L'Oreal Paris Preference Hair Dye, Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant, Salon-Inspired Results, Shade: 10.21, Stockholm

The best I have found. I was paying almost £100 for a hairdresser to colour my hair for years and cannot tell you how easy this is to use. Within 30mins my hair is transformed and is soft and glossy with no yucky smell. The colour is perfect for my hair too and it lasts. Your pricing is fantastic too.

This blonde hair dye is really good. It gave the the shade i was hoping for. It matched the shade that was on the box that sometimes other dyes dont do. The mixing of the dye is really simple to do. Application was great it was easy and importantly didnt drip anywhere it wasnt suppose to. The conditioner that came in the box helped make my hair feel lovely. After drying my hair i was very happy with the shade i achieved which was a lovely light blonde. My hair felt soft and looked shiny and not at all dry. Over time it has kept its colour as vibrant as the day i did it. I will be using this dye again in future

I had like copper, patchy hair from using hair stripper on black box dye, and I've had reds and everything in my hair, my natural colour was a honey blonde and after 2 bottles of this stuff on its gone light enough for me to dye it back to my root colour! The copper isn't completely gone so if your trying to go platinum you may need to do it again with 2 bottles after

*IN PHOTO - BOTTOM HALF OF HAIR IS COLOUR RESULT* ALSO. IM NOT A HAIRDRESSER. IM A HAIR STYLISTS DAUGHTER WHO LOVES CHANGING HER HAIR. My hair is so incredibly stubborn, it barely lightens with bleach and when it does it only lifts 0.5 of a level each time. So I used the global pandemic to spend time lightening it myself via bleach baths from a black brown box dye to a medium ginger. (For context, I did 8 bleach baths and 2 lots of full bleach to get it light enough to add this colour, it would have cost me a fortune in a hair dressers) I mixed the colour and started applying to my ends first and making my way up, I got half the way up before the strong stench of this hair dye made it so I couldn’t even open my eyes anymore. I looked like I was crying buckets, I was in a really well ventilated area so I couldn’t believe how strong the smell was, never mind it burning my eyes! I did what I could but in the end I decided to only do the bottom half and leave the top half as it was, I really couldn’t force myself to get it up any further, I couldn’t see! I wrapped it up and had to wash my eyes and face with cold water and just hope for the best. In the end, the photo is how my hair turned out, the colour is much redder than I expected but still very beautiful. I’m so upset I couldn’t handle the stink to do my whole head in it! That’s why it gets a 4/5, purely for the strength of the smell, I’ve never known a hair dye like it! As for everything else it’s been a beautiful dye to use, and if I order it again I’ll be applying it in the garden!

Beautiful colour left hair soft and conditioned

This goes darker than expected and slightly warm brown / beige gold on platinum blonde hair but a great lowlight shade if you have light brown/ strawberry blonde roots and want to blend them in to bleach blonde hair. The colour is very dark in comparison to the colour shown on the box if your colouring your whole head- I had to use a colour stripper to remove it last time as it was too dark / harsh for my liking as it went a dark gold/ warm brown colour.

It’s pretty easy to apply but you still get abit brassy or ginger slightly so still get a toner if possible as will need it

Absolutely love this product. Have used many hair dyes but this was so easy with the comb nozzle, and hadn't realized that I didn't put the gloves on..it was so easy to just go through the hair. Really pleased with the colour as it covered my white\grey hair and the shampoo and conditioner has left my hair with a great shine. I will definately order this again.

Je ne prend que cette couleur pour mon blond polaire

Great product. Doesn't damage your hair. Been using for years.

Coloration de bonne qualité surtout avec le petit flacon d'huile à ajouter au flacon applicateur. Les cheveux sont beaux et brillants. Ce blond est légèrement doré et très joli.

Je l’adore mais il faut savoir que mes cheveux sont blancs à la base. Sur un blond foncé je ne tenterais sûrement pas.

Perfetto