What it is: Are you looking to go bold and bright? You can do just that with Scruples Urban Shock Brights Direct Dye. This is a semi-permanent hair dye that has superior color payoff and staying power. You can get it in many gorgeous shades, like berry magenta, amethyst lilac, and lemon meringue. There is also a "clear" shade to make the other shades lighter. What it does: This direct hair dye coats the strands, depositing dye molecules onto your hair-no need to use a developer. To get a bold, bright color result, use it on pre-lightened hair. On the other hand, if you prefer a subtle hair glaze, use it on your natural hair. What else you need to know: This dye is formulated to be gentle. It has no ammonia, PABA, PPD, gluten, or peroxide. It's also packed with shea butter and superfruits.
