L'Oreal Preference 10.1 Helsinki Very Light Ash Blonde
Set your preference for high impact colour with L’Oreal Preference Permanent Hair Colour. Offering fade-defying colour and up to 8 weeks of shiny, brilliantly coloured hair, this do-it-yourself hair colour covers grey hairs with ease and keeps the hair feeling soft and silky with an infusion of protective UV filters and Vitamin E. This hair colour also comes with a colour-enhancing conditioner to renew and prolong your hair colour and leave it looking irresistibly healthy and shiny.
Set your preference for high impact colour with L’Oreal Preference Permanent Hair Colour. Offering fade-defying colour and up to 8 weeks of shiny, brilliantly coloured hair, this do-it-yourself hair colour covers grey hairs with ease and keeps the hair feeling soft and silky with an infusion of protective UV filters and Vitamin E. This hair colour also comes with a colour-enhancing conditioner to renew and prolong your hair colour and leave it looking irresistibly healthy and shiny.
Set your preference for high impact colour with L’Oreal Preference Permanent Hair Colour. Offering fade-defying colour and up to 8 weeks of shiny, brilliantly coloured hair, this do-it-yourself hair colour covers grey hairs with ease and keeps the hair feeling soft and silky with an infusion of protective UV filters and Vitamin E. This hair colour also comes with a colour-enhancing conditioner to renew and prolong your hair colour and leave it looking irresistibly healthy and shiny.
Set your preference for high impact colour with L’Oreal Preference Permanent Hair Colour. Offering fade-defying colour and up to 8 weeks of shiny, brilliantly coloured hair, this do-it-yourself hair colour covers grey hairs with ease and keeps the hair feeling soft and silky with an infusion of protective UV filters and Vitamin E. This hair colour also comes with a colour-enhancing conditioner to renew and prolong your hair colour and leave it looking irresistibly healthy and shiny.
in 15 offers
The lowest price for L'Oreal Preference 10.1 Helsinki Very Light Ash Blonde right now is $13.99 at Amazon.com.au, compared across 13 retailers.
The all-time low was $12.99 on 28 Aug 2025 — today's price is 8% above the lowest ever. That's a little above the best price we've seen.
Prices last updated 22 June 2026.
Last updated at 22/06/2026 18:56:36
L'Oreal Paris Préférence, Permanent Hair Colour, 10.1 Helsinki
Free delivery
Affiliate Disclosure: We may receive a small commission for purchases made through this link at no extra cost to you. This helps support our site. Thank you!
L'Oréal Paris Préférence Permanent Hair Colour Helsinki Very Very Light Ash Blonde 10.1
Delivery between 25 June – 3 July $9.95
L'Oreal Preference 10.1 Very Very Light Ash Blonde
Delivery between Wed – Fri $15
L'Oréal Paris Preference 10.1 Very Very Light Ash Blonde
Delivery between Thu – Mon $10
3PK Loreal Preference Permanent Hair Colour 10.1 Helsinki Very Light Ash Blonde
Free delivery between Thu – Mon
L'Oreal Paris Preference 10.1 Very Very Light Ash Blonde
14-day returns
L'oreal Paris Preference 10.1 Helsinki
Delivery $10.95
Affiliate Disclosure: We may receive a small commission for purchases made through this link at no extra cost to you. This helps support our site. Thank you!
Loreal Pref 10.1 Helsinki
Delivery $9.95
L'Oreal Preference 10.1 Helsinki Very Very Light Ash Blonde
Delivery $9.95
L'oreal Paris Loreal Pref 10.1 Helsinki
Delivery $9.95
originally posted on boots.com
I brought this dye about a month ago as I’d bleached my hair from a medium brown to around a level 9/10 blonde. I wanted pearly tones and this stood out against the others available on the market.I didn’t use it straight away after buying it as I had second thoughts after re reading some of the reviews about how the product damaged people’s hair (mine is already quite dry) and how the colour either didn’t take or out orangey, warmed tones in your hair.I decided yesterday to bite the bullet and try it and I’m so glad I did. It’s given my hair beautiful pearly/ashy tones and had t dried my hair at all. If anything it feels slightly softer now.The only negative thing I could say about this product, is it has an extremely strong chemical smell that makes your eyes ... MoreI brought this dye about a month ago as I’d bleached my hair from a medium brown to around a level 9/10 blonde. I wanted pearly tones and this stood out against the others available on the market.I didn’t use it straight away after buying it as I had second thoughts after re reading some of the reviews about how the product damaged people’s hair (mine is already quite dry) and how the colour either didn’t take or out orangey, warmed tones in your hair.I decided yesterday to bite the bullet and try it and I’m so glad I did. It’s given my hair beautiful pearly/ashy tones and had t dried my hair at all. If anything it feels slightly softer now.The only negative thing I could say about this product, is it has an extremely strong chemical smell that makes your eyes water and catches your breath a bit. So make sure you’ve got the window open to ventilate the room. That being said, the snell does fade when it’s been on your a little while though.I think so of the negative reviews maybe dye to unrealistic expectations of what a box blonde hair dye can achieve. So please don’t be put off my them, I glad I decided not to be.
originally posted on superdrug.com
I went from copper to having my hair lifted at the hairdresser. I hated the look and couldn't wait the 8 weeks she said to go back to keep going lighter. So I bleached it myself again and achieved the 'before' photo you see. Brassy and awful which I was expecting. You always need to put an ash on top to get rid of it so I chose Copenhagen after reading the colour is darker than what it shows on the box. I'm really happy with the result. Is it perfect? No. But it's box dye so it won't be, but now I have more normal looking hair I'm very pleased with. I would buy it again to hopefully keep getting rid of the orangey tones.
originally posted on superdrug.com
I have been using Loreal Preference Intense Copper Mango for years. I found the product amazing and the coverage was so good many people thought it was my natural hair colour. However, they have recently changed the formula and ao couldn't be more disappointed with the result. The dye hardly caught at all and left my hair patchy in areas I had definitely covered. This has happened both times I have used it, so sadly after 8 years of loving this product it is time to find a new one.
| Warnings | |
| Important Information | AN ALLERGY ALERT TEST MUST BE DONE 48 HOURS BEFORE EACH USE OF THIS PRODUCT |
| Ingredients | |
| Ingredients | 1205715, Colourant Gel: Aqua / Water , Trideceth-2 Carboxamide Mea , Propylene Glycol , Hexylene Glycol , Peg-2 Oleamine , Polyglyceryl-4 Oleyl Ether , Oleyl Alcohol , Ammonium Hydroxide , Alcohol Denat. , Polyglyceryl-2 Oleyl Ether , Oleic Acid , Sodium Please be aware that ingredient lists for the products of our brand are updated regularly. Please refer to the ingredient list on your product package for the most up to date list of ingredients to ensure it is suitable to your personal use. |
L'Oreal Paris Préférence, Permanent Hair Colour, 10.1 Helsinki
Free delivery
Affiliate Disclosure: We may receive a small commission for purchases made through this link at no extra cost to you. This helps support our site. Thank you!
L'Oréal Paris Préférence Permanent Hair Colour Helsinki Very Very Light Ash Blonde 10.1
Delivery between 25 June – 3 July $9.95
L'Oreal Preference 10.1 Very Very Light Ash Blonde
Delivery between Wed – Fri $15
L'Oréal Paris Preference 10.1 Very Very Light Ash Blonde
Delivery between Thu – Mon $10
3PK Loreal Preference Permanent Hair Colour 10.1 Helsinki Very Light Ash Blonde
Free delivery between Thu – Mon
I brought this dye about a month ago as I’d bleached my hair from a medium brown to around a level 9/10 blonde. I wanted pearly tones and this stood out against the others available on the market.I didn’t use it straight away after buying it as I had second thoughts after re reading some of the reviews about how the product damaged people’s hair (mine is already quite dry) and how the colour either didn’t take or out orangey, warmed tones in your hair.I decided yesterday to bite the bullet and try it and I’m so glad I did. It’s given my hair beautiful pearly/ashy tones and had t dried my hair at all. If anything it feels slightly softer now.The only negative thing I could say about this product, is it has an extremely strong chemical smell that makes your eyes ... MoreI brought this dye about a month ago as I’d bleached my hair from a medium brown to around a level 9/10 blonde. I wanted pearly tones and this stood out against the others available on the market.I didn’t use it straight away after buying it as I had second thoughts after re reading some of the reviews about how the product damaged people’s hair (mine is already quite dry) and how the colour either didn’t take or out orangey, warmed tones in your hair.I decided yesterday to bite the bullet and try it and I’m so glad I did. It’s given my hair beautiful pearly/ashy tones and had t dried my hair at all. If anything it feels slightly softer now.The only negative thing I could say about this product, is it has an extremely strong chemical smell that makes your eyes water and catches your breath a bit. So make sure you’ve got the window open to ventilate the room. That being said, the snell does fade when it’s been on your a little while though.I think so of the negative reviews maybe dye to unrealistic expectations of what a box blonde hair dye can achieve. So please don’t be put off my them, I glad I decided not to be.
I went from copper to having my hair lifted at the hairdresser. I hated the look and couldn't wait the 8 weeks she said to go back to keep going lighter. So I bleached it myself again and achieved the 'before' photo you see. Brassy and awful which I was expecting. You always need to put an ash on top to get rid of it so I chose Copenhagen after reading the colour is darker than what it shows on the box. I'm really happy with the result. Is it perfect? No. But it's box dye so it won't be, but now I have more normal looking hair I'm very pleased with. I would buy it again to hopefully keep getting rid of the orangey tones.
I have been using Loreal Preference Intense Copper Mango for years. I found the product amazing and the coverage was so good many people thought it was my natural hair colour. However, they have recently changed the formula and ao couldn't be more disappointed with the result. The dye hardly caught at all and left my hair patchy in areas I had definitely covered. This has happened both times I have used it, so sadly after 8 years of loving this product it is time to find a new one.
Haven't used this yet.Pic is of platinum L'Oréal Thought it contained bleach powder like the platinum le blonding version but it's just a lightener with colourThink it'll be fantastic like all L'Oréal products but not totally sure yet I got 2 and kept them even though I needed stronger bleach.Really I ordered wrong one but they've never let me down yet.This was to get rid of superdrug own brand permanent terrible red colour that came out orange.. so I had to rebleach twice, risking major breakage, was disappointing I contacted your customer services but to no avail . sorry Superdrug that'd be another review , purchased in store, but you are usually great not that time, however 😞Your colours are sometimes awful so possibly more testing required Thks for good ... MoreHaven't used this yet.Pic is of platinum L'Oréal Thought it contained bleach powder like the platinum le blonding version but it's just a lightener with colourThink it'll be fantastic like all L'Oréal products but not totally sure yet I got 2 and kept them even though I needed stronger bleach.Really I ordered wrong one but they've never let me down yet.This was to get rid of superdrug own brand permanent terrible red colour that came out orange.. so I had to rebleach twice, risking major breakage, was disappointing I contacted your customer services but to no avail . sorry Superdrug that'd be another review , purchased in store, but you are usually great not that time, however 😞Your colours are sometimes awful so possibly more testing required Thks for good packaging and delivery time😄
I don't usually write reviews, but I'm hoping this will help others who have bleached thier hair at home and have bright yellow hair.No amount of toning or purple shampoo would help my hair so I decided to buy this for the ashy tone, hoping that it would do anything for the yellow.I left in on for the max amount of time, and it looked a dark grey colour. I used a regular shampoo after, then the purple mask provided.My hair has no yellow or brassiness in it, so this helped significantly.The colour I have now is a pretty ashy( grey in some areas) dull toned blonde.But I am happy with that because my hair no longer resembles straw.Definitely recommend for those who've messed up with bleach, but not for anyone looking for an 'icy blonde' as this is not a ... MoreI don't usually write reviews, but I'm hoping this will help others who have bleached thier hair at home and have bright yellow hair.No amount of toning or purple shampoo would help my hair so I decided to buy this for the ashy tone, hoping that it would do anything for the yellow.I left in on for the max amount of time, and it looked a dark grey colour. I used a regular shampoo after, then the purple mask provided.My hair has no yellow or brassiness in it, so this helped significantly.The colour I have now is a pretty ashy( grey in some areas) dull toned blonde.But I am happy with that because my hair no longer resembles straw.Definitely recommend for those who've messed up with bleach, but not for anyone looking for an 'icy blonde' as this is not a lustrous colour.Slightly darker than the colour on front of box.
I've been using this dye for years now and it never let's me down. It's a little alarming at first as it looks super dark (4. 15) when it's first done but after 1 or 2 washes, it settles down and it's a beautiful chocolate brown colour (looks gorgeous when the sunlight hits it). It doesn't really fade much and I leave it longer than 8 weeks between top ups. It's easy to apply and covers greys perfectly
Generally, the colour that comes out after dying your hair at home, it is not the one after a few washes despite how good your shampoo is. This is the case with this product. After the application, your hair is very ash tone -that I personally love it!- but then, it develops towards an ash blonde. I really like it because I don’t have any orangey tone in my hair for the weeks that I have the product on. My hair changes towards blonder and blonder but not copper and copper. Very happy with it! Even my hairdresser asked me which product I used because I naturally have highlights and she complemented how good the colour is!
Never write reviews but needed to for ppl who might of had bleach mare. I'm so happy with this, I read bad reviews and good reviews but it worked for me. Iv had an absolute mare goin from black box dye to light. I paid 100 at hairdressers, went in with black and come out with dark orange, red, yellow tones, I was so gutted, I waited ages to save and needed a hair boost. I knew it wouldn't be blonde but I was hopin caramel tones on brown hair like balayage which iv seen come out beautiful caramel blonde from brown in 1 go on YouTube. Anyway I bleached and toned like a nutta, 3 times, still yellow, bright orange, it was disaster as anticipated. I put on ice blonde in loreal preference, still orange on it, really didn't want to do any more concoctions after 1st bleach, ... MoreNever write reviews but needed to for ppl who might of had bleach mare. I'm so happy with this, I read bad reviews and good reviews but it worked for me. Iv had an absolute mare goin from black box dye to light. I paid 100 at hairdressers, went in with black and come out with dark orange, red, yellow tones, I was so gutted, I waited ages to save and needed a hair boost. I knew it wouldn't be blonde but I was hopin caramel tones on brown hair like balayage which iv seen come out beautiful caramel blonde from brown in 1 go on YouTube. Anyway I bleached and toned like a nutta, 3 times, still yellow, bright orange, it was disaster as anticipated. I put on ice blonde in loreal preference, still orange on it, really didn't want to do any more concoctions after 1st bleach, let alone 3rd. Was worried this was damaging due to bein permanent colour but literally couldn't find Ash blonde semi permanent anywhere only ice blonde which didn't do much for orange. Put this on n it cleaned up my hair, took horrible tones out n looks million percent better. So happy, I'm absolutely worried it will start falling out now after this poor nightmare iv put me hair through, but its still on me head atm n this dye saved the colour correction for now.
The images on the packaging are true to the result. The information leaflet included is easy to follow to mix the products correctly and in the right order. The gloves are really good quality and well fitting. The products are easy to apply and the timings are very clear. I think the addition of the oil to add to the mix is a great idea as it helps with the shine and softness at the end when the hair is dry.Having followed all the instructions and added the conditioner my hair felt nourished, silky and soft even when wet.After drying my hair the colour was even and bold, just as it showed on the pack. It felt soft, like I had been to a salon. I didnt need to straighten it after drying as it wasn't frizzy at all. It fell into place and needed no products and ... MoreThe images on the packaging are true to the result. The information leaflet included is easy to follow to mix the products correctly and in the right order. The gloves are really good quality and well fitting. The products are easy to apply and the timings are very clear. I think the addition of the oil to add to the mix is a great idea as it helps with the shine and softness at the end when the hair is dry.Having followed all the instructions and added the conditioner my hair felt nourished, silky and soft even when wet.After drying my hair the colour was even and bold, just as it showed on the pack. It felt soft, like I had been to a salon. I didnt need to straighten it after drying as it wasn't frizzy at all. It fell into place and needed no products and little styling. I have coloured my hair for years at home and this, I can honestly say, is the best result in have seen in a long time in terms of colour, condition and look of my hair. I would highly recommend this product.
I have been using this product for a few years and have always been totally happy with the colour. In recent months there seems to have been a change to the formula for this product. After I have dyed my hair, there is a strange grey tone to my hair, and this stays for about 5 washes. I am happy with the colour once the grey tone has washed out, but I am not sure if I will continue using this product as I do not like how the colour initially turns out. Please can we go back to the original colour tones that used to be used?
| Warnings | |
| Important Information | AN ALLERGY ALERT TEST MUST BE DONE 48 HOURS BEFORE EACH USE OF THIS PRODUCT |
| Ingredients | |
| Ingredients | 1205715, Colourant Gel: Aqua / Water , Trideceth-2 Carboxamide Mea , Propylene Glycol , Hexylene Glycol , Peg-2 Oleamine , Polyglyceryl-4 Oleyl Ether , Oleyl Alcohol , Ammonium Hydroxide , Alcohol Denat. , Polyglyceryl-2 Oleyl Ether , Oleic Acid , Sodium Please be aware that ingredient lists for the products of our brand are updated regularly. Please refer to the ingredient list on your product package for the most up to date list of ingredients to ensure it is suitable to your personal use. |
