SoColour Cult is the newest in-salon colour experience by Matrix. Boasting 22 new hues, the range is the brand's most colourful yet. The beauty brand advises users to be bold and creative, opting for shades that scream confidence and individuality. Spotted on catwalks around the globe the past couple of weeks, wild colours are in for the summer season. These customisable shades are available as demi-permanent colours.

“Matrix SoColor Cult is a dynamic vivid colour system that provides customisable vibrancy and longevity with the best hair quality,” said Natasha King, Matrix ambassador. “The SoColor Cult service is an ideal solution for anyone who is fashion orientated. SoColor Cult can be customised to suit any style personality, whether you want your colour to whisper, talk or shout it’s all entirely possible.”

Only 14 of the 22 colours are available immediately, the following eight hues will be released in November.