My regular readers know about my longtime love affair with Clairol Natural Instincts haircolor. I first began using Natural Instincts when I was 22 after silvery streaks started appearing in my hair far earlier than I anticipated they would.
The new haircolor was supposed to take less time to apply than the previous formula [it instructed you to apply it to dry hair instead of damp hair], but the color turned out flat, dull, and a lot less golden-brown than my old color. Each box now came with an extra color packet to be rinsed in two weeks after the first dye. It was such a horrifying shade of orange when I opened it that I immediately threw it out. Natural Instincts had also changed their in-box conditioner to a new formula… But the new conditioner felt cheap and thin. It did not condition my hair well at all. Some people are very resistant to change, and I’m one of them. This new Natural Instincts was definitely not for me.
I ran around town buying up as many boxes of “old” Natural Instincts I could find. After I ran out of those, I switched to Garnier Herbashine, which I also found to be a fine temporary haircolor product. I used Herbashine for several years, occasionally switching to old-formula Natural Instincts when I could find it. (When Dominick’s went out of business, I found quite a few old-formula Natural Instincts boxes on the shelves too marked half off. Dominicks was great for “time-travel” shopping with all that new-old-stock sitting on the shelves!)
Then what happened? Garnier discontinued Herbashine. I clung to the remaining boxes of Herbashine and old Natural Instincts I had left and tried to stretch out the time between coloring my hair as much as I possibly could.
Now, we’ve had some good deals on Natural Instincts over the past few months – $1.74 per box and $1.94 per box at Meijer. I bought some during both of those deals and put it on my stockpile shelf… waiting.
Last week, I finally faced the fact that I was out of Herbashine. I was out of old Natural Instincts. I reluctantly opened a box of “new” Natural Instincts. When I bought it over the summer, I noticed that the product’s box had been redesigned yet again:
Without listing every ingredient here from the various versions, the summary is this: There were definitely formula changes between the three versions, and while the newest version of Natural Instincts is somewhat different than the older version, it’s closer to the original formula than the middle formula was. The colorant and activator contain many the same ingredients, but they’re in slightly different order in the ingredients lists. The new activator adds simethicone and cellulose. The new conditioner has some additional ingredients (coconut oil, safflower seed oil, aloe leaf juice) but is pretty similar to the old-style conditioner too. It even smells the same as the old one.
That’s another issue too — I honestly don’t know when Natural Instincts changed to its most recent version. I was far more motivated to seek out new boxes with the old-formula packaging whenever I found them.
At any rate, if you previously loved Natural Instincts, you may wish to give it a try again.
I’ll wrap this post up with a story I saw earlier this year. When the movie “Anchorman 2” came out last year, Miller Lite released beer cans with the 1970s-era graphics Miller was once famous for. Sales soared — and sales continued to be high long after the movie left the theaters. Miller has kept the retro can design even though the movie tie-in is long over. One Chicago Tribune article notes that sales were still doing well with the retro can in 2014. Another article I read stated that people thought the beer actually tasted better in the old-design cans.
I was talking to my dad about this — neither one of us beer drinkers, so it really was more a discussion on why this marketing continues to be so successful. I mused that people were feeling nostalgic for a time gone by.
Dad said, “It’s simpler than that. People don’t like change.”
I believe this is true — especially when those changes are in products they’re extremely loyal to.
Beth says
I like Natural Instincts also. The lightest blond from Natural Instincts brightens up my hair. My problem with this product is that there are towns that have changed demographically and some stores do not carry the lightest blond shade. Locating the product is not that bad. If the product stopped working I would not like it at all. They need to stop changing it.
Unhappy customer says
I purchased the color Burgundy Black at the end of June at my local Target. I have used the Natural Instincts product many times before but never this color. I applied the product per instructions and when i went to rinse it out, it never got to the water running clear stage. Since then i have shampooed my hair 2 times and am still having tons of the pink red dye running out of my hair. So much so that my entire shower stall and shower curtain have been dyed this pink color. The color on my hair is also very strange and unnatural looking because the red is all closer to the scalp and the black is on the outer part of the strands. The third thing I dislike immensely is the color smells awful. Like dried blood. I have never had this experience with their hair color before and can only conjecture that they messed up the formula, then shipped this inferior product to their distributors where unsuspecting customers got stuck with it.
Coupon Maven says
I need to write a separate post about this, but recently, after using the same medium warm brown Natural Instincts color for years, it turned my hair orange. ORANGE. The color was so off that I called them in a half-panic to complain. They told me on the phone that the product has been reformulated (no surprise) and that mine was supposed to have “more golden tones.” Trust me, they weren’t “golden” — they were orange. I don’t know what is going on, but I had to pull some tricks to get it back to brown…
cautious says
May I ask which shade that was?
Coupon Maven says
I’m guessing that you’re asking about my The day my hair turned orange post — it was Natural Instincts #12 Toasted Almond.
I’ve been using Natural Instincts Brass Free Brunettes in Medium Brown ever since that incident.
cautious says
Yes, thank you.
Linda says
Keep your eyes peeled for another change. I too have been using Natural Instincts for many years and, like you, was unhappy with the changes they made. That 2 week colour pack was the worst. Very happy with the “new” version but I just bought a box yesterday and saw that they have change the numbering system. I have used #13 for all the time they have been numbered but my new box is #6 (which used to be #13, which used to be Suede). I’m not sure why they keep making these changes but perhaps this time it means there are less colours to choose from. The store I bought mine from did not have a large selection so I will have to check at a larger retailer. Watch out.
Lisa tucker says
I have used this hair color for 12 years now, #13 changed to #6. This last time I colored, I have now broke out in a rash on the back of my neck & upper back between my shoulders every time my hair gets wet. Something has changed & now I’m allergic. Frustrated…
Coupon Maven says
It has changed again — P&G sold the Clairol brand to Coty this year. I have not yet compared my old P&G boxes/formulas to the new Coty ones. Check your box and see if it was made by Coty.
Jim says
The change was made to reflect the current system of numbering Haircolor formulas by shade 9 = Light Blonde, 6 = Lightest Brown, 1 = Black. and tone (Ash, Golden, Copper) The old system reflected Clairol’s own shade numbering system which was so flawed it made numbering for some brands a nightmare. Nice ‘N Easy had #103 Medium Blonde, #103A Medium Beige Blonde, #103B Medium Soft Blonde & #103C Medium Champagne Blonde one or two Brown shades even had a D & E because there were not enough numbers for the sheer number of shades without using numbers from their other brands. Miss Clairol Haircolor Bath had all the numbers from 10 to 79 taken (in the professional formulas)
Linda A. Davis says
The last two boxes of Natural Instincts (Shade Black-once Midnight) that I purchased smell differently. The color begins to fade after the second shampooing, and my hair looks dull. The colorant in the bottle looks almost clear versus the once darker liquid. I have used Natural Instincts for years and do not understand why they keep changing the formula, but this is the worst! It’s no different than a color rinse now. So disappointing. Hopefully, I can find a replacement in another brand.
cautious says
This post & thread was really informative and helpful, glad I found it. However, I’m becoming more & more skittish about using (any) hair color ever again, based on everything I’ve read lately. I really hope someone could help my decision further.
In the early 90ies, I used Clairol Natural Instincts in Midnight/Black for some years. It was then sold here in Sweden where I live (in this packaging: https://guideimg.alibaba.com/images/shop/85/10/29/5/clairol-natural-instincts-color-36-midnight-neutral-black-3-pack_264895.JPG). I’ve since used L’Oreal Féria for many years, both dyeing my whole hair & later highlights a few times/year (frail hair), to my brown-black head (using from 5.0-7-something shades, mostly 6.0 or 6.3).
I’ve always had very thin, soft, almost straight hairs (baby-like), and not “much” of it, but it’s usually been healthy or relatively so, and long (now mid-back-ish). Many years later, some mishaps with Féria and also actually a burnout (2012-2015 pretty much) I’ve lost copious amounts of hair, to the point where I feel I have just a rat’s tail left. It’s rather long still, but very, very thin. It’s broken off a LOT, all the way up almost. Wouldn’t help if I cut it several inches even; it’s gone too far up.
Haven’t dyed it at all for a couple years now, in an effort to let it recover fully. Always took good care of it but even better now. Long story short vitamins/supplements don’t help, nothing seems to, and I’m seriously considering going back to Clairol Natural Instincts, now in my own color though; Nutmeg/Dk Brown or maybe Hazelnut/Med. Brown. I feel I want/need the slight, volumizing lift from the scalp that coloring gives hair, and also the extra coating/filling (resilience wise).
While I’ve never had any allergic reaction to a hair color, I’ve now become aware of the allergic risks with PPD & co (which, as I understand, NI contains, right?), and the general, long-term risks with damaged hair from a bad hair dye. I’m also quite happy with my current (natural) haircolor. All of the above and this post & comments make me increasingly wary of using NI again. Especially as I remember the black color from back then NOT washing out, but rather acting as a permanent dye. Any words of advice?
Also, coupon maven, I have a slight hope that you might be able to help regarding comparing the current formula and THAT old one (which I used) – or did you start later than I did?
Big thanks in advance!
Sally Laura says
I loved the color refresher because it added lovely highlights to grey hair showing up. It was easy, caused no hair damage and if you’re clever and careful no color is on your skin as a residual. Please find Natural Instinct Hazelnut #20 Colour Refresher for me, my twin sister and my daughter who uses your brand.
Susie says
I’m looking fir to see refresher packets..it works like a charm for me. Will pay if you have susiewho48@aol.com
Mary says
I’ve used Natural Instincts for years. The “new” formula does not last any longer than 3 weeks. I didn’t have to color for 5-6 weeks and it changed with the new numbering system. So this is their way to force you to purchase more of their product ??
Coupon Maven says
Mary, I have noticed the same thing! This post is two years old now. I have been using the Brass Free Brunettes for almost a year after my “hair turned orange incident.
I ran out of Natural Instincts Brass Free Brunettes (it’s hard to find sometimes in stores!) and 3 weeks ago, I bought a box of regular medium brown Natural Instincts instead. Something has definitely been changed again with it, because it didn’t even last two weeks & all my gray strands were back. What the heck?! I’m also using Wen to wash my hair, which is color-safe, so the color should not have taken anything out.
I just re-dyed it with Brass Free Brunettes again last night, but if they change the formula of that too, I’m going to have to look for something else.
Brenda says
I have been using NI for over 20 years. I noticed that for the last few years, my hair didn’t have as much body. I wasn’t able to pouf it anymore. I couldn’t understand why it wouldn’t work anymore. I’m glad that they changed it back. I also heard on the news not too long ago that women were losing their hair from using Wen. That’s scary.
jim says
Your hair DOES change over time as you get older – It can get Finer / Coarser, Straighter / Curlier, Lighter / Darker, Grayer (or more ‘Resistant’). So hair products especially Haircolor can react differently than they did before.
Grace Ann says
Glad to know it’s not just me. Lately the Dark Cool Blonde (7A, formerly 10) lasts eight days and dries out my fine hair.
Carol says
Those color refresher packets were GREAT for redheads… too bad they wouldn’t keep them for just those colors. Reds traditionally lose pigment very quickly anyway. I LOVED them! Medium Auburn was flaming red on me, though, so I could see how it might not be the best for someone who was actually looking for a medium auburn color.
Karla says
Consumer reports recommended Natural Instincts for covering gray on brunet hair. I started using the light brown about six months ago. At first I totally bragged about it, leaving my hair shiny and soft and never a grow out line. I color my hair bout every three to four weeks. Now after six months my hair has become brittle, dry, and flat. What has happened?
I also have been confused by the two choices of Natural Instincts in the store. One has Kerita(something like that) and the other doesn’t. What is the difference?
One other question I have tried to get answers for is why did Clairol ever stop making Loving Care. This was a fantastic product that my mother and I used for 30 years. Covered the gray and left our dark hair with body shine and softness. Why was that taken off the market? Any chance that it will come back?
Desperate to regain my beautiful full hair with a safe and healthy non permanent hair product.
Mary says
Loving Care was the best. This garbage leaves your hair brittle.
I am a former hairdresser, and I swear I think it made my hair fall out.
I wish we had an answer to why they took it off the market.
My hair was always always shiny and it never caused any damage to it!
Bring it back!
hilary says
‘Loving Care’ was a product I used for eons; it gave hair volume, softness, and lasting colour for grey hair.
Two of the very best things about ‘Loving Care’ were moisturising and ease of use.
Unfortunately, I’ve found, that for my hair, at least, none of the non-permanents can match ‘Loving Care’.
Michael hart says
Hi I’m a dude and used Just 4 Men, guess what ?? I got a PPD reaction and broke out in a rash for 4 weeks, not gonna use that again. So I tried Herbashine, pretty GOOD no smell not invasive and not drippy and lasted for like 7 weeks. Now it’s GONE??? is their anything like it? I snapped a couple of boxes on e bay, not my color but I mixed black with light brown and it made like ash brown ( dark ) If anyone knows where to get it or what’s similar please LMK thx…Mike
Coupon Maven says
I liked Herbashine too! Garnier discontinued Herbashine in 2013, so if you bought any recently, it was likely new-old-stock. Unfortunately nothing new has really popped up to replace it. I am back to using Natural Instincts again.
jim says
Hey Mike, You may wish to try REVLON ColorSilk in the Liquid ‘Shampoo-In’ formula or the New ButterCream Formula (great for facial hair too) No-Ammonia and lots of color choices as well as lots of product for the money which is usually about HALF the price as Just For Men (ColorSilk Liquid Shampoo-In Formula)
Lauralli says
Well, this color is gone again….walmart stores are out with no place on the shelf for it anymore!!
Coupon Maven says
Which color are you referring to? Target has a pretty good selection of Natural Instincts — I just stocked up on some there last week.
R. Morgan says
I bought my first Natural Instincts last year in Medium Brown. It turned it black but I didn’t care as it gave ny hair wonderful body and it felt wonderfully conditioned. Then I got another one by “Coty” and the wonderful body and texture has been replaced by dry and flat hair. I think I’ll just let my hair go grey.
Charlene Mark says
I just bought a box of the new Natural Instincts. My directions say to put the color on DRY, UNWASHED HAIR INSTEAD of dry, clean hair. C’mon now – this is very confusing. One comment said you now are supposed to apply on damp hair. Which is correct? You are confusing the whole process.
Jo c. says
I know this conversation is quite a few years old (started in 2014) but I just have to add my 2 cents. I absolutely LOVED the “old” formula (dye on WET hair) and was very bummed when the “new and improved” version came out, which now has us using the dye on dry hair. Well … I tried an experiment and IT WORKED! I used the Semi Permanent Natural Instincts on my WET hair instead of my dry hair, and my color turned out perfect!!! Yee Haw! :)
Brenda Larsen says
Thank you so much for letting us know that. I was thinking about doing it too because it didn’t work good on my hair when it was dry. I’m going to color my hair in the next few days. Thanks again.
Donna says
How do I find the non cream formula of the natural instincts rinse
Karen says
I used the natural Instincts loving care in the 745 medium reddish brown and loved it was the best thing for my hair and color match perfect until I could not find it anymore In stores it was discontinued. Very disappointed!😂
I have seen other reviews on this product but,
This product work very good on my hair I never had any problems with this I hope the original formula in this natural loving care will come back soon and do not change it.
Pleased keep or change back the original natural instant loving care non permeant color some people need to use this because they are allergic to color dyes so this is why this hair product would be perfect for them.
Can you please have this hair product stocked in stores would be great . I would be happy and many others customers would be
too. I would go back to this product for sure you got my vote.😊
Mary says
HI, I’m so happy that others didn’t like the new “Natural Instincts” formula; I thought it was me! I used dark brown twice and it didn’t do a thing (also on dry hair)? Anyhow, I did email Clairol about this new improved formula and they agreed with me & many others that it was not as good as the original. They were very helpful and understanding & said they were working on reformulating the product.
A few months ago,they did stock the new dark brown and it worked great! Thank you Clairol for listening:) And thanks, also, to the comment from Jo c. to put on wet hair!
Coupon Maven says
This is the first post I’ve seen where Clairol has acknowledged that the formula is not as good as it used to be, and that they may reformulate! That is fantastic news. :)
Don says
How can I order old formula Natural instinct. Light cool blonde?
Coupon Maven says
Your best bet at this point is to try Ebay. It has been discontinued since early 2019: https://jillcataldo.com/stock-up-on-old-natural-instincts-haircolor-theyve-changed-formula/
I have also had luck at Bed, Bath and Beyond, as their stock turnover for haircolor seems to be a lot lower than it would be at a grocery or pharmacy.