COLORCHARM Permanent Cream Hair Dye | Ash Blonde Hair Color | Pearlescent, Milk Tea, Smokey Cool Tones | 100% Gray Coverage | Vegan, Free of Phthalates & Parabens | 2 oz.

Turns yellow bleached hair to a cooler champagne color. Does not make hair lighter, makes hair slightly darker but removes brassy orange or yellow to make hair more of a cool beige color. Does not damage hair but does have a strong chemical scent. It didn't bother me but may be strong for some. Easy to mix.

I got 6A. Im pretty pleased it looks natural. I had black hair with years of brown die in it that turned jet black over time and I did a lift first with bleach and it turned a clownish reddish orange and splotchy because I wasnt careful. was gonna lift again but there was a lot of damage so I tried this first to cancel out the spots and my grays. It worked pretty well but I used 20 dev. I think it'll look a lot better when I do it a few more times but it appears to be what my natural color was. I plan to eventually go 8A or 7A on the ends after I bleach them out again and use this as a smudge for the top. Keep in mind on the picts there was splotch previously you may still see a little but now at least I don't look like a clown lol. My roots is what color it is. Theres still a little bit of gray showing but again, this prob will take multiple times w 20...its a process lol.

I have thick black hair, and this is the only color that didn’t leave any orange tones. The shade came out true and natural with no brassiness at all. I’m very impressed and will definitely use it again

I really appreciate this brand for its quality and consistency, but unfortunately the shade I selected didn’t deliver the color I was expecting. The product itself is well-made and applies nicely, so I still recognize the value, it just didn’t achieve the desired color result for me.

As a professional hairstylist, I’ve worked with a wide range of color lines, and Wella Color Charm remains a staple in my back bar. Its liquid formula is easy to mix, spreads evenly, and provides consistently vibrant, true-to-tone results. Whether I’m refreshing a client’s blonde, canceling out brassiness, or doing a full gray coverage transformation, Color Charm delivers every time. The toners—especially T18, T14, and T11—are unmatched when it comes to achieving clean, cool blondes, and the permanent shades hold up beautifully between appointments. I also appreciate the predictable lift and the way the color fades true to tone over time. For pros and DIYers alike, this line is a workhorse—affordable, reliable, and incredibly effective when used with a stylist’s eye and prescription. Highly recommend for anyone who values salon-quality results at an approachable price point.

I needed to bring my hair back to a level that was something I could tolerate, and close to my natural color. The last few hair appointments I had, left my hair in various stages of warm-brassy tones - everywhere from copper, to orange, duck-yellow, and butter-blonde. Having a cooler skin tone, the warm tones really clashed and fried my hair. The Wella 7a, brought my hair back down to my almost natural color, really helped neutralize a bunch of the icky warm tones, and still kept dimension. I used the 10 volume developer, applied from scalp to about halfway down, then pulled the ends and more blonde areas through in the last 15 minutes. The final color is a neutral/ash smokey "bronde", almost mushroom brown/dark blonde, and the lighter blonde parts are a much cooler, ashy blonde. Loved the coverage and how gentle the color was. The lighting is a bit bright, but you can see how warm it was before (top photos), and how much cooler and ashy it is after (bottom photos).

I usually buy a different brand but needed to change it up due to too many grays showing and the orangey tone from our well water. I honestly don’t mind the grays but they needed to blend a bit better. After reading the reviews I decided on this and the 20 developer and left it on as per the instructions. It looks natural and as it’s fading out and the grays are doing their thing it looks just fine. I’ll definitely be buying this again.

Would not recommend it. I really wanted to like this product, but it didn’t work for me. Colocharm hair color did not cover my gray hairs, and I had to purchase another brand afterward just to fix the color. The formula seemed cheap, and while it didn’t irritate my scalp, I actually started noticing hair shedding after using it. Overall, not satisfied and wouldn’t buy again.

I really like the color charm cream products. They are really easy to use. They stay thick enough so that they don’t run through the hair. They give great results and I will be continuing to use these products as my toners.

I bleached my hair 2 months ago and was beginning to have some roots. Since I did not want to bleach again, and wanted a more autumn color, I went with the 7A et 20 vol. developper. As usual, it was very easy to mix and apply on my medium length hair. Picture show before and after.

Turned out good but fades quickly.

Is the best shade of blonde that I’ve had in a while. Bleached the front of my hair to create a money piece. I didn’t want to use toner as it doesn’t last very long so I got the wella 12a frosty ash hair color. I absolutely love how it turned out. The bleach brought it to a pale yellow. So if you’re wanting the best results, make sure your hair is lightened enough and then use 12a with 20 volume developer if you want more of a lift. Use 10 volume if you just want to deposit the ash color. Hope this helps. Will definitely purchase again

I’ve been colouring my hair for $25 years myself . I’m medium brown level 5 and I use highlift colour , 40 volume 2:1 ratio and have always achieved good colour with no bleach , 1.5 hour processing under a cap. In those years I’ve tried almost everything , every product in a tube from level 11-12( N, V then A) . 12Ash works for me as I have lots of red/ orange in hair . Tried Joico , good but they yanked it from BSO( Beauty Supply Outlet Can) . So then went to Schwarzkopf 12 -11( double ash) . Works great , was up at cottage and couldn’t get to a BSO. This Wella Colour charm 12N was liquidy , clumpy wouldn’t unclump after mixing and processed my hair patchy ( no wonder) and weak lift to blonde I still have a demarcation or root. Going back to Schwarzkopf 12:11 and their 40 volume . Too bad as Amazon was convenient .