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L'Oréal Paris Superior Preference® Hair Color
54 varieties available

L'Oréal Paris Superior Preference® Hair Color


4.2 out of 5 stars
  • 5 Stars54%
  • 4 Stars28%
  • 3 Stars11%
  • 2 Stars5%
  • 1 Star2%
4.26 / 5 based on 509 Reviews


L'Oréal Superior Preference Hair Color – our gold standard in luxurious permanent hair color since 1973. Superior Preference at-home hair coloring kit is special because it delivers super shiny luminous hair color. Preference gives you long lasting hair color that’s fade-defying for weeks and weeks. From root to tip whether you have blonde hair, brown hair, black hair or red hair color, your color won’t look dull or brassy. We pair our translucent gel hair dye formula with our exclusive Care Supreme Conditioner with Shine Serum that help keep color vibrancy and provides silky and shiny hair color. Preference is available in over 50 Luminous Shades. Our Luminous Blonde shades range across a wide spectrum from light blonde to dirty blonde, honey blonde to red blonde and strawberry blonde to champagne blonde. Our rich Brown shades range across the spectrum of ash brown to sun-kissed caramel brown. Our deep Red shades range from dark red to auburn and copper to mahogany to burgundy. Each Superior Preference hair color is crafted to show infinite tones and reflects, so you can find your own Superior Preference signature.

How to Use

Instructions vary by shade. For complete instructions, please refer to package insert located inside hair color box.


Our formulas are modified from time to time, so this ingredient listing may not exactly reflect the ingredients in the product you purchase and use.
Always read the ingredient list on the product label before use.

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Top Questions See all 27 Q&A

  • Can I mix this brand with other brand with simmilar color??2 Answers
  • So I have just applied this to my hair and omg! It is the...2 Answers
  • I have super platinum white hair, would this hair dye wor...1 Answers
L'Oréal Paris Superior Preference® Hair Color
L'Oréal Paris Superior Preference® Hair Color
Reviews (509)
Q&A (10)
Media (47)
  • "My "real"color is a light brunette so I need a hair color that is a little stronger to get it to the blonde that I(and hubby lol) like and I find This one does the trick without drying out and ruining my hair." in 3 reviews
  • "The hair dye that I have been using for years to lighten my naturally dark, srawberry blondish hair." in 1 review
  • "This leaves my hair soft and lightened a couple of shades lighter than my actual color." in 1 review
  • "I've used this so many times to lighten my dark brown/black hair instead of using bleach and its amazing." in 1 review
Jessi H.
46 reviews
Beauty Junkie Expert Level 1
Review for: 4Sm Dark Soft Mahogany Brown more...
I decided I wanted a change so it was time to go a little darker. Unfortunately I think I left it on a little too long and went a smidge darker then I’d like but that’s okay eventually it fades and that’s not the products fault!

It was super easy to mix and put on and you don’t even have to wait that long before rinsing it out. The conditioner they give you is amazing I love it it makes my hair very shiny and soft. I want to buy a bottle of it before my tube runs out!

My only complaint is the chemicals were strong and when I was applying it to my hair it did make my eyes burn so that wasn’t fun. And the dye smell remained in my hair for a few days even after washing.

Despite those flaws I’ll be buying this brand again, probably in a shade lighter!
🌿Leah G.
Pleasantville, NY
39 reviews
Beauty Junkie Expert Level 2
Review for: 6AB Chic Auburn Brown more...
It's amazing for what it is. This the first boxed dye I've ever used and I'll probably never use another brand. I put it over my platinum blonde hair with about 5 inches of dark brown roots and it all all came out the same color!! And the blonde filled in nicely and didn't need a "filler shade" like most brands claim you will need. It does damage your hair a little as all box dyes do but I didn't think it was too bad. The photo is the color my hair came out and it's lasted 3 months with minimal fading.
Charlotte H.
72 reviews
Beauty Junkie Expert Level 2
Review for: 8A ASH BLONDE more...
I did enjoy using this product! I wanted to go for a little something darker, so this was perfect! The items are easy to use and I dyed my hair in about an hour! Even when I mixed all the products in (don’t do that!!!), it still came out to a nice finish! The thing I would be wary about is that if you have bleached hair, it might not take the color the same way your roots will (before photo attached for reference).
Sumaya A.
Saint Petersburg
13 reviews
Review for: 7½A Medium Ash Blonde more...
I had natural black hair and the color 7.5 medium Ash blonde lifted my hair to a dark brown without the brassiness. I did leave it on for an hour though because my hair is so dark and thick. When I washed it felt like straw. The conditioner this comes with is amazing and made it super soft again. I am planning on repurchasing it again when I have to touch up my roots but will leave it on my hair for only 30 mins like instructed this time.
Katy W.
153 reviews
Beauty Junkie Expert Level 2
Review for: LB01 Extra Light Ash Blonde more...
L’Oreal Superior Preference is my only brand, which includes Féria which I am using now. The L’Oreal Superior and the Féria, if cared for properly with cool water washes and rinses, and only washing when actually needed, are THE longest lasting colors you can buy over the counter in a drugstore AND includes the professional version that you buy with separate developer and color from Beauty Supply store.

The Lightest Ash Blonde is a beautiful very light, cool blonde. Not platinum but almost as light, but not white. It colors evenly, application is easy and time is short. I don’t even bother buying any other brands.
Tara D.
149 reviews
Beauty Junkie Expert Level 2
Review for: 5G Medium Golden Brown more...
This is a great product because it leaves my hair shiny and soft..... I use golden brown colors when I want my hair to look more auburn without being a copper red..... golden brown colors my hair brunette with golden highlights in it and the golden highlights make my hair turn a nice shade of auburn brown when I want something besides just brunette hair..... any brown color that has golden, bronze, mahogany, chestnut, etc in the title will turn out a shade of red/brown
Jennifer L.
51 reviews
Beauty Junkie Expert Level 1
Review for: 6C Cool Light Brown more...
The smell is horrible, but the colour is relatively true to what I want.
I alternate between Cool Light Brown and Dark Ash Blonde. My hair is super long, but I can usually get enough out of one bottle to do all of my hair, especially if I colour every 4-6 weeks.
My hair does not hold permanent colour super well, so even when this one starts to wash out, it is not streaky on me and the colour is still acceptable.

Avoid red shades unless you really want RED! Those are super strong shades and very hard to colour over or get out!
Emma B.
60 reviews
Beauty Junkie Expert Level 1
Review for: Hi-Lift Ash Brown UL 61 more...
My friend died her hair after spring break because she thought her hair looked orange. The color we use turned her hair red. Then we went back over it with this product. It completely cancelled out the red and made her hair closer to her natural color that she loved. It didn’t take long, although the smell was a bit rancid. If you use this product, make sure to do it with a fan or window in an open area so you don’t pass out or get sick.
Mikyra L.
65 reviews
Beauty Junkie Expert Level 2
Review for: 1 Ultimate Black more...
I wish i could have permanent jet black hair i just love the way this color looks on my it last so long it doesn’t run in the shower it’s super black which other brands don’t really have it only take 10 minutes to apply it’s super easy doesn’t cost much like salons it’s easy to get a hold of it’s in every store known to man it’s makes my hair shiny bouncy I’ve been on this product for four years and probably won’t stop
Stephanie F.
Youngsville, LA
134 reviews
Beauty Junkie Expert Level 1
Review for: 4R Dark Auburn more...
This hair dye is exactly what you expect and true to color. It’s provides a dark brownish red and nice and shiny. I buy it every 2 months. The application is easy to use and mix. The directions are simple and the conditioner to put in your hair after smells amazing and makes your hair silky soft.
Amanda M.
Villa Rica, GA
I have been thinking about going with a lighter color on my blue and pink hair, do you think this would take with those colors?
Katie A.
105 reviews
I have super dark hair and I am looking for a change. Does anyone know if this will blend well as highlights?
Hannah Q.
Pahoa, HI
7 reviews
georgina r.
Clermont, FL
9 reviews
Can I mix this brand with other brand with simmilar color??
Ronda N.
139 reviews
Beauty Junkie Expert Level 3
So I have just applied this to my hair and omg! It is the stinkiest hair dye I have ever used! How is this at covering grey hairs? I have quite a few grey hairs and a lot of hair dyes I have tried were not that great at covering the grey

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L'Oréal Paris Superior Preference® Hair Color
L'Oréal Paris
L'Oréal Paris Superior Preference® Hair Color