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Naturtint 5R Fire Red is a permanent, ammonia-free hair dye built on plant-based ingredients, with a kit that includes a colorant, developer, shampoo and conditioner. It is aimed at shoppers who want a bold red with less of the harsh smell and scalp sting that ammonia formulas can bring. The color line leans on nourishing extras like keratin, shea butter and vitamins, which is more than most drugstore dyes offer. Reds fade faster than any other shade, so expect to touch up roots and refresh the length more often than with browns or blacks.
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Lowest price we've seen: $17.73 on Nov 10 at Herbspro. Tracked across 1 store since Nov 10.
Owners like the gentler smell and the soft, shiny feel after coloring, and many get a rich warm red. The recurring complaint is fading: the red dulls within a few washes, and results on dark hair come out subtler than the box suggests.
