Dia Color is an ammonia free demi-permanent gloss colour with 39 shades co-created by Hair Specialists and formulated with up to 91% natural origin ingredients**.

The End Of Dull Hair Is Here
+ 3x more shine.***
+ 100% true-to-tone natural reflects.
+ Up to 70% grey coverage.

The Hunt Of Grey Starts Early
Women dye their hair before having greys, 38% of them are only between 15 to 34 years old, 46% from 35 to 59 and 16% over 60. On average women tend to dye their hair for the first time around the age of 24 whilst only finding their first grey at 35. *

30+ Years Of Solutions

L’Oréal Professionnel is a legitimate colouring expert for over 110 years. The brand, who invented modern colouring, already offers over 30 years of solutions about tone-on-tone colouring.

1990
L’Oréal Professionnel invents tone on tone category with Dia Color Gelée.

2024
Dia Color gets a new formula base for superior performance: up to 91% natural origin ingredients**; new dye association***, enriched with shea butter.

Eco-Design Packaging
“Dia Color’s formula is as natural as possible. We only kept the essential active ingredients to guarantee the best colouration results.“ – Maud Mario – Laboratory Development Manager for L’Oréal Professionnel.

Up To 91% Natural Origin Formula*
Up to 91% natural ingredients* with hyaluronic acid and shea butter and ammonia free.

Eco-Design Packaging
-36% less packaging per gram of formula.**
-27 fewer tons of paper.**
-100% recyclable carton.
-95% post recycled aluminum tube.
*Max % of naturality across all shades of the range, with at least 84%.
**vs Dia Richesse.

Available in 39 Shades
*Shades 6.60 & 4.62 contain DM5, high-chromaticity molecules unveiling a spectrum of colour.

Dia Color, The Right Solution For The Undecided
This product answers every customer concerns towards their first colour.

Fear Of Damage
Tone-on-tone colouration with low volume developer for softer, smoother hair with x3 shine.

Fear Of Fake Looking Results
100% natural reflects, up to 1 level of lift.

Fear Of Commitment
Natural fading in 6 weeks without banding.

Fear Of Dryness
Formula enriched with shea butter.

Try Them All: 39 Colour Shades in 1 App
[Step 1: Inspiration]
Hair Pros and Clients pick together their favourite shade to try it on.
[Step 2: Diagnosis]
They get to answer 4 questions for a global hair assessment.
[Step 3: Suggestion]
The app makes franchise recommendations with key benefits for each.
[Step 4: Final shades]
The Hair Pro and the Client select together the final shade with a virtual try-on.
[Step 5: Formula]
The app gives the customized colour formula to the Hair Pro.

Education Is In The Brand’s DNA

Inspiring And Elevating Pros Since 1909
Education remains the backbone of the relationship between Hairstylists and L’Oréal Professionnel, the long-standing partner of the profession for over 110 years. Whether digital through Access, the global platform dedicated to hair pros trainings, or physical, with hands-on workshops. L’Oréal Professionnel aims to unlock the creativity and artistry of Pros.

For Dia Color, a toolbox, an advocacy chart and a technical sheet will be made available to Professionals. A webinar will also be organized in order for them to get all the information they need to create beautiful hair transformations.

*L’Oréal source. *Instrumental & consumer tests.
**Max of % of naturality across all shades of the range, with a least 84%.
***vs Diarichesse.

Stay Tuned!
#Diacolor @lorealpro
Visit www.lorealaccess.com