The Present Time

Ready for a change—without the commitment? Whether you're craving a soft refresh or a bold new vibe, you deserve hair color that fits your lifestyle and supports your hair’s health. Introducing The Present Time—our newest innovation in color, featuring the first ever Regenerative Organic Certified ingredient in Davines color.

This demi-permanent, ammonia-free color line is designed for flexibility and fun. It lasts up to 24 washes, evolves beautifully true to tone, and lets you switch things up on your terms. So go ahead—try that new shade you've been eyeing. No pressure, just play.

Low commitment color that cares

Powered by cutting-edge Biomimetic Hair Restoring Technology, The Present Time color helps reinforce and protect the hair while delivering luminous shine and rich, vibrant tone. Your hair will look and feel healthy, touchable, and full of life.

Color today. Transform tomorrow. Live in The Present Time.

Reasons to love The Present Time:

Restore

Just one color service restores hair lipids by up to 76%1, making your hair healthier and adding 10x2 increased shine on fashion reflects and 6x2increased shine on naturals.

Reinforce

Hair is strengthened, with up to 34%3 more resistant to breakage and up to 43%4 improved combability and detangling.

Protect

Color is protected from UV exposure for four weeks5, then evolves gradually and naturally up to 24 shampoos, staying true to tone.

¹ Instrumental test by independent laboratory, test done on hair lock. Colour service: toning after pre-lightening
² Instrumental test by independent laboratory vs no product applied
³ Instrumental test: colour applied on hair lock vs untreated bleached hair
⁴Instrumental test: colour applied on hair lock vs untreated bleached hair
⁵ Instrumental test: colour applied on hair locks stressed under UV exposure
⁶ Depending on hair porosity and quality. Based on 115 in-vivo testsperformed by hairdressers

The Present Time salon services

The Present Time is designed to be used in a wide range of color services. Whether you’re looking for a subtle color reflect change on natural hair, need to give dyed lengths and ends a vibrant color refresh, or you want to get in on the base breaking trend to soften out that regrowth, your Davines expert can help.
We’ve also got three brand new looks from Davines Hair Art Director Tom Connell - take a peek now, we know you’re going to love them.

Discover the looks

Protecting our planet

At Davines we believe true beauty is about harmony, respect and enhancement of people and our planet. That’s why we continue to push towards improved sustainability in everything we do.

Sustainable ingredients

The Present Time has been developed using 88-93% ingredients of natural origin.
Our coconut oil is Regenerative Organic Certified (ROC) and sourced from Sri Lanka through our fair trade partner.
Our omega 9 is created by fermenting microalgae sourced from chestnut tree sap with consciously grown and harvested sugarcane.

Sustainable packaging

We’ve made changes to our packaging for The Present Time, changing the weight and the size to help us reduce material usage and CO2 emissions. This means:

Fewer virgin material used
Fewer raw material used
Fewer bottle made in total
No paper leaflets needed

Find your nearest salon

If you’re thinking it’s time for a new look, talk to your nearest Davines salon expert about how to achieve low commitment colour using The Present Time.

Find your salon

Read more!