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Joico Vero K-Pak Color is a permanent cream hair color sold mainly to salons and to shoppers who color at home. It is built around Joico's K-Pak repair technology, so it aims to deposit color while conditioning and protecting the hair. It suits people who want full gray coverage and long-lasting brown shades and who are willing to mix the color with a developer themselves. Against drugstore box dyes it offers more shade control and a more conditioning formula, but it takes more skill and the results depend on picking the right developer.
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Lowest price we've seen: $9.78 on Nov 10 at Pure Spa Direct. Tracked across 6 stores since Nov 10.
Rated highly by buyers, most of them stylists or experienced home colorists. They praise the gray coverage, the soft feel after rinsing and the shine. The main complaints are about mixing and getting the developer ratio right.