It's Pure

Shop It's Pure at Holland & Barrett

Choose plant-based hair colour with confidence. It’s Pure blends finely milled botanicals to help refresh your shade while caring for the look and feel of your hair. These herbal powders can add gloss, depth and warmth, and are a great choice if you want a more natural approach to colouring or to gently blend the appearance of greys.

Plant-based shades for natural-looking results

The range draws on traditional ingredients such as henna and indigo to build tone without harsh oxidising agents. For rich brunette tones, try a classic like Dark Brown herbal colour, or go deeper with the Very Dark Brown blend. If you prefer a bold copper finish, Henna Red powder brings luminous auburn tones and shine. Those seeking cooler, inky depth can use Indigo Black colour, often as part of a two-step routine over a henna base to achieve a darker outcome. For lighter, sunny tones on naturally light hair, Golden Blonde henna can lift warmth and enhance golden highlights.

Because these colours work by coating and bonding with the hair’s surface, results look multi-dimensional and may gradually deepen over 24–48 hours after rinsing. Your starting shade, hair condition and processing time all influence the final result, so it’s worth taking a moment to plan your application.

Shade guidance and application tips

Always carry out a patch test and strand test before full application. For best take-up, apply to freshly washed hair without conditioner and mix the powder with warm water to a smooth, spreadable paste. Keep hair wrapped and warm while the colour develops, then rinse thoroughly until the water runs clear. If you are covering a high percentage of grey, a two-step method using a henna stage followed by indigo can help achieve darker browns or black. Maintenance is simple: top up the lengths occasionally and refresh the roots as they grow through.

Why shop It’s Pure at Holland & Barrett

We stock a considered selection of shades to suit a wide range of tones, with clear product information and support to help you choose. Whether you want a subtle refresh or a more dramatic change using time-honoured herbs, you’ll find dependable, plant-based colour with convenient delivery or store collection.