Vegan & cruelty-free permanent hair colour for 100% grey coverage with bold and natural shades 

Oiamiga set out to make hair dye that feels good to use and good to buy into, and this shade is a cool-leaning beige blonde that sits between ashy and neutral. It is a permanent colour from a British B Corp:  certified by B Lab, meaning it has proven standards for how it treats workers, its environmental impact, supply chain, community impact, transparency and governance.

How Oiamiga Permanent Colour Works

To colour permanently, the hair's outer layer, the cuticle, has to be opened so colour can be deposited inside and stay there.

Permanent hair dye works by opening the outer layer of the hair, called the cuticle, so the shade can get inside the hair fibre rather than just sitting on the surface. Once inside, the colour develops and locks in, which is why permanent hair dye lasts much longer than temporary or semi-permanent dye. It can cover grey properly, change your shade more strongly and only fully disappears as the hair grows out, although the shade can still soften or fade over time.

This is a permanent hair dye, but it is made to feel gentler than old-style box dyes. It is ammonia-free, which means you avoid that strong, sharp ammonia smell and the harsher feel many people associate with colouring their hair at home. Instead of using ammonia to open the hair cuticle, Oiamiga uses a gentler colouring process to help the dye get into the hair.

It also keeps PPD, short for paraphenylenediamine, to the lowest effective level. PPD is a colour pigment ingredient used in many permanent hair dyes, especially darker shades, because it helps create lasting colour and grey coverage. The problem is that PPD is also one of the ingredients most commonly linked with scalp sensitivity and dye reactions. So the aim is simple: use enough PPD for the dye to work properly, but not more than is needed.

The result is a lasting shade that doesn't damage your hair like a normal box dye.

How Much Grey Will Oiamiga Cover

As a permanent hair dye it covers grey properly, giving full coverage on natural shades.

For the brighter and fashion shades, the vibrancy shows best on lighter or pre-lightened hair, since no permanent colour can lift dark hair lighter on its own. A bright blue will be a dark blue on dark hair and a completely vivid colour on blond hair. If in doubt about your starting to dye your hair, we are happy to advise.

Why People Choose Oiamiga

• Ammonia-free, with PPD kept to the lowest effective level, so it is gentler on the scalp
• Vegan and cruelty-free, from a certified B Corporation
• Packaged in 100% recycled and recyclable materials, with a tree planted for every 100 packs sold
• Made to be genuinely for everyone, whoever they are: Man Woman old young.

The Oiamiga Brand

Oiamiga, said oi-a-mee-ga, is a made-up word, a play on the Portuguese for hi, friend, and that idea is the heart of the brand.

Made in Britain by Herb UK, it launched to shake up a hair market long split by gender and narrow beauty norms, describing itself not as gender-free but gender-full, a range genuinely made for everyone.

That welcoming spirit comes with real substance behind it.

Oiamiga is a certified B Corporation, vegan and cruelty-free, packages in 100% recycled and recyclable materials, and plants a tree for every 100 packs sold.

Choosing Oiamiga means choosing a brand that walks the walk on ethics and the planet.

Who This Shade Is For

• Anyone who wants a gentler permanent dye
• Full coverage, whether for grey or not
• People who care about vegan, cruelty-free and genuinely sustainable products
• Anyone drawn to a brand that welcomes everyone rather than marketing by gender
• Ethical purchasers