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Why does my colour fade back to blonde?

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Hi,
I have dark brown hair and have previously had my hair bleached. I have about 6cm of regrowth and I have tried covering this with permanent brown colours over the blonde, but it just fades back to blonde.
What can I do other than keep applying the brown every couple of weeks?
Anon, UK

Bleaching hair makes it very porous, sometimes unevenly so. So it will take on hair colour easily, but just like a sponge it will release it when shampooed just as fast.

The only way to stop it from fading is to keep applying a colour to try and match your natural dark shade. This may sound odd, but when I colour hair in the salon back from being light, I use a long lasting demi-permanent shade. These types of colours only add pigment to the hair and don't lighten and colour (like permanent dyes do). They are also gentler on the damaged strands.

This may need to be done every few weeks if you really don't like to see the difference in your natural colour to the previously bleached hair.