Selected quantity exceeds what is currently available

HiColor Permanent Hair Color

Excellence by L'Oreal
Selected quantity exceeds what is currently available

HiColor Permanent Hair Color

Excellence by L'Oreal

HiColor Permanent Hair Color is rated 4.1 out of 5 by 265.
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  • 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
    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.
  • No need to pre-lighten or bleach hair prior to application.
Rated 3 out of 5 by from Shade Soft Brown - Too Red/Warm Toned! I initially chose this product because the girl that worked at Sally's said this range was really good for people with dark hair. Naturally, I have dark brown hair. The dye did a good job of lifting the color. My roots were virgin hair. Now, I am unhappy with the color I chose - soft brown - because it made my hair look kind of orange... very red toned and bright. In the store the little hair sample underneath it made it seem like the dye was only going to make my hair a shade or 2 lighter. Now I'm stuck looking like Hayley Williams from Paramore when she had light auburn hair. I'm going to try to fade this color out of my hair as fast as possible and try another brown that's more suitable for me. - small back story - I had gotten my hair done professionally at a salon, and I wasn't happy with how my hair turned out. The lady had bleached majority of my hair, and blended the bleach so evenly and choppy/streaky. She also left my roots my natural dark color so I left with dark brown roots, and bright yellow toned blonde hair. I was unhappy with it and the dark brown roots didn't blend well with the blonde at all therefore I was searching for a shade or 2 lighter brown, so it would blend better. I attached photos of my hair before and after I dyed my hair using the shade "Soft Brown".
Date published: 2018-11-20
Rated 2 out of 5 by from A Bit of a Let Down I bought this to dye my friend's hair and after hearing good things about it from the salespeople, I was really excited to give it a shot. Despite having dark brown hair myself, I had not used this line designed specifically for dark hair, so I wasn't sure what to expect. My friend has short, darkest brown virgin hair, and after following instructions provided in the packaging to a T, we rinsed the dye out, and the color didn't seem to stick. I had purchased coolest brown, and was hoping to see some kind of lift, but no cigar. It appeared to lift maybe one shade, if that, and didn't seem at all as light as what the little sample hair thingy looked like in the store, so both of us were pretty disappointed as it was his first time getting to dye his hair.
Date published: 2018-11-16
Rated 5 out of 5 by from Perfect Chocolate Brown I used the shade soft brown on completely virgin darkest brown hair and it lifted perfectly! It is a nice warm brown and it is literally so easy for beginners, make sure you follow the directions and use 30 volume developer that’s all I had to do to get brown hair. No dryness or breakage no problem!
Date published: 2018-11-13
Rated 5 out of 5 by from All smiles Works good on my weave. Lifted hair in no time. I would reccomend
Date published: 2018-11-03
Rated 5 out of 5 by from Great bright red color! I have medium brown long thick hair and use 2 boxes of H9 + Red Protein Filler and the color lasts for a good 2-3 weeks or depending how often I wash. No bleaching, 25 minutes, its very quick and easy. Preferably wash the color out in a stainless steel or dark tiled sink/bath tub cause it can stain.
Date published: 2018-10-20
Rated 5 out of 5 by from Perfect! It came out perfect for me! I also mixed with just copper! I bleached my hair first. It was natural dark brown. Then I added the color with 40 volume.
Date published: 2018-10-16
Rated 5 out of 5 by from Good I went to sally store last year ago and I talk to the lady in there and ask for help for the color I want , she entertain me and recommend me tis product so I buy a set and it had a good result so from then I use this product for a year now,thanks.....
Date published: 2018-09-10
Rated 2 out of 5 by from Not what I was expecting at all I’ve dyed and lightened my hair in the past, but had no luck with this color. I watched a million videos beforehand and followed all directions. What I ended up with was strips of uneven color, with lots of red and orange brassy strands. I applied the color more than an inch away from my roots, but the hair closest to my roots instantly went super bright, and the ends of my hair turned a muddy brown. Absolutely nothing “cool brown” about the color, and I ended up just dying my entire head with a dark brown semi permanent dye. Super disappointing.
Date published: 2018-08-28
Rated 5 out of 5 by from Love my hair again!!! I use to use this to get my hair to a bright almost neon red by mixing red hot and magenta or red, but now that I am in my thirties I thought it was time to tone it down. I knew I wanted to still be red, just not so bright. I ended up getting H12 deep auburn red which in my hair turned to a nice deep plum/ merlot color that when in the sun shines a deep red and I couldn't be more pleased. This color is much more me and my hair feels more healthy and soft.
Date published: 2018-08-27
Rated 5 out of 5 by from I just bought it I bought this 3 weeks ago and so happy I did and I love it
Date published: 2018-08-25
Rated 4 out of 5 by from Great for dark hair I’ve only dyed my hair 4 times all my life but I’ve always wanted burgundy bought the magenta red my hair is super dark blk and long so I used about four of this n I was so amazed with the results my hair is deep red my roots are red loved the results and well recommend this to anyone with dark blk hair
Date published: 2018-08-25
Rated 1 out of 5 by from Doesn't work on permanent black dyed hair It only dyed my roots which have grown out, it did not change the color of my ends whatsoever so now I just look silly.
Date published: 2018-07-04
Rated 1 out of 5 by from Does not work on brunette virgin hair!!! I bought this item a couple of days ago in honey blonde. I have brown virgin hair and thought it would be a great alternative instead of bleaching my hair. I followed the instructions and mixed a 40 volume developer with the dye. This product didn’t do anything but damage it! To anyone reading this review: Save your coins and get yourself some bleach
Date published: 2018-06-26
Rated 2 out of 5 by from Do not use on previously dyed hair I bought this hair dye about a month ago to try something new. I have previously dyed my hair different shades of brown and have added balayage over two years and since this box said works on brown hair I gave it a try. Everything turned honey blonde except the brown parts that I have previously dyed brown and so I had honey blonde roots brown center and then honey blonde ends from the balayage. However after several washes over the course of 4 weeks it was weakened and now looks strawberry blonde coppery color and now have to pay for a professional hair color specialist to fix my hair.
Date published: 2018-05-26
Rated 5 out of 5 by from Love this red color! Is very bright and stay longer than other brands! I absolutely love this hair color!
Date published: 2018-05-23
Rated 5 out of 5 by from Love it I’m mixed so it has always been kind of difficult to find something that will lighten my hair but also not destroy it. I’ve always wanted red hair and I couldn’t be happier with the results. It took me dying it 3 times for it to turn out this way, but it’s definitely worth it. Before dying it with L’Oréal’s hicolor, my hair was black. I used color oops to get my hair back to my natural color which is a dark brown. After I had my natural color, I used ONE tube of L’Oréal hilcolor RED. Then I used level 40 developer, and let it process for 45 minutes.
Date published: 2018-04-11
Rated 5 out of 5 by from Bomb Hair Dye I used the colors Red-Hot and Magenta with a 40 vol developer,I left it on for about 30 mins ,rinsed ,then I used the ion after color sealer these are the results.(1st pic is outside 2nd is indoors) Also This was my first time dying my full head and I received ZERO damage and I am fully natural I also started on 1b colored hair.
Date published: 2018-04-11
Rated 1 out of 5 by from DO NOT BUY ASH BLONDE I’ve been using this product for a few dyes now and tonight I tried the ash blonde after I had been using the honey blonde. I like the honey blonde but wish it had more of an ashy, platinum look to it. So you would think that maybe I’d like ash blonde? Me too! But the ash blonde turned my hair GREY. And I don’t even mean the silver hair that’s in style, I mean DARK GREY. I have blonde hair but I have been dying my roots now and this has to be the worst experience I’ve had thus far. Whatever you do stay away from the ash blonde shade!!!!
Date published: 2018-03-31
Rated 5 out of 5 by from Love! I’ve used this 3 times now. I have very dark brown hair and I was looking for something that would not need me to bleach. I used 30 developer and it worked perfect! It’s the only one I’ll use
Date published: 2018-03-10
Rated 5 out of 5 by from LOVE IT Been using for 3 years love it! I have naturally dark brown hair almost black! I use the red hot, so Sometimes i will mix the hi color magenta with the red hot the color turns out awesome and i get compliments always! Not sure what oompa loompa did below me lol but her hair looks to light to be using this color! She did somthing wrong lol
Date published: 2018-03-08
Rated 1 out of 5 by from Donald Trump vs Oompa Loompa I bought this Friday and was excited to have a copper color in my brunette hair. I know my hair is on the lighter end of brunette so I expected it to be a bit brighter. But I did not expect ORANGE. Seriously?!? The staff walked me through several options before recommending this product to me.
Date published: 2018-03-03
Rated 5 out of 5 by from Looks Great I have used the Copper Red for years and love the results. Yes, reds do tend to fade faster than other colors, especially with a lot of sun exposure. You also get the pink drips for the first couple weeks if you don't use an after-color sealer after processing. I use Ion's and it makes all the difference. No more pink towels, and the color lasts much longer, especially if you also use shampoo & products designed for color treated hair.
Date published: 2018-02-23
Rated 1 out of 5 by from Hair is dark burgundy The color I thought would be a brighter red. It is a dark burgundy almost brown black burgundy color
Date published: 2018-02-21
Rated 5 out of 5 by from PLEASE STATE THE EXACT SHADE YOU USED Most of the reviewers state how much they love their color results but don't tell us which color they used. The results they describe are phenomenal. If only I knew which color that was. I used Intense Red on medium/dark brown virgin hair with a 20 developer. Came out perfect just like the swatch. Now I'm about to try the Red Hot with a 30 developer. It's been 6 weeks since I used the Intense Red. No root growth yet, just faded quite a bit. Will post an update of the results once I finish!
Date published: 2018-02-18
Rated 2 out of 5 by from This has to be a rinse!! I have used the Red and Magenta on a few occasions. While I really like the color, this product rinses out way too quickly. I do not consider this to be a permanent color. It should be reclassified as a rinse, NOT permanent color.
Date published: 2018-02-11
Rated 1 out of 5 by from Hicolor cool brown I haven’t dyed my hair in years so my hair was pretty much virgin hair I used this color to try and give myself a brown look instead of black and my hair still looks black at the bottom and dark brown on the top. I was pretty disappointed.
Date published: 2018-02-04
Rated 4 out of 5 by from Delivered Vibrant Color I have used this product for several years. Red has the smallest molecules! It will rinse reddish pink every time you wash. I wash my color once a week or less. The more frequent you shampoo the faster the color will fade. Wet dripping hair will result in stained pillows and sheets, clothes and towels. A little planning will result in long lasting color and great turnout.
Date published: 2018-01-12
Rated 5 out of 5 by from Love the color Have purchased this color several times. Have wonderful results.
Date published: 2018-01-06
Rated 1 out of 5 by from Terrible Used it with 20 Oreon and it did absolutely NOTHING. even left it in for a half hour as opposed to 20 minutes like it recommended. Not to mention the directions were hard to find I ended having to Google it. But there are about 5 placements of the warnings on the box. Next time, I'm not buying things that are recommended for dark hair.
Date published: 2017-12-19
Rated 1 out of 5 by from Blonde hicolor has minimal lift I bought the Champagne and Honey blonde hicolor along with vol 30 developer to add hilight to my dark brown virgin hair. I have plenty of experience with dying my own hair, I just had not dyed it in a few years. I tried this product as an alternative to bleach in order to give myself hilights. I let it process for 30 minutes after applying. When I washed it out, the lift was minimal, and the results were brassy brownish orange. I am pretty disappointed. I should have gone with bleach and toner like I was originally planning,but tried this as a potentially gentler process. My hair still feels somewhat dry afterwards, I don’t have the results I wanted, and now I am afraid to bleach it over the dyed parts in case I’ll damage it too much. Would not recommend.
Date published: 2017-12-16
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Hello...has anyone used this to dye virgin human hair extensions or toppers? Was it effective in achieving the selected color? Any problems? Any suggestions? Thanks!

Asked by: RaptureReady
I have only used this on my natural hair color. I was not impressed.
Answered by: Blessedgg
Date published: 2019-12-10

Juju Bean question what color is your hair before and what color is it after you dye it? Do you have pictures you can upload? 

Asked by: Atlanta888888
My daughter has used this to lighten her hair so she can put fun colors in her hair. Her natural hair color is a dark brown, we have used the champagne to lighten it. It comes out kind of a medium gold blond. This is not allowing me to put a picture on it, but she ended up with kind of raspberry hair. If she had not used this product, she would not have been able to get that color. 
Answered by: Casadecano
Date published: 2019-12-10

I would like this color but dont want it to have have a pink or orange tone what do I need to do?

Asked by: Mariauribe34
Along with your developer, use Colorful protein color filler #10 red red. Follow directions on the bottle.
Answered by: Prettyinred
Date published: 2019-12-10

Hopeful Ann- I am interested dying my dark brown hair blonde. I see you use golden blonde. How does that turn out on your hair? 

Asked by: Atlantagal8888
It will be a true golden blonde, depending on the health of your hair, how long you let it develop on your hair, how long you let the mixture develop/stand before using it. I love it.
Answered by: mariswan
Date published: 2019-12-03

What do I need to buy to go with this to change hair color from brown to this shade? 

Asked by: LauraMitchell32
Nothing really just buy the shade you want and buy peroxide volume 30 and diy your hair every month 1/2 to let breath and until you get the shade you want .
Answered by: Aurora b
Date published: 2019-12-02

Hi, I bought a boxed red dye for my black hair and it didn't take. I only have the roots Abit red. Will this product make my hair visibly red? My hair is naturally black. What kind of developer should I use?

Asked by: mariag88
I’m Asian and my hair is black. This will certainly lift your hair and not be brassy with the red color. It’s my go to for the last 7 years. If it’s the first time and your hair hasn’t been already been lifted it will take two processing times for it to most likely get the results matching the swatches. So dye it once with this and you can either take a break or dye it again same day just condition. That’s what I did the first time. Now that it’s been lifted I on my dye it once. I use magenta (highlight color) and red hot and i mix them and dye my whole head. I use 30 developer from Sally’s brand. 
Answered by: Kitsune4
Date published: 2019-11-29

My hair is a honey blonde now, but it’s time re color it can I get this intense red color. And use it for a winter color 

Asked by: Vsopchampagne
Yes and use 30vol. developer.
Answered by: Cherjohn
Date published: 2019-11-21

Do I need developer with this product? Hi color blond

Asked by: Anonymous
Answered by: Katielynnu
Date published: 2019-11-11
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