Why choose demi-permanent hair color for your next look

Discover the latest The Present Time nuances available at your local Davines salon - the perfect way to experience a fresh (not-so-permanent) color.

When it comes to changing your look, color is one of the most powerful tools of self-expression. But committing to a permanent dye isn’t always the easiest option. That’s where demi-permanent hair color comes in: it offers shine, vibrancy and a touch of transformation.

With The Present Time, Davines has created a demi-permanent range that protects, restores and reinforces your hair, leaving it healthier looking and more radiant with every application. It’s a color solution that delivers both beauty and care - allowing you to experiment without long-term commitment.

Explore the line below and learn what makes The Present Time so different from any other demi-permanent range.

What is demi-permanent hair color?

Demi-permanent hair color is a type of dye that gradually evolves over time. With The Present Time, you can expect up to one level of lift and color deposit that lasts for up to 24 shampoos¹.

Whether it’s your first-ever time dyeing your hair or you’re a hair color chameleon ready to test out a brand-new hue, it’s the perfect way to try fresh new nuances without a long-term commitment.

Color that evolves, just like you.

¹Depending on hair porosity and quality. Based on 115 in-vivo tests performed by hairdressers

Meet the Present Time

True Colour

After 12 shampoos

Afraid of hair damage? No way!

The Present Time was created to let you explore new looks while protecting and restoring your hair, thanks to a formula designed with both color and care performance in mind. This color treatment is enriched with thoughtful ingredients that restore hair lipids, offering visible benefits such as:

Meet The Present Time

UP TO 34% MORE RESISTANCE TO BREAKAGE²
UP TO 10x SHINIER HAIR³

²Instrumental test: color applied to hair lock vs untreated pre-lightened hair

³Up to 10 times shinier on fashion reflects and 6 times shinier on natural tones. Instrumental test by independent laboratory vs no product applied

Sustainability specs

At Davines, we believe true beauty is about harmony, respect and enhancement of people and our planet. That’s why we continue to push towards improved sustainability in everything we do. Here’s what to know about The Present Time in this regard:

The Present Time color cream is made with up to 93% natural-origin content (including water)¹ and up to 99% biodegradable ingredients².
Our coconut oil is the first Regenerative Organic Certified™ active ingredient³ used in a Davines color line. It is sourced from Sri Lanka through our partner Serendipol⁴, which charges a fair trade premium for its products and invests this into developing local communities.
Designed for easy rinsing - on average 40% less water consumption compared to the market average alkaline dye color⁵.

¹ISO: 16128

²Biodegradability is calculated as the sum of the percentage of readily biodegradable ingredients according to the OECD 301 method.

³Sourced from Regenerative Organic Certified™ farms.

⁴Supplier might change in the case of a shortage of raw materials. Another supplier can be involved to maintain regular production.

⁵Instrumental tests on hair lock.

Meet the New Nuances

Ready to meet the colors joining our demi-permanent family?

Each tone honours some of the gorgeous shades found in nature. They’re earthy tones, ideal for embracing a new shade that has depth and richness.

If warmer tones are calling you, these copper and golden nuances fit the brief. Whilst they fit the brief when it comes to trying a new color trend, they’re undoubtedly timeless and work for any moment in life.

These are the four nuances you can now ask for at your local Davines salon.

Discover the new shades

Find your nearest salon

Need a little inspiration?

Explore other colorful looks that our Hair Art Director Tom Connell created using The Present Time. Then, you’ll know exactly what to request the next time you’re in the salon chair.

Discover more looks