How long does this hair colour last?

Preference is a permanent hair dye with up to 8 weeks of fade-defying colour and shine.

Can I use this to cover my grey roots?

Preference provides up to 100% grey coverage. If you hesitate between two shades, choose the lightest between the two. If you have a lot of grey hair, this shade will cover perfectly

How do I choose the right shade?

We suggest you 1) use the full shade matrix above to pick your base colour by deciding how light or dark you prefer 2) pick your reflect by choosing a neutral, cool or warm tone in your colour; avoid going more than 2 levels above your base colour.

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🖤 Own the night with fade-proof, luminous black – because your hair deserves the spotlight.

TRUSTED LEGACY - Over 50 years of expertise from L'Oréal Paris, ensuring professional results you can trust.
COMPLETE CARE KIT - Includes colourant, developer, nourishing UV-protect conditioner, and gloves for a flawless at-home experience.
LUMINOUS GEL FORMULA - Translucent gel enriched with flower oils for multi-dimensional shine and natural tone intensification.
FADE DEFYING TECHNOLOGY - Locks in colour and shine for up to 8 weeks, keeping your hair radiant and fresh.
SALON QUALITY PERMANENT COLOUR - Achieve rich, long-lasting black with optimal grey coverage that stays vibrant.

L'Oréal Paris Preference 01 Black is a permanent hair colour kit designed for professional-grade, fade-defying black hair with optimal grey coverage. Its translucent gel formula infused with precious flower oils delivers radiant, multi-tonal shine while the included UV-filter conditioner protects colour vibrancy for up to 8 weeks. The complete kit ensures an easy, salon-inspired at-home application with nourishing care and trusted L'Oréal expertise.

Common Questions

Are the products genuine and authentic?+

Yes, all products are sourced directly from authorized retailers in the US, UK, UAE and India. We maintain strict quality control processes and verify each product before shipping. All items come with applicable manufacturer warranties and are covered by our standard return policy.

How long does delivery take and is it reliable?+

Delivery times vary by destination country, typically ranging from 3-9 business days. Each order is fully trackable through our system. We handle all customs clearance and use reliable courier partners for last-mile delivery. You'll receive regular updates about your order status via email and our app.

What is Desertcart? Is it safe to order from?+

Desertcart is an international e-commerce platform operating since 2014. We securely process thousands of orders globally each day. Every product goes through our quality verification process before delivery, and we provide end-to-end order tracking, 24/7 customer support, and a comprehensive returns policy to ensure a safe shopping experience.

How is product pricing calculated?+

Our prices include the product cost, international shipping, import duties, customs clearance, and local delivery charges. We handle all customs and import procedures, ensuring there are no hidden fees upon delivery. PRO members receive additional benefits including free shipping.

€ 44.99

Duties & taxes incl.

Finlandstore

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30 daysfor PRO membership users

15 dayswithout membership

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Trustpilot

TrustScore 4.5 | 7,300+ reviews

Abdullah B.

Great price for an authentic product. Fast international shipping too!

3 weeks ago

Anita G.

Good experience, but the tracking updates could be better.

2 months ago

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Product Name	L'Oréal Paris Preference Permanent Black Hair Dye, optimal grey hair coverage, fade-defiant hair colour result, black hair dye, 1 Black
Weight	0.27 g
Volume	1045 Millilitres
Units	240.0 gram(s)
Manufacturer contact	L'Oréal Paris, London, W6 8AZ
Brand	L'Oreal Paris
Format	Gel
Country of origin	Belgium

Preference 01 Black: Long-lasting, luminous permanent hair colour for radiant, salon-inspired results.

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