Wella Illumina Permanent Creme Hair Color,7, 2 Ounce

They deleted my original review from March 6, 2021! Shame on you!My original review was:It's a fake.Not an original product.I have been working with this brand for over 14 years and I can confidently say that the product sold here is a fake.The plastic wrap seal it is just a plastic bag heated with a hair dryer.It is not indicated anywhere in the product description that this is not an original product and that it is a fake.

No star.

This product was as described. My color is perfect. I am saving so much money doing it myself instead of paying 100 dollars to go to the salon! Love this product !

This is my second color to try in the Illumina line. I had used previously been using 8/69 Light Blonde/Violet, which was gorgeous but turned gold faster than I was happy about, also a little too light for my roots to lighten with just developer. I was having to bleach my roots every other time I colored, which was annoying to do and annoying after because I could still see a line of demarcation. Decided to try 7/81, hoping I would keep most of the blonde tone I had worked so hard on. Well, it was more than a little darker, AND the cool tone here is no joke. I am a purple shampoo addict trying to keep the gold tones at bay, but this stuff ended up gray/greenish on the areas of my hair that was more damaged. Solution? 30 minutes with a ketchup mask, I kid you not. And it worked! Lovely beigey dark blonde was my result. Conclusion: this color is def anti-gold/orange, if that's your problem. I would also recommend adding a bit to any color that ends up too warm.

I have been using Wella Illumina color for over 10 years and still love it. I get salon results at home every time — a blessing during the pandemic and when I travel. My hair is in excellent condition and is very shiny. My hair takes the color in such a way that it looks as though I’ve had highlights or lowlights applied. Never had any bad reactions to this color.

Great for ash brown color!!

I was trying to color match to my natural color and got a 5/81 and a 6/16 to mix expecting the result to be brown, my hair is BLACK. It looks good, it's shiny, but it is way darker that what I was planning on and looks obviously unnatural.

Product was similar in color to the semi-permanent with same number that I tried first but that product only lasted about 12 washes before major show-through of previous highlights. Used illumina with 20 vol Wella-recommended developer. DIY job super impressed with the color, tone, shine. Processed for 40 m after full application (it took 40 m for me to apply to my long hair). Product blended my previous highlights seamlessly. Natural color is dark brown, this ended up really close to that... a dark chocolate (5/0) with some pretty tones/sheerness.