NEW Hair Dye Shampoo1

The Verdict

Let’s get one thing straight: NEW Hair Dye Shampoo1 is not a magic wand for instant transformation. It’s a gradual color-depositing shampoo that works more like a toner-meets-stain than a traditional box dye. And for a certain type of buyer, that’s exactly the point.

What You’re Actually Getting

The product arrives in a pump bottle — about the size of a standard salon shampoo — with a thick, pigmented formula that looks more like melted chocolate than cleanser. You use it like a regular shampoo: massage into wet hair, leave for 3-5 minutes, rinse. The difference is that each wash deposits a layer of color onto the hair shaft, building intensity over multiple uses.

This is the core of its appeal. Unlike permanent dye, there’s no harsh ammonia smell, no gloves required, and no risk of that dreaded “banded” regrowth line. You control the depth. Want a subtle tint? One wash a week. Want richer color? Use it three times in the first week.

Real-World Performance

I tested this on medium-brown, color-treated hair with visible brassiness and light graying at the temples. After two washes, the brassiness was noticeably muted — the formula has a cool-toned pigment that cancels out orange undertones well. By the fourth wash, the gray areas had taken on a soft, smoky-brown tint. Not a full coverage — more like a translucent stain.

The 4.3-star rating across 215 reviews tracks with my experience. One verified buyer wrote: “I was skeptical, but after three washes my highlights are a gorgeous ash brown. No more orange. My hair actually feels softer, not stripped.” Another echoed: “This is the only color-depositing shampoo that doesn’t dry my hair out. The pump is generous, too.”

The sulfate-free formula is a genuine plus. It lathers moderately and leaves hair feeling conditioned rather than squeaky-clean. For a category that often leaves hair brittle, this is a meaningful differentiator.

Where It Falls Short

Here’s the honest tradeoff. Color transfer is real. The pigment continues to shed for the first two days after application. Expect brown residue on pillowcases, white collars, and shower walls. If you sleep with wet hair, prepare for a mess.

Second, gray coverage is partial. If you’re hoping this replaces your root touch-up, it won’t. The product tints grays to a blended, softer shade, but it won’t give solid, opaque coverage. Users with high-contrast grays (dark base, white roots) will still see a shadow of gray.

Third, the fragrance. It’s a strong, floral-amber scent that lingers in hair for hours. Some reviewers love it; several complained it triggered headaches. If you’re sensitive to fragrance, this is a real consideration.

Who Should Buy This

Buy it if: You have color-treated brunette or dark hair fighting brassiness, you want to stretch time between salon visits, or you’re transitioning to gray and want a subtle, soft-blended look without commitment.

Skip it if: You need dramatic gray coverage, you’re blonde (this will stain orange), or you hate strong fragrance and don’t want to deal with pigment transfer on bedding.

Quick FAQ

How often should I use it? Start with 2-3 times in the first week, then drop to 1-2 times weekly for maintenance. Adjust based on how deep you want the color.

Will it stain my scalp? Temporarily, yes. A light tint on the hairline is normal and fades within a day or two. Exfoliate gently if it bothers you.

Does it work on bleached or very light hair? No. This is designed for brunette to dark hair. On light hair, the pigment will look muddy and unpredictable.

The Verdict

Rating: 4.2/5 — This is a well-executed color-depositing shampoo for brunettes who want to refresh tone and soften grays gradually. It won’t replace permanent dye for full coverage, but as a maintenance tool and brassiness killer, it earns its place in the shower.

Buy it if you’re a color-treated brunette fighting brass or a gray-transitioner wanting a softer blend. Skip it if you need opaque root coverage or can’t tolerate lingering fragrance.

Where to Buy

👉 Check Price on Amazon →

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Last updated: 2026-08-06. Ratings and prices current as of review date. Verify on Amazon before purchasing.