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Excellence by L'Oreal

HiColor Permanent Hair Color

OZ |  Item LOREAL38

What is it?
L'Oreal Excellence HiColor Permanent Hair Color is the first permanent hair color specifically created for dark hair (black to medium brown). Specifically developed to lift dark hair in one single step, without brassiness. This breakthrough technology lifts hair 3-4 levels.


A strong lifting and toning action neutralizes unwanted orange tones, then deposits the shade of your choice. L'Oreal Excellence HiColor Permanent Hair Color's rich, smooth creme formula conditions and penetrates hair for intense, long-lasting color.


True-to-shade color resists fading and has a quick processing time of only thirty minutes. No pre-lightening required. The end result is intense, long-lasting color.

L’Oreal Help Line:

(800) 345-5014.

9AM - 5PM EST, Monday-Friday

What makes it special?
  • Developed to lift dark hair in one single step, without brassiness
  • Rich, smooth creme formula conditions and penetrates hair
  • Breakthrough technology lifts hair 3-4 levels
  • Intense, long-lasting color
No need to pre-lighten or bleach hair prior to application.
Rated 5 out of 5 by from Love Easy to use and gorgeous color.....................
Date published: 2021-01-15
Rated 1 out of 5 by from Does not lift warm brown to blond without bleach My natural hair color is warm medium brown. I had about 4 inches of my natural color (I also had blond highlights that have grown out.) I used Vanilla Champagne. I followed the directions using a 30 volume developer for the recommended time-- 20 minutes on mids (I was careful about the ends due to old bleached highlights) and then 10 minutes on roots and previously bleached highlights. It did not lift very much but did turn my roots bright "blorange". I decided to forego any highlights or blond and used a brown protein filler and med brown all over color.
Date published: 2021-01-14
Rated 1 out of 5 by from Not for me Horrible. Made my hair uneven in color! Second color I try from this brand and both times fail to evenly dye my hair and fades too quick! Red faded in 1 week.
Date published: 2021-01-11
Rated 5 out of 5 by from Great Product Loved this hair color. Brand works amazingly on dark hair and it was worth the process
Date published: 2021-01-10
Rated 5 out of 5 by from Love it Love this red over my mousy brown hair - I use ION Deposit Red Hot to touch up in shower - it all hides my gray well too
Date published: 2021-01-09
Rated 5 out of 5 by from Eye catching color Love the color, it's nice and soft. Eye catching but not to much of a wow factor. Will be purchasing again soon.
Date published: 2021-01-03
Rated 5 out of 5 by from Great reliable reds Reliable L'oreal product, always great and very vibrant hues
Date published: 2021-01-02
Rated 5 out of 5 by from Red This is my red! Bright, shiney vampalicious. Always a good choice
Date published: 2021-01-02
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I have fine brown hair and I want to go for one of the more natural blonde colors, not a light blonde/platinum. Is this suitable for my hair without bleach? Is it meant for thicker or darker hair? Will my results be dark or muddy?

Asked by: MamaBabs
I, too, have fine brown hair. I’ve been using this product every five weeks for over ten years. My hair is long, healthy and silky. It actually feels better right after I use the product as though it’s been deeply conditioned!  I use reds and couldn’t be happier with the result... super vibrant, healthy hair!
Answered by: Anonomouse
Date published: 2020-12-31

Ok so I dyed my hair Red and Magenta with 30 developer but didn’t like how bright red it looked. Then I dyed it Chroma Garnet with 20 developer and I feel like it looks black now. What should I do to make it lighter? Please help. 

Asked by: Jessssssss
I have gotten good results by using the L'Oreal HiColor in Intense Red, especially on my roots, then I'll add a bit of HiColor Hilights in Magenta to brighten up the ends. Intense Red is still a bit orange for my tastes, but I feel that the other darker HiColor shades don't have enough colour payoff, instead it just pulled brown on me for some reason. I also only use a 20 volume developer to avoid overlightening and over-processing. Just my $0.02.
Answered by: Kaynaydian
Date published: 2020-12-28

does anyone else find this damaging to the hair? I don't notice it right after i dye it but overtime i feel like im getting slight breakage on my baby hairs. I have done 2 applications of magenta within 2-3 months ( i dye it every month or so)

Asked by: jules gz
No. I have used this color with 30 developer monthly for 20 years.
Answered by: heather39
Date published: 2020-12-14

I bleached my hair and already have this hair dye. Would anything bad happen if I used this on my bleached hair even though it says “for dark hair only” ?  (in reference to L’Oréal excellence HiColor Reds H11 intense red for dark hair only)

Asked by: Krista J
do not use high volume. No more than 10 volume. Depending on condition of hair too.
Answered by: eyeliner
Date published: 2020-12-07

Heyy guys I have dyed my hair with this before and the color pay off isn’t very vibrate how long would you guys recommend to leave it in ? 

Asked by: minniee67
Always follow the instructions in the package. 
Answered by: Anabananaanabanana
Date published: 2020-12-04

I have virgin black hair and bought the Soft Brown hair color(2 boxes) and 30 vol. developer. I have shoulder length hair and wanted to know how much developer should I use if I only use one box of dye?.

Asked by: Lupita98
Its usually equal part developer to color.
Answered by: MsShyness
Date published: 2020-11-08

Can this be used to change from hair already died a darker color.

Asked by: traysue1
I'm sorry but this really does lift a lot without bleach I've used it on colored hair and dark hair and it always works. As the previous 2 stated in most cases yes you need to bleach. But this is somehow different. If you bleach first it will over process your hair. This is made for dark hair only. Bleaching first will likely fry your hair.
Answered by: Anonymous
Date published: 2020-12-12

Why do I need to buy a developer if it says in the details that HiColor is designed to lift 3-4 levels ?? I'm so confused. 

Asked by: pcd562gg
Most hair color uses developer. It's science you have to lift the color to deposit color and that's what developer does.
Answered by: Anonymous
Date published: 2020-12-11
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