Meet Dia color, our new upgraded alkaline demi-permanent. Dia color compensates melanin loss for up to 70% grey coverage and 6 weeks of gloss color with 2x shine.* Providing high visibility for every reflect and 100% true-to-tone reflects for vibrant color.

Formulated with Melanin Gap Filler technology to fill gaps from lost melanin by reinjecting color inside the fiber. Up to 92% natural origin formula** with no ammonia.

The texture is creamy for easy mixing, application, and rinsing with a quick 20-minute processing time.

Your favorite alkaline demi, Dia Richesse, reimaged to new Dia color.

• Up to 70% grey coverage. With Melanin Gap Filler Technology to fill gaps from lost melanin by reinjecting color inside the fiber. No ammonia.
• Up to 92% natural origin formula.*
• Lifts up to 1.5 levels.
• Dia color's 40 shades are categorized into one of ten true-to-tone tonal families and are fully intermixable (with Dia Richesse as well) allowing you to deliver endless color possibilities.
• Formulated with Shea butter, Glycerin, and Hyaluronic acid for conditioning.
• 1 to 1.5 mixing ratio.
• 20-minute processing time.
• Dia color and Dia Richesse are completely intermixable.