I have used many different DIY hair dyes and this brand makes the best. I love that the shade is never flat and contains subtle highlights to create a more natural look. It has a slightly gel-like consistency and is easy to apply as it won't run or drip. I love the shade 102 Natural Light Ash Blonde, a perfect ash colour without appearing too blue or too yellow in hue. Warning though with the blonde colours especially 102 the gel appears brown and when you leave it on it goes a really dark brown which can be frightening but when you wash it off pretty white blonde locks for a third of the salon price are yours!