About Us

Fall in Love with your hair again

Back in 2002, the high street home hair colouring offering was limited to fifty shades of blondes, browns and blacks. If you wanted creative colour, you had to source from niche gothic stores or a trip to a chic fashion salon.

Smart Beauty is a small innovative team. With the support of Superdrug we introduced Smart Colour, Smart Highlights, Smart Tips and Smart Undercolour, creative hair colouring to the high street, with complete, easy to use creative hair home colouring kits.

Our brand ethos is simple, Creative Hair Colouring…made easy.

Our Mission

To inspire and guide our customers to have a good and trusted experience with our unique range of hair colours. To source and manufacture responsibly, being mindful of impact on society and plant.

Our mission has remained unchanged, to provide inspiration and education and give our customers a positive and safe experience. Our instruction leaflet provides detailed information to inform and instruct on how to use the products and customers are supported by a customer care telephone line and website. 


Smart Beauty sourced new formulations, to lighten and colour it at the same time. This is totally unique to Smart Beauty, making the process of creatively colouring your hair at home into a simple one-step process. The formulation was perfect for all hair colour and types: from English Rose to Asian Beauty.

 We take great care in our supply chain to avoid harsh chemicals, avoid animal testing, and made hair colour suitable for vegans, all within the very tight regulations of the EU Cosmetics Directive.

Smart Beauty monitors the catwalks and fashion trends, with an ongoing strategy to create innovative products.

Hear It From Our Customers

After having dark pink hair for quite a while, I fancied a change and decided to take the plunge going brown. Its taken a couple of goes to cover it, only because there wasn’t quite enough dye to get a really good coverage on the first application. I love the results and even better its a vegan product, which is very important to me.

Michelle S.

I have always used Smart Beauty hair bleach on my hair . I keep coming back to this brand as it doesnt ruin my hair when I use it, unlike other store bleach, dry and stringy.I only left it on for half an hour as I didnt need it lifting very high as I was putting colour over it, but I know my hair would have been white if I had left it on for an hour.

Tara W.

I really love the pinks and the reds from Smart Beauty. It fades out to a really lovely pastel pink like candyfloss and just looks so pretty. Here I used Carmine Pink Semi Permanent colour on prelightened hair. The colour is a lovely dark pink almost red colour.  However even as it fades the colours it fades through are all just so beautiful.

Traceyanne H.