Hair Color - Shade Natural Brown 100 % BIO henna + indigo • free from PPD, ammonia & peroxide
100% natural hair color It's Pure in brown shade is a blend of organic herbs – henna, indigo, amla, and cassia – without any chemicals. It gives hair a warm medium brown shade, leaving it shiny, strong, and nourished. Suitable for sensitive scalp and covering gray hair.
Natural hair color – Shade Natural Brown
It’s Pure hair color with a brown shade is a great choice for those who want to combine natural beauty with pure care.
It contains a blend of 100% organic herbs – henna (Lawsonia inermis), indigo (Indigofera tinctoria), amla, and cassia – without any chemical additives such as ammonia, PPD, or peroxide.
The color is certified by the Soil Association as COSMOS Organic and is ideal for sensitive scalp.
On lighter hair, it creates a warm naturally brown shade, while dark hair gains a richer deep brown tone or a subtle brown shine. Hair is shiny, stronger, and nourished after coloring, thanks to the action of Ayurvedic herbs.
Easy to use: just mix the powder with warm water and apply to the hair as a nourishing mask. The color not only dyes the hair but also strengthens its structure.
Enjoy a naturally elegant look and the good feeling of a choice that benefits you and the environment.
Certification: Soil Association COSMOS Organic, Cruelty-Free, Vegan.
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Main advantages of natural brown color?
- 100% natural composition – a blend of henna, indigo, amla, and cassia without ammonia, PPD, peroxide, or other synthetic substances.
- Gentle natural brown color – creates a natural brown shade with warm undertones that adapts to your original hair color.
- Long-lasting effect – plant dye binds to hair keratin and gradually oxidizes to gain depth and intensity.
- Strengthens and regenerates hair – Ayurvedic herbs strengthen the hair fiber, promote shine and a healthy look without burdening.
- Suitable for sensitive scalp – hypoallergenic composition without fragrance and irritants, a gentle alternative to conventional colors.
- Natural gray coverage – grays turn into subtle brown highlights that naturally blend with other hair.
- Easy home use – just mix the powder with warm water, apply to hair, and let it act as recommended.
- Support for volume and vitality – herbal ingredients give fullness, strength, and healthy structure to the hairstyle.
What makes hair colors so special?
All shades of It’s Pure have 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 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 regrowth, it can last for 2–3 uses.
The package includes a detailed manual, protective gloves, and a cap for convenient use.
Colors containing henna and indigo naturally oxidize after washing – within a few hours, they darken and deepen the final shade. See the image below: shade Golden Blonde on "salt and pepper" type hair.
How to use the color
Before coloring, we recommend thoroughly washing your hair with a silicone-free cleansing shampoo or using a cleansing treatment before coloring. This helps remove residues of styling products, silicones, and mineral deposits from water, preparing the hair for better adhesion and even color.
A great choice is, for example, It's Pure detoxifying hair treatment, which we recommend before each coloring.
Application time depends on how intense a shade you want. Generally, the color is left on the hair for 2–5 hours. If you can, even overnight – this extends the effect. (Personal experience).
If coloring the entire length of the hair, we recommend first applying the paste to the regrowth and leaving it on for a longer time. Then continue to the ends – the color will catch more evenly and naturally.
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Recommendations for the best result
- We recommend a gap of 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 bleached.
- If the color gets on the skin, it can be easily washed off. To be sure, we recommend applying Ultra nourishing balm from Odylique around the hairline before coloring. If you are vegan, we now offer a plant-based version, Ultra Rich V balm.
- After coloring, use a gentle sulfate-free shampoo – it helps maintain the color longer. We recommend brands Odylique, North American Herb & Spice or Soaply.
- Henna can slightly dry out – don't forget a nourishing conditioner and regular hair treatment.
- You can mix It’s Pure colors to create your own shade.
- Golden Blonde + Natural Brown → results in a warmer, richer golden tone, suitable for women with darker blonde or more gray hair. 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 mix.
Customer experiences with It’s Pure Natural Brown (natural brown)
Natural scent and gentle composition
- Customers appreciate the gentle herbal scent, which lingers in the hair for several days after application.
- Without chemicals and irritation – the color is suitable for sensitive skin and allergy sufferers, without PPD, ammonia, and peroxide.
Softness of hair and long-lasting effect
- Hair is soft, smooth, and shiny after application, thanks to the conditioning effect of Ayurvedic herbs.
- The color lasts about 3–4 weeks and the hair becomes less greasy.
Natural result with a red tint
- On darker blonde and light brown hair, it adds a warm naturally brown tone with a copper undertone.
- On gray and light hair, it creates a natural highlight with a red shine.
Safe choice for allergy sufferers and sensitive skin
- Customers with sensitive skin praise the zero irritation and no allergic reactions.
- For many women, the natural brown color has become a staple in natural hair care.
Who is this shade ideal for?
- You have gray hair and want to naturally cover it with a subtle naturally brown tone.
- You want to give your light or blonde hair a warm brown-red tint.
- You are looking for a 100% natural, gentle alternative, without chemical risks.
Tips for maximum effect
- Leave the color on for at least 2 hours (for gray hair ideally 3–4 hours).
- Before application, we recommend washing your hair with a silicone-free cleansing shampoo.
- For better hair preparation, use a detoxifying treatment, which removes residues of styling products and silicones.
- Avoid shampoos with silicone content so that the color adheres better and lasts longer.
Who is the natural brown shade ideal for?
- You have gray hair and want to give it a natural brown tint.
- You want your hair to shine with health, shine, and color without chemicals.
- You prefer a long-lasting natural color that also nourishes and strengthens the hair.
Why choose It's Pure
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. Thanks to this, you not only dye 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, and are 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 also 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, without GMOs and parabens.
Gentleness and hair care
Strengthens, hydrates, adds volume and shine; suitable for pregnant women and convalescents; recommended by NHS.
Composition
Complete composition
Henna leaf powder (Lawsonia inermis), indigo leaf powder (Indigofera tinctoria), amla fruit powder (Emblica officinalis), cassia leaf powder (Cassia auriculata).
All ingredients are 100% natural and of organic origin.
Analysis of composition and functional benefits
Indigo leaf powder (Indigofera tinctoria)
What it is: Finely ground powder from the leaves of the tropical plant Indigofera tinctoria, traditionally used for dyeing hair and textiles.
Function: Provides darker pigmentation – from naturally brown to dark brown, in combination with henna creates chestnut shades.
Advantage: Natural dye without chemicals, allowing gentle hair toning to brown without damaging its structure.
Henna leaf powder (Lawsonia inermis)
What it is: Finely ground powder from the leaves of the plant Lawsonia inermis, known as true henna.
Function: Acts as a natural dye with a warm copper tone and simultaneously strengthens the hair fiber.
Advantage: Long-lasting color without chemicals, which also nourishes the hair and scalp, leaving hair shiny and strong.
Cassia leaf powder (Cassia auriculata)
What it is: Finely ground powder from the leaves of the plant Cassia auriculata, referred to as "colorless henna".
Function: Strengthens hair, adds volume, softness, and shine without significant dyeing effect.
Advantage: Ideal for fine or tired hair – strengthens and promotes a healthy look without burdening.
Amla fruit powder (Emblica officinalis)
What it is: Powder from the fruits of Indian gooseberry (amla), traditionally used in Ayurveda.
Function: Stimulates hair growth, improves texture, natural shine, and helps better adhesion of plant dyes.
Advantage: Rich source of antioxidants and vitamin C – strengthens hair from the roots and helps prevent breakage and hair loss.
The result? This bio-certified naturally brown hair color combines natural plant pigments with the nurturing power of Ayurvedic herbs. It colors hair into subtle natural brown tones while simultaneously nourishing, strengthening, and soothing the scalp – without ammonia, peroxide, or artificial fragrances. Ideal choice for anyone looking for gentle and natural gray coverage with respect for hair, health, and nature.
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 inside of the forearm and leave it on 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 – when 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 catch differently on different hair – it depends on their porosity, original shade, and the specific batch of natural raw material. On chemically lightened hair, the result is even less predictable. Therefore, always perform a test on a small, hidden strand before full application.
FAQ
Does the natural brown color catch on dark hair?
Yes, but on dark brown or black hair, the result will be more subtle – adding natural shine and brown highlights rather than a significant color change.
How to prepare hair for the application of natural brown color?
Before coloring, we recommend using a silicone-free cleansing shampoo or a cleansing treatment to remove build-up and allow better color adhesion.
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 regrowth and gray hair?
Yes, It’s Pure colors cover gray hair 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 with 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.
What to buy with the natural brown shade?
- ✔︎ Cleansing treatment before coloring – deeply removes silicones and mineral deposits for even and intense color adhesion.
- ✔︎ Amla powder It’s Pure – promotes growth, adds volume, and ensures shine after coloring.
- ✔︎ Cassia colorless treatment It’s Pure – strengthens hair without affecting color, suitable as a regenerative treatment.
- ✔︎ Shikakai powder It’s Pure – natural conditioner and gentle cleanser for healthy and shiny hair.
Additional parameters
| Category: | Natural hair colors |
|---|---|
| EAN: | 5060319460952 |
| Certification: | Soil Association Organic |
| Manufacturer: | It's Pure Organics, 85 Gregory Road, Mildenhall, Suffolk, IP28 7DF, United Kingdom |
| Country of origin: | United Kingdom |
| Suitable for: | Vegan-Pregnant-Breastfeeding-Certified Organic |
| Certification: | Cosmos Organic, Soil Association Organic, Cruelty Free International |
| Quantity: | 10 g, 110 g |
<strong>Contents of the package</strong>
How to prepare It's Pure hair dye
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British brand It's Pure is a sub-brand of Odylique. Introduces natural hair dyes that are made from the purest organic ingredients. The colours are 100% natural, vegan and cruelty free. It is the only hair dye brand that can boast a certificate from the Soil Association Organic. They are of course free of PPD, GMOs, metal contaminants and artificial additives of any kind.
