Your Coloured Hair Care Guide – Approved by Professionals

Reaching your dream hair colour is just the first step. Next, your goal is to maintain it, and that means building a colour-friendly routine that protects your hair's vibrancy for longer. Colour-safe shampoos, regular masking, lukewarm water, and heat and UV protection are all essential steps. But great colour care isn’t one-size-fits-all. You also need to tailor your routine to your shade and colouring technique.

Whether that means keeping blondes fresh with purple-tinted products or giving balayage extra care through the lightened mid-lengths, tailored tweaks can make all the difference to how your hair looks and feels. So, let's explore the most important steps in a coloured hair care routine, plus the small ways you should adapt your steps to suit your shade and style...

But, First – Why Does Hair Colour Fade?

Hair colour naturally fades over time, but certain factors can speed it up. Here are the shade-fading aggressors to be aware of – so you can try to keep them at bay...

1. High Hair Porosity

When hair becomes damaged or goes through chemical processing, gaps can form along the hair cuticle, resulting in higher hair porosity. Hair with high porosity behaves like a sponge: it can absorb moisture and colour easily, but it can also lose colour pigments more quickly, simply because the cuticle is less able to retain them.

2. Too-Frequent Washing

The more your hair is exposed to water, the faster your colour may fade. Every rinsing step in your regimen can gradually remove colour molecules. It's one of the reasons we recommend leave-in masks to those with colour-treated hair; these no-rinse formulas allow you to reduce water exposure, while keeping hair soft and moisturized.

3. Heat & UV Damage

It's not just your skin that changes colour in the sun. UV rays can also shift your hair colour, and may leave it looking dull and brassy, with unwanted yellow or orange tinges. Meanwhile, heat styling without protection can cause the hair cuticle to lift, allowing the colour molecules inside to escape.

4. Using Harsh Shampoos

Colour-safe shampoos aren't just nice to have – they're essential for maintaining your shade, as they're specially formulated to offer gentle cleansing that won't strip colour molecules away. Sometimes you need a more intensive, clarifying shampoo to remove product build-up, but the rest of the time, use a formula that states it's designed for colour-treated hair.

5. Metal Build-Up

Though you can't see them, metals can transfer from the water you wash with and linger in your hair. Once there, they may accumulate, giving colour a duller appearance. The good news is that you can now encapsulate these metals before they can alter your shade, with Wella Professionals' Metal Purifier Technology giving you an easy, at-home solution that's built into some of your favorite formulas.

Essential Coloured Hair Care Tips for Every Shade

1. Switch to an Anti-Metal Shampoo

The wrong shampoo can make hair colour lose its vibrancy fast, so choose your formula carefully. It needs to be purifying enough to remove dulling impurities, but not so harsh that it strips your shade. We carefully formulated ULTIMATE COLOR Sulfate-Free Shampoo to strike this delicate balance, with a sulfate-free blend of ingredients that's gentle to your scalp and rich in the creamiest lather. It's also packed with Metal Purifier Technology to encapsulate shade-distorting metals, putting you on the right path to maintaining your colour's vibrancy for up to 10 weeks¹.

Massage it into the roots of wet hair, let it run through the lengths, then rinse it out thoroughly. The gentle shampoo leaves your coloured hair feeling clean, soft and moisturized.

2. Always Wash with Lukewarm Water

When you're washing your hair, be mindful of the water temperature. While hot showers might feel relaxing after a long day, they can wreak havoc on both the condition and colour of your hair. But, before you put yourself through the shock of cold showers all in the name of hair health, we have good news: cold water isn't the answer to long-lasting colour either. Lukewarm water is kindest to your hair (and – bonus – your skin), as it's warm enough to remove residue, but not so hot that it leaves hair stripped and vulnerable to shade fade.

3. Reduce Your Rinsing Steps

The more your hair is exposed to water, the quicker your colour is likely to fade. So, incorporate products into your routine that reduce your rinsing steps. ULTIMATE COLOR Intense Miracle Leave-In Hair Mask is perfect, as you don’t need to wash it out, and it offers a range of benefits for coloured hair: moisture, shine, UV protection, and up to 4x more resistance against breakage².

It’s easy to apply, too. After stepping out of the shower, towel-dry your hair, then smooth ULTIMATE COLOR Miracle Leave-In Mask through damp mid-lengths and ends. Leave it in, and simply style your hair as usual, whether that means blow-drying or air-drying – your choice.

4. Apply a Hard-Working Heat Protectant

Heat styling is one of the biggest culprits behind fading colour, so a heat protectant is vital if you use a hair dryer, flat iron or curling wand.

For Protection and Damage Care: Use ULTIMATE REPAIR Protective Leave-In

This delicate cream protects against your five biggest hair concerns: breakage, frizz, mechanical damage, UV exposure and heat styling tools. Not only does it shield, but it’s also packed with our signature ULTIMATE REPAIR blend of AHA and Omega-9, giving damaged or delicate hair the extra care it deserves.

For Lightweight, Shine-Boosting Shielding: Use EIMI Thermal Image

If you prefer lightweight heat protection, try EIMI Thermal Image. It’s a weightless mist that combines high-performance shielding and beautiful shine in one. Shake to mix the bi-phase formula, then spray it evenly through damp or dry hair. We love teaming it with a flat iron for the silkiest finish.

5. Keep Hair Protected When You Swim

Whether you go swimming regularly or just on vacation, it's important to protect coloured hair every time you enter the water. Swim caps are your most effective shield, but there are other techniques, starting with clean water.

By soaking hair with fresh water pre-swim, you create a barrier that reduces how much chlorine and saltwater your hair can drink in. How? Because your hair can only hold a certain level of moisture at a time; if you drench it with clean water first, it struggles to absorb anything else.

Make this step work harder with a misting of ULTIMATE REPAIR Miracle Hair Rescue, a leave-in treatment that repairs hair damage in 90 seconds³. Your colour-treated hair will love the nourishing effects.

6. Enhance the Tone with a Colour-Depositing Mask

Hit the 'reset' button on fading colour with the Color Fresh Mask, a tinted treatment that refreshes and revives your shade in just 10 minutes. It comes in a range of colours – including blondes, brunettes, reds, pastels and bolds – allowing you to banish dull hair on your own terms – perfect for in between salon visits.

Simply smooth your chosen mask through clean, damp hair, allow it to absorb for 10 minutes, and then rinse thoroughly. Once dried and styled, your refreshed shade will have that 'just left the salon' look.

7. Give Colour-Treated Hair Extra Shine

Don't underestimate the power of a shine spray. Whether it's one week or six weeks since your last salon visit, a light misting will let everyone see your colour in its most flattering light. Try ULTIMATE COLOR Shine Spray, an Olivate and B5-infused mist that leaves your hair up to 4x smoother⁴, so it can better reflect the light.

Adjust Your Colour Care Routine By Shade

Different colours need different care, so enhance your routine with small but vital tweaks that help you unlock the longest wear from your shade.

For Blonde Hair:

• Blonde hair is particularly prone to brassiness, especially after heat styling or being out in the sun. If yellow tinges appear, reach for a purple-tinted treatment to cool your colour down. Color Fresh Mask in Lilac Frost helps blondes look salon-fresh in just 10 minutes, helping to neutralize unwanted warmth for a cleaner, brighter look.
• UV protection is equally important, as sunlight can dull blonde shades and accelerate fading. If you have fine hair, shield strands with a lightweight spray like EIMI Thermal Image. For dry, coarse or damaged blonde hair, ULTIMATE REPAIR 5-in-1 Protective Leave-In offers richer care while helping protect against UV exposure and heat styling.

For Red Hair:

• Because red colour molecules tend to be larger, they sit closer to the hair's surface. This means they can lose their vibrancy faster than other hair colours. Tone lengths at home in your chosen shade of Color Fresh Mask. Red is ideal for more vivid, blue-toned shades, while Copper Glow refreshes warmer-toned hues in just 10 minutes.
• Schedule salon glosses frequently. Rather than waiting for a full colour appointment, head to your nearest Wella salon for flash SHINEFINITY Acidic Color Glaze. Its translucent veil of colour will intensify your red colour, while leaving hair up to 3x shinier⁵.

For Brunette Hair:

• Brunette shades look their best when hair is able to reflect the light, so add a hair oil to your regimen. It's the answer to glossy, shiny hair. We love ULTIMATE SMOOTH Miracle Oil Serum,which gives strands a silky shine. Use it on damp hair before blow-drying or dry hair in between wash days.
• Highlights and balayage add rich, radiant dimension to brunette tones, but these lighter pieces can fade faster than your darker base. Refresh them with Color Fresh Mask in a shade that matches your lightest tone, like Golden Gloss for bright bronde (brown-blonde) ribbons or Copper Glow for warm red hues.

For Bold Brights and Pastels:

• Bold brights evolve as they fade. Ask your colourist to choose a salon colour formula that fades true to tone, like Color Touch, so it still retains the essence of your dream shade even as it loses saturation.

• Pastel hair colour maintenance begins in the salon. During consultation, ask your colourist to go slightly brighter than your target shade, so your hair has a bolder starting point. This simple switch can extend the life of your desired pastel tone.

Tailor Hair Care to Your Colouring Technique

For All-Over Colour:

Your parting and hairline are exposed to the most sunlight, so they can sometimes appear faded before the rest of your hair. Try switching your part occasionally, as this can help to minimize the appearance of fading in between salon appointments.

For Highlights:

Refresh the tone only when you need to. If you're using purple-tinted products – like Color Fresh Mask in Lilac Frost – to neutralize brassiness, don't feel you have to stick to a schedule. Take a prescriptive approach and use them only when yellow tinges appear.

For Balayage:

Because balayage is usually focused through the lengths and ends of your hair, it's important to show these (often drier) areas a little more care. Focus your hair masks and leave-in treatments from the mid-lengths down, adding extra in places where your colour tends to fade the quickest.

Coloured Hair Care: Your Questions, Answered

What is the Hardest Hair Colour to Maintain?

Red hair colours may appear to fade faster than other hair colours. This is largely because they're so bold and vibrant to begin with, which can make fading hues seem more noticeable. But if you have a high porosity hair type, any colour can be tricky to maintain. This is because gaps in the cuticle can allow the colour molecules to escape more easily.

In this case, merge your colour care steps, above, with specialized products for damaged hair. ULTIMATE REPAIR Miracle Hair Rescue will be your savior, with a dose of AHA that repairs the internal hydrogen bonds, while Omega-9 smooths the outer layer, helping to repair hair damage in 90 seconds³.

How Soon Can You Wash Hair After Colouring?

Wait at least 48 hours before washing your hair after colouring. This gives the hair cuticle enough time to close back up and lock the colour molecules in.

What Shampoo Should You Use on Colour-Treated Hair?

The best colour-safe shampoo is gentle and non-stripping, packed with anti-metal technology, and harnesses protective ingredients that help your shade maintain its vibrancy. ULTIMATE COLOR Sulfate-free Shampoo ticks all these boxes, with a sulfate-free, nourishing formula that's powered by Glycine, B5 and Metal Purifier Technology. The mild yet effective cleanser removes dulling impurities, maintaining colour vibrancy for up to 10 weeks¹.

Does Hot Water Fade Hair Colour Faster?

Hot water can fade your shade faster, as it lifts and opens the cuticle, allowing colour molecules to seep out. Meanwhile, cold water doesn't remove residue effectively, which can lead to product build-up. This is why you should always wash your hair, and rinse shampoos and conditioners with lukewarm water.

How Do You Prevent Blonde or Highlighted Hair From Turning Brassy?

To prevent brassiness in blonde or highlighted hair, try introducing purple toning products. Colour Fresh Mask in Lilac Frost is perfect, as it refreshes blonde hues while giving your hair a dose of nourishment. The purple pigment cools down yellow and overall warm tinges in 10 minutes. Simply apply it to clean, damp hair, let it develop, then rinse to reveal a brighter blonde.

Can Heat Styling Damage Colour-Treated Hair?

Without protection, heat styling can strip the hair cuticle and cause your colour to look faded and brassy. Make sure you always use a heat protectant to shield strands while you style. ULTIMATE REPAIR 5-in-1 Protective Leave-In is the nourishing choice; a delicate cream infused with AHA and Omega-9 for protection against heat styling, UV rays, breakage, frizz and mechanical damage.

How Long Does Semi-Permanent Hair Colour Last Compared to Permanent Colour?

Semi-permanent hair colour gradually fades over several washes, making it ideal for refreshing tones, experimenting with new shades or boosting vibrancy without a long-term commitment. Meanwhile, permanent hair colour is designed to last longer by changing the hair's natural pigment, but it still needs a tailored care routine to help maintain shine and colour vibrancy over time.

Now that you have all the tips you need to build your colour-treated hair care routine, explore the complete ULTIMATE COLOR regimen. For every shade, every hair type and every texture, it's your answer to salon-fresh vibrancy for longer.

¹ With regular use of Ultimate Color regimen from salon to home.

² Vs. non-conditioning shampoo.

³ When using ULTIMATE REPAIR Miracle Hair Rescue.

⁴ Vs. untreated.

⁵ Vs. pre-damaged hair in an instrumental test.