I have tried various less expensive "ammonia free" brands but they've all proven too painful for my scalp, which felt like an arsonist set it on fire. So having a super sensitive head I decided to spend a little more and bought something more "natural" like this one. This product lives up to its name, and my head doesn't feel like a forest fire, but I can still feel a little sting, hence the 4 instead of 5 stars. At least this one I can keep on my head and endure the required 30 mins time to keep it on without having to run to my bathtub fire station for emergency rinsing.

Yes it’s expensive but it is so worth it. It’s been 4 weeks and I haven’t had that odd red/brown color come through from the last coloring I did with this brand. It is gentle on my scalp & no terrible smell that lingers in the house hours after I finished coloring my hair 10/10 I’m telling everyone about this brand.

This is my first time using a truly clean dye. I can immediately tell as I was dying my hair that it is different. Very soft feeling. I also like the result. My hair just felt different when compared to the products I buy from the drug stores. It takes longer to apply but it’s worth it. I wish it was cheaper though.

I’ve been struggling with dyeing my hair for years now. I seem to be allergic to something in hair dye but haven’t figured it out. So each time I dye my hair I suffer contact dermatitis for a few weeks. I’ve tried different dyes (sensitive, paraben free and vegan) with no relief. Although I still got an allergic reaction with this dye it was only a couple of days.

My hair feels soft and so far it’s been 2 weeks I don’t see much bleeding of the dye.

It only lasts 2 to 3 weeks. It doesn't have a scent and it doesn't stain the skin.