This is professional hair colour that I pick up at a beauty outlet in Toronto. I've used other professional colours, I've used drug store colours, and this is my favourite by a landslide. In my personal opinion the trick to effective at home colouring is knowing whether or not your hair takes colour well, choosing a colour that is close to your natural colour and having realistic expectations of the product. Trying to go white blond from brunette at home probably won't work. Having said this, I love their reds, except the Brilliants, the colour is saturated and with some good conditioning doesn't do too much damage. Apparently this brand is 2nd to L'Oreal in overall sales worldwide.
These reviews are the subjective opinions of ChickAdvisor members and not of ChickAdvisor Inc.