Pigment AF · Semi-Permanent

Bold colour. Vegan formula.

Salon-grade semi-permanent direct dye. 13 super-pigmented shades, vegan + cruelty-free, no peroxide / ammonia / ethyl alcohol. Lasts up to 3 months on pre-lightened hair. Conditions as it colours.

Vibrant Shades

3 Months

Lasting Vibrancy

Shop the Shades How It Works

Vegan & Cruelty-Free

Ethan Thomas collection pigment AF semi permanent hair colour

Vegan Formula

No Peroxide / Ammonia

Salon-Grade

Lasts up to 3 Months

Why Pigment AF

Bold colour, without the chemistry.

Most fashion dyes earn their vibrancy with peroxide, ammonia, and ethyl alcohol. Pigment AF earns it with botanical pigments and conditioning actives. 13 shades, vegan, cruelty-free, and salon-grade.

Botanical pigments

Soluble and insoluble plant pigments bond directly to pre-lightened hair. No oxidation, no harsh chemistry — just colour-payoff that conditions while it deposits.

Vegan, cruelty-free, clean

No peroxide. No ammonia. No ethyl alcohol. No PPD. No animal-derived ingredients. No animal testing. The clean direct-dye that takes the trade-off out of fashion colour.

Lasts up to 3 months

Super-pigmented formula stays vibrant for up to 40 washes on properly pre-lightened hair. Salon-grade longevity at salon-friendly pricing.

All 13 Shades

Find your colour.

Showing 14 of 14 products

Bestseller

Red

The Comparison

Salon quality, side by side.

Feature

Ethan Thomas Pigment AF

Average Direct Dye

Vegan & cruelty-free

✓

Variable

No peroxide / ammonia

✓

—

No ethyl alcohol / PPD

✓

—

Conditioning treatment built-in

✓

—

Lasts up to 3 months

✓

2-4 weeks typical

Vibrant on bleached hair

Super-pigmented

Variable

Per 180ml bottle

From $37.95

$30–$60

Sold by a real salon

We use it ourselves

Variable

Real Customers

What our customers say.

★★★★★ 4.7 average · 90+ verified reviews

★★★★★

"Saw this on TikTok and had to try. The pigment is unreal — way more vibrant than the brand I'd been using. And it actually conditions while it colours, hair felt softer after."

Ash D.

Pigment AF · Verified Buyer

★★★★★

"My salon used to charge $90 for a fashion colour glaze. This is $40, lasts way longer, and the application is genuinely easy. Bleach to 10, apply, leave 45 min, rinse."

Kira M.

Pigment AF · Verified Buyer

★★★★★

"Vegan, no peroxide, no ammonia — and the colour is BOLD. I've tried every fashion-dye brand and this is up there with the best. Smells like blackberries which is a nice surprise."

Jord T.

Pigment AF · Verified Buyer

Questions, Answered

Before you buy.

Do I need to bleach my hair first?

Yes. Pigment AF is a direct dye that deposits colour, it doesn't lift. For true vibrancy you need a pre-lightened base — level 9-10 (light blonde to white-blonde) is the sweet spot. Darker bases will show muted, tinted-only results.

Will it cover greys?

No. Pigment AF is a direct semi-permanent fashion colour, not a grey-coverage dye. Greys are non-porous and won't accept the pigment the same way pre-lightened hair does. For grey coverage you need a permanent dye with developer.

How long does it actually last?

On well-prepped pre-lightened hair, up to 3 months / 40 washes. Vibrancy lasts longer with cool washes, sulphate-free shampoo, less heat-styling, and washing the hair less often.

Can I mix shades?

Yes — equal parts of two shades gives a custom colour, or apply different shades to different sections for a multi-tone look. Pink + Purple = magenta; Blue + Yellow = green; Red + Yellow = orange.

Will it stain my skin / shower / towel?

It's super-pigmented — yes, expect staining. Wear gloves, vaseline around the hairline, an old shirt, and a dark towel. Skin stains rinse off after a couple of washes. Old towels permanently stain — use one you don't love.

Is it really vegan and cruelty-free?

Yes. No animal-derived ingredients. No animal testing. No peroxide, no ammonia, no ethyl alcohol, no PPD. Botanical pigments and conditioning actives, full stop.

What if I'm not sure which shade to pick?

Get in touch — we're a real salon, real people, happy to help match a shade to what you're trying to achieve. Pre-lightened base condition matters too — we can advise based on your starting colour.

Pick Your Shade