Beautiful colour and not irritating to the scalp. I have being using it for 4 months now, my hair looks shine, feel hydrated and I highly recommend the product!
Lovely colour
I have dark hair but wanted purple and this did It!
Amethyst Purple Hair Dye with Added Plex Hair Care Conditioner, Permanent Hair Colour
Product Benefits:
Turn Heads with Rich, Permanent Amethyst Purple Hair
Discover Smart Beauty Amethyst Purple Hair Dye — a vibrant permanent purple hair colour designed to deliver deep jewel-toned results with exceptional shine, rich colour depth, and salon-quality performance at home.
Whether you want a full head transformation, a bold refresh, or striking purple highlights, Amethyst Purple creates an intense multidimensional finish that looks rich, glossy, and beautifully even.
Perfect for anyone who wants statement hair colour without salon complexity.
Why Customers Love Amethyst Purple 💜
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Permanent vibrant purple colour with rich jewel depth
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Brilliant shine and soft-touch finish
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Grey blending coverage
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Built-in Plex technology that helps protect, rebuild and restore hair during colouring
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Helps maintain hair strength while colouring
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Vegan formula
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Cruelty-free
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Made in the UK
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Easy home application
Powered by Plex Technology ✨
Unlike ordinary permanent hair dyes, Smart Beauty Amethyst Purple includes Plex technology designed to support the hair while colouring.
Plex works throughout the colouring process to:
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Protect the hair structure during colour development
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Rebuild weakened bonds that can be stressed during colouring
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Restore softness, smoothness and shine
This means you can achieve bold purple colour while helping hair feel healthier, smoother and more resilient after colouring.
Who Is It Best For?
Amethyst Purple works beautifully if you want:
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Deep purple tones on pre-lightened blonde hair
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A rich violet glow over lighter brown hair
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Creative colour panels or highlights
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A fashion-led statement shade that still feels elegant
For darker hair, pre-lightening may be needed for maximum vibrancy.
What Makes Smart Beauty Different?
Unlike standard box dyes, Smart Beauty focuses on complete colouring solutions:
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Carefully selected European ingredients
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Built-in hair-protecting Plex care
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Clear step-by-step guidance
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Reliable colour performance
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Safe home colouring confidence
Your colour result is designed to be achievable even if you are colouring at home for the first time.
Expected Colour Results
On Blonde Hair
Bright luminous amethyst purple
On Light Brown Hair
Deep violet-purple richness
On Dark Hair
Subtle purple reflects unless pre-lightened
How to Apply
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Perform a patch test 48 hours before colouring
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Apply evenly to dry hair
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Leave to develop following instructions
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Rinse thoroughly
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Allow Plex care to continue supporting softness and shine
Pro Tips for Best Results ✨
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Apply to pre-lightened hair for maximum vibrancy
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Use sulphate-free shampoo to protect colour longevity
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Avoid excessive heat immediately after colouring
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Refresh tone with a purple colour maintenance cream
Frequently Asked Questions
Is this suitable for grey hair?
It blends grey beautifully, though results vary depending on hair texture and grey percentage.
How long does Amethyst Purple last?
Permanent colour remains vibrant for weeks, with tone softening gradually over washes.
How can I refresh the purple colour between applications?
You can easily revive faded tones using Smart Beauty Purple Colour Refresher, designed to boost purple vibrancy and keep your colour looking rich, fresh and glossy between full colour applications.
Will it damage my hair?
The built-in Plex system helps protect, rebuild and restore hair during colouring for a gentler colouring experience.
Can I use it over previously coloured hair?
Yes, but final results depend on your current colour base.
Amethyst Purple Hair Dye with Added Plex Hair Care Conditioner, Permanent Hair Colour
Sale price£12.45
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T
This purple was exactly what I wanted for the effect I was going for. This coverage was one box and it was plenty. It advises against using this dye on bleached hair, but that’s exactly what I did because I wanted it bright. Unfortunately, exactly a week on and one wash later, it has faded to the point it no longer even resembles the purple it once was. So much for ‘permanent’ colour. I’m already considering recolouring with a Live colour.
L
Really pretty colour. Exactly like the box but it does fade fast into a much more redish purple which is still pretty tho.
J
My roots had grown about 3inches and were dark blonde with grey. I didn't want to bleech my roots as didn't want to damage my hair. So wasn't expecting the coverage I got. Its alot darker looking in the mirror compared to tak8ng photos standing at the window. The smell to start with wasn't great,but,it didn't last. I love the fact that there is NO testing on animals. A very big plus. I used to boxes on my length.
M
I’m so happy to get the beautiful purple hair I have wanted for a long time!! And it is a vegan and cruelty-free product. I love it!!
L
Fantastic purple with highlight pink from your range too. Easy to use. My hair was medium brown so it isn't as intense as it is on possibly lighter hair but it's exactly what I wanted.
Great brand to use. Massively recommended
J
Fabulous colour. I decided to try going blonde but it made me look to pale. Well this is a fab colour and is much admired.
E
Absolutely love this purple! Feel safe using this product
L
I have dark hair but wanted purple and this did It!
L
I normally use Schwarzkopf Live but I don't think it is animal friendly and so when I saw this advert on Facebook I decided to give it a try. Admittedly I was wary, I've never heard of this company and the colour on the picture wasn't too clear online compared to how it looks on the box in person. It went on well and is practically the same if not a little brighter than the colour I used to use. I'm just hoping that it lasts well through washing as I've previously tried a different vegan colour and it washed out rather fast.
H
Lovely colour
S
I really love the purple hair dye and the refresher tub in between.
The only downfall it doesn’t hold onto the hair long, which has to be every three weeks, the refresher tub does help and I can get quite a few applications from one tub, so please don’t stop selling this colour.
C
This one's alright, coloured my roots purple, but not purple enough for my liking. It washed out in a couple of weeks too.
C
Easy to use but did not cover my hair colour so hair didn’t turn out as I wanted, would definitely buy again
Hi Claire, thanks for sharing your feedback! We're glad you found the dye easy to use. If you'd like a more intense colour coverage, feel free to reach out for tips or try a different shade. We appreciate your support and hope you enjoy your next colouring session!
K
Very vibrant colour, picked up really well on my hair which is a dark blonde. Had to re-dye after 2 weeks as it faded, however, my hair doesn't hold dye very well so might last longer on other people? Mine faded to an almost pinky colour, especially on my ends whereas my roots stayed fairly purple.
A
Great stuff. Real purple
L
Worked really well. It faded fairly quickly but that’s to be expected with brighter colours
C
El paquete tardo unos días en llegar, pro los colores son increíbles!
S
Brilliant. So much cheaper if you order it from here. I live for this hair dye now since I turned purple. Tried everything but this is the best long lasting purple and it worth its money. Thank you so much. I will be ordering again every month now until I change colours again to which I probs will still order from you :)
K
Love the colour
A
So happy to have found this. My hair doesn't hold semis well and I am past using blue black (it's an age thing...ü§∑‚Äç‚ôÄÔ∏è), so I need purple üòÅüíúüíúüíú.
Thank you so much for your lovely review! We're thrilled you found us and even more thrilled that purple is your new go-to. It‚Äôs such a gorgeous, confident choice‚Äîage has nothing on your style! üòÑ‚ú® Here‚Äôs to vibrant colour that lasts and makes you feel fabulous every day. ‚Äç‚ôÄÔ∏è
s
Absolutely gorgeous shade of purple. Makes my hair so soft.
Hi Shirley! We're so happy to hear you love the purple shade and that your hair feels soft. Thanks for sharing your experience!
A
Love the product but does fade quickly and my hair grows quickly. Got a free serum this time and love it so much going to be buying this in the future
Thank you so much for your lovely review! We're thrilled to hear you love the product and that the free serum was a hit – we’re so glad you’ll be adding it to your routine! Fading can happen a bit faster with certain shades, especially if your hair grows quickly, but we’re always here with tips to help extend your colour. Thanks again for your support – we really appreciate it!
A
The colour is lovely and bright. Hair feels soft and good condition after use. Won't be going back to my old dye. Would highly recommend.
Thank you so much for your lovely review! We're thrilled to hear you love the colour and that your hair feels soft and in great condition – that’s exactly what we aim for. It means a lot that you’ve chosen us over your old dye, and we’re so happy to have you as part of the Smart Beauty family. Thanks again for the recommendation!
S
Quick easy , excellent service.
J
Stunning. Easy to apply, gorgeous colour, lasting well so far. Very impressed.
Thank you so much for your lovely review! We're thrilled to hear you found it easy to apply and that the colour is lasting well. It means a lot to know you're impressed – enjoy your gorgeous new look!