Box Dye is a Luxury: “Redefining At-Home Colour”

Forget what you think you know about box dye. Josh Wood has spent decades perfecting colour for the runway and red carpet, and now his award-winning at-home range proves that premium results don’t have to come with a salon price tag.

“People used to hide the fact they coloured their hair at home.”

For years, at-home hair colour was treated like a secret, rushed, hidden, and associated with compromise. But the beauty landscape has shifted. “Now, it’s a form of self-expression and empowerment,” says Josh. The rise of self-care culture and beauty transparency has made space for a new kind of colour consumer, one who wants results, yes, but also control, creativity and confidence.

Josh saw the need for a product that met this moment. Something that combined the quality of a professional service with the freedom and convenience of doing it yourself. No more patchy finishes or harsh formulas, just beautiful colour, designed with intention.

From the Salon Floor to Your Bathroom Mirror

“My aim was to take everything I’d learned on the salon floor and turn it into a product experience that doesn’t feel like a compromise.”

With Josh Wood Colour, that ambition became a reality. Every formula reflects Josh’s decades of technical expertise, distilled into an easy-to-use, Miracle System. The difference is in the details, like the Shade Shot innovation, which lets users customise tones to get their perfect finish. Or the deeply conditioning ingredients that prioritise hair health as much as colour payoff.

“Colour should be fun. It should be a ritual, not a routine.”

At the heart of Josh’s philosophy is the idea that colour should be a joy, not a chore. Forget the rush-job box dyes of the past. This is beautifully blended hair colour that feels indulgent from start to finish.