‘Natural’ is huge in the beauty world. Like the words ‘clean’, ‘free from’, ‘vegan’, ‘gluten free’ in the beauty sphere these are now aspirations, not adjectives. We are searching constantly, and continually testing with our house models to find the ideal hair color permanent hair color. We can create natural looking color easily, by using great shades, mixing colors together, using more than one color on the head and by stealing other color secrets from great colorists – and