The perfect fusion of shine, condition and coverage.

Following the success of previous offerings, Paul Mitchell is welcoming a new addition to it’s prized Color Portfolio.

Introducing ‘The Demi’ a new line of demi-permanents boasting amazing shine and brilliant colour results; each and every application.

Developed inside the brand’s LA based Product Innovation Center, Hair Colour Chemist Valerie George would formulate a rich, conditioning gel base, that caters to an array of application styles (from bottle, brush to hand administration).

Working alongside Paul Mitchell’s Artistic Directors and Product Development team, George curated a palette of true-to-tone shades, each delivering strong, vibrant colour,  seamless grey blending, with a beautiful, high-lustre finish.

With an emphasis on shine, condition, and long lasting results, the 27-strong suite of intermixable colours also includes a Clear shade, for unlimited shade customisation, and varied translucency.

It’s gentle, ammonia-free formula uses a deposit-only method, maintaining hair softness, quality, and appearance, while fortifying its stance as the newest must-have colour tool for stylists the world over.

Colour lasts 4-6 weeks, and is completely customisable – meaning you can now offer clients unlimited shading opportunities and seamless corrective work, or even add depth and/or vibrancy to natural colour.

‘The Demi’ is now available Australia-wide, meaning you too can experience, rich, glistening colour – without the damage or commitment.

To find out more about the new range, visit: