The back story on this color that I'm oh-so-proud of...last time I did Leah's hair, about a year ago when I was using a different color line, we attempted a similar look. Only, after hours of hard work, we were horrified to see that all of the color rinsed out in the sink. I dried her hair and it looked EXACTLY the same as when we started. Puzzled, I asked for opinions of the other stylists. They all came to the conclusion that the formula was on point, and there was no medication or hormonal issues going on that should have interfered with the color. So, we tried it again. Darker. STILL didn't take. Another day, another shade darker, finally showed up but not like it should have. A total of at least 8 hours put into it and the color still wasn't exactly what we wanted. She reached out to me recently and asked if we could try again. I told her that IdHAIR was the best color I've ever used, and if any line could do it, this was the one! True to its M.O., IdHAIR exceeded our expectations!!!! If you're not using IdHAIR yet, you don't know what you're missing!!!