Wella Professionals Koleston Perfect ME+ Pure Naturals Permanent Hair Colour 60ml/2.03 oz
Pure Naturals sits alongside Rich Naturals on the Koleston chart and does a slightly different job. Where Rich adds warmth and depth, Pure aims for balance: a clean, neutral result with the tone landing exactly where the chart says it will, which is what you want when you are matching a grow out to existing colour rather than making a change.
Coverage runs up to 100% on grey. ME+ replaces the traditional PPD and PTD dye molecule, carrying Wella's claim of a reduced risk of developing a new allergy to colourants, and the range is rated for minimised damage colour after colour. That last part matters on clients back in the chair every six weeks. 60ml, 2.03 oz.
Neutral results are also the hardest to correct after the fact, so chart accuracy matters more here than on a fashion shade. If a violet lands slightly off you can tone it out. If a natural lands slightly off, the client sees it in every mirror they pass.
Aqua/Water/Eau, Cetearyl Alcohol, Propylene Glycol, Dicetyl Phosphate, Trisodium Ethylenediamine Disuccinate, Ceteth-10 Phosphate, Steareth-200, Ammonia, Toluene-2, 5-Diamine Sulfate, Resorcinol, Sodium Sulfite, Ascorbic Acid, Parfum/Fragrance, Xanthan Gum, 2-Methylresorcinol, p-Aminophenol, m-Aminophenol, Disodium EDTA, 4-Amino-2-Hydroxytoluene, 2, 4-Diaminophenoxyethanol HCl, N, N-Bis(2-Hydroxyethyl)-p-Phenylenediamine Sulfate, Sodium Hydroxide. (Note: Ingredients may vary slightly by shade
- 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
Patch test 48 hours before every application, including the ones after the first. Gloves on, and keep it away from eyebrows and lashes.
Split the head into four quarters and work in thin slices with a brush, roots first if that is what you are covering. Stick to the development time rather than judging by eye, then emulsify with a little warm water before rinsing it out.
Results
Natural depth instead of a solid block of colour, with greys taken to the same tone as everything around them rather than sitting lighter.
The finish stays balanced root to end and holds through washing rather than dropping a level inside a fortnight. Colouring again and again leaves hair looking glossy rather than dull and porous at the ends.
Composition
- Ammonia
- Opens the cuticle so permanent colour can settle inside the strand
- ME+ Dye Molecule
- Wella's dye precursor, formulated to lower the risk of new colourant allergies
- Resorcinol
- A coupler that helps build the depth of the finished shade
Full ingredients list
Aqua/Water/Eau, Cetearyl Alcohol, Propylene Glycol, Dicetyl Phosphate, Trisodium Ethylenediamine Disuccinate, Ceteth-10 Phosphate, Steareth-200, Ammonia, Toluene-2, 5-Diamine Sulfate, Resorcinol, Sodium Sulfite, Ascorbic Acid, Parfum/Fragrance, Xanthan Gum, 2-Methylresorcinol, p-Aminophenol, m-Aminophenol, Disodium EDTA, 4-Amino-2-Hydroxytoluene, 2, 4-Diaminophenoxyethanol HCl, N, N-Bis(2-Hydroxyethyl)-p-Phenylenediamine Sulfate, Sodium Hydroxide. (Note: Ingredients may vary slightly by shade
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