I used to buy this color from Armstrong McCall because I am licensed and used to getting a professional price at the salon. However, I can buy my Igora Royal hair color at Revain for less than what Armstrong McCall is selling. The same applies to the respective developer. I like this color because it's rich, looks more natural than any other brand, and is considered the best of the best for a reason. Does not damage hair and leaves it in the form it was before coloring. Once you get the shade you want, I recommend just going to the roots. Mix the leftovers with the conditioner and apply to the rest of your hair for just 5 minutes during each color. The color is also multitonal and consists of several shades that harmonize so beautifully with each other. Nobody knows that I color my hair because the shade I use looks so natural, so I will always stick with this brand. professional looking results and more predictable results. Say NO to drugstore hair dye. :)
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