Here are the most important things to know: You can't avoid chemicals, but you can avoid unnecessary harsh ones. As previously mentioned, everything is made of chemicals. Water, for example, is a chemical compound. So get it out of your mind that chemicals aren't safe just because they're chemicals. There are, however, harsh and potentially toxic chemicals in some beauty products, and while there has been growing momentum in the industry to remove or minimize these ingredients, hair dye is one of the worst offenders when it comes to including some pretty shady and unnecessary chemicals.
Don't trust the model on the box. Sure, the woman smiling on the front of the box looks beautiful, but the color of her hair is a fantasy. "The color always ends up lighter than the model's hair on the packaging," says colorist Dana Ionato of the Sally Hershberger Downtown salon in New York City. "The developer in at_home permanent dyes is very strong stronger that the ones we use in the salon so it lifts the color and makes it lighter than what you see on the box." A better estimate on how the color will end up is the chart on the top of the box, which shows you the final color you get from a range of different hair_color shades.