31 Shades.
Infinite
Possibilities.
From deep blacks to bright blondes – find your color or blend your own custom shade.
The Naturcolor Transformation
A hair coloring process that works with your hair's natural character to build beautiful, dimensional color.
Cleanse & Prepare
Our proprietary low-chemical blend gently prepares each strand to receive color, using minimal hydrogen peroxide instead of harsh ammonia.
Infuse with Botanicals
Fine Italian pigments are gently deposited, fully covering gray hairs, while botanical extracts nourish the hair for deep, lasting color and superior conditioning.
Vibrant, Lasting Finish
The cuticle closes naturally, locking in professional-grade color that feels soft, shiny, and healthy – not stripped or damaged.
Colorful Stories from Happy Customers
See why thousands have made the switch to gentle, more natural hair dye.
"I absolutely love this brand!! It lasts longer in my hair than any other. It doesn't smell horrible when applying it, the color is beautiful and no horrible reactions or hair loss like with other brands."
Verified Buyer, United States
"This the most wonderful hair coloring product. It never damages your hair. In fact, it makes your hair healthier."
Kathy, Laguna Woods, CA
“This is the best hair color I have ever used! My hair grows fast and I have to color every 3 weeks to keep the gray at bay and this hair color is so good for my hair.”
Monica, Boyd, TX
“I've been using Naturcolor to cover gray for years. Once in a while I get a salon color, but it never turns out as silky or natural-looking as Naturcolor. It actually improves hair texture instead of damaging it as harsh chemicals do.”
Gail, United States
"Love this hair color! I actually mix colors to get the shade I want, depending on time of year and my mood. Very gentle, easy to apply and great natural looking color. Covers my grey well. My natural highlights show through a bit also. I Recommend it!"
Dawn, Peoria, AZ
“I dyed my hair today with this, and I really loved the outcome. It totally covered my gray, it smells lovely, my scalp doesn't itch and it's made with natural ingredients. The after-color conditioner made my hair silky soft too. I will get 2 uses out of this 1 purchase. All around great product. Will definitely buy again.”
Tam, West Palm Beach, FL
"My hair was getting unhealthy, dry and more split ends from even the professional products I was using to dye it as I have an esthetician’s license and can buy the salon quality stuff... this has been the perfect product to cover all my grays while giving me a perfect gorgeous color. It has zero scent, no harsh ammonia… Color lasts a long time and many washes. Love this product and don’t intend on ever switching back :)"
Katie, United States
“It leaves my hair feeling great (soft and shiny with no dryness), covers my grays (which are right at my temple and very stubborn) and the color is amazing. There are no weird red or brassy undertones and I get compliments on it which I have never received with any other box color."
E., Scottsdale, AZ
Find Your Perfect Shade
Not sure where to start? Our personalized quiz analyzes your current dyed or natural hair color, desired results, and history to recommend the exact Naturcolor shade (or blend of shades) you need. Get your custom recommendation in minutes.
Color That
Cares For You
Everything you need for beautiful, lasting results – with minimal harsh chemicals.
True Permanent Color
Deep, lasting gray coverage you can count on – without resorting to harsh, traditional dyes.
No Toxic Fumes
Completely ammonia-free means no irritating smell and a comfortable coloring process.
Complete Customization
Our 31 shades can be easily blended, allowing you to create a unique and personalized hue.
Health-Focused
Ammonia- and resorcinol-free botanical-based formulation protects your scalp and hair.
Ethically Produced
Proudly cruelty-free, made with the highest quality Italian pigments and purposeful botanicals.
We Do Things Differently
You deserve beautiful, permanent color that doesn't compromise your well-being. Here's what sets Naturcolor apart.
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STANDARD Dyes | |
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| Free of Ammonia Fumes |
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| Easy Touch-Ups |
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| Resorcinol-Free |
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| Made in the USA |
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| Botanical Based |
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| Always Cruelty-Free |
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| Handcrafted in Small Batches |
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| Maintains Natural Color Variation |
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| Minimal Hydrogen Peroxide |
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Explore Our Shades
Three Decades of Doing Color Differently
While other brands stuck with the same harsh formulas for decades – ignoring the irritation, allergic reactions, and hair damage they caused – we stayed focused on one mission: creating permanent color that respects your body as much as it transforms your look.
We source the finest Italian pigments and hand-select botanicals from around the world. Our small-batch production at our California facility guarantees consistency. And you'll never see ammonia, resorcinol, or parabens in our products.
This attention to what goes into our formula, and what stays out, means you get dimensional, natural hair color that looks authentic, not dyed. Unlike harsh formulas that bleach hair to create a blank canvas for flat, uniform color, we preserve your hair's inherent variation. The result? Rich, natural-looking color, reliable coverage, hair with healthier shine, and a process that feels like self-care.
That's been our standard since day one. It always will be.
Learn more about us
Frequently Asked
Questions
Need more info? Find it here.
Does Naturcolor really cover 100% of gray hair?
Yes. Naturcolor is a permanent color formulated to deliver complete coverage on all of your gray hair, whether you have a few strands or a full head of gray. For best results, choose a shade from our Natural (N) series – these are specifically designed with the strongest pigments for gray coverage. You can also blend N series shades with our other color families (Ash, Mahogany, Copper, or Golden) to create custom tones while maintaining full coverage. We recommend following the application instructions that come in every box precisely for the best results.
Is Naturcolor truly "natural" if it's permanent?
Naturcolor uses a botanical-based formula that's as low in chemicals as permanent color can be while still delivering lasting results. Our conscious formulation has succeeded in completely eliminating harsh ammonia and resorcinol. Yet we maintain minimal 3% peroxide content to gently open the hair cuticle, plus a handful of other chemicals at lower-than-usual concentrations to ensure permanence.
We've also enhanced our superior Italian pigments with a blend of botanicals that nourish and strengthen your hair. So while we can't claim to be 100% natural, we can promise we're the gentlest permanent color option available.
How long does the color last?
Naturcolor is permanent, so the color won't wash out. You'll typically need to recolor every 4-6 weeks as your natural hair grows in, depending on how quickly your hair grows and how noticeable the roots are to you. The vibrancy of your color can be retained longer by using shampoos and conditioners specifically formulated for color-treated hair, avoiding products with harsh sulfates, and minimizing exposure to chlorine and excessive sun.
How do I choose the right shade for me?
The easiest way is to take our 2-minute Hair Color Finder Quiz – it analyzes your current dyed or natural hair color, desired results, and coverage needs to recommend your perfect shade or custom blend. You can also call our color specialists at 800-784-8212 for personalized guidance.
Here are a few quick tips:
- If you're covering gray, start with our Natural (N) series, which has the strongest pigments for full coverage.
- Due to limited chemical content, you can't drastically lighten hair with Naturcolor – subtle lightening of 1-2 shades is possible with multiple applications.
- Want to add warmth, coolness, or custom tones? Our specialists can guide you through easy blending with our Ash, Mahogany, Copper, or Golden series.
Can I use Naturcolor if I have sensitive skin/scalp?
Naturcolor was actually created by our founder because she couldn't tolerate conventional dyes. Our ultra-low chemical formula is free from ammonia, resorcinol, and parabens – common irritants found in traditional, less natural hair dyes – which significantly reduces the risk of allergic reactions and scalp irritation. Many of our customers switched to Naturcolor specifically because of sensitivities to other products.
That said, everyone's skin is different, so we always recommend performing a patch test 48 hours before your first application (and before each subsequent use) to make sure the formula works well with your individual chemistry.
No resorcinol or ammonia
Beautiful, natural-looking color guaranteed
Easy to maintain so you always look your best
Verified Buyer, United States