Be a boss in gloss. Nothing boosts confidence like finding that perfect shade and stepping out with rich, glossy hair. Featuring Shea Butter, our formula is gentler on all hair textures* and free of animal derived ingredients, ammonia, gluten, parabens, and phthalates. Safe, quick, and easy to apply, Wella Color Charm Demi-Permanent Color is perfect for in-between salon visits. Now you can blend grays, gloss, tone, refresh, or enhance your color on your own terms. With our new color-coded packaging for at-a-glance navigation and selection, finding your ideal shade has never been easier.
From vibrant, commanding reds and violets to flawlessly toned blondes and gorgeous brunettes, we’ve got your perfect shade. Love your current color but want to make it shine? We give you the color to be a boss in gloss.
Why Demi-Permanent Color Stands Out
*vs. Gentler on all hair textures* (*vs. DIY, BEST SALON QUALITY PERMANENT LIQUID TONER*. Our toners neutralize brass with up to 90% less breakage, creating hard to achieve shades of blonde with ease. Source Euromonitor International Limited; based on value sales for permanent toner brands in 2020 through all retail channels. Permanent toners are defined as products positioned on pack as a “Toner” and as “Permanent.”
Wella Color Charm Demi-Permanent Color offers a balance of vibrancy and gentleness. It provides shiny-looking color with less damage, letting you gloss, tone, refresh, or enhance hair color. With a wide palette of Blonde, Red, Violet, and deep Brunette shades, there is a shade to create the look you desire. Or simply add some gloss with our Clear shade. *
Product Range Overview
Permanent Cream Color: We upgraded our trusted gel formula to a new cream formula with breakthrough technology providing additional benefits. It includes BondGuard technology that helps protect bonds and reduce breakage. A powerful blend of 5 nourishing lipids provide moisturization for soft and smooth hair. With Shea Butter, Jojoba Oil and Acai Berry Extract, it will leave hair conditioned, full of shine and cover up to 100% of gray hair. Shop now.
Permanent Liquid Color: Features a luxurious palette of shades that delivers vibrant, long-lasting, fade-resistant color while providing excellent conditioning, up to 100% gray coverage, and is vegan. Free of animal-derived ingredients. Shop now.
Vivid Darks: Out of the dark and into bold, vivid color. Vibrant color on naturally dark hair by lifting 3-4 levels, no bleach needed. Built-in metal purifier helps combat damage with 5 nourishing lipids for hair that is soft and smooth. Vegan and free of phthalates and parabens. Free of animal-derived ingredients. Shop now.
ShineLuxe: This Top Coat Hair Gloss gives a pop of intense, luminous shine while refreshing dull and faded color. Gloss smooths dull and brittle hair and leaves it shiny and healthy-looking. Vegan, free of ammonia, and free of animal-derived ingredients. Shop now.
Demi-Permanent Color: How to Use
Our Demi-Permanent shades offer shiny-looking color with less damage, letting you gloss, tone, refresh, or enhance hair color. With a wide palette of Blonde, Red, Violet, and deep Brunette shades, we have every color needed to create the look you desire. Or simply add some gloss with our Clear shade. * vs. Permanent color
10 Volume Developer directions: Mix 1 part (2 oz) Wella Color Charm Demi-Permanent to 2 parts (4 oz) 10 Volume Wella Color Charm Developer in a non-metal bowl or bottle. Apply color mixture starting at the roots, thoroughly distributing through lengths and ends. Let the color develop for 20 minutes without heat.
Another practical note from users: "I started using these when I was getting some gray hair and it does work well to blend them. You don't get total coverage, but it makes some of them look more like highlights and that's pretty nice too as long as you don't pick colors darker than our hair."
Color You Can Trust for Any Style
TRUE-TO-TONE VIBRANCY, NO MATTER THE HAIR CONDITION. Are you ready for uncompromised vibrancy and shine no matter the hair condition? Discover the updated formula of Color Touch: iconic same results on healthy hair, more true-to-tone on damaged hair. From dull to vibrant, witness intense vibrancy and shine of permanent color with the low commitment of demi-permanent results, all in one seamless experience with Color Touch. It revitalizes colored hair and reduces hair breakage.
Additionally, Wella Color Charm Lightener & Developers offer a dust-free powder lightener providing up to 7 levels of lift with anti-brass results. For all hair types and on/off scalp application. Our developers are designed to be mixed with Wella Color Charm hair color, toners, and lighteners to deliver remarkable results with a range of strengths to achieve the exact color you desire.
Practical Tips and Related Products
- Ultimate Color Sulfate-Free Shampoo: Soothes the scalp while cleansing to minimize color fade, moisturizes, and detoxes hair from color-distorting metals.
- Ultimate Color Conditioner: Adds moisture, helps reduce porosity to seal pigments in, revitalizes colored hair, and reduces breakage.
- Ultimate Color Miracle Leave-in Mask: Color vibrancy, UV protection, 3-in-1 formula moisturizes and provides up to 4x more resistance to breakage.
Color Chart Navigation and Shades
The color-coded packaging makes navigation easier for at-a-glance shade selection, helping you quickly identify your desired tone-be it vibrant reds, rich violets, or cool blondes and deep brunettes. The Demi-Permanent line covers a spectrum suitable for blending grays, refreshing color, and enhancing gloss without a full commitment.
Practical Notes for Salon and Home Use
- The demi-permanent approach provides lasting gloss and tone without as much lift or damage as permanent color. - Development times are straightforward (approximately 20 minutes) and do not require heat for processing. - Always perform a strand test when trying a new shade to ensure even coverage and desired result.
