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%


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 (528)
Q&A (10)
Media (48)
  • "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
Charlotte H.
105 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).
Katy W.
Virden, IL
197 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
Jen S.
9 reviews
Review for: 6Am Light Amber Brown more...
As much of a snob as I can be - I have always done my own hair. I know stylists want to punch me for saying it, but I really believe if done correctly - you can get great color at home.

I've been using L'Oreal Preference for 15 years.  It is the only box dye that totally covers my grays and provides an even color tone that matches expectations.  The color does not turn brassy and I don't get 'heat roots' when coloring.

I personally use 5 1/2 AM as my shade.  It is the only color I've ever found that matches my natural brown hair that is peppered with red undertones.  Even in a salon, I have never obtained color I loved as much as I do from this box.

My hair is strong and healthy after coloring.  I don't find this formula to be particularly damaging, however a good conditioner is key.  The one drawback is the color DOES fade quickly and only has about a 4-6 week wear time.

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
141 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.
Gwendolyn K.
21 reviews
Beauty Junkie Expert Level 1
Review for: 9 Natural Blonde more...
My first time getting my hair dyed was at a cheap salon and they ruined my hair. The second time was at a pricey salon and was beautiful, but expensive. Every other time was with this product which produced an amazingly natural color. Many people I would meet didn’t know my hair was dyed and whenever I got my hair cut they couldn’t believe it was colored at home. It was that good!
Jeremy W.
Graham, NC
7 reviews
Review for: 4 Dark Brown more...
Used this product about a month ago after my hair turned orange and it wasn’t very effective. Right after i used it my hair was black and after only 3 days it was already faded and you could see the orange again. I expected a name brand hair dye to last at least 2 weeks. Very disappointed.
Kortney M.
Amherst, WI
104 reviews
Beauty Junkie Expert Level 2
Review for: RR07 Intense Red Copper more...
Completely in LOVE. I needed a change and decided to go for red. Being told that red needs a lot of upkeep, I am so impressed that it has had minimal fading over the last 1.5 months, all that I really have to touch up is the roots. It's inexpensive and absolutely flawless.
Alyssa I.
Loxahatchee, FL
16 reviews
Beauty Junkie Expert Level 1
Review for: 4 Dark Brown more...
Definitely worth the price!! Went from medium blonde to dark brown in one go, turned a bit green at first real wash but that’s because the salon I went to the next day (before 24 hours was up, I know, no good) didn’t have the color protecting conditioner, after 2 more washes with the conditioner it looks back to normal! Also don’t panic if when you add the color gel to the conditioner it doesn’t turn brown right away, it takes a while but the brown definitely shows up later!!! Be very careful though because of that delayed reaction, you might not see where it may have dropped until it’s already stained something. Just follow the directions, and keep patience and calm with you, and it’s 100% worth it!
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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