To obtain a hair dye capable of efficiently dyeing the hair in a clear color tone while bleaching.

This hair dye comprises (a) a direct dye represented by formula (1), (2) or (3) [Q is a cationic group; R1 is H, a 1-4C alkoxy group or an NR14R15 group (R14 and R15 are each H, a (substituted) 1-4C alkyl or a (substituted) phenyl group; R2 and R3 are each H, a halogen atom, OH, NO2, a 1-4C alkyl group or a 1-4C alkoxy group; R4, R5, R8 and R9 are each H, a 1-4C alkyl group, a 1-4C hydroxyalkyl group or a (CH2)pQ' group (Q' is a specific cationic group; p is 2-4); R6, R7 and R10 are each H, a 1-4C alkyl group, a 1-4C hydroxyalkyl group, a 1-4C polyhydroxyalkyl group, a halogen atom or CF3; An- is an anion; (n) and (m) are each an integer corresponding to a number of cationic groups), (b) hydrogen peroxide or a hydrogen peroxide generator and (c) a persulfate.