L'oreal Paris Preference Gives You Bold, Luminous Colour Full Of Reflects, That Lasts Up To 8 Weeks. 100% Grey Coverage. Discover The Unique Shades Of Preference With Light-Reflecing Dyes For A More Luminous Colour. The Translucent Gel Formula, Associated With The New Shine Oil, Gives Your Hair A Colour With Luminous Reflects And Intensifies The Natural Nuances Of Your Hair Colour. The Shine Protect Conditioner Is Enriched With A Uv Filter And Vitamin E To Preserve Your Shine For Up To 8 Weeks Of Radiant Colour. Up To 8 Weeks Of Lumious Colourluminous Colour Full Of Reflects100% Grey Coverageshine Oil And Fragrance For A Pleasant Experienceconditioner Enriched With Uv Filter And Vitamin E L'oreal Preference 10.21 Stockholm Hair Colour
L'oreal Paris Preference Gives You Bold, Luminous Colour Full Of Reflects, That Lasts Up To 8 Weeks. 100% Grey Coverage. Discover The Unique Shades Of Preference With Light-Reflecing Dyes For A More Luminous Colour. The Translucent Gel Formula, Associated With The New Shine Oil, Gives Your Hair A Colour With Luminous Reflects And Intensifies The Natural Nuances Of Your Hair Colour. The Shine Protect Conditioner Is Enriched With A Uv Filter And Vitamin E To Preserve Your Shine For Up To 8 Weeks Of Radiant Colour. Up To 8 Weeks Of Lumious Colourluminous Colour Full Of Reflects100% Grey Coverageshine Oil And Fragrance For A Pleasant Experienceconditioner Enriched With Uv Filter And Vitamin E L'oreal Preference 10.21 Stockholm Hair Colour
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The lowest price for L'Oreal Preference 10.21 Stockholm Hair Colour right now is $11.48 at Life Pharmacy.
The all-time low was $11.48 on 27 Apr 2026. That's the lowest price we've ever tracked — a great time to buy.
Prices last updated 27 Apr 2026.
L'Oreal Preference 10.21 Stockholm Hair Colour
L'oreal Paris Preference Gives You Bold, Luminous Colour Full Of Reflects, That Lasts Up To 8 Weeks. 100% Grey Coverage. Discover The Unique Shades Of Preference With Light-Reflecing Dyes For A More Luminous Colour. The Translucent Gel Formula, Associated With The New Shine Oil, Gives Your Hair A Colour With Luminous Reflects And Intensifies The Natural Nuances Of Your Hair Colour. The Shine Protect Conditioner Is Enriched With A Uv Filter And Vitamin E To Preserve Your Shine For Up To 8 Weeks Of Radiant Colour. Up To 8 Weeks Of Lumious Colourluminous Colour Full Of Reflects100% Grey Coverageshine Oil And Fragrance For A Pleasant Experienceconditioner Enriched With Uv Filter And Vitamin E L'oreal Preference 10.21 Stockholm Hair Colour
L'oreal Paris Preference Gives You Bold, Luminous Colour Full Of Reflects, That Lasts Up To 8 Weeks. 100% Grey Coverage. Discover The Unique Shades Of Preference With Light-Reflecing Dyes For A More Luminous Colour. The Translucent Gel Formula, Associated With The New Shine Oil, Gives Your Hair A Colour With Luminous Reflects And Intensifies The Natural Nuances Of Your Hair Colour. The Shine Protect Conditioner Is Enriched With A Uv Filter And Vitamin E To Preserve Your Shine For Up To 8 Weeks Of Radiant Colour. Up To 8 Weeks Of Lumious Colourluminous Colour Full Of Reflects100% Grey Coverageshine Oil And Fragrance For A Pleasant Experienceconditioner Enriched With Uv Filter And Vitamin E L'oreal Preference 10.21 Stockholm Hair Colour
Last updated at 27/04/2026 07:11:16
L'Oréal Paris Preference 10.21 Stockholm
Delivery $32.81
originally posted on loreal-paris.co.uk
This is honestly the worst dye I have ever tried. My hair was a light blonde with some yellow tones after bleaching and all I wanted was to make my hair all one colour. My hair now has a strong purple tint and is a weird dark colour. i wanted a lightish blonde still but this has completely destroyed all progress I had made lightening my hair. It looks completely different from the picture, there is not even one similarity. I also tried the excellence range and it was rubbish as well. Avoid at ALL costs. I followed directions and left on for 30 minutes and it still tuned out wrong. The smell was horrific and brought tears to my eyes
originally posted on boots.com
I read all the reviews. All of them. 96% of them are bad. But few reviews caught my eyes saying it get rid of warm orangey blonde tones. Every hair dye pulls very warm on me.From roots to middle of my hair. And I usually buy ash,cool blonde shades that shouldn't pull warm. So I ignored all the bad reviews and went ahead and bought it based on those few good reviews. And it did get rid off of my golden/slash orange hair!!! Definitely not the colour that is advertised on the box(but I knew that) but finnaly a true ash colour. And it will lighten up after few washes anyway.So this review is for all the people who are trying to banish those unwanted warm golden and orange tones. Oh and DON'T use the purple/blue conditioner
originally posted on boots.com
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.
| Retail limit | 20 |
L'Oréal Paris Preference 10.21 Stockholm
Delivery $32.81
This is honestly the worst dye I have ever tried. My hair was a light blonde with some yellow tones after bleaching and all I wanted was to make my hair all one colour. My hair now has a strong purple tint and is a weird dark colour. i wanted a lightish blonde still but this has completely destroyed all progress I had made lightening my hair. It looks completely different from the picture, there is not even one similarity. I also tried the excellence range and it was rubbish as well. Avoid at ALL costs. I followed directions and left on for 30 minutes and it still tuned out wrong. The smell was horrific and brought tears to my eyes
I read all the reviews. All of them. 96% of them are bad. But few reviews caught my eyes saying it get rid of warm orangey blonde tones. Every hair dye pulls very warm on me.From roots to middle of my hair. And I usually buy ash,cool blonde shades that shouldn't pull warm. So I ignored all the bad reviews and went ahead and bought it based on those few good reviews. And it did get rid off of my golden/slash orange hair!!! Definitely not the colour that is advertised on the box(but I knew that) but finnaly a true ash colour. And it will lighten up after few washes anyway.So this review is for all the people who are trying to banish those unwanted warm golden and orange tones. Oh and DON'T use the purple/blue conditioner
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 L'Oreal Preference hair colours for many years now after seeing the results on a friend of mine and loving the many highlights in her hair. I switched from my previous hair colour to L'Oreal Preference and never looked back. Helsinki 10.1 is my current favourite colour. I'm naturally medium (summer) to dark blonde (winter) and with Helsinki 10.1 I achieve a bright, vibrant light blonde that's not yellow and full of natural highlights. It's not as light as in the picture but pretty close. I guess it always depends on with what kind of colour you're starting the process. I can't echo any of the comments that mention the hair getting all grey after usage or not covering greys. Again, I think it depends on your own hair colour, and if you're naturally ... MoreI've been using L'Oreal Preference hair colours for many years now after seeing the results on a friend of mine and loving the many highlights in her hair. I switched from my previous hair colour to L'Oreal Preference and never looked back. Helsinki 10.1 is my current favourite colour. I'm naturally medium (summer) to dark blonde (winter) and with Helsinki 10.1 I achieve a bright, vibrant light blonde that's not yellow and full of natural highlights. It's not as light as in the picture but pretty close. I guess it always depends on with what kind of colour you're starting the process. I can't echo any of the comments that mention the hair getting all grey after usage or not covering greys. Again, I think it depends on your own hair colour, and if you're naturally blonde, like I am, then you can achieve wonderful results. Definitely a thumbs up from me!
I cannot get over the difference this had made to my hair. To be honest my hair was a mess (colour wise). I had left it too long and with more grey, unsightly roots and that awful brassy tone. I literally used this the moment I got it and was so pleased with the results, it truly lifted me up and we all deserve to lift ourselves sometimes.Now the only slight moan is that the gloves were too tight for my hands. I do have large hands but they are quite skinny and I struggled to get my fingers in the gloves.However, it was worth the struggle. Applied as you would any hair dye, following the instructions of course. It smelt a little stronger than the last one I used but not too bad.The purple after care neutralising tube really did an amazing job and my hair feels ... MoreI cannot get over the difference this had made to my hair. To be honest my hair was a mess (colour wise). I had left it too long and with more grey, unsightly roots and that awful brassy tone. I literally used this the moment I got it and was so pleased with the results, it truly lifted me up and we all deserve to lift ourselves sometimes.Now the only slight moan is that the gloves were too tight for my hands. I do have large hands but they are quite skinny and I struggled to get my fingers in the gloves.However, it was worth the struggle. Applied as you would any hair dye, following the instructions of course. It smelt a little stronger than the last one I used but not too bad.The purple after care neutralising tube really did an amazing job and my hair feels gloriously soft and has such a lovely shine.
My normal hair is dark blonde but now going a bit grey and white/grey round my face. I normally buy Stockholm 10.21 or Helsinki 10.1 (or their earlier names both of which have worked well for at least 20 years) and the sides blend in quite nicely although much blonder. However I wanted to go a shade darker as in the summer the sun bleaches it too much leaving my hair very blonde. I tried 9.12 Siberia and what a nightmare. The pack included a anti-brassiness purple mask tube which was very dark purple to be applied straight after rinsing out the dye (unlike the usual pale mauve conditioner for between shampoos in the other numbers mentioned) this was thick & purple. All my hair came out dark grey with the hair around my face being dark blue! I shampooed it four times ... MoreMy normal hair is dark blonde but now going a bit grey and white/grey round my face. I normally buy Stockholm 10.21 or Helsinki 10.1 (or their earlier names both of which have worked well for at least 20 years) and the sides blend in quite nicely although much blonder. However I wanted to go a shade darker as in the summer the sun bleaches it too much leaving my hair very blonde. I tried 9.12 Siberia and what a nightmare. The pack included a anti-brassiness purple mask tube which was very dark purple to be applied straight after rinsing out the dye (unlike the usual pale mauve conditioner for between shampoos in the other numbers mentioned) this was thick & purple. All my hair came out dark grey with the hair around my face being dark blue! I shampooed it four times that same day and each day afterwards before I would even go out of the door! Eventually over 4/5 weeks time it all washed out and as I had bought the double pack I tried again without using the purple anti-brassy mask having assumed this was what had caused the blue. I was wrong. All my hair was grey with the blue once again framing face although not as deep in colour. I again had to wash it umpteen times. Please DO NOT use 9.12 Siberia if your hair is similar to my description above. I have never had problems with L'Oreal products and will continue to use my original choices but L'Oreal really do need to make it clear on their packaging that this particular shade is not suitable for those with natural hair colouring as described above.
As a natural blonde, trying to find the right shade to lighten my darker roots can be difficult. I’ve used multiple products over the past few years but LOreal - Preference has still remained one of my favourites.Therefore it came as a surprise that the LOreal - Preference 11.21 Ultra Light Very Very Light Pearl Blonde put a complete downer on expectations.Of course , I’m sure that most people who have tried using the LOreal - Preference range for a certain hair colour can agree that trying to find the right shade is tricky. The colours rarely match the promotional pictures and seeming “ results” on the packaging and the actual shade can appear completely different to expectations also.Similar to a lot of people trying to find their right colour, I decided to ... MoreAs a natural blonde, trying to find the right shade to lighten my darker roots can be difficult. I’ve used multiple products over the past few years but LOreal - Preference has still remained one of my favourites.Therefore it came as a surprise that the LOreal - Preference 11.21 Ultra Light Very Very Light Pearl Blonde put a complete downer on expectations.Of course , I’m sure that most people who have tried using the LOreal - Preference range for a certain hair colour can agree that trying to find the right shade is tricky. The colours rarely match the promotional pictures and seeming “ results” on the packaging and the actual shade can appear completely different to expectations also.Similar to a lot of people trying to find their right colour, I decided to buy the Pearl Blonde shade with some hope of trying to lighten my hair during the summer months. However, the colour was completely different to the packaging. Despite marketing itself as one of the “ lightest” dyes in the Preference range, the colour was oddly dark- verging upon a darker ash blonde that the seeming pearl tones shown in the promotional pictures.I can’t deny that the coverage was decent enough and even considering the colour tone did present a natural-finish. On the other hand, I believe that the promotional packaging and images for this dye need to be updated as the finish is completely misleading from how it appears in reality.
I applied 2 boxes and was hoping for the best,Every time i dye my hair my roots never seem to match the rest of my hair and is patchy in places which i absolutely hate.I dyed my hair last week and the results are perfectI have the same colour through my hair from root to tip, there are no patches or greys, it looks amazing.Of course hair came out while washing and still does because of previous dyes including bleach and left my hair weak. I wouldnt blame it on this hair dye though.I am happy with my very dark hair that looks glossy and vibrant. I have recently switched to loreal dream lengths shampoo and conditioner and hair cut cream and i can honestly say it is amazing. Especially when i normally spend alot of money on professional products.
When I started to go grey I bleached my brown hair to an almost white blonde to avoid the increasingly frequent root touch-ups. My hair was still naturally brown at the sides and back, but the grey/white hair was at the top and front, where it was really obvious in my parting and fringe. I kept it icy blonde for around 4 years, and I loved it, but during lockdown my darker roots grew out at the back, so I bleached it myself at home. It worked brilliantly, so next time I did it myself again…and again… yes, I fried my hair. My hairdresser advised me to stop bleaching altogether, so I let it grow out. I looked like a tabby cat, with white hair on top and greyish brown underneath and at the back and sides, with about an inch of bleached ends. When I couldn’t stand it ... MoreWhen I started to go grey I bleached my brown hair to an almost white blonde to avoid the increasingly frequent root touch-ups. My hair was still naturally brown at the sides and back, but the grey/white hair was at the top and front, where it was really obvious in my parting and fringe. I kept it icy blonde for around 4 years, and I loved it, but during lockdown my darker roots grew out at the back, so I bleached it myself at home. It worked brilliantly, so next time I did it myself again…and again… yes, I fried my hair. My hairdresser advised me to stop bleaching altogether, so I let it grow out. I looked like a tabby cat, with white hair on top and greyish brown underneath and at the back and sides, with about an inch of bleached ends. When I couldn’t stand it any longer I used the preference Oslo (I forget the number) which sorted the grey, but left the back and underneath quite warm, and after a couple of weeks in Tenerife it went extremely yellow on top. I was aiming for a young Debbie Harry, but ended up more like Boris Johnson. I wanted to move away from the icy blonde anyway, so I tried the 8.1 Copenhagen. It really took the brass away, to the point that after the blue conditioning toner was rinsed out my hair was uniformly battleship grey all over! Looked like it had been painted matte grey, Also the bleached ends turned a sludgy purple grey. Yikes! Luckily as an experienced home bleacher I knew it was the effect of the blue toner, and would wash out. Now, a week later, after washing every day with Argan oil shampoo and good quality conditioner, it’s settled down to a nice ash blonde. More Ash than blonde, and absolutely nothing like the picture on the box, but why they’ve put a picture of honey blonde hair on a box of ash blonde dye is a mystery. The underneath is still a bit warmer than the top, and the bleached ends are still a bit cooler, but it really is hardly noticeable, and after another couple of trims the ends will have been cut off completely. On the whole I’m pleased with it, and I’ll use it again in a couple of months, but I might not use the toning conditioner.
First, I touch up my dye every few months and have used pretty much every brand/colour out there - and only feel the need to warn people about this oneThe gloves first of all are the worst I have ever seen, tore immediately so only fingers left coveredThe smell - I know this isn’t ammonia free but even for ammonia this was almost unbearable definitely do not recommend unless in an extremely well ventilated roomI’ve never known a due to drip so badly. It’s a good thing I’m not attached to the bathroom tile or renting because it’s like a massacre using this.Lastly it does not come off skin. I mean I used nail polish remover and still can’t get it off. It’ll be long sleeves and hair down for me for a while now or it looks like I’ve been beaten.Colour is just ... MoreFirst, I touch up my dye every few months and have used pretty much every brand/colour out there - and only feel the need to warn people about this oneThe gloves first of all are the worst I have ever seen, tore immediately so only fingers left coveredThe smell - I know this isn’t ammonia free but even for ammonia this was almost unbearable definitely do not recommend unless in an extremely well ventilated roomI’ve never known a due to drip so badly. It’s a good thing I’m not attached to the bathroom tile or renting because it’s like a massacre using this.Lastly it does not come off skin. I mean I used nail polish remover and still can’t get it off. It’ll be long sleeves and hair down for me for a while now or it looks like I’ve been beaten.Colour is just ok. Definitely nothing special and definitely not worth the above. Worst I’ve ever used overall.
| Retail limit | 20 |
