For the past several decades, the industry of box dye has remained relatively stagnant, primarily because of its unpredictability and the subsequent repercussions that follow it. However, IGK Color is looking to change the stigma around box dye with its colorist-approved formulas that are formulated for all hair types.

IGK Hair launched 25 signature shades, both transitioning and fun, to give your hair a new yet exciting look. Some of the shades include French Rose, Pampas Blonde, Hot Chestnut, Latte, and several others. Through using the label’s Permanent Color Kit—available now for $25 USD via the brand’s website—we found that it lives up to the hype. With easy-to-follow instructions and vegan, cruelty-free ingredients, the color kit separates itself from others by not compromising healthy hair.

“For me, being a colorist for the past several years, I’ve been obsessed with the idea of how IGK can create the new way of something that hasn’t been done. As you know, it’s really hard because hair product has been on the market and every brand emulates another one so there hasn’t been much newness,” IGK co-founder Chase Kusero shares.

In regards to product development, the brand shared, “We really couldn’t be more proud of where we landed. We have twenty-five shades that were born out of the salon and these formulas are boosted with hair-nourishing ingredients. We found that it left the hair fifteen times shinier with forty percent less breakage, eighty percent softer and smoother strands, and these are clinical claims.”

Elsewhere, we had the pleasure of trying out IGK Color’s Legendary Dream Shampoo and Conditioner. As the name hints, the pair are a remarkable addition to your hair care routine, made with ingredients such as microbiome prebiotics and red sea algae—which aids in hydrating the hair. This, coupled with IGK’s Expensive Amla Oil Hi-Shine Topcoat, nourishes, strengthens, and softens hair after the wear of color treatments.

Ultimately, IGK Hair’s at-home coloring kit is the perfect substitution for visiting a salon, removing some of the doubt and hassles that come with using other brands. For an affordable price, it holds up extremely well and might be worth a try for anyone who already dyes their hair or is hesitant about where to start.

Elsewhere in beauty, meet the emerging Australian-based lifestyle and fragrance brand Loess.