THE COLOR OF CHANGE

Meet our new Color Collection: New Dawn, inspired by real women and their real stories of transformation. 

Change your life, change your hair. New Dawn tells the stories of six women going through major life changes. Each has chosen to start a new chapter, or perhaps close an old one. Shari moved to Los Angeles to dance; Lyanne founded her own graphic design firm; Joëlle recently became a mom; Merle sold everything she owned to travel; Maya ran the New York marathon despite a knee injury; and Melissa lost everything, only to come back stronger than ever.

We've developed five brand-new shades for the New Dawn Color Collection, ranging from natural tints to bold statement colors. There’s:

  • Fearless Lilac (Semi Lilac), a cool-toned lavender
  • Upbeat Beige (Semi 7.18), a modern shade of blonde
  • Confident Copper (Tinta Color 9.04), a soft 'blorange' hue
  • Fired Up Violet (Tinta Color 7.77), a strong purple
  • Daring Dark Blonde (Semi 6.19), a deeper blonde shade. 

We also launched a completely new product: Neutralizing Blonde Spray, dubbed Unstoppable Blonde, which can be used to neutralize unwanted brassiness in blonde hair colors, for example after a lifting treatment.

JOËLLE WEARS UNSTOPPABLE BLONDE

SHARI WEARS UPBEAT BEIGE

LYANNE WEARS FEARLESS LILAC

MERLE WEARS CONFIDENT COPPER

MAYA WEARS DARING DARK BLONDE

Melissa wears Fired Up Violet