The king of colour, Josh Wood, who tends to the hair of some of the world's most famous women (including Kylie Minogue, Elle Macpherson and Saoirse Ronan) either at his exclusive West London atelier or by following them across the globe, is launching home hair colour. The system is something he has been working on for years, having built an unrivalled reputation for dyeing hair, he's not about to taint it now with sub-par products. Forget models in wigs on the boxes, bizarre shade names or impossible-to-understand numerical systems. Wood is making home hair colour simple. Really simple.
The range is not about taking hair blonder or to experiment with balayage or highlights, as these are techniques Wood believes should be left to the professionals. It's designed to cover greys. "Look, I love grey. I'm the first person to encourage someone to go grey if keeping on top of coverage is too much for them, but it's a choice. Never want to see another grey hair again? I can help." The Josh Wood Colour System is launching with 12 Permanent Colours (£10) with shades from 2.0 Darkest Brown to 9.0 Lightest Blonde. There are also half shades for anyone in between. They are vegetarian, PPD- and ammonia-free and are designed to cover 100% of greys and boost shine.
Once you've identified the permanent colour you need, then all the other products in the range are easily matched. So if you're 2.0 in the Permanent Colour, then you would choose the Root product for colours 2 to 4. Simple. There is a Colour Blending Brush (£15) that covers greys for up to three washes. A Root Smudger (£12) if you need more intense coverage. A Tinted Dry Shampoo (£10) to extend your style between washes and a smart Root Marker (£8) to enable you to zero in and disguise wayward greys (it's small enough to slip in your handbag).
Finally, Wood has a range of Colour Care products. There are four shampoos and four conditioners (£10 each) to choose from depending on your hair type, whether you have hair that's fine or prone to frizz. An Everything Mask (£15) that leaves hair impossibly soft and extends the life of your colour. Plus, a Shade Shot (£5), which comes in four shades to either warm up or cool down your blonde or brunette hair.
And because Wood has thought of everything, you can buy the range in Boots or you can log on to JoshWoodColour.com, where you answer a series of questions to help you reach the perfect products for you and your hair—these can then be delivered directly to your door and are kept on file for you so you can easily reorder them. Smart and simple, this is how home hair colour always should have been.