The 12 Best At-Home Hair Color Products, Tested on 136 Women
Our Lab spent 400 hours testing the major DIY dye brands to find the top buys for gray coverage and rich color.
Tested by Danusia Wnek and Chiara Butler
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At-home hair color has improved by leaps and bounds since I first started coloring my hair decades ago, squeezing unwieldy bottles of dye haphazardly over my strands and hoping for the best. Now, you no longer have to sacrifice professional-level results when DIY coloring.
"Over the past 10 years or so, there have been advancements in hair color use experience including low-odor, ammonia-free, and no-drip formulas, customization to help achieve your ideal color, inclusion of post-treatment haircare to extend color life and improve hair quality, and shade expansion into more vivid and pastel colors," explains Good Housekeeping Institute Beauty Lab Senior Chemist Danusia Wnek. The next generation of at-home hair color products are easier to use and deliver better results than ever, offering a speedy, less expensive way to update your look without the cost and time commitment of a trip to the salon.
Our top picks
- Best Overall: Phytocolor Permanent Hair Color
- Best Value: Revlon ColorSilk with Bond Repair Complex Permanent Hair Dye
- Best for Damaged Hair: Clairol ColorStrong Permanent Zero Ammonia Hair Dye
- Best Professional: ESalon Custom Hair Color Set
That said, not all dye kits are created equal and choosing the best one is of utmost importance, considering the commitment involved in hair color. To the rescue: Our GH Beauty Lab scientists, who rigorously evaluate at-home hair color kits both in the Lab and on consumer testers at home. They tested at-home hair color in the Lab for color vibrancy and gray coverage, using state-of-the-art technical instruments to measure shade fading when hair was repeatedly exposed to washing and UV light. Dyes were also evaluated on consumer testers to gauge ease of use, product attributes, and results, including the look and feel of hair after application. Here's what went into the most recent at-home hair color test, conducted by Wnek and GH Beauty Lab Reviews Analyst Chiara Butler.
Find the right match for you among the GH Beauty Lab's best-tested at-home hair color products, including dye options for different shades and levels of permanence.
Best Deal
Pros
- Rich and even color payoff
- Long-lasting results
- Not messy
- Leaves hair soft
Cons
- Not as large of a shade range
What made it a winner: An ammonia-free formula that contains plant-derived pigments and oils like jojoba and coconut oil, Phyto won the GH Beauty Lab's most recent at-home hair color test. It provided the richest, most uniform, and true color, and users found that it lasted longer than all others tested. The formula left hair feeling the softest after application and was the least messy dye and the overall tester favorite.
An impressive 100% of testers agreed that it gave rich and even color results. The kit also ranked best for ease of preparation; not being messy; producing a shade that matched the color on the box and lasted; and leaving hair feeling nourished. A caveat: The shade range is not as extensive as that of other brands.
Testers said: “The best hair color I have ever used, including professional,” one raved. Several testers reported that it left their hair shiny.
| Formula | Permanent |
| Number of shades | 21 |
| Includes | Ammonia-free permanent hair color, developer, gloves, color-protecting hair mask |
Pros
- Easy to use
- Mild scent
- Leaves hair silky and shiny
Cons
- Not as strong gray coverage
What made it a winner: Revlon’s ammonia-free boxed hair color came out near its pricier competition in terms of performance in GH Beauty Lab testing. Despite its low cost, it earned the highest scores in numerous categories. Testers gave this drugstore dye top marks for having clear instructions, being simple to prepare and rinse out, having a minimal aroma, and making hair appear smooth and shiny.
Take note, though, that it wasn’t the best at covering grays compared to other formulas and some users needed more than one box to cover their hair.
Testers said: Several users commented on how effortless it was to apply and the “beautiful color” it produced (true to its name). “It made my hair soft, shiny, and nourished,” one marveled.
| Formula | Permanent |
| Number of shades | 41 |
| Includes | Ammonia-free permanent hair color, developer, gloves, conditioner |
Pros
- Colored damaged and bleached hair evenly and true to the shade displayed
- Left strands feeling soft and smooth
- Includes two treatment steps to reduce hair damage
Cons
- Color didn't come out as deep on gray hair in Lab tests
What made it a winner: You can now jump on the hair-bonding bandwagon with your hair dye, thanks to this innovative kit from Clairol, a GH Beauty Innovation Award winner. The ammonia-free formula’s three-step system uses an alpha hydroxy acid to strengthen hair from within, reduce damage during coloring, neutralize metals and minerals, and create subtle tonal effects.
In GH Beauty Lab testing, the dye worked to color bleached and damaged hair evenly with a close resemblance to the color on the packaging, left strands silky and soft, and had a subtle pleasant scent. (Note that it didn’t provide as deep of a color result on gray hair samples.)
Expert said: Hair was "easy to style" after dyeing and the included conditioner was "dense, rich, spread easily and left hair smooth," GH Beauty Lab Director Sabina Wizemann reported.
Features at a Glance
| Formula | Permanent |
| Number of shades | 21 |
| Includes | Bonding primer, ammonia-free color cream, activator, bonding treatment, pair of gloves |
Pros
- Full gray coverage
- Color faded least over time
- Non-irritating formula
- Extensive shade range
Cons
- Developer must be purchased separately
What made it a winner: Mild but mighty, this Zotos Professional dye fully camouflaged even stubborn grays and resisted fading better than the rest in Lab assessments. It was the gentlest formulation and comes in a wide array of shades, from icy blondes to deep crimsons and inky blacks. The formula provided the best coverage of gray hair and most closely matched the shade shown, Lab testing found.
In a comparison of just-dyed human hair samples versus those exposed to 20 wash/dry cycles and 10 hours of UVA light (simulating four weeks of wear), the color faded the least per measurements of color change with the VeriVide DigiEye system. Users also rated it top for not irritating. (A drawback: hair dye and developer are sold separately.)
Tester said: “Natural-looking, beautiful, lasting coverage,” a tester remarked.
| Formula | Permanent |
| Number of shades | 84 |
| Includes | Permanent color cream (developer sold separately) |
Pros
- Custom hair color formulated specifically for you
- Rich and even color results
- Leaves hair looking smooth and feeling nourished
- Comes with extra accessories
Cons
- Didn't perform as well for gray coverage and color fading
What made it a winner: Just like in the salon, ESalon's professional colorists create a customized hair color just for you and your hair needs, which is then shipped to your door for application at home. It was a top performer in the GH Beauty Lab's at-home hair color test for providing the desired shade, giving rich and even results, and leaving hair looking silky and feeling nourished, although it didn't provide as good gray coverage or resist fading as well as other custom hair color brands in Lab testing.
Experts and testers said: Former GH Beauty Lab Executive Director Birnur Aral, Ph.D, is a fan of the service and another former GH Beauty Lab scientist called it "a great option if you want the customization you get from working with a hair colorist and the convenience and savings of doing it yourself at home." It "felt very personalized—the service, the color I wanted, the emails with helpful info and tips," a tester raved. "Very nice packaging with all the pieces labeled; my hair felt soft and healthy, and looked so shiny when I was done!"
| Formula | Permanent |
| Number of shades | Custom |
| Includes | Ammonia-free permanent hair color, developer, two pairs of gloves, applicator brush, shampoo and conditioner samples, stain guard, stain remover |
Pros
- Great value
- Covers evenly and resists fading
- Leaves hair shiny
Cons
- Not as good gray coverage on blonde hair
What made it a winner: Numerous shades—especially dark hair like brunettes and reds—from Clairol's popular demi-permanent drugstore color performed well in GH Beauty Lab in evaluations. In Lab testing, the ammonia-free at-home dye offered even coverage, left hair visibly shiny, and was fade-resistant when used to cover up gray strands. Note, though, that it didn't have as strong gray coverage on blonde hair in testing.
Experts said: GH Beauty Lab scientists were "impressed" by the effects of this formula, especially for the bargain price.
| Formula | Demi-permanent |
| Number of shades | 38 |
| Includes | Ammonia-free color cream, color activator, conditioner sample |
Pros
- Ammonia-free and non-irritating
- Contains conditioning ingredients
- Pleasant scent
- Resists fading
Cons
- Didn't make hair as shiny as other dyes
What made it a winner: A top performer in GH Beauty Lab testing, Garnier's permanent color is formulated with no ammonia and a high concentration of nourishing oil so it's gentle on hair that's damaged from treatments like keratin or thinning. The formula scored high for its pleasant non-chemical scent, ease of rinsing, and not irritating, and it didn't fade over weeks after application, especially important for red hair. (It comes in five shades of red.) The dye didn't perform as well as others at increasing hair's shine, though.
Testers said: "Made my hair feel extremely healthy and looked very natural," one tester raved. Another remarked: "My hair texture was softer from the use of this product compared to others."
| Formula | Permanent |
| Number of shades | 32 |
| Includes | Ammonia-free permanent color cream, developer cream, applicator bottle, gloves |
Pros
- Full coverage for blonde hair
- Natural look that resists fading
- Conditioning formula
- Huge shade range
Cons
- Average score for covering gray
What made it a winner: In GH Beauty Lab testing, experts found that Clairol Nice 'n Easy was the best pick for light hair and has a gentler, more conditioning formula. While all brands tested for blonde shades have only scored average (or worse) for covering up gray, this stood out for fade resistance and keeping its shine.
In Lab evaluations, it scored high for giving a natural look, 79% of testers said it left their hair soft and shiny, and 90% said it didn’t cause irritation. The hair color also comes in a huge range of 50 shades from very light blonde to dark blue-black.
Tester said: "Easy to apply and left hair extremely soft, even without conditioner," a tester commented.
RELATED: Best Toners for Blonde Hair
| Formula | Permanent |
| Number of shades | 50 |
| Includes | Permanent color cream, color activator, conditioner sample |
Pros
- Fast-acting
- Delivers even color
- Conditioning effects
Cons
- Some users noted the color result wasn't as shown
What made it a winner: Test out a new hair shade or refresh the one you have as you deep condition strands with Moroccanoil’s innovative temporary color-depositing mask, a GH Beauty Award winner. The formula left strands evenly colored seven minutes after application and feeling soft and silky, GH Beauty Lab testing on hair samples found.
Testers said: While it's available in a selection of both neutral and bold shades, some users reported that the color came out in a different tone than shown on their hair. (Try doing a patch test on a small section of hair that's hidden before applying it all over.)
| Formula | Temporary |
| Number of shades | 8 |
| Includes | N/A |
Pros
- Personalized shade matching and consultations with pro colorists
- Easy to use and non-messy
- Not irritating
- Least color fading of all personalized dyes tested
Cons
- Didn't conceal grays as well as traditional boxed hair color in testing
What made it a winner: For a personalized at-home hair color experience, turn to ammonia-free Madison Reed, which changed the game with its online service that offers custom shade recommendations delivered to your door and video consultations with pro colorists. It outperformed other custom-color kits at being simple to use and not messy, having an unobtrusive scent, not causing irritation, hiding grays, and resisting fading.
In Lab evaluations, 100% of testers agreed that the selection process was seamless, the color was easy to prepare, application wasn’t messy, and the scent wasn’t offensive. Among the personalized dyes, it concealed grays best (though not as well as traditional boxed hair color) in Lab assessment.
In a comparison of just-dyed human hair samples versus those exposed to 20 wash/dry cycles and 10 hours of UVA light (simulating four weeks of wear), the color faded the least per measurements of color change with the VeriVide DigiEye system.
Testers said: Many testers noted that applying it was an effortless, “pleasant experience” and that their hair felt “healthy” after use.
| Formula | Permanent |
| Number of shades | 57 |
| Includes | Ammonia-free permanent hair color, color activator, barrier cream, cleansing wipe, protective hair cap, gloves, color-protecting shampoo, conditioner samples |
Pros
- Covered gray hair well
- Scored high for not being messy
- Consumer testers found the color was long-lasting
Cons
- Hair wasn't left as smooth and shiny as other products
What made it a winner: For full gray coverage and a less messy DIY dye experience, turn to this L'Oréal Paris kit, which was a strong performer in GH Beauty Lab testing. It ranked near the top in several areas: successfully covering grays, not being messy during application, and delivering color that lasted.
Testers said: Although consumer testers thought the color had staying power, it didn't score well for fade resistance in Lab assessments. They also didn't rate it highly at leaving hair looking smooth and shiny. Many testers commented on how easy it was to apply; others praised "the color saturation" and that it "looked so rich and beautiful."
| Formula | Permanent |
| Number of shades | 39 |
| Includes | Permanent hair color cream, developer, gloves, pre-color treatment, comb applicator, conditioning treatment sample |
Pros
- Easy application
- Great gray coverage
- Uniform, true color payoff
- Resists fading
Cons
- Blonde shade tested didn't perform as well
What made it a winner: In GH Beauty Lab testing, this Schwarzkopf dye was a star in deep shades like brown and black. These dark hair colors were true to the images on the packaging, the best at initial gray coverage, and showed the least fading over 20 wash-and-dry cycles and 10 hours of UV exposure, simulating four weeks of wear. (Note that its lighter blonde shade didn't perform as well and it didn't score as highly for leaving hair soft and not being messy.)
It ranked highly with users at having instructions and an applicator that were easy to use, covering grays completely, providing even color, and having a non-offensive scent.
Testers said: The color was "rich and uniform" and "didn't look like it was from a box," two testers marveled.
| Formula | Permanent |
| Number of shades | 20 |
| Includes | Permanent hair color, developer, gloves, pre-color serum, conditioning mask sample |
How we test at-home hair color
The GH Beauty Lab regularly tests at-home hair dye with both consumer testers and in controlled Lab tests. In the Lab, our scientists dye human hair samples in black, brown, red, and blonde shades and visually evaluate each for color results and gray hair coverage.
They then assess each hair dye's color retention with a series of tests including 20 wash and dry cycles using the Swatch Wash Station (above) and 10 hours of UVA light exposure with the Q-Lab QUV Accelerated Weathering Tester (simulating four weeks of wear). Finally, Beauty Lab scientists measure color change in the dyed hair samples using the VeriVide DigiEye system (below) to determine how much each faded over time.
Boxed dyes are also sent to a panel of women all over the country who evaluate them on factors such as ease of preparation and application, scent and color performance, including gray coverage, color richness, uniformity, and accuracy compared to the image on the box. They provide real-life feedback on resulting hair shine, softness, and smoothness, as well as color fade over four weeks after application.
The GH Beauty Lab's most recent at-home hair color test included 136 consumer testers and 160 human hair swatches. In total, Lab scientists exposed colored hair samples to UVA light for 800 hours and tallied 2,712 consumer survey responses.
What to look for in the best at-home hair color
Here's what you'll want in a typical at-home hair color kit (and should have on hand before application), according to GH Beauty Lab experts:
✔️ Hair color: This container holds a blend of the alkalizer and the dye precursors, the molecules that form the final color molecules in hair.
✔️ Developer: Usually housed in an applicator bottle, the developer contains hydrogen peroxide and is mixed with the hair color before application.
✔️ Instructions: Each product is different, so read the directions fully before use to familiarize yourself with the process, and follow them closely for best results. Lay out tools before starting for easy access.
✔️ Gloves: One set is often included to protect skin from dye, but have extra gloves on hand just in case you need to switch them out for a different size or a fresh pair.
✔️ Applicators: Most kits come with an applicator bottle in which the developer and the color are shaken together. Some also include a mixing tray or bowl and an applicator brush. If not included, gather a bowl to dispense the dye into, an applicator brush, and clips to section hair to ensure even coverage.
✔️ Extras: Kits may have packets or tubes of color-protecting shampoo, conditioner, or a deep-conditioning treatment to enhance the result. Some also include color-remover wipes to sweep away dye splatters and a shower cap to slip over your hair while the dye processes to prevent dripping. (If not, GH Beauty Lab pros recommend having your own ready.)
Which type of box hair dye is best?
Choose your hair dye formula based on how long you want the color to last and your desired results. Aral shares a quick primer:
- Permanent: This dye often contains ammonia (to open hair’s cuticle) mixed with a developer (hydrogen peroxide) to lift and deposit pigment, changing the hair’s color until it grows out. This dye lasts the longest and is best for covering grays.
- Demi-permanent: Ammonia-free, it deposits dye with a developer and lasts up to 24 shampoos for subtle enhancement and blending of regrowth.
- Semi-permanent: It has no ammonia or developer and deposits dye only to soften gray or boost color, lasting through about six to eight washes.
- Temporary: This is both ammonia- and developer-free, which means it's the least damaging hair dye. Large color molecules adhere to the outer layer of strands and can be washed out in one to two shampoos.
Are home hair dyes as good as professional hair color?
Yes, high-quality at-home hair dye formulas like those recommended here can provide results equivalent to salon hair color, including gray coverage, GH Beauty Lab experts say. That being said, if you are interested in more intricate hair color like lowlights, extensive highlights, balayage, ombré, or a drastic color change, it's best to visit a salon professional who is trained in those techniques.
How can I make my at-home hair color last?
After picking out the best at-home hair dye, try these expert tips to keep your color vibrant and true:
✔️ Cut back on washing your hair as much as possible, since contact with water causes dye to leach out of strands, Wizemann explains. Try applying a dry shampoo on days in between washes instead.
✔️ Choose a shampoo and conditioner formulated for color-treated hair when you do suds up. These formulas are specially created to keep hair color intact.
✔️ Give DIY color a boost to extend its life between dye jobs with an at-home hair gloss or glaze that matches your shade, suggests Rita Hazan, a celebrity colorist and owner of the eponymous salon in New York City. These glosses deposit subtle color pigments and enhance shine, she says.
Why trust Good Housekeeping?
GH Senior Beauty & Style Director April Franzino wrote and researched this article based on GH Beauty Lab testing data and expert interviews. She has nearly 20 years of experience covering all hair product categories, including hair color.
GH Beauty Lab Senior Chemist Danusia Wnek conducted the Beauty Lab's most recent at-home hair color test using technical instruments and consumer evaluations. She has spent over a decade at GH researching and developing testing protocols for various haircare categories.
GH Beauty Lab Reviews Analyst Chiara Butler worked with Wnek on the Beauty Lab's most recent at-home hair color test and provided an expert review of this piece.
GH Beauty Lab Director Sabina Wizemann has executed past Beauty Lab at-home hair color testing and has a background in hair dye research and synthesis.
Danusia (she/her) is a senior chemist in the Beauty and Personal Care Lab at the Good Housekeeping Institute where she evaluates haircare, skincare, cosmetics and beauty tools. She holds a B.S. in chemistry from St. John’s University and a M.S. in pharmaceutical sciences with concentration in cosmetic science from the University of Cincinnati. Danusia has over 15 years of experience in the personal care industry including formulation, product development, claim evaluation and performance testing. The number one skincare rule she lives by: never go to bed with makeup on.
Chiara (she/her) is a reviews analyst in the Beauty and Personal Care Lab at the Good Housekeeping Institute, where she’s been doing hands-on testing of beauty products since 2022. She also covers aesthetic treatments like injectables and lasers. She earned her bachelor’s degree in chemistry from Columbia University. Before joining GH, she worked as a cosmetic chemist, formulating skincare products for a variety of brands and learning to decode ingredient lists, evaluate ingredient efficacy and scrutinize product claims. When not at GH, you can find her wandering the beauty aisles of the drugstore.
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