we've made a new, even better formula for our hue-verse permanent range, with the same commitment to performance without compromise.
even better lift
even stronger lifting capability (up to 4 levels) across each and every shade
even better vibrancy
even lighter and brighter results when lifting
even better consistency
even smoother consistency for better application
still the same...
- squeaky clean ingredients
- tone
- mixing ratio
- colour chart
- complete coverage
- long-lasting results
- superior condition
- out-of-this-world-shine
- unique viscosity
- low sensitivity
- simple and compact range
- ingredients
- hue-verse complex
performance without compromise
our new formulas deliver maximum performance, without compromising on our respect for people and the planet. even better performance, still squeaky clean.
what's out
- ammonia
- ppd
- resorcinol
what's in
- organic oils
- allergen-free fragrance
- vegan + cruelty-free
here's what you need to know...
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the new formula transition will start for the permanents with our copper shades. the other shades will roll out across 2026.
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new blue packaging makes it easy for you to distinguish between old and new formulas.
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old and new formulas can be freely mixed.
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tone, shade numbering, mixing rations, processing times, colour charts... all stay the same.
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shades 10.43, 4.5, 3.31, 5.31, 4.57 will be discontinued throughout 2026 based on your feedback.
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your local educators are on hand for any queries and in salon education required. in addition, you'll have access to digital support from webinars, hue-tube videos.
frequently asked questions
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no – we’ve been able to achieve even better performance simply by tweaking the levels of ingredients and concentration of alkalisers.
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we have changed the levels of glycerides present so that they don’t solidify at extreme temperatures, resulting in a smoother consistency.
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you can mix natural or reflect shades in any combination. high lifts can also be mixed. just keep in mind the increased lifting power of the new formula. for global application, always ensure you have enough formula prior to applying to the hair.
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processing times remain the same, but you may notice your formula looking lighter during processing. this is completely normal – trust the process.
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we are only bringing you new permanent shades now but, as our constant pursuit of performance continues, stay tuned for newness.
