Wella Colour Charm Demi Permanent - 7A Medium Ash Blonde

A non-permanent blue based demi colour, allowing you to neutralise unwanted warm/brassy tones - without using a permanent colour or toner.

This is a great option for those with bleached, damaged hair who are looking to get rid of yellow/orange tones.

  • Cremefuse™ technology saturates and stains the hair to deliver vibrant colour, every time
  • Contains no ammonia and will not damage hair as some permanent colours can
  • Provides amazing shine and glazing

Make sure you pick up the Wella Colour Charm Activating Lotion or Affinage Activating Creme, you need to mix this with your colour to activate the product! One part demi colour mixes with two parts activating lotion.

For best results when colouring hair, ensure hair has been treated with a damage treatment beforehand. To create a more natural result, use more than one colour (eg. a slightly darker colour at the root, toner on the lengths).

Note: Results depend on current colour and condition of your hair. Swatch is a guide only.


Customer Reviews
4.8 Based on 21 Reviews
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    I never review things but I had to review this colour. This matches my natural dark ash blond hair perfectly !!! It left my hair shiny and soft and looks amazing. Could not recommend enough :)

    Excellent results

    My base colour is closer to a 6, but I have used this colour to remove red/orange tones after a bad salon experience. The results exceeded my expectations. It will be hard to return to a salon now!


    My hair always throws such orange tones so soon after I have it bleached and toned at the salon. I was so impressed with this product, it eliminates all the unwanted brassy-ness. It does make your hair slightly darker, but that is what I was after, so it was perfect! I will continue to use, I can't justify going to the salon for a toner now! Plus the best personalised service, thank you so much!

    I’m so confused

    My hair was at about a 7-8 and very orange. I toned it, and then I used this demi colour which is supposed to have a blue base, but it came out a deep red-brown??? I am going to buy a colour stripper tomorrow and use only semi-permanent grey/blue until my hair grows out and then I’m never colouring my hair ever again :’(

    Tint Department

    This is very surprising Elaina, and I'm sorry you didn't get the result you were after! I'm not sure what you mean by toning your hair and then using this colour? I'll send you an email to work out which products you used and see how we can help you!

    Mount Eliza, Victoria, Australia
    Great product

    Really helped to tone down my orange brassy ends after doing a Loreal ombre kit. Worked a treat and left my hair really soft

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