16 Best At-Home Hair Color Products, Tested by Experts

An ammonia-free formula that contains plant-derived pigments and oils like jojoba and coconut oil, Phyto was the winner of the GH Beauty Lab's most recent at-home hair color test. It provided the richest, most uniform and truest 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. “The best hair color I have ever used, including professional,” a user raved. Several testers said that it left their hair shiny. A caveat: the shade range is not as extensive as that of other brands.

A true bargain at roughly the cost of a cup of fancy coffee, Revlon’s ammonia-free boxed hair color came out near competition four times its price. 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. Several users commented on how effortless it was to apply and the “beautiful color” it produced. “It made my hair soft, shiny and nourished,” one marveled.

Mild but mighty, this Zotos Professional dye fully camouflaged 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 tops for not irritating. (A drawback: the starter kit and hair color are sold separately.) “Natural-looking, beautiful, lasting coverage,” a tester remarked.

A top performer in GH Beauty Lab testing, Garnier's permanent color is made 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 strands. 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. It didn't perform as well as others at increasing hair's shine, though. "Made my hair feel extremely healthy and looked very natural," one tester raved.

Numerous shades — especially dark hair like brunettes and reds — from Clairol's popular demi-permanent drugstore color impressed the 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.

For 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: not being messy during application, successfully covering grays and delivering color that lasted. Some drawbacks included that it didn't score well for fade resistance in Lab assessments or with consumer testers for leaving hair looking smooth. Many testers commented on how easy it was to apply; others praised "the color saturation" and that it "looked so rich and beautiful."

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 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) and faded the least in Lab measurements on hair samples. Many testers noted that applying it was an effortless, “pleasant experience” and that their hair felt “healthy” after use.

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.

GH Beauty Lab Executive Director Birnur Aral, Ph.D, is a fan of the service and a 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!"

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 extremely dark blue-black. "Easy to apply and left hair extremely soft, even without conditioner," a tester reported.

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. It's available in a selection of both neutral and bold shades, although some users found the color came out a different tone than shown on their hair. (Try doing a patch test on a small section of hair that's hidden before applying all over.)

In GH Beauty Lab testing, this Schwarzkopf dye earned top marks for being simple to apply, among other attributes. 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. The shade selection isn't as extensive as others, though, and it didn't score well for leaving hair soft or not being messy. The color "didn't look like it was from a box," a tester marveled.

Highlighting your hair is pretty tricky to do on your own (GH Beauty Lab experts recommend visiting a salon for the best results), but this L'Oréal Paris kit promises to make it easy with specialized color matching and applicator tools. First, apply a base shade, then follow by painting on the coordinating highlight color using the targeted fingertip brush applicator. Though the GH Beauty Lab hasn't tested this product, a reviewer reported: "I always get compliments, even from my hairstylist." One drawback: there is a limited number of shade options.

A reviewer favorite, this semi-permanent color intensifier from dpHUE takes effect in as little as three minutes and comes in a variety of shades from red to brown, black and blonde. Although the hues won't cover grays, the brand's co-founder and pro colorist Justin Anderson says "the deep conditioning will leave your hair feeling amazing."

Good Housekeeping Institute Senior Product Analyst Emma Seymour is a fan of trying bold hair colors and recommends this Lime Crime formula, which comes in a large array of vibrant and unique shades. "I loved how pigmented the color was," she notes. "It was easy to apply and the color showed up on my darker hair color, plus I liked that the jar had a large opening so I could get all of the product out." Some reviewers noted, however, that the color washed out quickly.

Cover regrowth in between dye sessions with this permanent root touch-up kit from Clairol, a GH Beauty Award winner. GH Beauty Lab evaluations found that the color covered roots well and blended perfectly with users' existing shades. Lab testing found it was also great at boosting shine and resisting fading. Plus, it processes in just 10 minutes for speedy results. Note that this product is for application on roots only, not all over hair.

All hair color fades, but it's especially noticeable with fantasy colors. These color-depositing conditioners from Overtone are an easy way to keep less natural shades vibrant. Made in a wide array of fun and pretty colors, it's intended to replace your normal daily conditioner to maintain unique hair color (though isn't meant to conceal grays). "Unlike traditional conditioners for colored hair, it actually adds color when you use it, rather than just help preserve the shade," Seymour, who tried the formula, explains.

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