Wella Illumina Color 7/31 Medium Blonde Gold Ash is a professional hair dye designed to achieve naturally looking blonde shades with ashy and golden undertones. This permanent hair color provides reliable, predictable results with even coverage and long-lasting color stability. The formula contains care substances that protect the hair structure during the coloring process while allowing for vibrant, multidimensional color effects. Each package contains 60 ml of color cream, sufficient for standard hair lengths. The shade 7/31 combines a medium blonde base with ashy and golden highlights for a sophisticated, multidimensional color result. This professional hair color is formulated for natural hair ranging from light brown to dark blonde and offers up to 100 percent gray coverage. The ammonia-based formula ensures deep penetration and even color distribution, while the integrated care system protects the hair structure. Application requires mixing with the appropriate developer according to professional guidelines. The creamy consistency allows for easy application and precise control during the coloring process. The results include naturally looking blonde shades with subtle ashy and golden dimensions that blend seamlessly with the existing hair color. The color retains its vibrancy through multiple washes, while the nourishing components keep the hair smooth and soft. Suitable for use in professional salons or by experienced users with knowledge of hair coloring techniques. Always perform a patch test 48 hours before application and follow all safety instructions provided with the product.
Wella Illumina Color 7/31 Medium Blonde Gold Ash is a professional hair dye designed to achieve naturally looking blonde shades with ashy and golden undertones. This permanent hair color provides reliable, predictable results with even coverage and long-lasting color stability. The formula contains care substances that protect the hair structure during the coloring process while allowing for vibrant, multidimensional color effects. Each package contains 60 ml of color cream, sufficient for standard hair lengths. The shade 7/31 combines a medium blonde base with ashy and golden highlights for a sophisticated, multidimensional color result. This professional hair color is formulated for natural hair ranging from light brown to dark blonde and offers up to 100 percent gray coverage. The ammonia-based formula ensures deep penetration and even color distribution, while the integrated care system protects the hair structure. Application requires mixing with the appropriate developer according to professional guidelines. The creamy consistency allows for easy application and precise control during the coloring process. The results include naturally looking blonde shades with subtle ashy and golden dimensions that blend seamlessly with the existing hair color. The color retains its vibrancy through multiple washes, while the nourishing components keep the hair smooth and soft. Suitable for use in professional salons or by experienced users with knowledge of hair coloring techniques. Always perform a patch test 48 hours before application and follow all safety instructions provided with the product.
Wella Illumina Color 7/31 Medium Blonde Gold Ash is a professional hair dye designed to achieve naturally looking blonde shades with ashy and golden undertones. This permanent hair color provides reliable, predictable results with even coverage and long-lasting color stability. The formula contains care substances that protect the hair structure during the coloring process while allowing for vibrant, multidimensional color effects. Each package contains 60 ml of color cream, sufficient for standard hair lengths. The shade 7/31 combines a medium blonde base with ashy and golden highlights for a sophisticated, multidimensional color result. This professional hair color is formulated for natural hair ranging from light brown to dark blonde and offers up to 100 percent gray coverage. The ammonia-based formula ensures deep penetration and even color distribution, while the integrated care system protects the hair structure. Application requires mixing with the appropriate developer according to professional guidelines. The creamy consistency allows for easy application and precise control during the coloring process. The results include naturally looking blonde shades with subtle ashy and golden dimensions that blend seamlessly with the existing hair color. The color retains its vibrancy through multiple washes, while the nourishing components keep the hair smooth and soft. Suitable for use in professional salons or by experienced users with knowledge of hair coloring techniques. Always perform a patch test 48 hours before application and follow all safety instructions provided with the product.
Wella Illumina Color 7/31 Medium Blonde Gold Ash is a professional hair dye designed to achieve naturally looking blonde shades with ashy and golden undertones. This permanent hair color provides reliable, predictable results with even coverage and long-lasting color stability. The formula contains care substances that protect the hair structure during the coloring process while allowing for vibrant, multidimensional color effects. Each package contains 60 ml of color cream, sufficient for standard hair lengths. The shade 7/31 combines a medium blonde base with ashy and golden highlights for a sophisticated, multidimensional color result. This professional hair color is formulated for natural hair ranging from light brown to dark blonde and offers up to 100 percent gray coverage. The ammonia-based formula ensures deep penetration and even color distribution, while the integrated care system protects the hair structure. Application requires mixing with the appropriate developer according to professional guidelines. The creamy consistency allows for easy application and precise control during the coloring process. The results include naturally looking blonde shades with subtle ashy and golden dimensions that blend seamlessly with the existing hair color. The color retains its vibrancy through multiple washes, while the nourishing components keep the hair smooth and soft. Suitable for use in professional salons or by experienced users with knowledge of hair coloring techniques. Always perform a patch test 48 hours before application and follow all safety instructions provided with the product.
Last updated at 03/21/2026 07:12:58
Wella Illumina Colour 60g 7 - 31 MEDIUM GOLD ASH BLONDE
Wella Illumina Permanent Color 60g | Bellezza
Delivery between 25 Mar – 2 Apr $11.95
Wella Illumina Color 7/31 Medium Gold Ash Blonde
Wella Professionals Illumina Permanent Hair Color (60ml) 7/31 Medium Gold Ash Blonde
Delivery between 26–31 Mar $6.95
Wella Illumina Color 7/31 60ml
Delivery between Mon – Fri $12.95
Wella Illumina Permanent Colour 60ml 7/31 Medium Gold Ash Blonde
Delivery between 24–31 Mar $12.95
Wella Illumina Color 7/31 Medium Blonde Gold Ash - 60ml | Barber Bazaar
Delivery $6.95
Wella Illumina Color 7/31 Medium Blonde Gold Ash - 60ml
Delivery $6.95
Wella Illumina 60ml Medium Gold Ash Blonde - 7/31
Delivery $9.95
Wella Illumina 60ml
Delivery $9.99
originally posted on influenster.com
All Wella toners and coloring are great in my experience! The first time I went blonde from dark brown hair, I had very warm under tones and was going for more of an ash. I used Wella’s frost blonde toner, with one use my hair went from yellow and orange under tones to cooler under stones, leaving me with a beautiful ash blonde! Lasted a long time, of course I used purple shampoo and conditioner afterwords. If you’re blonde and need a tone or going blonde, I recommend wella’s toners! May need two if you have longer hair
originally posted on sleekshop.com
I'm not a fan of this brand. I'm a long time Koleston user and when I saw all the positive reviews for Illumina I decided to try it. Koleston runs one level dark so I figured that Illumina did too so I ordered accordingly. However, I was upset to find that Illumina ran TWO levels dark and this caused me all sorts of problems. Of course, color can't lighten color so I had to use a color remover, which didn't turn out so well so I had to make a special trip to my colorist, which was expensive, although ultimately successful. All of this because Illumina wasn't consistent with its sister line Koleston. Why not? Who knows? But this situation was certainly upsetting and I wasn't planning on spending big money on a color service at that time. And although the color was ... MoreI'm not a fan of this brand. I'm a long time Koleston user and when I saw all the positive reviews for Illumina I decided to try it. Koleston runs one level dark so I figured that Illumina did too so I ordered accordingly. However, I was upset to find that Illumina ran TWO levels dark and this caused me all sorts of problems. Of course, color can't lighten color so I had to use a color remover, which didn't turn out so well so I had to make a special trip to my colorist, which was expensive, although ultimately successful. All of this because Illumina wasn't consistent with its sister line Koleston. Why not? Who knows? But this situation was certainly upsetting and I wasn't planning on spending big money on a color service at that time. And although the color was the wrong level, it wasn't very pretty and wasn't as shiny as Koleston. So the whole experiment was a bust. So I don't recommend Illumina at all. Also, the Illumina color range is extremely limited, which is unfortunate. As far as I'm concerned, I'll be staying with Koleston for the foreseeable future and I could kick myself for switching in the first place. Lesson learned.
originally posted on walmart.com
I ordered hair color (2 tubes) almost 4 weeks ago and just received 1 tube and in the box there was a note that the other one is back ordered. They charged me for both which is unacceptable considering I did not receive it. Also, when I ordered it they said it would be there that week as I needed to color my hair and them had to reorder from somewhere else. I would give this company 0 stars and would not recommend ordering from them
| Variant | |
| color | Medium Gold Ash Blonde - 7/31 |
Wella Illumina Colour 60g 7 - 31 MEDIUM GOLD ASH BLONDE
Wella Illumina Permanent Color 60g | Bellezza
Delivery between 25 Mar – 2 Apr $11.95
Wella Illumina Color 7/31 Medium Gold Ash Blonde
Wella Professionals Illumina Permanent Hair Color (60ml) 7/31 Medium Gold Ash Blonde
Delivery between 26–31 Mar $6.95
Wella Illumina Color 7/31 60ml
Delivery between Mon – Fri $12.95
All Wella toners and coloring are great in my experience! The first time I went blonde from dark brown hair, I had very warm under tones and was going for more of an ash. I used Wella’s frost blonde toner, with one use my hair went from yellow and orange under tones to cooler under stones, leaving me with a beautiful ash blonde! Lasted a long time, of course I used purple shampoo and conditioner afterwords. If you’re blonde and need a tone or going blonde, I recommend wella’s toners! May need two if you have longer hair
I'm not a fan of this brand. I'm a long time Koleston user and when I saw all the positive reviews for Illumina I decided to try it. Koleston runs one level dark so I figured that Illumina did too so I ordered accordingly. However, I was upset to find that Illumina ran TWO levels dark and this caused me all sorts of problems. Of course, color can't lighten color so I had to use a color remover, which didn't turn out so well so I had to make a special trip to my colorist, which was expensive, although ultimately successful. All of this because Illumina wasn't consistent with its sister line Koleston. Why not? Who knows? But this situation was certainly upsetting and I wasn't planning on spending big money on a color service at that time. And although the color was ... MoreI'm not a fan of this brand. I'm a long time Koleston user and when I saw all the positive reviews for Illumina I decided to try it. Koleston runs one level dark so I figured that Illumina did too so I ordered accordingly. However, I was upset to find that Illumina ran TWO levels dark and this caused me all sorts of problems. Of course, color can't lighten color so I had to use a color remover, which didn't turn out so well so I had to make a special trip to my colorist, which was expensive, although ultimately successful. All of this because Illumina wasn't consistent with its sister line Koleston. Why not? Who knows? But this situation was certainly upsetting and I wasn't planning on spending big money on a color service at that time. And although the color was the wrong level, it wasn't very pretty and wasn't as shiny as Koleston. So the whole experiment was a bust. So I don't recommend Illumina at all. Also, the Illumina color range is extremely limited, which is unfortunate. As far as I'm concerned, I'll be staying with Koleston for the foreseeable future and I could kick myself for switching in the first place. Lesson learned.
I ordered hair color (2 tubes) almost 4 weeks ago and just received 1 tube and in the box there was a note that the other one is back ordered. They charged me for both which is unacceptable considering I did not receive it. Also, when I ordered it they said it would be there that week as I needed to color my hair and them had to reorder from somewhere else. I would give this company 0 stars and would not recommend ordering from them
I was not completely satisfied with this color. I intended to use it as a root shadow. It turned a few pieces of my blonde blue but that was partly due to my hair being over processed not having enough natural pigment. It did however create a beautiful root shadow color besides the few overly ashy pieces. I would be careful using it on platinum blonde hair unless you add a filler or just put it on the regrowth to avoid the blue tone on blonde hair.
Very easy to use and the colour is gorgeous. Looks quite grey at first (which is still lovely) but after a couple of washes it lightens up a bit more. Love this colour and wouldn’t use anything else.
Product was similar in color to the semi-permanent with same number that I tried first but that product only lasted about 12 washes before major show-through of previous highlights. Used illumina with 20 vol Wella-recommended developer. DIY job super impressed with the color, tone, shine. Processed for 40 m after full application (it took 40 m for me to apply to my long hair). Product blended my previous highlights seamlessly. Natural color is dark brown, this ended up really close to that... a dark chocolate (5/0) with some pretty tones/sheerness.
Very easy to apply, gives great coverage. I have sensitive scalp and it didn’t cause any irritation like other brands. Final result, soft and silky shiny colour.
Was hoping the 6/16 would just colour my highlights (bleached dark brunette hair that was ruined by stylist and went orange!) but seems to have given even my super dark brown hair a bit of a tint! Luckily it’s a nice colour, but be aware. It’s probably a bit darker than the “Dark...Blonde” would suggest, which was perfect in my case. Has managed to cover most of the orange hair, although there are still some straggler strands that are probably more due to my dyeing technique/the bleaching process itself (she didn’t even use foils to bleach!). Easy to use and looks great!
This is my second color to try in the Illumina line. I had used previously been using 8/69 Light Blonde/Violet, which was gorgeous but turned gold faster than I was happy about, also a little too light for my roots to lighten with just developer. I was having to bleach my roots every other time I colored, which was annoying to do and annoying after because I could still see a line of demarcation. Decided to try 7/81, hoping I would keep most of the blonde tone I had worked so hard on. Well, it was more than a little darker, AND the cool tone here is no joke. I am a purple shampoo addict trying to keep the gold tones at bay, but this stuff ended up gray/greenish on the areas of my hair that was more damaged. Solution? 30 minutes with a ketchup mask, I kid you not. ... MoreThis is my second color to try in the Illumina line. I had used previously been using 8/69 Light Blonde/Violet, which was gorgeous but turned gold faster than I was happy about, also a little too light for my roots to lighten with just developer. I was having to bleach my roots every other time I colored, which was annoying to do and annoying after because I could still see a line of demarcation. Decided to try 7/81, hoping I would keep most of the blonde tone I had worked so hard on. Well, it was more than a little darker, AND the cool tone here is no joke. I am a purple shampoo addict trying to keep the gold tones at bay, but this stuff ended up gray/greenish on the areas of my hair that was more damaged. Solution? 30 minutes with a ketchup mask, I kid you not. And it worked! Lovely beigey dark blonde was my result. Conclusion: this color is def anti-gold/orange, if that's your problem. I would also recommend adding a bit to any color that ends up too warm.
Love this range! So happy my hairdresser recommended I switch from rich opaque koleston perfect range. My hair has changed - more grey/white upfront and the regrowth was just too stark. So much maintenance required. This range is beautiful, sheer yet with full grey coverage. A lovely iridescence.
| Variant | |
| color | Medium Gold Ash Blonde - 7/31 |
