How long does the colour last, and what can I do to make it fade more slowly?

As a direct-dye shampoo, the colour gradually rinses away with each wash rather than growing out. Most people see noticeable colour for about 4 to 12 shampoos, but the exact number varies with hair porosity, how often you wash, water temperature, and sun exposure. Highly porous or chemically treated hair may release pigment faster, while lower-porosity hair holds it longer. The included UV filter helps protect the deposited pigment from fading too quickly in sunlight, which is especially useful for brown shades that can lose intensity or shift warmer with repeated sun exposure.

To extend the life of the colour: wash with lukewarm or cool water instead of hot, choose a gentle sulfate-free shampoo for maintenance washes, and follow with a conditioner formulated for colour-treated hair. Limit prolonged direct sun on your hair — wear a hat or use a leave-in product with UV protection if you’ll be outside for hours. Avoid clarifying or deep-cleansing shampoos unless you want to accelerate fading. If the tone becomes too warm or dull between applications, a cool-toned gloss or toning shampoo can neutralise unwanted warmth without stripping the base colour. Reapply the tinting shampoo whenever the colour looks faded, typically every 2–4 weeks for consistent tone.