L'Oréal Préférence 10.1 Very Very Light Ash Blonde Permanent Hair Colour Kit for Fade-Defying Luminous Shine
A very light ash blonde is a cool blonde with the yellow taken out of it, and 10.1 sits at the palest end of that scale. The cool pigments in it counter the yellow and orange that turn a home blonde brassy within a fortnight.
It is a permanent colour, so it lifts and deposits in one step, and the kit is complete: colour, developer, the Hi-Shine Elixir that goes into the mix, and the conditioner for after the rinse.
Ash blondes are also the shades people most often misjudge on themselves, because the number on the box describes where the colour finishes rather than where it starts.
- Cool ash tone that neutralises yellow and orange in the base
- Holds for up to 8 weeks before the fade becomes obvious
- Up to 100% grey coverage, root to tip
- Hi-Shine Elixir mixes into the colour for a glossier finish
Best on a base that is already light. Very pale ash shades have little lifting power to spare, so a darker base will read warmer than the box. A strand test settles it before you commit the whole head.
We list the full INCI where the brand supplies it. For this one it is not on file yet, so the pack is the reliable source. If you need to check an ingredient before you buy, message us and we will read it off the bottle.
- 24-hour delivery
- Every brand we carry ships within 24 hours, not just the hero lines. Order before 2pm and it leaves the same working day.
- Free over £40
- UK delivery is free on orders over £40. Below that it is a flat rate, shown at checkout before you pay.
- Tracking
- You get a tracking link by email the moment it is picked up.
- 30 days
- Send anything unopened back within 30 days for a full refund. No explanation needed.
- Opened it and it is wrong for your hair?
- Tell us what happened. Curl products are hard to judge from a photo, and we would rather swap it than have you stuck with it.
- We price match
- Find it cheaper somewhere else and we will match the price.
Application tips
Skip the wash the day before, because scalp oil is useful protection here. The allergy alert test comes first, following the leaflet timings.
Work the colour through the grown-out band at the roots before taking it down the lengths, and keep the sections small enough that nothing gets missed at the back. Rinse, use the conditioner supplied, and leave heat styling until the next day.
Results
The ash in this one pulls the yellow down, so the blonde lands cool and clean rather than golden.
Grey is covered rather than blended, which is the difference between hair looking coloured and hair looking touched up. Shine runs high, the tone stays even along the length, and it keeps its coolness through several weeks of washing.
Composition
The full INCI is printed on the pack. We publish it here as soon as the brand supplies it, and we will read it off the bottle for you if you ask.
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