i have colored my hair many times but never with this brand. i had this self-made belief that the more expensive the price, the better the quality but that was not the case here. Other dyes have dried out my hair and always had to trim right after i colored it but this product really helped restore moisture and shine in my hair with the mask that they provide. my hair is naturally dark, but very dull. this really lifted my hair and it felt and even looked healthier. i would 100% recommend this to anyone looking for a change but a healthier alternative.