Dia color: Alkaline Demi-Permanent Haircolor

Dia color: Alkaline Demi-Permanent Haircolor is rated 4.6 out of 5 by 344.
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  • Dia color: Alkaline Demi-Permanent Haircolor
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  • Dia color: Alkaline Demi-Permanent Haircolor
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    #P2614200
  • Dia color: Alkaline Demi-Permanent Haircolor
    #P2779400
  • Dia color: Alkaline Demi-Permanent Haircolor
    #P2614400
  • Dia color: Alkaline Demi-Permanent Haircolor
    #P2779200
  • Dia color: Alkaline Demi-Permanent Haircolor
    #P2613200
  • Dia color: Alkaline Demi-Permanent Haircolor
    #P2613500
  • Dia color: Alkaline Demi-Permanent Haircolor
    #P2779300
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What It Is

Dia color is an ammonia-free alkaline demi-permanent haircolor designed to refresh, cover grey (up to 70%), and add shine.  

What It Does

• Up to 70% grey coverage with Melanin Gap Filler Technology. 

• Lifts up to 1.5 levels. 

• Provides up to 6 weeks of glossy color and 2x shine*. 

• Conditions hair with Shea butter, glycerin, and hyaluronic acid. 

• Offers 40 intermixable shades across ten tonal families. 

 

* vs. unwashed hair.

What Else You Need to Know

● 1:1.5 mixing ratio. 

● 20-minute processing time. 

● 60ml tube size  

● 92% naturally derived formula**. 

● Fully intermixable with Dia Richesse. 

 

** We consider an ingredient to be naturally derived if it is unchanged from its natural state or has undergone processing yet still retains greater than 50% of its molecular structure from its original natural state. 

Preparation
•    1 to 1.5 mixing ratio. 
•    1 tube (2 oz.) to 3 oz. DIActivateur Developer.
•    Mix Dia color with DIActivateur Developer 6, 9, or 15-volume depending on the desired intensity of the result.

 

Application
•    20 min development time starts at end of application.

 

Rinsing
•    When development time is complete, thoroughly rinse from the hair and shampoo with Metal Detox and pro guarantee your color result. Follow with Metal Detox mask.
 

AQUA / WATER / EAU • CETEAR L ALDOHOL • ETHANOLAMINE • GLYCERIN • PROPANEDIOL • BUT ROSPERMUM PARKI BUTER / SHEA BUTTER • OLEIC ADD • CLENL ALDOHOL • 0000-GLUCOSIDE • SODIUM METABISULFTE • PAYRUM FRICRANCE • TOLUENE-25-DJAMINE •AMINOPHEVOL • ASPOREIC ACID • TETRASODIUM GLUTAMATE DIAC-ETATE • HYDROXYBENZOMORPHOLINE • XANTHAN GUM •HYDROXYETH 3,4-METH LE EDIOXVANLINE HOL • NLN-BIS(2-HYDRONIETHILH, PHENYLEMEDIAMINE SULFATE •SODUM HALLAONATE » THOGLYCERN • CITRIC)

Individual shades vary, please see package for details.
 

Purchases made in SalonCentric stores may be returned to any SalonCentric store. Purchases made through SalonCentric Customer Service, SalonCentric Business Partners, and SalonCentric.com orders Sold and Shipped by SalonCentric may be returned to a SalonCentric store; however, the return must not exceed $450 and must include the original receipt, packing slip, or invoice. For returns in-store of online orders, the refund will be credited back to the original payment method once the return has been processed. For SalonCentric.com Online Exclusive orders sold and shipped by third-party sellers, please see more details linked below for return steps.

The SalonCentric return policy does not currently apply to Kérastase & Shu Uemura purchases. Kérastase & Shu Uemura do not accept returns.

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Rated 2 out of 5 by from the new formula is darker and inkier I loved dia richesse for its soft natural coverage. The new formula is at least one to sometimes two shades darker and much inkier. Buyer beware because you are going to have to reformulate all your colors with the new line. Definitely not ideal when you've been using this color in salon for many years and all the sudden your clients are leaving with a much darker color than they wanted.
Date published: 2026-02-28
Rated 5 out of 5 by from Great product Since they reformulated this color covers up to 70% gray! The shine is incredible
Date published: 2025-07-23
Rated 5 out of 5 by from Gray coverage Covers gray hairs well and last longer then redkin
Date published: 2025-07-17
Rated 5 out of 5 by from Shiny and soft but def, opaque. Shiny and soft but def, opaque. I love that you can process them longer than the gel toners. super shiny and larger tubes.
Date published: 2025-07-08
Rated 5 out of 5 by from Love Richesse and the new bigger tubes Love the new bigger tubes, you get more color out of a tube now which is helpful.
Date published: 2025-07-07
Rated 2 out of 5 by from Disappointed I have used Loreal for over 29 yrs and Dia color is a disappointment. It is so darn cool Pervous line (richesse) could be used with confidence . Not the new line .The consistency is thicker it doesnt stretch like then previous . Not happy at all....
Date published: 2025-07-02
Rated 5 out of 5 by from My favorite color line! This line is so true to tone!
Date published: 2025-06-28
Rated 4 out of 5 by from Love! Love this hair color! It works so well and another great product by L’Oréal professional. The end results were very even shiny almost glass like and dimensional!
Date published: 2025-06-23
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