Launched in the white heat of London Fashion Week, Fire is a new range of hair dyes that respond to changes in temperature. Based on thermochromic ink, the black dye turns red with heat, while others change from black to white, silver to powder blue, blue to white, and black to yellow. So technically, you could start the day as a brunette and end it as redhead.
According to product developers The Unseen, this chameleon-like effect is possible without damaging the hair. Right now, they’re working on permanent version of the dye (currently, it only lasts a couple of washes).
Expect to see shelves catching Fire by the end of 2017.