Discover Smart Beauty Amethyst Purple Hair Dye — a vibrant permanent purple hair color designed to deliver deep jewel-toned results with exceptional shine, rich color 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 color without salon complexity.
Permanent vibrant purple color with rich jewel depth
Brilliant shine and soft-touch finish
Gray blending coverage
Built-in Plex technology that helps protect, rebuild and restore hair during coloring
Helps maintain hair strength while coloring
Vegan formula
Cruelty-free
Made in the UK
Easy home application
Unlike ordinary permanent hair dyes, Smart Beauty Amethyst Purple includes Plex technology designed to support the hair while coloring.
Plex works throughout the coloring process to:
Protect the hair structure during color development
Rebuild weakened bonds that can be stressed during coloring
Restore softness, smoothness and shine
This means you can achieve bold purple colour while helping hair feel healthier, smoother and more resilient after coloring.
Amethyst Purple works beautifully if you want:
Deep purple tones on pre-lightened blonde hair
A rich violet glow over lighter brown hair
Creative color panels or highlights
A fashion-led statement shade that still feels elegant
For darker hair, pre-lightening may be needed for maximum vibrancy.
Unlike standard box dyes, Smart Beauty focuses on complete coloring solutions:
Carefully selected European ingredients
Built-in hair-protecting Plex care
Clear step-by-step guidance
Reliable color performance
Safe home coloring confidence
Your color result is designed to be achievable even if you are coloring at home for the first time.
Bright luminous amethyst purple
Deep violet-purple richness
Subtle purple reflects unless pre-lightened
Perform a patch test 48 hours before coloring
Apply evenly to dry hair
Leave to develop following instructions
Rinse thoroughly
Allow Plex care to continue supporting softness and shine
Apply to pre-lightened hair for maximum vibrancy
Use sulphate-free shampoo to protect color longevity
Avoid excessive heat immediately after coloring
Refresh tone with a purple color maintenance cream
Is this suitable for gray hair?
It blends gray beautifully, though results vary depending on hair texture and gray percentage.
How long does Amethyst Purple last?
Permanent color remains vibrant for weeks, with tone softening gradually over washes.
How can I refresh the purple color between applications?
You can easily revive faded tones using Smart Beauty Purple Color Refresher, designed to boost purple vibrancy and keep your color looking rich, fresh and glossy between full color applications.
Will it damage my hair?
The built-in Plex system helps protect, rebuild and restore hair during colouring for a gentler coloring experience.
Can I use it over previously colored hair?
Yes, but final results depend on your current color base.
Discover Smart Beauty Amethyst Purple Hair Dye — a vibrant permanent purple hair color designed to deliver deep jewel-toned results with exceptional shine, rich color 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 color without salon complexity.
Permanent vibrant purple color with rich jewel depth
Brilliant shine and soft-touch finish
Gray blending coverage
Built-in Plex technology that helps protect, rebuild and restore hair during coloring
Helps maintain hair strength while coloring
Vegan formula
Cruelty-free
Made in the UK
Easy home application
Unlike ordinary permanent hair dyes, Smart Beauty Amethyst Purple includes Plex technology designed to support the hair while coloring.
Plex works throughout the coloring process to:
Protect the hair structure during color development
Rebuild weakened bonds that can be stressed during coloring
Restore softness, smoothness and shine
This means you can achieve bold purple color while helping hair feel healthier, smoother and more resilient after coloring.
Amethyst Purple works beautifully if you want:
Deep purple tones on pre-lightened blonde hair
A rich violet glow over lighter brown hair
Creative color panels or highlights
A fashion-led statement shade that still feels elegant
For darker hair, pre-lightening may be needed for maximum vibrancy.
Unlike standard box dyes, Smart Beauty focuses on complete coloring solutions:
Carefully selected European ingredients
Built-in hair-protecting Plex care
Clear step-by-step guidance
Reliable color performance
Safe home coloring confidence
Your color result is designed to be achievable even if you are coloring at home for the first time.
Bright luminous amethyst purple
Deep violet-purple richness
Subtle purple reflects unless pre-lightened
Perform a patch test 48 hours before coloring
Apply evenly to dry hair
Leave to develop following instructions
Rinse thoroughly
Allow Plex care to continue supporting softness and shine
Apply to pre-lightened hair for maximum vibrancy
Use sulphate-free shampoo to protect color longevity
Avoid excessive heat immediately after coloring
Refresh tone with a purple color maintenance cream
Is this suitable for grey hair?
It blends grey beautifully, though results vary depending on hair texture and gray percentage.
How long does Amethyst Purple last?
Permanent color remains vibrant for weeks, with tone softening gradually over washes.
How can I refresh the purple color between applications?
You can easily revive faded tones using Smart Beauty Purple Color Refresher, designed to boost purple vibrancy and keep your color looking rich, fresh and glossy between full color applications.
Will it damage my hair?
The built-in Plex system helps protect, rebuild and restore hair during coloring for a gentler coloring experience.
Can I use it over previously colored hair?
Yes, but final results depend on your current color base.
Discover Smart Beauty Amethyst Purple Hair Dye — a vibrant permanent purple hair color designed to deliver deep jewel-toned results with exceptional shine, rich color 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 color without salon complexity.
Permanent vibrant purple color with rich jewel depth
Brilliant shine and soft-touch finish
Grey blending coverage
Built-in Plex technology that helps protect, rebuild and restore hair during coloring
Helps maintain hair strength while coloring
Vegan formula
Cruelty-free
Made in the UK
Easy home application
Unlike ordinary permanent hair dyes, Smart Beauty Amethyst Purple includes Plex technology designed to support the hair while coloring.
Plex works throughout the coloring process to:
Protect the hair structure during color development
Rebuild weakened bonds that can be stressed during coloring
Restore softness, smoothness and shine
This means you can achieve bold purple color while helping hair feel healthier, smoother and more resilient after coloring.
Amethyst Purple works beautifully if you want:
Deep purple tones on pre-lightened blonde hair
A rich violet glow over lighter brown hair
Creative color panels or highlights
A fashion-led statement shade that still feels elegant
For darker hair, pre-lightening may be needed for maximum vibrancy.
Unlike standard box dyes, Smart Beauty focuses on complete coloring solutions:
Carefully selected European ingredients
Built-in hair-protecting Plex care
Clear step-by-step guidance
Reliable color performance
Safe home coloring confidence
Your color result is designed to be achievable even if you are coloring at home for the first time.
Bright luminous amethyst purple
Deep violet-purple richness
Subtle purple reflects unless pre-lightened
Perform a patch test 48 hours before coloring
Apply evenly to dry hair
Leave to develop following instructions
Rinse thoroughly
Allow Plex care to continue supporting softness and shine
Apply to pre-lightened hair for maximum vibrancy
Use sulphate-free shampoo to protect color longevity
Avoid excessive heat immediately after coloring
Refresh tone with a purple color maintenance cream
Is this suitable for gray hair?
It blends grey beautifully, though results vary depending on hair texture and grey percentage.
How long does Amethyst Purple last?
Permanent color remains vibrant for weeks, with tone softening gradually over washes.
How can I refresh the purple color between applications?
You can easily revive faded tones using Smart Beauty Purple Color Refresher, designed to boost purple vibrancy and keep your color looking rich, fresh and glossy between full color applications.
Will it damage my hair?
The built-in Plex system helps protect, rebuild and restore hair during coloring for a gentler coloring experience.
Can I use it over previously colored hair?
Yes, but final results depend on your current color base.
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