First of all, it should be noted that this product is not a dye box. This is the dye that the pros use and you need to mix it with the developer. Just equal parts dye and developer, the larger the developer volume the greater the buoyancy. It costs a little more than the color in the box (depending on which color you use), but it's a lot better for your hair and your hair will thank you. One thing I have to tell you about this product is that they have an app you can download that takes the guesswork out of the color of your hair and tells you exactly which bulk developer to use and for how long should sit on your hair. You choose your hair's natural level, your hair's color level (if dyed) and then choose the color you want your hair to be. It gives you a product to use and tells you everything else. There's even a timer that you use. How cool is that? Especially for reds, whose appearance is so difficult to predict. At least because of the color. It was exactly as expected. I wanted a subtle ombre and used this dye for the top and a lighter shade for the bottom (mixed in the middle). My natural hair is medium/light brown and I dyed my hair a different shade of red. (it was quite a light shade). But as I said, the app was very helpful in choosing colors. Also, I used a 30 volume developer, which is a little more than the recommended 20, but I wanted more lift which produced a lighter red on top than intended. I will attach a picture so you can see. (As an aside, the lighting in the photo was pretty bright.) You'll have to look at the top tint to see this color, but depending on your natural tint and developer volume, you'll likely end up with a darker color. This is your advantage. The dye mixed very well and went on smoothly. He even smelled pleasant, which is not the case with many hair dyes. Overall I am very happy with this paint.
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