Introducing Emma, 31, who wants to cancel greys not meetings

Josh: Emma went grey in her 20s and has been colouring ever since. It was really great having her in our campaign to show that anyone can go grey at any age.

My hair and emotions are definitely connected... I don’t feel like myself if my hair doesn't look good. I wouldn’t feel confident in a business meeting if I had my roots showing. Obviously, greys are natural, but they don’t feel natural on me.

On her experiences with hair colour... I used to do hair modelling when I was younger, so I've been every colour under the sun. I've had it in a graduated bob, long, short, blonde, red, with a fringe, even a green mohawk with blonde highlights. Hair is a great way to experiment with style without having a buy a whole new wardrobe.

On her dream hair... I am always looking for a flattering colour and style that is very low maintenance. I cannot be spending hours on my hair, but it's important to me to look polished.

On being chosen as a campaign star... I applied because I love skincare and haircare. I'd read about Josh and the team's excellent reputation on Caroline Hiron's blog, which I've read for years. The whole Josh Wood Colour team are so talented and dedicated and made me feel so comfortable.

On her Josh Wood Colour and Shade Shot Plus...

It looks really natural, because it adapts to your own colour. It doesn't look like a single block colour. It's really nice.

Emma loves...


'I love how the Shade Shot Plus adapts to your natural colour, so it doesn't look like a single block colour.'


'The Tinted Dry Shampoo is really easy to use. It refreshes my hair, picks it up between washes and covers my grey. It's really, really good.'


'I love the shampoo and conditioner, they make my hair so much easier to manage. It's left soft, smooth and much less frizzy!'

We'd love to hear your stories...

We know everyone is different. Whether you are looking for colour, care, or just advice, our Expert Colourists are here to help.

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