your product!!!
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 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.
5 out of 5 stars
21 February, 2026
originally posted on Clairol
Love the Shade!
I have been using this shade for years. It's so easy to apply. I need to cover grey roots and don't want a permanent product that damages my hair. I do leave it on longer, about 20 minutes, to cover my grey. I love the color!
1 out of 5 stars
14 February, 2026
originally posted on Clairol
Crazy Color!!!!
My natural color is I a light brown with red highlights, auburn. This turned my gray roots into a slightly darker version of Lucille Ball’s orange/red color. It’s great if you want to look like a circus clown. 🤡
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!
2 out of 5 stars
12 February, 2026
originally posted on Clairol
Too dark
I got the dark warm brown. My hair before wasnt super dark but I thought this color was beautiful. Its definitely dark almost too much. Also the one glove was missing a finger and was split on the side
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 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.
5 out of 5 stars
9 February, 2026
originally posted on Clairol
Great! But leave it on gray roots for 20 mins 1st
While I don't love the smell of this I love how my hair came out! It was very red before and the roots which are mostly white were like a yellowish due to me doing a permanent root coverage with an 8A/8N combo. Doing 7 Dark blonde made my hair looks so even and shiny, although it didn't remove the red. I did have to go back and put some more on the roots for 20 mins after blow drying though. Next time I will do the roots for 20 first, then the mids to ends for 20. Maybe 7A will be the way to go next time?
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 - 2 months 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!
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
11 January, 2026Verified purchase
(no review title)
Worked for my hair on the first try!
5 out of 5 stars
10 January, 2026Verified purchase
(no review title)
I love this product it’s affordable, easy to use and wonderful on my hair and skin no ammonia and no harmful chemicals excellent product
1 out of 5 stars
6 January, 2026Verified purchase
Burned my hair and scalp
I've been using this stuff for about 15 years and I don't know what happened, but it literally burned my hair and scalp
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 - 3 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 - 3 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.
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 - 3 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!
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 - 3 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.
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 - 3 months 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.
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.