Scruples Urban Shock Brights

• A shocking series of bright, pigment-packed, direct dye haircolors that expand the URBAN SHOCK palette.
• Brightens up the room with long-lasting, highly concentrated colors that last up to 25 shampoos. (results depend on shade(s) used, hair porosity, application and aftercare routine)
• Encourages self-expression with 7 intermixable shades and a clear that allows for unlimited palette potential.
• Scruples' Protective Barrier Complex (PBX®) surrounds and shields the direct dye molecule during application, for seamless color saturation.

NOTE:

• Colors displayed on website may vary due to a number of factors including, but not limited to; monitor resolution settings, lighting, etc

FAQ – Scruples Urban Shock Brights

Q1. What is Urban Shock Brights and what type of hair color is it?
A1. Urban Shock Brights is a direct-dye, gel-based creative hair color line — meaning it deposits vibrant pigments without requiring a developer. 
Because it’s “direct dye,” it’s ideal for creative, fashion, and vivid color work (bright shades, pastel blends, or dramatic tone changes) rather than standard permanent color.

Q2. What makes Urban Shock Brights special compared to typical hair dyes?
A2. - It uses a highly concentrated pigment formula, giving bold, vivid color results with lower damage risk because no peroxide, no PPD, no ammonia, and no additional developer are needed.

• The formula includes a protective blend — featuring the brand’s proprietary protective complex (PBX®) plus conditioning components (like ECOCERT® certified shea butter and superfruits) — which helps shield the hair during application and adds moisture/softness.

• The results can last up to ~25 shampoos (depending on hair porosity, aftercare, shade used), giving a good balance between vivid fashion tones and longevity.

Q3. Which shades are available — and is there flexibility for mixing custom colors?
A3. The Urban Shock Brights palette includes at least these shades: Aqua-Mint, Berry-Magenta, Ruby-Rose, Amethyst-Lilac, Cobalt-Sky, Charcoal-Silver, and Lemon-Meringue — plus a “Clear Mixer” base that stylists can use to dilute or soften the intensity.
Yes — because the shades are intermixable (and you have a clear base), stylists can blend to create custom or pastelized versions, allowing for maximum creativity and tailor-made color results.

Q4. For what kinds of hair or client needs is Urban Shock Brights best suited?
A4. Urban Shock Brights works best for:

• Clients wanting fashion-forward, vivid, creative colors (bright tones, pastels, bold transformations).

• Pre-lightened or bleached hair (or hair with light base tones), because direct dyes show up best on lighter bases — ideal for stylists doing creative or trending color services.

• Clients looking for semi-lasting, expressive color without the commitment (or damage potential) of permanent peroxide-based dye — good for color change experimentation, seasonal looks, or frequent updates.

Q5. How should stylists apply Urban Shock Brights — any special instructions?
A5. Because it’s a direct-dye gel, no developer or peroxide is required. The stylists simply apply the gel color onto clean, pre-lightened or light-toned hair, saturate the strands evenly, leave it per the brand’s recommended processing time (as specified on packaging/instructions), then rinse.
Because of the intense pigment, using the Clear Mixer from the Brights line (or diluting with a light base) is recommended when clients want softer or pastel tones rather than full saturation.

Q6. What aftercare or maintenance should be recommended to clients using Brights for best longevity and vibrancy?
A6. Because direct dye colors tend to fade more quickly than permanent color, recommend color-safe, sulfate-free shampoos and gentle conditioners, less frequent washing, cold/warm water (not hot), and minimal heat styling — to prolong color life.
Given that Brights promises up to ~25 washes under ideal conditions, proper aftercare and use of color-protective products will maximize vibrancy and longevity.