L’Oréal Professionnel Reimagines Dia Alkaline Demi-Permanent


Are you ready to experience hair color like never before? L'Oréal Professionnel introduces Dia color, the new and improved version of Dia Richesse in a 40 shade range. This innovation in the demi-permanent space takes everything we love about Dia Richesse and elevates it with an upgraded formula. With its ammonia-free, 92 percent natural origin formula, Dia color takes demi-permanent color to the next level, offering up to 70 percent gray coverage and 6 weeks of stunning gloss color plus shine.

But how does Dia color achieve such remarkable results? Your hair naturally contains melanin that contributes to its color, shine and vibrance. As we age, melanin loss occurs, causing the hair to turn grey and dull. Through the groundbreaking Melanin Gap Filler Technology, Dia color revolutionizes grey coverage by filling the gaps caused by melanin loss in the hair fiber. This innovative process effectively reverses the effects of melanin loss, restoring vibrant color.

“The beauty of Dia color is being able to mix single tone shades to create the ultimate customized color for my clients” says Jess Gonsalves, L'Oréal Professionnel Artist. “When clients walk in, I typically formulate their custom shades based on their skin tone, features and style, and Dia color makes that process so seamless.” So say goodbye to dullness and hello to vibrant, personalized shades like the beautiful color looks created by L'Oréal Professionnel Artists Jess Gonsalves and Nina Rubel below. 


Formula: Dia color 1/2 5/5N + 1/4 8.2/8V + 1/4 6.1/6B with DIActivateur Developer 9-vol.

         1.      Apply Formula from roots to ends.
         2.      Let process 20 minutes, shampoo and rinse.
         3.      Wash and style.



Formula 1: Dia color 5.4/5C + 7.44/7CC + 8.43/8CG + DIActivateur Developer 15-vol.

Formula 2: Dia color 8.43/8CG + 7.44/7CC + DIActivateur Developer 15-vol.

Formula 3: Dia light 7.43/7CG + 7.40/7CCC + Clear + DIActivateur Developer 6-vol.

         1.      Apply Formula 1 on the roots and Formula 2 on the lengths and ends.
         2.      Let process 20 minutes, shampoo and rinse.
         3.      Apply Formula 3 for a final gloss. Let process for 10 minutes.
         4.      Wash and style.