Turn heads with the ultimate hair color for shiny, radiant hair—now with a new conditioner formula! Achieve long-lasting, glossy hair color with Dark & ​​Lovely Fade Resist—the gold standard for beautiful hair color. Everyone’s favorite permanent hair color just got even better thanks to our new Moisture Seal Technology. Fade Resist delivers brilliant shine and helps protect hair from breakage. Intense hydration creates a silky, luxurious permanent hair color that lasts up to 8 weeks. Show your care while coloring—your true-to-color hairstyle will thank you! OUR BEST CARE – NEW nourishing conditioner with argan oil and vitamin E. Helps protect against dryness—for all hair types. OUR BEST COLOR – The largest selection of color palettes for women of color. A diverse palette suitable for a variety of skin tones. OUR BEST APPLICATION – Drip-free, smooth gel formula. OUR BEST RESULTS – Up to 100% gray coverage. Delivers a brilliant shine and makes color shine. Vibrant, rich conditioning, color stays beautiful for up to 8 weeks.