4.2/5 trusted by thousands of women

The Gentler Way
to Natural-
Looking Color

Free Shipping on Orders Over $50 No Ammonia, Resorcinol or Parabens Handcrafted in the USA with Fine Pigments from Italy 30-Day Happiness Guarantee
Free Shipping on Orders Over $50 No Ammonia, Resorcinol or Parabens Handcrafted in the USA with Fine Pigments from Italy 30-Day Happiness Guarantee
Free Shipping on Orders Over $50 No Ammonia, Resorcinol or Parabens Handcrafted in the USA with Fine Pigments from Italy 30-Day Happiness Guarantee

Get vibrant, lustrous, and completely gray-free hair.

  • Less damaging chemicals, more nourishing botanicals
  • Rich, dimensional color that looks authentically yours
  • The perfect shade for your unique hair and tone
  • Always look put-together with easy touch-ups and zero gray!

"The BEST that I have ever tried! So easy to use and no chemical smell or ammonia. The color result is so natural and hair is so soft after use. So much better than the popular retail brands on the market. So happy that I tried this!"

Sheila, Franklinton, TN
4.2/5 trusted by thousands of women

The Gentler Way
to Natural-
Looking Color

Get vibrant, lustrous, and completely gray-free hair.

  • Less damaging chemicals, more nourishing botanicals
  • Rich, dimensional color that looks authentically yours
  • The perfect shade for your unique hair and tone
  • Always look put-together with easy touch-ups and zero gray!

"The BEST that I have ever tried! So easy to use and no chemical smell or ammonia. The color result is so natural and hair is so soft after use. So much better than the popular retail brands on the market. So happy that I tried this!"

Sheila, Franklinton, TN
Free Shipping on Orders Over $50
No Ammonia, Resorcinol or Parabens
Handcrafted in the USA with Fine Pigments from Italy
30-Day Happiness Guarantee
Free Shipping on Orders Over $50 No Ammonia, Resorcinol or Parabens Handcrafted in the USA with Fine Pigments from Italy 30-Day Happiness Guarantee
Free Shipping on Orders Over $50 No Ammonia, Resorcinol or Parabens Handcrafted in the USA with Fine Pigments from Italy 30-Day Happiness Guarantee
Free Shipping on Orders Over $50 No Ammonia, Resorcinol or Parabens Handcrafted in the USA with Fine Pigments from Italy 30-Day Happiness Guarantee

31 Shades.
Infinite
Possibilities.

From deep blacks to bright blondes – find your color or blend your own custom shade.

Black
Shades

Rich, dimensional color for
deep, lasting brilliance.

shop blacks

Brunette
Shades

Natural browns with warm or cool
tones to complement your skin.

Shop Brunettes

Red
Shades

Find your naturally warm, vibrant,
and head-turning hue.

Shop Reds

Blonde
Shades

Bright, beautiful blondes with
natural dimension and shine.

Shop blondes

The Naturcolor Transformation

A hair coloring process that works with your hair's natural character to build beautiful, dimensional color.

Cleanse & Prepare
1

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
2

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
3

Vibrant, Lasting Finish

The cuticle closes naturally, locking in professional-grade color that feels soft, shiny, and healthy – not stripped or damaged.

4.2/5 trusted by thousands of women
Take the 2-Min Color Quiz

Colorful Stories from Happy Customers

See why thousands have made the switch to gentle, more natural hair dye.

Verified Buyer

"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
Kathy

"This the most wonderful hair coloring product. It never damages your hair. In fact, it makes your hair healthier."

Kathy, Laguna Woods, CA
Monica

“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
Gail

“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
Dawn

"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
Tam

“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
Katie

"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
E.

“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
Verified Buyer

"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
Kathy

"This the most wonderful hair coloring product. It never damages your hair. In fact, it makes your hair healthier."

Kathy, Laguna Woods, CA
Monica

“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
Gail

“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
Dawn

"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
Tam

“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
Katie

"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
E.

“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.

  • Find the perfect products tailored to your hair goals.
  • Get blending tips for achieving your ideal hue.
  • Add your recommended shades to cart with one click.
Find your shade

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.

Home care image

We Do Things Differently

You deserve beautiful, permanent color that doesn't compromise your well-being. Here's what sets Naturcolor apart.

STANDARD Dyes
Free of Ammonia Fumes

Yes

Strong odor of harsh ammonia

Easy Touch-Ups

Neat & simple

Messy & tricky

Resorcinol-Free

Yes

Contain this irritant and endocrine disruptor

Made in the USA

Yes

Rarely

Botanical Based

Richly-infused

No

Always Cruelty-Free

Yes

No

Handcrafted in Small Batches

Yes

Mass-Produced

Maintains Natural Color Variation

Yes

Rarely/Never

Minimal Hydrogen Peroxide

3% buffered H2O2

5-15% levels cause dryness

Explore Our Shades

  • black
  • brunette
  • Red
  • Blonde
4.8/5 (100 reviews)

1N Licorice

$16.95
4.8/5 (100 reviews)

2N Poppy Seed

$16.95
4.8/5 (100 reviews)

6N Sagebrush Brown

$16.95
4.8/5 (100 reviews)

5N Light Burdock

$16.95
4.8/5 (100 reviews)

4N Burdock

$16.95
4.8/5 (100 reviews)

7N Mullein Blonde

$16.95
4.8/5 (100 reviews)

3N Cola

$16.95
4.8/5 (100 reviews)

6C Dark Caraway Blonde

$16.95
4.8/5 (100 reviews)

5C Light Twinberry Chestnut

$16.95
4.8/5 (100 reviews)

7C Caraway Blonde

$16.95
4.8/5 (100 reviews)

4C Twinberry Chestnut

$16.95
4.8/5 (100 reviews)

5D Light Clove Chestnut

$16.95
4.8/5 (100 reviews)

6D Goldenrod Blonde

$16.95
4.8/5 (100 reviews)

4D Clove Chestnut

$16.95
4.8/5 (100 reviews)

7D Dandelion Blonde

$16.95
4.8/5 (100 reviews)

8R Light Turmeric Blonde

$16.95
4.8/5 (100 reviews)

7R Turmeric Blonde

$16.95
4.8/5 (100 reviews)

5R Light Sienna Chestnut

$16.95
4.8/5 (100 reviews)

4R Sienna Chestnut

$16.95
4.8/5 (100 reviews)

9R Pale Saffron Blonde

$16.95
4.8/5 (100 reviews)

4M Pomegranate Chestnut

$16.95
4.8/5 (100 reviews)

5M Light Pomegranate Chestnut

$16.95
4.8/5 (100 reviews)

10R Palest Saffron Blonde

$16.95
4.8/5 (100 reviews)

8M Cayenne Red

$16.95
4.8/5 (100 reviews)

7M Cinnamon Blonde

$16.95
4.8/5 (100 reviews)

7N Mullein Blonde

$16.95
4.8/5 (100 reviews)

8N Yarrow Blonde

$16.95
4.8/5 (100 reviews)

9N Sesame Blonde

$16.95
4.8/5 (100 reviews)

10N Chamomile Blonde

$16.95
4.8/5 (100 reviews)

7C Caraway Blonde

$16.95
4.8/5 (100 reviews)

8C Woodruff Blonde

$16.95
4.8/5 (100 reviews)

8D Calendula Blonde

$16.95
4.8/5 (100 reviews)

10C Manzanita Blonde

$16.95
4.8/5 (100 reviews)

9R Pale Saffron Blonde

$16.95
4.8/5 (100 reviews)

7D Dandelion Blonde

$16.95
4.8/5 (100 reviews)

10R Palest Saffron Blonde

$16.95

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
About image

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