• colour swatch of dark brown natural hair dye
  • it's pure dark brown semi permanent natural hair dye in light green and green box on white background
  • swatch of indigo black natural hair dye
  • colour swatch of very dark brown natural herbal hair dye
  • colour swatch of chestnut natural organic hair dye
  • colour swatch of natural brown organic hair dye
  • colour swatch of auburn natural organic hair dye
  • colour swatch of henna red natural organic hair dye
  • colour swatch of golden blonde natural hair dye from it's pure
  • colour swatch of golden blonde it's pure natural organic hair colour
  • colour chart guide for it's pure organic hair dye so you can see what the different shades will look like depending on your natural hair colour
  • it's pure organics herbal hair colour shade chart infographic with text to help you determine the colour your hair will be semi permanently dyed with the natural hair colourants
  • infographic step by step instructions on how to use it's pure organics, 100% natural hair colour.
  • it's pure henna red semi permanent natural hair dye in light green and green box on white background
  • it's pure chestnut semi permanent natural hair dye in light green and green box on white background
  • it's pure very dark brown semi permanent natural hair dye in light green and green box on white background
  • it's pure natural brown semi permanent natural hair dye in light green and green box on white background
  • it's pure auburn semi permanent natural hair dye in light green and green box on white background
  • it's pure golden blonde semi permanent natural hair dye in light green and green box on white background
  • it's pure strawberry blonde semi permanent natural hair dye in light green and green box on white background
  • it's pure indigo black semi permanent natural hair dye in light green and green box on white background
  • lifestyle image of natural henna based hair dye powders in wooden bowls and pestle and mortars. all the bowls are different sizes and the powders range from a light mustard yellow to a green brown to vivid green. used to demonstrate what the natural, organic hair dye looks like before it's blended with water
  • a flat lay lifestyle image of it's pure organic herbal hair dyes. from left to right you can see a wooden and stone pestle and mortar, 2 glass bowls with a pink tint, one showing the dry powder which is an earthy green colour and the other showing the powder mixed with water to form a darker sludgy paste. there is one wooden and one plastic comb to the far right and a green leaf frond at the front of the row
  • flat lay of ingredients used in it's pure natural henna hair dye. on a white background you can see bright green powders on the table and in a glass bowl, a wooden comb and a dried flower frond. in the corner in a wooden bowl you can see the dye has been mixed with water to create a paste to apply to the hair
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It's Pure

It's Pure Organic Herbal Hair Dye

It's Pure Organic Herbal Hair Dye

£12.95 GBP
£12.95 GBP
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Colour

It's Pure Organic Herbal Hair colour is a certified organic, completely pure, chemical free, natural hair dye available in 9 different natural shades from golden blonde to indigo black. Made in the UK using fairtrade and organic herbs, just add water, mix and apply to create a non-invasive, gentle hair dye that won't change the structure of your hair.

  • These pure, natural and organic hair colours are volumising, strengthening and revitalising thanks to the power of Ayurvedic herbs that give your hair extra shine and a luscious healthy-look.
  • Each shade of pure organic hair dye is blended with different herbs to give you a natural colour without the reddish orange tinge of pure henna. Herbs include henna, amla, cassia and indigo as well as other natural extracts blended to create the different colours.
  • Perfect for anyone who is allergic to PPD or wanting to use a more gentle, eco friendly hair dye
Check out our FAQs for more information on how Its Pure organics hair dye works or check out the It's Pure Hair Dye Reviews below
  • Certified Organic by The Soil Association
  • Para-phenylenediamine (PPD) free
  • Ammonia free
  • No preservatives
  • Peroxide free
  • No synthetic dyes
  • Conditions your hair while dying
  • Increases volume and shine
  • Non lightening - bleach free
  • Semi permanent dye lasting several weeks 
  • Chemical free hair dye
  • Natural hair dye 

Please note some packaging may differ to the photograph as It's Pure have recently changed the packaging design. There has been no change to the product itself. 

Skin Type & Allergens

All skin and hair types can use It's Pure Natural Hair Dye. Allergies to It's Pure Organics hair colour are very rare as it is entirely natural, but it is possible, as people can be allergic to natural ingredients too. We recommend doing a patch test for 24-48 hours as described in the instructions, checking for any skin irritation. Opt for one of the strand test sachets is a good idea to know if you should proceed to buying the full size.

Made with love by

Originally founded by a British Ayurvedic therapist, It’s Pure became the UK’s first ever certified organic hair colour brand in 2011. Inspired by her travels to India and the transformative results she had seen on people’s hair, Tricia sought and developed the best quality ingredients into a unique range of colours.

The herbs in It’s Pure hair products come from a certified organic Fair & Wild grower in Rajasthan, India that uses advanced technologies to deliver incredibly pure extracts, free from contaminants. The dyes are 100% natural and free from PPD, ammonia, resorcinol and peroxide.

Today, It's Pure is cared for by the same makers of Odylique products where they are blended here in the UK at their Soil Association certified laboratory in rural Suffolk, all powered by renewable energy.

Ingredients

Indigo Black: Certified Organic Indigofera Tinctoria (Indigo) Leaf Powder.

Strawberry Blonde: Organic henna, organic cassia and organic amla.

Chestnut: Indigofera tinctoria (indigo) powder, lawsonia inermis (henna) powder, cassia auriculata (cassia) powder, emblica officinalis (amla) powder.

Henna Red: Organic Lawsonia Inermis (Henna) Powder.

Dark Brown: Organic Indigo tinctoria (indigo) powder, organic lawsonia inermis (henna) powder, organic cassia auriculata powder, organic embelica officinalis (amla) powder.

Auburn: Lawsonia Inermis (Henna), Indigofera Tinctoria (Indigo), Emblica Officinalis (Amla), Acacia Concinna (Shikakai).

Golden Blonde: Cassia Auriculata Powder (Cassia Powder), Indigofera Tinctoria Powder (Indigo Powder), Lawsonia Inermis Powder (Henna Powder), Rheum Palmatum (Rhubarb Root), Emblica Officinalis (Amla Powder), Curcuma longa (Turmeric).

Very Dark Brown: Indigofera Tinctoria Powder (Indigo Powder), Lawsonia Inermis Powder (Henna Powder), Emblica Officinalis (Amla Powder), Azhadiracta indica (Neem Powder).

Natural Brown: Cassia auriculata (cassia) powder, indigofera tinctoria (indigo) powder, lawsonia inermis (henna) powder, cassia auriculata (cassia) powder, emblica officinalis (amla) powder.

Conscious Credentials

Certified Organic by The Soil Association
Fairtrade ingredients
Cruelty free
Vegan Friendly

How to use

A 110g packet is enough for average shoulder-length hair. If your hair is thick you will need more, or if it's fine and layered, you'll need less. For further instructions, please see the picture of the instructions on this listing. You'll got a set of gloves and cap inside the box as well as a full set of instructions.

Sustainability

Your hair dye comes in a recyclable cardboard box

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Customer Reviews

Based on 4 reviews
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C
Customer
Hair Dye

Hi. I’m afraid I was not impressed with the hair colour. It was very difficult to apply evening and the time it takes from 1 to 3 hours is far too long. At the end of 1 hour it had not coloured my hair much at all. Sorry.

Hi Helen, sorry to hear the hair colour didnt work out for you, sometimes our original hair colour isnt compatiable with the colour of the dye we have chosen or requires a longer time to take to the hair and as it is a natural organic dye it does take longer than a synthetic hair dye, I will pop some links in an email to you that might help.

Best wishes

Lolly x

N
Nimbow Basi
Beware!

I was shocked to receive a pack of Henna powder. I was looking for a ‘natural’ less chemical product. No mention of henna was made regarding this product. I had already determined that henna was not suitable for me. What a waste of money - which, by the way was double the cost in postage than the sample itself!

Thanks so much for taking the time to submit a review Nimbow and I'm sorry to hear you've not had the best experience with the hair dye. I've checked the product listing and henna is listed in the ingredients section for all of the shades that have henna in them so I'm sorry you didn't spot this. We'll definitely take the feedback on board though and add a note in the description too. As for the postage, the stamp alone costs us £2.70 and we actually make a loss on what we charge for shipping due to the packaging costs. As a small business we unfortunately can't afford to absorb this which I hope is understandable. I feel terrible you've had a less than great experience with us though so keep an eye on your inbox and I'll send you a little something which hopefully goes some way to saying sorry. Karen x

N
Natalia
Great stuff

I have very few greys and this covers them or rather blends them with the rest of the hair for a really natural effect. Leaves hair shiny, healthy, doesn't smell bad, doesn't stain, sting or any of the things you get with traditional dye. It won't change the colour of your hair radically either so if that's what you're after this won't be the product for you, but for a natural finish with no greys this is perfect.

Hi Natalie,

Thanks for a great review and happy to hear that you are so pleased with the hair dye.

Best wishes

Lolly x

H
Hodsman Hilary.Mrs
Free of .... ...

This product is outstanding. If you have used other Henna products It's Pure is easier and less messy to apply and does not need to be on your hair for too long. People regularly comment on how good my hair looks. They think my hair colour is natural.

Thanks so much for taking the time to write a review Hilary! We're delighted you've had such great results from It's Pure! x