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. Read more

No star. Read more

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. Read more

This line offers beautiful colors. But make sure to use the color chart for accurate color selection. My hair is bleached to 7 and 8 and I got the Medium Blonde Ash Violet (06/16), to go slightly darker. I did a test strand on my actual hair. It's so much darker than I expected. It's brown almost back to my original color, and not medium ash blonde as labeled. But the color is absolutely accurate to the color chart. So definitely do not order based on the name of the color. Your expectations of what a medium blonde should look like and the actual color won't be the same.The dye itself is a very pretty color. It's ashy and I can see flashes of lavender as the strands of hair reflect light even though it didn't seem to come through in my pictures. But I'm very glad I didn't do my entire head! Also, the dye itself works great. Colors quickly and evenly. I achieved the pictured result on my test strand in 10 minutes. Read more

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. Read more

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. Read more

This retailer is the best! They’re not pushing knock off brands. Their products are the real deal. I’ve ordered a couple different Schwarzkopf colours as well as Koleston Perfect Me and this Wella Illumina and they all have been legit. I like all the brands for different reasons, but I have to say this Wella Illumina colour blend I did is my favorite yet. I am a natural red head (or was lol) and it’s been such a pain to find an Auburn that isn’t too bright or too dark or too brassy etc. but think I finally found it. Thank you so much for providing such quality product! You have a customer for life! Read more

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. Read more