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Best performance and natural-looking results

Most hair colors require mixing* different chemicals together. It’s messy and time-consuming. We know you don’t have time for that, so we’ve done the mixing for you. Our air oxidizing foam starts working the moment it comes out of the nozzle.

Why are we different?

A small package that lasts a long time

Our cans will give you 3 – 6 applications. So no more going out to buy another box of color every single time you spot a few greys. We’re with you for the long haul.

  • Multi Application

  • Overdye Protection

  • Air Oxidizing Foam

  • Discreet Packaging

  • Hand Crafted Shades

  • Wipes for Easy Clean Up

Key Comparison

Between True Sons | Drugstore Dye

Key Comparison

Between True Sons | Drugstore Dye

  • Multi Application
  • Overdye Protection
  • Air Oxidizing Foam
  • No Mixing
  • Hand Crafted Shades
  • Wipes for Easy Clean Up

Select your shade

Find Your True Match:

Select the hair dye you are currently using and we will find you a True Match

Select the shade

Your True Match is

Dark Brown

Get your questions answered

Can't decide which shade is yours? That’s ok! Contact our specialists via email with some recent photos of your hair and beard for advice. If you’re not satisfied with the shade, we’ll send you a different shade free of charge or your money back.

Take the hassle out of your dye journey

How to use our dye foam


Foam It

Put on gloves.

Shake the can thoroughly to activate the foam before each squirt.

To dispense foam, hold the can at a 45-degree angle with nozzle pointing into palm of one hand. Press the button. Dispense a golf ball size dollop of foam.


Apply It

Massage foam into your hair using your hands or the comb provided.

Apply as many golf ball size dollops of foam as you need to cover your hair thoroughly. Thick layers of foam are needed for the foam to work properly.

Be sure to remove any foam from exposed skin or hands immediately to prevent staining.

CAUTION: do not use dye on eyebrows, eyelashes, or pubic areas.


Wait For It

Start timing after you have completed applying the foam:

First-timers should allow the dye foam to stay on the hair for 10-15 minutes.

Experienced dyers who want more coverage may need to leave dye on hair for 15-20 minutes.

The white foam will turn dark during the process. Don’t freak out. This means the product is working properly. It won’t look so dark after you rinse it off.


Wash It

Rinse dye out thoroughly with water only. Continue to rinse until the water runs clear.

Use the Dye Removal Wipes to remove any visible stains on skin.

CAUTION: Do not get any dye in your eyes.


Own It

Each can of True Sons can be used for multiple applications and will last about a month, depending on how frequently you dye. Most guys use True Sons hair dye foam weekly to maintain consistent, natural-looking color.

Want more gray coverage? You can dye again the same day.

* Dispense a small amount of product from each aerosol can. Store upright in a dry, cool, and well ventilated place. Discard remaining product after 6 months.

Customer Rating

Now in my mid-40s, I recently started experimenting with facial hair dye. Tried the drugstore variation to start and that was a disaster. Then tried a boutique competitor to True Sons and faired better but wasn’t sold on the concept. True Sons was going to be my final attempt and fortunately, it proved to be the last one I’ll ever need to try because the results and ease of use are unparalleled. Thank you True Sons!!

- David Rego

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