Winner — Men's Health 2026 Best Hair Dye
It's time to move on from box dyes.
Finally — plant power for men's color.
Just add water. You decide how much grey stays. A soft blend or full coverage, done at your own sink — no PPD, no ammonia, no BS.
- Amla first — henna, jojoba, walnut and coconut in every Original kit
- 7 shades — plus BRUTUS Naturals: 100% plant-based, 8 ingredients, all plants
- From $17.99 — up to 4 applications a kit, less than one salon visit
Pick yours
Between two? Go lighter — you can always reapply to go darker.
Brown to Black
Best sellers · up to 4 applications · $17.99
Blonde, Ginger & Ash
New · 100% plant-based · up to 6 applications · $23.99
You decide how much grey stays.
Box dye gives you one outcome: all of it, gone. BRUTUS is a powder, so the clock does the deciding — and you can stop anywhere you like.
- 10 min Softens the grey and leaves some salt in
- 20 min A deeper blend, still natural
- 30 min+ Full coverage
Same packet, same shade. The only variable is how long you leave it on.
Pick your shadeColor is step one
Wash, oil, leave-in, paste and cream-gel — built to keep the color in and the grey soft between applications. Add one to your kit and you clear the $30 free-shipping line.
Real men. Real grey. Gone.
Real customers, across the range. No studio lighting, no retouching — just a packet mixed with water at their own sink.
Pick your shade
Three steps
Add water
Mix the powder into a paste. No developer, no bottles, no mess.
Brush it in
Hair, beard, or both. Hit the grey, blend the edges.
Rinse
Ten minutes blends. Thirty covers. The clock is the control.
Watch it done
The full walkthrough — mix, apply, rinse. Under three minutes.
Powder vs. the box
Same goal. Very different way of getting there.
Cost per application is our own price divided by the applications in a kit. Full ingredient lists are on every product page.
Pick your shadeIt started behind the chair.
Jeff Chastain spent twenty years as a stylist and salon owner in New York City, watching the same thing happen over and over. Men would come in having reached for a drugstore box. Ammonia. PPD. Developer mixed in a plastic bowl. Flat, obvious color that fooled nobody.
He wanted something a man could do at his own sink and still look like himself. So he built it.
BRUTUS is a powder. You add water, you control the clock, and you decide how much grey stays. That's the whole idea — and it's why there's no developer, no ammonia and no PPD in any of it.
Coming soon to the shelves of Whole Foods
Designed to break down
Every kit is recyclable, recycled, reusable or biodegradable.
Recyclable
All packaging can go through standard programs.
Recycled
Post-consumer recycled materials wherever possible.
Reusable
Gloves and brush are built for repeat use, not the bin.
Biodegradable
Components break down without harming anything.
Before you buy
Will it look obvious?
No. You decide how much grey comes down, so it reads like your hair on a good day — not a dye job.
How long does it last?
Two to four months, fading gradually. No hard grow-out line.
Hair, beard, or both?
Both. One kit is formulated for scalp hair and beard.
Do I need a patch test?
Yes — 48 hours before first use, on either line. Plant-based does not mean risk-free.
What if I don't like it?
60-day money-back guarantee. Email us and we'll refund you in full.
Do you ship internationally?
Yes, worldwide. Duties and taxes are included at checkout — no surprises on delivery.