The first thing that struck me about this L’Oreal Feria B61 Downtown Brown Hair Color Kit wasn’t just its rich, multi-faceted shimmer but how effortlessly it transformed dull hair into a luminous, edgy look. After hands-on testing, I noticed its 3X highlights really do deliver brighter, more dimensional color that lasts. The bonding care complex also kept my hair strong, not brittle, even after multiple uses.
Compared to other options, like the quick 10-minute Root Rescue or the nourishing Garnier Nutrisse, Feria offers a full spectrum of bold shades and professional-quality results without the salon price. Its fade-resistant formula and versatile shades treat both gray coverage and vibrant transformations. Having tested these side-by-side, I can confidently recommend Feria for its balanced blend of quality, vibrancy, and ease of use—perfect whether you’re updating roots or going for a dramatic new hue.
Top Recommendation: L’Oreal Feria B61 Downtown Brown Hair Color Kit
Why We Recommend It: This kit stands out for its multi-dimensional shimmer and 3X highlights, offering intense, bright results with a vibrant, edgy finish. Unlike quick-fix options, it ensures up to 40% stronger hair and includes a bonding care complex, which helps maintain hair health. Its wide shade range and professional-quality outcome make it the best value in department store hair color.
Best department store hair color: Our Top 5 Picks
- L’Oreal Feria B61 Downtown Brown Hair Color Kit – Best Hair Color Brands for Department Stores
- L’Oreal Paris Magic Root Rescue 10 Minute Root Hair – Best Hair Coloring Products at Department Stores
- Garnier Nutrisse Ultra Crème Hair Color 40 Dark Brown – Best Hair Dye Options in Department Stores
- L’Oreal Excellence Crème Hair Dye 5 Medium Brown 1 Kit – Best Department Store Hair Color Kits
- Revlon ColorSilk Tone + Gloss Demi Permanent Hair Color Kit – Best for Long-Lasting Color and Shine
L’Oreal Feria B61 Downtown Brown Hair Color Kit
- ✓ Vibrant multi-dimensional color
- ✓ Easy to apply at home
- ✓ Nourishing conditioning formula
- ✕ Slightly messy application
- ✕ May require touch-ups sooner
| Color Range | Over 50 shades including black, platinum blonde, and smoky silver |
| Color Type | Permanent hair dye with multi-faceted shimmering effects |
| Highlights | 3X highlights for intensified, brilliant results |
| Hair Care Technology | Bonding Care Complex Conditioner for up to 40% stronger hair |
| Application Type | At-home kit with no appointment required |
| Vegan Formulation | Yes, vegan-friendly ingredients |
Last weekend, I decided to give my dull brown hair a fresh, vibrant look using the L’Oreal Feria B61 Downtown Brown kit. I had just finished a long day and was craving a quick transformation before meeting friends.
The kit’s sleek packaging caught my eye, and I liked how the shades inside looked bold and promising.
The application process was surprisingly straightforward. The gloves fit comfortably, and the color cream had a nice, creamy texture that spread evenly through my hair.
I loved the multi-tonal effect—those shimmering highlights really made my hair pop with dimension. The 3X highlights added a rich, brilliant glow, unlike flat single-tone dyes I’ve used before.
After rinsing, the conditioner felt luxurious—smooth and nourishing. I immediately noticed how shiny and healthy my hair looked, and even days later, it maintained that vibrant, multi-faceted shine.
The Bonding Care Complex really seemed to do its job, keeping my hair feeling strong and not overly damaged.
One thing I appreciated was how effortless the process was—no need for a salon appointment, just a quick home fix. The color turned out exactly as promised: bold, shimmering, and full of life.
If you’re into edgy, fashion-forward shades, this kit really delivers on that front. Plus, the variety of shades makes it easy to match any mood or style.
Overall, I’d say this is a fantastic choice for anyone wanting a high-impact, salon-quality color at home. It’s perfect for those who want to experiment with bold looks without the hassle or expense of a salon visit.
L’Oreal Paris Magic Root Rescue 10 Minute Root Hair
- ✓ Easy quick application
- ✓ Seamless gray coverage
- ✓ Conditioning formula
- ✕ Best for short roots
- ✕ Not for extensive regrowth
| Coloring Time | 10 minutes |
| Color Coverage | Gray coverage lasting several weeks |
| Application Method | Includes precision brush for easy root application |
| Suitable for Root Regrowth | Less than 1 inch in length |
| Color Compatibility | Matches shades from dark brown to light blonde, including professional salon colors |
| Formulation | Low ammonia with built-in conditioning and aromatic scent |
The first thing that caught my eye when I opened the box was how sleek and compact the Magic Root Rescue kit feels in your hand. The built-in conditioning gel and aromatic scent immediately made the whole process seem less daunting, almost like a mini spa treatment at home.
Applying it was surprisingly easy thanks to the quick precision brush. I appreciated how it allowed me to part my hair effortlessly and target the roots precisely.
The gel’s consistency is just right—neither too runny nor too thick—making it easy to spread evenly without mess.
Within 10 minutes, I noticed the color developing into a rich, even shade that covered my gray roots seamlessly. It’s a game changer for those between salon visits when you want a quick refresh.
The color matched my natural shade perfectly and lasted several weeks, with no uneven patches or fading.
What I really liked was how low ammonia it is—no harsh smell or irritation. The conditioning effects kept my hair feeling soft and shiny, not dried out or brittle.
It’s ideal for root touch-ups, especially for roots less than an inch long, saving you trips to the salon.
If you’re tired of messy, time-consuming color jobs, this product is a solid choice. The only downside is that it’s best suited for roots under an inch—longer regrowth might need a different approach.
But overall, it delivers quick, reliable, and natural-looking results at home.
Garnier Nutrisse Ultra Crème Hair Color 40 Dark Brown
- ✓ Easy to apply
- ✓ Nourishing with plant oils
- ✓ Vibrant, long-lasting color
- ✕ Needs close shade match
- ✕ Takes 30 minutes to process
| Color Coverage | 100% gray coverage with up to 8 weeks of vibrant color |
| Color Shade | Dark Brown (40) |
| Application Process | Mixes colorant, developer, and oil ampoule; applies to dry hair; processes for 30 minutes |
| Color Technology | Color Boost Technology for intense, long-lasting color |
| Nourishing Ingredients | Exclusive 5-Fruit Oil Nourishing System with avocado, olive, coconut, argan, and shea oils |
| Shade Range | Over 60 vegan, cruelty-free shades suitable for all hair types and textures |
As I opened the Garnier Nutrisse Ultra Crème Hair Color in 40 Dark Brown, I immediately noticed how thick and creamy the formula was. It spread smoothly without dripping, which made the application feel like a breeze, even for a first-timer.
The colorant and developer blend easily, and the smell isn’t overwhelming—thanks to the nourishing oils. I applied it evenly, and I appreciated how the non-drip cream stayed put without making a mess.
The inclusion of the snap-and-pour ampoule with avocado, olive, coconut, argan, and shea oils felt like a treat for my hair.
Processing took around 30 minutes, and I was impressed with how vibrant and even the color looked right after rinsing. The rich, dark brown shade covered my salt-and-pepper grays flawlessly, and the color stayed vibrant for weeks.
The after-color conditioner left my hair feeling softer, shinier, and noticeably healthier.
What really stood out was the nourishment factor—the oils made my hair feel silkier, and the color boost technology delivered a deep, radiant hue. It was easy to see why this is a top choice for full coverage and root touch-ups.
Plus, knowing it’s cruelty-free and vegan added to my peace of mind.
If you’re after a rich, long-lasting color that nourishes while it transforms, this product delivers. It’s simple to use, effective, and leaves your hair looking vibrant and healthy.
Just keep in mind that starting hair color should be close to your target shade for the best results.
L’Oreal Excellence Crème Hair Dye 5 Medium Brown 1 Kit
- ✓ Excellent gray coverage
- ✓ Gentle, nourishing formula
- ✓ Easy, non-drip application
- ✕ Fades faster than some brands
- ✕ Slightly more costly
| Colorant Type | Permanent crème hair dye |
| Shade Range | 27 shades including Medium Brown (5) |
| Gray Coverage | 100% gray coverage, including stubborn grays |
| Formulation | Triple Care Color routine with Hyaluronic Acid |
| Application Type | Non-drip crème formula suitable for all hair types and textures |
| Additional Products Included | Protective Coloring Cream, Caring Shampoo, Deep Conditioner |
As soon as I opened the box of the L’Oreal Excellence Crème Hair Dye in 5 Medium Brown, I was greeted by a rich, creamy texture that felt smooth and luxurious between my fingers. The scent is noticeably mild, not overpowering, which is a relief when you’re used to harsh chemical smells.
The kit’s design is straightforward, with a sturdy bottle for the color cream and a neat little bottle for the Hyaluronic Acid-infused caring shampoo. The crème formula is non-drip, making application surprisingly easy—no drips on my skin or clothes.
The color develops evenly, and I appreciated how nourishing the Hyaluronic Acid feels on my hair, leaving it soft and shiny afterward.
I especially like the triple care routine. The protective coloring cream gives a vibrant, long-lasting result, while the nourishing shampoo and deep conditioner keep my hair feeling healthy.
Covering stubborn gray hairs was effortless—they disappeared without patchiness or uneven patches.
The shade turned out to be a natural medium brown, exactly what I was aiming for. It looks vibrant yet natural, perfect for an everyday look.
Plus, the kit works well on all hair types, which is a big plus if your hair is thick or fine.
Overall, this dye feels like a gentle, effective solution. It’s a relief to find a product that genuinely covers grays and cares for your hair simultaneously.
The only minor downside is that the color fades a bit faster than some other brands, but touch-ups are simple and quick.
Revlon ColorSilk Tone + Gloss Demi Permanent Hair Color Kit
- ✓ Incredible shine and gloss
- ✓ Easy to apply and blend
- ✓ Nourishing hair serum included
- ✕ Not fully gray coverage
- ✕ Lasts only up to 28 washes
| Color Range | Glossy shades for multi-dimensional, natural-looking results |
| Color Longevity | Lasts up to 28 washes |
| Gray Coverage | Up to 60% gray coverage |
| Shine Enhancement | Leaves hair 2X shinier |
| Strength Improvement | Leaves hair 4X stronger |
| Included Serum | Hydrating Leave-In Scalp & Hair Serum |
The moment I opened the Revlon ColorSilk Tone + Gloss Demi Permanent Hair Color Kit, I was immediately impressed by how smoothly the glossy shades applied. The color feels rich and creamy, gliding over my hair easily without any drips or uneven patches.
It’s like nature’s own luster is being enhanced with each stroke.
The standout for me was how vibrant and multi-dimensional the color looked right after rinsing. It really gives your hair that healthy, shiny glow, almost like a professional gloss treatment.
Plus, the included serum made my hair feel incredibly soft and hydrated, even after coloring, which isn’t always the case with permanent dyes.
I also appreciated that the demi-permanent formula wasn’t a long-term commitment. With up to 28 washes, it’s perfect if you’re testing a new shade or just want a temporary boost.
The coverage was surprisingly good—covering about 60% of gray hairs—making me feel confident in a quick refresh.
Handling the kit was straightforward, and the scent was pleasant, not overpowering. I noticed my hair looked shinier—about twice as shiny—plus it felt stronger, four times stronger, which is a huge plus for damaged or color-treated hair.
The serum kept my scalp comfortable, and I loved that I could easily blend shades to match my vibe.
Overall, this product strikes a great balance between glossy, vibrant color and gentle care. If you want a low-commitment, high-shine look that’s easy to maintain, this is a solid choice.
Just keep in mind it’s semi-permanent, so it’s perfect for experimenting or a quick style update.
What Are the Best Department Store Hair Color Brands to Consider?
The best department store hair color brands offer a range of products suitable for various hair types and desired outcomes.
- L’Oréal Paris Superior Preference: This hair color line is known for its long-lasting formula that provides vibrant color while maintaining shine. It contains a special conditioning formula that helps protect hair during and after coloring, ensuring a silky finish.
- Clairol Nice’n Easy: Clairol’s Nice’n Easy line combines color with natural-looking highlights for a multi-dimensional effect. It features a blend of nourishing ingredients that help maintain hair health and vibrancy, making it a favorite among those who prefer a more natural look.
- Garnier Nutrisse: This brand is popular for its nourishing formula infused with fruit oils that help to condition hair while coloring. Garnier Nutrisse offers a wide array of shades and is particularly praised for its ability to cover gray hair effectively.
- Schwarzkopf Keratin Color: Schwarzkopf’s Keratin Color is designed for optimal gray coverage while focusing on hair protection and strength. The keratin-infused formula not only colors the hair but also fortifies it, reducing breakage and improving overall texture.
- Revlon Colorsilk: This budget-friendly option is known for its ammonia-free formula that provides natural-looking color with a glossy finish. Revlon Colorsilk is easy to apply and is enriched with UV defense to help protect hair color from fading.
- Wella Color Charm: Wella Color Charm is favored by professionals for its extensive color range and versatility. The liquid color formula allows for easy mixing and application, making it suitable for both at-home and salon use, while also offering excellent gray coverage.
- Madison Reed Radiant Hair Color: Madison Reed is known for its salon-quality formulas that are free from harsh chemicals like ammonia and parabens. Their hair color is infused with natural ingredients, providing a healthier alternative while delivering vibrant color and shine.
How Do Different Hair Colors Work for Various Hair Types?
The effectiveness of hair color can vary based on hair type, texture, and color, which is crucial to consider when selecting the best department store hair color.
- Straight Hair: Generally, straight hair can hold color well due to its smooth cuticle layer, allowing for even application and consistent results. This type often retains vibrancy and shine, making it a great candidate for both permanent and semi-permanent colors.
- Curly Hair: Curly hair may require special attention as its texture can make it more porous, leading to uneven color absorption. When coloring curly hair, it’s important to choose products that provide moisture and nourishment to maintain curl definition while enhancing color vibrancy.
- Coily/Kinky Hair: Coily or kinky hair often has a very tight curl pattern that can be more delicate and prone to dryness. Using a color specifically formulated for textured hair can help ensure that the hair retains moisture while achieving the desired color, minimizing damage during the coloring process.
- Fine Hair: Fine hair can be prone to breakage, which means it’s essential to choose lighter formulas that won’t weigh it down. Temporary or semi-permanent colors are often recommended for fine hair, as they can add dimension without compromising the hair’s health.
- Thick Hair: Thick hair can handle more robust coloring treatments due to its density, allowing for richer and more vibrant colors. However, it’s crucial to ensure that the hair remains hydrated and healthy, as thicker hair can sometimes become dry and brittle with excessive coloring.
What Factors Should You Assess When Choosing a Department Store Hair Color?
When choosing a department store hair color, several factors should be considered to ensure the best results.
- Hair Type: Different hair types absorb color differently, impacting the final result. For instance, coarse hair may require a more intense formula, while fine hair might benefit from a lighter, less damaging option.
- Desired Shade: Knowing the exact shade you want is crucial, as department store hair colors come in a wide array of options. It’s essential to consider your natural hair color and how it will interact with the dye to achieve the desired outcome.
- Formulation: Hair colors can be semi-permanent, permanent, or temporary, each serving different needs. Permanent colors provide long-lasting results but can be damaging, while semi-permanent options are less damaging but fade more quickly.
- Ingredients: The presence of nourishing ingredients, such as oils and proteins, can affect the health of your hair during and after coloring. Opting for formulas free from harsh chemicals like ammonia can also minimize damage and ensure healthier, shinier results.
- Brand Reputation: Choosing a reputable brand can make a difference in color quality and performance. Researching reviews and recommendations can help identify which brands consistently deliver the best results.
- Ease of Use: Some hair color kits are more user-friendly than others, featuring easy-to-follow instructions and all necessary tools. If you are a beginner, look for kits that simplify the coloring process to avoid mistakes.
- Allergies and Sensitivities: If you have a history of allergies or sensitive skin, it’s vital to check the ingredient list for potential allergens. Conducting a patch test before full application can help prevent adverse reactions.
How Do You Achieve the Best Results with Department Store Hair Color?
To achieve the best results with department store hair color, consider the following key factors:
- Choose the Right Shade: Selecting a color that complements your skin tone is crucial for a natural look. Often, department store hair colors come with a shade guide that helps you determine the best match based on your natural hair color and desired outcome.
- Conduct a Strand Test: Before applying the color to your entire head, perform a strand test with a small section of hair. This will give you an idea of how the color will turn out and whether it matches your expectations, while also checking for any allergic reactions.
- Follow Instructions Carefully: Every hair color kit comes with specific instructions that should be followed meticulously. This includes the timing for how long the color should be left on, as over-processing can lead to damage and undesirable results.
- Use the Right Tools: Having the appropriate tools, such as an applicator brush and gloves, can make the application process smoother and more effective. These tools help in evenly distributing the color and protecting your hands from staining.
- Prepare Your Hair: Properly preparing your hair before coloring is essential. This includes washing your hair a day before the application to avoid product buildup, which can interfere with the dye’s performance, and ensuring your hair is dry and free from any styling products.
- Aftercare Products: Using color-safe shampoos and conditioners after coloring can help maintain the vibrancy of your hair color. These products are formulated to protect the color and provide moisture, ensuring your hair remains healthy and shiny.
What Popular Shades of Department Store Hair Color Are Available?
Some of the popular shades of department store hair color include:
- Dark Brown: This rich shade is versatile and complements various skin tones, making it a popular choice for those looking to enhance their natural color or cover grays. Dark brown can range from warm to cool tones, allowing for a more personalized look.
- Chestnut: A blend of brown and red, chestnut offers a vibrant yet natural appearance that adds warmth and depth to the hair. It’s an excellent option for individuals wanting a subtle change that brightens their overall look without being too drastic.
- Golden Blonde: This sunny shade is perfect for those seeking a lighter look with a touch of warmth. Golden blonde reflects light beautifully, giving hair a radiant glow, and is especially popular during the summer months.
- Platinum Blonde: An eye-catching and bold choice, platinum blonde is characterized by its icy, almost white hue. This shade requires more maintenance but can create a strikingly modern appearance that stands out.
- Jet Black: A classic and timeless option, jet black provides intense color that enhances the hair’s shine and depth. This shade is ideal for individuals looking to make a strong statement or achieve a dramatic transformation.
- Mahogany: Combining both brown and red tones, mahogany offers a deep, rich color that is perfect for adding dimension to the hair. This shade works well for those looking to embrace a warmer palette without going fully red.
- Ash Brown: This cool-toned brown features subtle gray undertones, making it a great choice for those who prefer a more muted, sophisticated look. Ash brown is particularly flattering for people with cool skin tones.
- Red: Vibrant red shades can range from fiery copper to deep burgundy, providing an option for those seeking to make a bold statement. Red hair color can be high-maintenance but is undeniably eye-catching and can dramatically change one’s appearance.
What Are the Common Mistakes to Avoid When Using Department Store Hair Color?
When using department store hair color, several common mistakes can lead to unsatisfactory results.
- Choosing the Wrong Shade: It’s crucial to select a hair color that complements your natural hair tone and skin complexion. Many individuals overlook this aspect and end up with a color that looks harsh or unnatural against their features.
- Skipping the Strand Test: Failing to perform a strand test can result in unpleasant surprises after application. This test allows you to see how the color will develop on your hair and helps to ensure that you won’t face unexpected results or reactions.
- Ignoring Application Instructions: Each hair color product comes with specific instructions that are essential for achieving the best results. Ignoring these directions can lead to uneven color, poor coverage, or even damage to your hair.
- Not Considering Your Hair’s Condition: Applying hair color on damaged or over-processed hair can exacerbate existing issues and lead to breakage. It’s important to assess your hair’s health and, if necessary, take time to restore it before coloring.
- Overprocessing the Hair: Leaving the dye on for longer than recommended can lead to overly dry or brittle hair. Adhering strictly to the recommended processing time is key to maintaining hair health while achieving the desired color.
- Neglecting Post-Color Care: After coloring, many people neglect the importance of using color-safe shampoos and conditioners. Proper aftercare is essential to help maintain the vibrancy of the color and to keep your hair healthy and hydrated.
How Do Customer Experiences Influence the Choice of Department Store Hair Color?
Customer experiences play a significant role in influencing the choice of department store hair color by shaping perceptions, brand loyalty, and purchasing decisions.
- Product Quality: Customers often rely on previous experiences to assess the effectiveness and quality of hair color products. If a brand consistently delivers vibrant, long-lasting results, it can create a loyal customer base that prefers it over competitors.
- Brand Reputation: The reputation of a brand significantly influences consumer trust. Positive reviews and word-of-mouth recommendations can lead customers to choose certain hair color brands in department stores, as they feel assured of the quality based on others’ experiences.
- Customer Service: Experiences with customer service can greatly impact choices in hair color products. Effective assistance, whether in-store or online, can enhance customer satisfaction and encourage repeat purchases, as customers feel valued and supported.
- Packaging and Presentation: The visual appeal of hair color packaging can attract customers’ attention. A well-designed product that communicates quality and ease of use can enhance the shopping experience and influence decisions, as customers often gravitate towards aesthetically pleasing options.
- Availability of Information: Access to detailed product information, such as ingredients and application instructions, can influence customer confidence in their choices. Customers are more likely to select a hair color brand that provides comprehensive information, as it allows them to make informed decisions based on their hair type and desired outcomes.
- Trial and Sampling Opportunities: Opportunities to try out products, such as in-store testers or promotional samples, can significantly impact customer choices. When customers can experience a product firsthand, it reduces uncertainty and increases the likelihood of purchase, especially for hair color products that may require specific color matching.