Hair Color – Dark Brown Shade 100 % BIO indigo + henna + cassia • Free from PPD, ammonia & peroxide

Description

About the Brand

Ingredients

FAQs

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Main Benefits of Dark Brown Color

• 100% natural composition – a blend of organic herbs (indigo, henna, cassia, amla) without ammonia, PPD, peroxide, and other synthetic substances.
• Natural dark brown shade – reacts with your hair color to create a unique, natural result from medium brown to very dark.
• Long-lasting color – the color binds to the hair structure and deepens oxidatively, especially with repeated use.
• Nourishes and protects hair – coats the hair, strengthens it, supports natural shine, and improves structure and condition.
• Suitable for sensitive skin – fragrance-free, hypoallergenic formula, gentle for allergy sufferers, pregnant women, and those after chemotherapy.
• Effective gray coverage – grays gain a natural brown shade or a subtle highlight that blends harmoniously with the rest of the hair.
• Easy home application – just mix with warm water, apply as a mask, and leave on for the desired intensity.
• Increases volume and strength of hair – gently coats each hair and adds fullness, strength, and a healthy appearance to the hairstyle.

What Makes Hair Colors So Special?

All shades of It’s Pure have a 100% plant-based composition certified by Soil Association Cosmos Organic. They contain only finely ground powders from Ayurvedic herbs. No chemicals, animal ingredients, animal testing, or GMOs – suitable even for vegans.

One package is enough for average shoulder-length hair. If you have longer or very thick hair, we recommend two packages. From our own experience, when coloring only the roots, it can last for 2–3 uses.

The package includes a detailed manual, protective gloves, and a cap for comfortable use.

Colors containing henna and indigo naturally oxidize after washing – within a few hours, they darken and deepen the resulting shade. See the image below: shade Golden Blonde on hair type “salt and pepper”.

How to Use the Color

Before coloring, we recommend thoroughly washing your hair with a silicone-free cleansing shampoo or using a so-called pre-coloring cleansing treatment. This helps remove residues of styling products, silicones, and mineral deposits from water, preparing the hair for better adhesion and even coloring.

 

A great choice is, for example, It's Pure detoxifying hair treatment, which we recommend before each coloring.

 

Application time depends on how intense you want the shade. Generally, the color is left on the hair for 2–5 hours. If possible, even overnight – this extends the effect. (Personal experience).

 

If coloring the entire length of the hair, we recommend first applying the paste to the roots and leaving it on for a longer time. Then continue to the ends – this way, the color will adhere evenly and more naturally.

Recommendations for the Best Result

• Allow at least 5–6 weeks between chemical coloring and using natural color.
• Before first use, test the shade on a hidden strand, especially if your hair has been previously lightened.
• If the color gets on the skin, it can be easily washed off. For safety, we recommend applying Ultra Nourishing Balm from Odylique around the hairline before coloring. If you are vegan, we now offer its plant-based version, Ultra Rich V Balm.
• After coloring, use a gentle sulfate-free shampoo – this helps maintain the color longer. We recommend brands like Odylique, North American Herb & Spice or Soaply.
• Henna can slightly dry out – don't forget a nourishing conditioner and regular hair treatment.
• It's Pure colors can be mixed to create your own shade.
• Golden Blonde + Natural Brown → results in a warmer, richer golden tone, suitable for women with darker blonde or a higher proportion of grays. Add only a small amount to avoid significant darkening.
• Golden Blonde + Neutral (Cassia) → results in a softer and less pronounced color with a natural effect, suitable for very gentle lightening or extending the coloring mixture.

Customer Experiences with It’s Pure Natural Color – Dark Brown

It’s Pure is a British brand that has been offering the only certified organic (Soil Association) hair color in the UK since 2011. Its products are 100% natural, based on plant pigments (henna, indigo, cassia) combined with Ayurvedic herbs like amla or shikakai.

They do not contain PPD, peroxide, ammonia, resorcinol, or other synthetic substances — a gentle choice for your hair and health. This way, you not only color but also strengthen, hydrate, and add shine, which is appreciated by users with sensitive skin or damaged ends.

The brand prides itself on a fair and sustainable approach. The herbs come from fair-trade and organic farms in Rajasthan, then processed in a British laboratory in Suffolk, powered by renewable energy.

It’s Pure appeals to a wide audience — ideal for pregnant women, people with sensitive skin, or those undergoing chemotherapy. Thanks to its natural composition, the color gradually darkens and deepens with oxidation, making it unique and natural.

Natural Composition

100% botanical pigments (henna, indigo, cassia) with Ayurvedic herbs – without synthetics, PPD, ammonia, peroxide, or resorcinol.

Organic and Fair‑Trade Ingredients

Soil Association certification, Fair & Wild farms in India, and production in a renewable British laboratory.

Vegan and Cruelty‑Free

Without animal ingredients, tested without cruelty, no GMOs or parabens.

Gentleness and Hair Care

Strengthens, hydrates, adds volume and shine; suitable for pregnant women and convalescents; recommended by NHS.

100% powder from indigo leaves (Indigofera tinctoria), henna (Lawsonia inermis), cassia (Cassia auriculata), and amla (Emblica officinalis).

All ingredients are 100% natural and of organic origin.

Composition Analysis and Functional Benefits

The result? This bio-certified dark brown hair color combines deeply coloring natural pigments with the caring power of Ayurvedic herbs. It colors hair in natural dark brown tones, while simultaneously strengthening, nourishing, and adding shine – without ammonia, peroxide, or synthetic fragrances. An ideal choice for anyone looking for a dark shade without chemicals, considering sensitive skin, hair health, and the environment.

Warning

• This product is not intended for eyebrows, eyelashes, or skin. Avoid contact with eyes.
• Perform a sensitivity test before first use – apply a small amount of paste to the inner forearm and leave for 24 hours.
• Perform a strand test, especially if you have lightened or chemically treated hair, as the final color may vary.
• Use only on healthy scalp, do not use on irritated or injured skin.
• The color is permanent, but may vary in shade depending on the original hair color.
• Do not inhale the powder – during handling, we recommend using protective gloves and a mask to avoid irritation.
• Keep out of reach of children.
• The product is intended for external use only.
• Keep out of reach of children.

The color may adhere differently to various hair types – depending on their porosity, original shade, and specific batch of natural raw material. On chemically lightened hair, the result is even less predictable. Therefore, always perform a trial test on a small, hidden strand before full application.

FAQ

Will the color look dark immediately, or does the shade develop?

No, the final shade develops gradually. After rinsing, the color may be slightly greenish or dull, but within 24–48 hours, the pigment oxidizes, resulting in a natural dark brown tone. This process is common with colors containing indigo.

What are the differences in results based on the initial hair color?

The resulting color depends on the original hair color. On gray or light hair, it creates a medium to dark brown with a natural highlight effect. On darker hair, it deepens the natural tone and adds shine. The result is always individual.

Is It’s Pure color really 100% natural?

Yes, all colors from It’s Pure are 100% natural and certified by the Soil Association as organic.

They contain only plant ingredients, such as henna, indigo, amla, or cassia, without synthetic chemicals, peroxide, PPD, or ammonia.

Does natural color cover roots and grays?

Yes, It’s Pure colors cover grays well, but the result depends on the hair type and chosen shade.

For darker shades, a two-phase application is recommended (e.g., first with henna, then with a mix containing indigo), for an even and long-lasting result.

Can I use It’s Pure color during pregnancy?

Yes, It’s Pure colors are suitable for pregnant women and people with sensitive skin.

Due to the complete absence of chemicals and the presence of only natural ingredients, they are considered safe and are even recommended by the British NHS from the 3rd month of pregnancy.

How long does the color last and how to care for it?

The longevity of the color depends on the hair type and post-coloring care. It usually lasts 3–6 weeks.

For a longer effect, it is recommended to avoid sulfate shampoos and use gentle natural hair cosmetics. It’s Pure also offers a pre-coloring Clarifying Treatment for better results and longevity.