Natural Instincts by Clairol has revealed its first-ever hair colour suitable for vegans.
Blended with 80% naturally-derived ingredients, including coconut oil and aloe vera, Natural Instincts Conditioning Colour (£6.95) is said to last for 28 washes before fading.
It is also said to be free from ammonia and phenylenediamine, with no added parabens.
Meanwhile, the non-drip formula is said to be easy to apply and gives colour results in just 20 minutes.
“We are extremely proud to have created a formula that contains 80% naturally-derived ingredients,” said Carin Freidag, Clairol’s Senior R&D Manager.
“As it is a non-permanent formula, you get the benefit of a colour that is more gentle to the hair than a permanent formulation without the harsh root line.”
The product is now available from Superdrug and will hit Boots stores from July.