This product reminded me of the importance of reading instructions. I failed to achieve the colour I desired when I first applied it because I thought the dye had bleaching qualities and applied it on black (instead of blonde) hair. I really enjoyed the effect this dye had on my hair - Unlike some dyes, it makes your pores feel like they’re breathing instead of burning and your hair is left feeling soft, with enhanced natural coils instead of dry and damaged. I’d use this product over and over and over again.