You might have been colouring your hair at home for years, but that doesn’t mean you don’t stand in the supermarket aisle wondering whether you’ve picked the right shade, whether your greys will actually disappear or whether you’ll end up with a colour that looks nothing like the one you had in mind.

And according to more than 500 Australian women, it’s these exact concerns that can make choosing a supermarket hair dye tricky.

We asked 570 women what they wanted from a DIY home colour and what they were most worried about getting wrong. From that group, more than 200 women tried out Clairol Nice’n Easy at home.

And their insights are perfect for women looking to try at-home hair colour for the first time, or the 20th time!

1. Don’t choose your shade by the picture alone

The shade on the box is a guide, not a guarantee. Women told us getting the colour right was one of their biggest worries, and some found their finished colour darker than expected.

Their tip: Check the colour guide carefully and, where possible, stay reasonably close to your existing hair colour rather than trying to make a dramatic change at home.

2. If you’re covering greys, make that your priority

Grey coverage was the biggest reason women wanted to colour their hair, and also their biggest concern before doing it.

Women who specifically came into the trial worried about grey coverage gave their finished result an average 4.69 out of 5 for covering greys.

Their tip: If grey coverage is your main goal, look for a permanent colour specifically designed to cover greys and follow the timing instructions carefully.

3. Don’t assume box dye means a messy bathroom

Messy application was one of the concerns women had before the trial, but afterwards, ease of application scored 4.74 out of 5.

One of the things women liked was having a straightforward process they could manage themselves without a salon appointment.

Their tip: Read the instructions before you start, get everything ready first and don’t leave yourself trying to work out the steps with dye already on your head.

4. Don’t underestimate the conditioner

It wasn’t just the colour women noticed. Softness and smoothness came up repeatedly in the reviews, with 76% selecting “soft and smooth after colouring” as something they associated with their result.

Their tip: Don’t skip the after-colour treatment. It’s part of the experience, not an optional extra.

5. Think about your hair length before you start

Several women pointed out that one box may not be enough for longer or thicker hair.

Their tip: Check the recommended coverage and consider having a second box on hand if you have long or particularly thick hair. Running out halfway through is not the DIY hair-colour adventure anyone wants.

6. Your first priority might not be the same as someone else’s

The women we heard from had very different reasons for colouring their hair. Some wanted to cover greys, some wanted to save money, some wanted to refresh their colour and others simply wanted to feel a little more like themselves again.

Their tip: Work out what you actually want from the colour before choosing a product. Grey coverage, shade, shine, ease and price can all matter, but not necessarily equally.

7. Don’t expect box dye to magically fix every hair-colour problem

Most women in this group were already familiar with colouring their hair at home. But being experienced with DIY colour didn’t mean they had stopped worrying about things going wrong.

Their tip: Home colour can be a convenient way to maintain or refresh your hair, but major colour changes, complicated corrections or going significantly lighter are a different proposition.

8. Don’t rush the process

Twenty minutes might sound quick, but the women who had the best experience still treated the process seriously.

Their tip: Put aside enough time to read the instructions, protect your clothes and bathroom, section your hair if needed and follow the recommended development time.

The biggest worry women have about at-home hair colour

Overwhelmingly, the women we asked were most concerned about grey coverage when colouring their hair at home.

One in four women said their biggest worry was that their greys wouldn’t be covered properly.

Grey coverage was also a major reason women were colouring their hair in the first place. Thirty-five per cent said it was their main reason for colouring at home, rising to 47 per cent among women aged 45 to 54 and 63 per cent among those aged 65 and over.

So what happened when they actually tried it?

Among the 278 reviews submitted after the Beauty Truth Clairol Nice’n Easy trial, grey coverage scored an average 4.68 out of five.

“Wow, this was a great way to cover my greys, but have it look natural and blend. Super easy applicator, GOOD GLOVES, and it just looked natural, not like that super harsh box dye vibes. Will definitely be buying again! I really liked how natural and subtle the colour looks.”

Natasha, Vic

Box Dye Frequently Asked Questions

Is supermarket hair dye any good?

It can be a practical option for covering greys, refreshing an existing colour or maintaining a colour you’re already comfortable doing at home.

In the Beauty Truth trial, 278 reviews of Clairol Nice’n Easy averaged 4.67 out of five, with ease of application scoring 4.74 and grey coverage 4.68.

The bigger question is whether the particular colour you’re choosing is suitable for your starting hair colour and the result you’re trying to achieve. Dramatic colour changes, particularly going significantly lighter, can be much more complicated than simply applying a box of colour.

Is box dye good for covering grey hair?

Grey coverage was actually the number one concern among the 570 women we surveyed before the trial, with 25 per cent saying they were most worried that their greys wouldn’t be covered properly.

After using Clairol Nice’n Easy, grey coverage received an average score of 4.68 out of five across the 278 reviews.

So if grey coverage is your main reason for colouring, it’s worth making that one of the first things you consider when comparing products and shades.

How do I choose the right box hair dye colour?

Start with your current hair colour, rather than choosing purely from the model on the front of the box.

Shade choice was one of the biggest concerns in our pre-trial survey, with 13 per cent of women saying choosing the wrong shade was their main worry.

As a general guide, choosing a shade relatively close to your natural colour tends to be more predictable.

Will box dye make my hair darker than the picture?

It can, and this is one of the things worth thinking about before you colour.

If you’re deciding between two shades and you’re worried about going too dark, take your existing colour into account rather than relying solely on the picture on the box.

Can I use box dye to make my hair lighter?

This is where you need to be careful.

A box of permanent colour isn’t a simple substitute for bleach, and colour generally can’t lighten existing artificial colour. If your hair has previously been coloured and you want to go substantially lighter, you may need a different process altogether.

If you’re planning a dramatic change rather than refreshing or maintaining your current colour, it’s worth getting professional advice.

Does box dye damage your hair?

This is one of the biggest concerns consumers have about colouring at home. In our pre-trial survey, 15 per cent of women said hair damage was their biggest concern.

There isn’t a single answer for every product or every head of hair. The ingredients, starting condition of your hair, previous colour treatments and the amount of colour change you’re attempting can all affect the result.

It’s also important to follow the instructions and complete the recommended allergy alert test before colouring.

Interestingly, softness was one of the strongest things reviewers noticed after using Nice’n Easy, with 76.3 per cent selecting “soft and smooth after colouring” as an endorsement.

How long does supermarket hair dye last?

That depends on the type of colour you use.

Permanent colour is designed to remain in the hair, although the visible colour can fade over time and new growth will eventually create roots. Semi-permanent and tone-on-tone colours gradually wash out, with the number of washes varying by product.

In our trial, 29.9 per cent of reviewers specifically selected “colour lasts” as an endorsement.

How often can I colour my hair at home?

There isn’t one timeframe that applies to everyone. It depends on the type of colour, how quickly your hair grows, your starting colour and whether you’re colouring the whole head or simply touching up your roots.

If you’re repeatedly applying permanent colour over already-coloured lengths, it’s worth following the specific product instructions rather than simply recolouring everything each time.

Is box dye easier than going to a salon?

For many people, the attraction is exactly that it can be done at home, without booking an appointment or paying salon prices.

That was reflected in our pre-trial data: 41 per cent of women said saving money compared with a salon was their biggest reason for colouring at home.

And ease was the strongest-performing attribute in the post-trial reviews, scoring 4.74 out of five, with 84.2 per cent selecting “easy and convenient”.

But salon colour and box colour aren’t interchangeable for every job. A salon can customise the colour based on your starting hair, previous colour, condition and desired result, which becomes particularly important for major colour changes or corrective work.

Is box dye better for grey coverage than semi-permanent colour?

If grey coverage is your priority, check the individual product’s claims rather than assuming every type of hair colour will provide the same level of coverage.

Some semi-permanent products are designed to blend or partially cover greys rather than provide full coverage, while permanent colours can be formulated specifically for grey coverage.

Should I do a patch test before using box hair dye?

Yes. Always follow the instructions supplied with the particular product, including its allergy alert or patch-testing instructions. Don’t assume that because you’ve used hair colour before without a problem that you can skip the recommended safety steps.

---

The insights in this article come from a Beauty Truth consumer trial of Clairol Nice’n Easy.