The 15 Best At-Home Hair Color Products, Per 400 Hours of Lab Testing
Get professional results with these top hair dye brands for gray coverage and rich, lasting color.
Reviewed by Danusia Wnek and Sabina Wizemann
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DIY dye may have gotten a bad rap in the past, but you no longer have to sacrifice professional-level results when coloring your hair at home. "Over the past decade or so, there have been advancements in hair color use experience including low-odor, ammonia-free and no-drip formulas, customization to help achieve your ideal color, inclusion of post-treatment haircare to extend color life and improve hair quality, and shade expansion into more vivid and pastel colors," explains GH Beauty Lab Senior Chemist Danusia Wnek. The next generation of at-home hair color products are easier to use and deliver better results than ever, offering a speedy, less expensive way to update your look without the cost and time commitment of a trip to the salon.
To identify the best brands on the market, Good Housekeeping Institute Beauty, Health & Sustainability Lab scientists tested at-home hair color kits in the Lab for color vibrancy and gray coverage, using state-of-the-art technical instruments to measure shade fading when hair was repeatedly exposed to washing and UV light. They were also evaluated on consumer testers to gauge ease of use, product attributes and results, including the look and feel of hair after application. Here's what went into the most recent at-home hair color test, conducted by Wnek and GH Beauty Lab Reviews Analyst Chiara Butler:
✔️ Consumer testers: 136
✔️ Human hair samples: 160
✔️ Hands-on Lab testing duration: 400 hours
✔️ Time hair samples exposed to UVA light: 800 hours
✔️ Tester survey responses collected: 2,712
Find the best fit for you among the GH Beauty Lab's top-tested at-home hair color products, including permanent, semi- and demi-permanent and temporary dyes for all shades from dark black to brown, blonde, red and beyond.
Pros
- Rich and even color payoff
- Long-lasting results
- Not messy
- Leaves hair soft
Cons
- Not as large of a shade range
Formula: Permanent | Number of shades: 21 | Includes: Ammonia-free permanent hair color, developer, gloves, color-protecting hair mask
An ammonia-free formula that contains plant-derived pigments and oils like jojoba and coconut oil, Phyto was the winner of the GH Beauty Lab's most recent at-home hair color test. It provided the richest, most uniform and true color, and users found that it lasted longer than all others tested. The formula left hair feeling the softest after application and was the least messy dye and the overall tester favorite.
An impressive 100% of testers agreed that it gave rich and even color results. The kit also ranked best for ease of preparation; not being messy; producing a shade that matched the color on the box and lasted; and leaving hair feeling nourished. “The best hair color I have ever used, including professional,” a user raved. Several testers said that it left their hair shiny. A caveat: The shade range is not as extensive as that of other brands.
Revlon ColorSilk with Bond Repair Complex Permanent Hair Dye
Pros
- Easy to use
- Mild scent
- Leaves hair silky and shiny
Cons
- Not as strong gray coverage
Formula: Permanent | Number of shades: 41 | Includes: Ammonia-free permanent hair color, developer, gloves, conditioner
Revlon’s ammonia-free boxed hair color came out near its pricier competition in terms of performance in GH Beauty Lab testing. Despite its low cost, it earned the highest scores in numerous categories. Testers gave this drugstore dye top marks for having clear instructions, being simple to prepare and rinse out, having a minimal aroma, and making hair appear smooth and shiny.
Take note, though, that it wasn’t the best at covering grays compared to other formulas and some users needed more than one box to cover their hair. Several users commented on how effortless it was to apply and the “beautiful color” it produced (true to its name). “It made my hair soft, shiny and nourished,” one marveled.
Vidal Sassoon Pro Series Permanent Hair Color
Pros
- Strong fade resistance and gray coverage in Lab tests
- Easy and non-messy to apply
- True color results
Cons
- May not be as widely available
Formula: Permanent | Number of shades: 22 | Includes: Permanent color cream, color developer cream, conditioner
Wnek recommends this Vidal Sassoon kit, a top performer in past GH Beauty Lab hair color testing, for redheads because of its strong fade resistance (a big issue for dyed red hair), color options and the resulting hue closely matching the shade on the packaging.
In Lab tests, the dye scored high for covering gray well and retaining color over time. Consumers gave it top points for not being messy to apply, having the right consistency, rinsing easily, delivering their desired color and adding shine. (One drawback is that the product isn't currently as widely available in all the shades.) "The color was rich and multi-dimensional and looked fresh compared to others," a tester remarked.
ESalon Custom Hair Color Set
Pros
- Custom hair color formulated specifically for you
- Comes with extra accessories
Cons
- Didn't perform as well for gray coverage and color fading
Formula: Permanent | Number of shades: Custom | Includes: Ammonia-free permanent hair color, developer, two pairs of gloves, applicator brush, shampoo and conditioner samples, stain guard, stain remover
Just like in the salon, ESalon's professional colorists create a customized hair color just for you and your hair needs, which is then shipped to your door for application at home. It was a top performer in the GH Beauty Lab's at-home hair color test for providing the desired shade, giving rich and even results, and leaving hair looking silky and feeling nourished, although it didn't provide as good gray coverage or resist fading as well as other custom hair color brands in Lab testing.
Former GH Beauty Lab Executive Director Birnur Aral, Ph.D, is a fan of the service and another former GH Beauty Lab scientist called it "a great option if you want the customization you get from working with a hair colorist and the convenience and savings of doing it yourself at home." It "felt very personalized — the service, the color I wanted, the emails with helpful info and tips," a tester raved. "Very nice packaging with all the pieces labeled; my hair felt soft and healthy and looked so shiny when I was done!"
Clairol Natural Instincts Demi-Permanent Hair Color
Pros
- Great value
- Covers evenly and resists fading
- Leaves hair shiny
Cons
- Not as good gray coverage on blonde hair
Formula: Demi-permanent | Number of shades: 38 | Includes: Ammonia-free color cream, color activator, conditioner sample
Numerous shades — especially dark hair like brunettes and reds — from Clairol's popular demi-permanent drugstore color impressed the GH Beauty Lab in evaluations. In Lab testing, the ammonia-free at-home dye offered even coverage, left hair visibly shiny and was fade-resistant when used to cover up gray strands. Note, though, that it didn't have as strong gray coverage on blonde hair in testing.
Clairol Nice 'n Easy Permanent Haircolor
Pros
- Full coverage for blonde hair
- Natural look that resists fading
- Conditioning formula
- Huge shade range
Cons
- Average score for covering gray
Formula: Permanent | Number of shades: 50 | Includes: Permanent color cream, color activator, conditioner sample
In GH Beauty Lab testing, experts found that Clairol Nice 'n Easy was the best pick for light hair and has a gentler, more conditioning formula. While all brands tested for blonde shades have only scored average (or worse) for covering up gray, this stood out for fade resistance and keeping its shine.
In Lab evaluations, it scored high for giving a natural look, 79% of testers said it left their hair soft and shiny and 90% said it didn’t cause irritation. The hair color also comes in a huge range of 50 shades from very light blonde to dark blue-black. "Easy to apply and left hair extremely soft, even without conditioner," a tester reported.
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dpHUE Color Boosting GLOSS+ Deep Conditioning Treatment
Pros
- Fast-acting
- Enhances or shifts color
Cons
- Not for gray coverage
Formula: Semi-permanent | Number of shades: 12
A reviewer favorite, this semi-permanent color intensifier from dpHUE takes effect in as little as three minutes and comes in a variety of shades from red to brown, black and blonde. Although the hues won't cover grays, the brand's co-founder and pro colorist Justin Anderson says "the deep conditioning will leave your hair feeling amazing."
Garnier Olia Oil-Powered Permanent Hair Color
Pros
- Ammonia-free and non-irritating
- Contains conditioning ingredients
- Pleasant scent
- Resists fading
Cons
- Didn't make hair as shiny as other dyes
Formula: Permanent | Number of shades: 32 | Includes: Ammonia-free permanent color cream, developer cream, applicator bottle, gloves
A top performer in GH Beauty Lab testing, Garnier's permanent color is made with no ammonia and a high concentration of nourishing oil so it's gentle on hair that's damaged from treatments like keratin or thinning strands. The formula scored high for its pleasant non-chemical scent, ease of rinsing and not irritating, and it didn't fade over weeks after application.
It didn't perform as well as others at increasing hair's shine, though. "Made my hair feel extremely healthy and looked very natural," one tester raved. Another remarked: "My hair texture was softer from the use of this product compared to others."
RELATED: How to Repair Damaged Hair
Moroccanoil Color Depositing Mask
Pros
- Fast-acting
- Delivers even color
- Conditioning effects
Cons
- Some users noted the color result wasn't as shown
Formula: Temporary | Number of shades: 8
Test out a new hair shade or refresh the one you have as you deep condition strands with Moroccanoil’s innovative temporary color-depositing mask, a GH Beauty Award winner. The formula left strands evenly colored seven minutes after application and feeling soft and silky, GH Beauty Lab testing on hair samples found.
It's available in a selection of both neutral and bold shades, although some users found the color came out a different tone than shown on their hair. (Try doing a patch test on a small section of hair that's hidden before applying all over.)
Madison Reed Radiant Hair Color Kit
Pros
- Personalized shade matching and consultations with pro colorists
- Easy to use and non-messy
- Not irritating
- Least color fading of all personalized dyes tested
Cons
- Didn't conceal grays as well as traditional boxed hair color in testing
Formula: Permanent | Number of shades: 57 | Includes: Ammonia-free permanent hair color, color activator, barrier cream, cleansing wipe, protective hair cap, gloves, color-protecting shampoo, conditioner samples
For a personalized at-home hair color experience, turn to ammonia-free Madison Reed, which changed the game with its online service that offers custom shade recommendations delivered to your door and video consultations with pro colorists. It outperformed other custom-color kits at being simple to use and not messy, having an unobtrusive scent, not causing irritation, hiding grays and resisting fading.
In Lab evaluations, 100% of testers agreed that the selection process was seamless, the color was easy to prepare, application wasn’t messy and the scent wasn’t offensive. Among the personalized dyes, it concealed grays best (though not as well as traditional boxed hair color) in Lab assessment.
In a comparison of just-dyed human hair samples versus those exposed to 20 wash/dry cycles and 10 hours of UVA light (simulating four weeks of wear), the color faded the least per measurements of color change with the VeriVide DigiEye system. Many testers noted that applying it was an effortless, “pleasant experience” and that their hair felt “healthy” after use.
L'Oréal Paris Excellence Creme Permanent Triple Care Hair Color
Pros
- Covered gray hair well
- Scored high for not being messy
- Consumer testers found the color was long-lasting
Cons
- Hair wasn't left as smooth and shiny as other products
Formula: Permanent | Number of shades: 39 | Includes: Permanent hair color cream, developer, gloves, pre-color treatment, comb applicator, conditioning treatment sample
For full gray coverage and a less messy DIY dye experience, turn to this L'Oréal Paris kit, which was a strong performer in GH Beauty Lab testing. It ranked near the top in several areas: successfully covering grays, not being messy during application and delivering color that lasted.
Although consumer testers thought the color had staying power, it didn't score well for fade resistance in Lab assessments. They also didn't rate it highly at leaving hair looking smooth and shiny. Many testers commented on how easy it was to apply; others praised "the color saturation" and that it "looked so rich and beautiful."
Schwarzkopf Keratin Color Permanent Hair Color
Pros
- Easy application
- Great gray coverage
- Uniform, true color payoff
- Resists fading
Cons
- Blonde shade tested didn't perform as well
Formula: Permanent| Number of shades: 20 | Includes: Permanent hair color, developer, gloves, pre-color serum, conditioning mask sample
In GH Beauty Lab testing, this Schwarzkopf dye was a star in deep shades like brown and black. These dark hair colors were true to the images on the packaging, the best at initial gray coverage and showed the least fading over 20 wash-and-dry cycles and 10 hours of UV exposure, simulating four weeks of wear. (Note that its lighter blonde shade didn't perform as well and it didn't score as highly for leaving hair soft and not being messy.)
It ranked highly with users at having instructions and an applicator that were easy to use, covering grays completely, providing even color and having a non-offensive scent. The color was "rich and uniform" and "didn't look like it was from a box," two testers marveled.
Clairol Colorblend Permanent Root Touch-Up
Pros
- Large shade range
- Comes with application accessories
- Covers root regrowth
- Blends flawlessly with current color
Cons
- Not for use all over hair
Formula: Permanent | Number of shades: 28 | Includes: Permanent color cream, color activator lotion, mixing tray, applicator brush
Cover regrowth in between dye sessions with this permanent root touch-up kit from Clairol, a GH Beauty Award winner. GH Beauty Lab evaluations found that the color covered roots well and blended perfectly with users' existing shades. Lab testing found it was also great at boosting shine and resisting fading. Plus, it processes in just 10 minutes for speedy results. Note that this product is for application on roots only, not all over hair.
L'Oréal Paris Couleur Experte Color + Highlights in a Flash
Pros
- Includes highlighting brush for easier, targeted application
- Brightens hair color
Cons
- Small color selection
Formula: Permanent | Number of shades: 4 | Includes: Gel cream permanent color, color developer, highlighting powder, highlighting powder developer, applicator wand, fingertip applicator brush, two pairs of gloves, conditioner
Highlighting your hair is pretty tricky to do on your own (GH Beauty Lab experts recommend visiting a salon for the best results), but this L'Oréal Paris kit promises to make it easy with specialized color matching and applicator tools. First, apply a base shade, then follow by painting on the coordinating highlight color using the targeted fingertip brush applicator. Though the GH Beauty Lab hasn't tested this product, a reviewer reported: "I always get compliments, even from my hairstylist." One drawback: there is a limited number of shade options.
Pros
- Rich color payoff
- Easy to use
Cons
- Color wasn't lasting for some
Formula: Semi-permanent | Number of shades: 25
GH Institute Associate Director Emma Seymour is a fan of trying bold hair colors and recommends this Lime Crime formula, which comes in a large array of vibrant and unique shades. "I loved how pigmented the color was," she notes. "It was easy to apply and the color showed up on my darker hair color, plus I liked that the jar had a large opening so I could get all of the product out." Some reviewers noted, however, that the color washed out quickly.
How we test at-home hair color
The GH Beauty Lab regularly tests at-home hair dye with both consumer testers and in controlled Lab tests. In the Lab, our scientists dye human hair samples in black, brown, red and blonde shades and visually evaluate each for color results and gray hair coverage.
They then assess each hair dye's color retention with a series of tests including 20 wash and dry cycles using the Swatch Wash Station (above) and 10 hours of UVA light exposure with the Q-Lab QUV Accelerated Weathering Tester (simulating four weeks of wear). Finally, Beauty Lab scientists measure color change in the dyed hair samples using the VeriVide DigiEye system (below) to determine how much each faded over time.
Boxed dyes are also sent to a panel of women all over the country who evaluate them on factors such as ease of preparation and application, scent and color performance, including gray coverage, color richness, uniformity and accuracy compared to the image on the box. They provide real-life feedback on resulting hair shine, softness and smoothness, as well as color fade over four weeks after application.
The GH Beauty Lab's most recent at-home hair color test included 136 consumer testers and 160 human hair swatches. In total, Lab scientists exposed colored hair samples to UVA light for 800 hours and tallied 2,712 consumer survey responses.
What to look for when shopping for the best at-home hair color
Here's what you'll want in a typical at-home hair color kit (and should have on hand before application), according to GH Beauty Lab experts:
✔️ Hair color: This container holds a blend of the alkalizer and the dye precursors, the molecules that form the final color molecules in hair.
✔️ Developer: Usually housed in an applicator bottle, the developer contains hydrogen peroxide and is mixed with the hair color before application.
✔️ Instructions: Each product is different, so read the directions fully before use to familiarize yourself with the process, and follow them closely for best results. Lay out tools before starting for easy access.
✔️ Gloves: One set is often included to protect skin from dye, but have extra gloves on hand just in case you need to switch them out for a different size or a fresh pair.
✔️ Applicators: Most kits come with an applicator bottle in which the developer and the color are shaken together. Some also include a mixing tray or bowl and an applicator brush. If not included, gather a bowl to dispense the dye into, an applicator brush and clips to section hair to ensure even coverage.
✔️ Extras: Kits may have packets or tubes of color-protecting shampoo, conditioner or a deep-conditioning treatment to enhance the result. Some also include color-remover wipes to sweep away dye splatters and a shower cap to slip over your hair while the dye processes to prevent dripping. (If not, GH Beauty Lab pros recommend having your own ready.)
Which type of box hair dye is best?
Choose your hair dye formula based on how long you want the color to last and your desired results. Aral shares a quick primer:
- Permanent: This dye often contains ammonia (to open hair’s cuticle) mixed with a developer (hydrogen peroxide) to lift and deposit pigment, changing the hair’s color until it grows out. This dye lasts the longest and is best for covering grays.
- Demi-permanent: Ammonia-free, it deposits dye with a developer and lasts up to 24 shampoos for subtle enhancement and blending of regrowth.
- Semi-permanent: It has no ammonia or developer and deposits dye only to soften gray or boost color, lasting through about six to eight washes.
- Temporary: This is both ammonia- and developer-free, which means it's the least damaging hair dye. Large color molecules adhere to the outer layer of strands and can be washed out in one to two shampoos.
Are home hair dyes as good as professional hair color?
Yes, high quality at-home hair dye formulas like those recommended here can provide results equivalent to salon hair color, including gray coverage, GH Beauty Lab experts say. That being said, if you are interested in more intricate hair color like lowlights, extensive highlights, balayage, ombré or a drastic color change, it's best to visit a salon professional who is trained in those techniques.
April (she/her) is the senior beauty and style director at Good Housekeeping, Prevention and Woman's Day. She has over 15 years of experience under her belt, starting her career as an assistant beauty editor at GH in 2007, and working in the beauty departments of SELF and Fitness magazines.
Danusia (she/her) is a senior chemist in the Beauty, Health and Sustainability Lab at the Good Housekeeping Institute where she evaluates haircare, skincare, cosmetics and beauty tools. She holds a B.S. in chemistry from St. John’s University and a M.S. in pharmaceutical sciences with concentration in cosmetic science from the University of Cincinnati. Danusia has over 10 years of experience in the personal care industry including formulation, product development, claim evaluation and efficacy testing.
Sabina (she/her) is the director of the Beauty, Health & Sustainability Lab at the Good Housekeeping Institute, where she has overseen skincare, haircare and makeup testing since 2012. She also reviews applications, substantiates claims and evaluates products for the GH Seal and the Beauty Awards and Sustainability Awards programs. She has a B.S. in chemistry from Ithaca College and more than 16 years of experience working in the pharmaceutical and personal care industries.
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