Suggestions: Permanent, Semi-permanent, PPD free

Back in 2002, the high street home hair colouring offering was limited to fifty shades of blondes, browns and blacks, if you wanted creative colour, you had to source from niche gothic type stores or a trip to a chic fashion salon.

Smart Beauty are a small innovative team. With the support of Superdrug we introduced for the first time, creative hair colouring to the high street, with complete, easy to use creative hair home colouring kits. These were Smart Colour, Smart Highlights, Smart Tips and Smart Undercolour.

Our brand ethos was simple, Creative Hair Colouring…made easy.

Our aim is to provide inspiration and education and give our customers a positive and safe experience. Our instruction leaflet provides detailed information to inform and instruct on how to use the products and customers are supported by a customer care telephone line and website.

Smart Beauty sourced new formulations, which lightened hair and coloured it at the same time. This is totally unique to Smart Beauty; it made the process of creatively colouring your hair at home into a simple one-step process. The formulation was prefect for all hair colour and types: from English Rose to Asian Beauty. We take great care in our supply chain to avoid harsh chemicals, avoid animal testing, and made hair colour suitable for vegans, all within the very tight regulations of the EU Cosmetics Directive.

To provide a full complement of products Smart Beauty created Smart Blonde Hair Lightener and a range of Semi-permanent Hair colours; red, pink, blue, purple and soft pastel shades. Fashion permanent hair colours were added, which included blue blacks, stylist reds, rich brunettes and our outstanding Pure Purple.

Further development saw the introduction of Smart Duo Highlights; these products combined two colours, given either a combination of highlights and Lowlights.

Then came the unique Smart Multi-Tonal Collection, a range of natural base shades with a lightening cream to produce multi-tonal effects, just wonderful! The formulations were ammonia free and contain natural organic ingredients.

With the expansion to the USA in 2009, Smart Colour Temporary Hair Colour Sprays were develop, cosmetic quality dyes delivered directly to the hair creating instant colour, which could easily wash out with shampoo. The USA also launched Smart Bikini Colour and Smart Bikini Styler, ideal for the more adventurous customer. 

In 2012 Smart Beauty was the first to launch Dip-dyes a collection to create beautiful blonde ombre style and red and purple variants to add texture and colour, bringing catwalk hair creativity to the High Street.

Smart Beauty has a loyal consumer following and has become the market leader in creative hair colouring home kits.  Smart Beauty monitors the catwalks and fashion trends, with an ongoing strategy to create innovative products.  This has been acknowledge by the media and the beauty industry with various Awards over the years, including Hair Magazine and Pure Beauty Award 2013 for the recent gorgeous Pastel Collection which initially covered 6 colours but is being extended.

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