My reason for only giving three stars was solely due to the fact that this brand is NOT cruelty-free, and that's very important to me personally. The performance was overall pretty good though. The dye was easy to apply, and it included a special conditioner to use after, which was a nice touch. Especially due to the conditioner, the dye is pretty moisturizing. I had partially bleached hair, but my roots were my natural color, which is dark brown. With even partially dark hair, the color is pretty dark, of course, but it definitely has a purple sheen. It basically turned out as a nice dark purple.

So i never got the chance to use this becuse of my scalp condtion was afraid to use it and have a reaction. But I love the color and if I ever do use it I will post pictures

One of the only box hair colors I use ! This color always lasts months and doesn't dry my hair out like others do. I've been a fan for a while now and will continue to use this, especially when the grey start to come in lol

I am a loyal Schwarzkopf user for years and years. I've been dyeing my own hair for almost 10. And I have NEVER had a dye's actual color be so far from the picture on the box. This is in no description a *plum* shade. Plum is purple. The hair on the box is a shade of purple. So why on earth has it turned my hair from a pink-ish maroon to a vibrant red that's more on the orange spectrum? If you think you're going to get plum colored hair from this dye - find something else. This ruined my hair before a big event and I am so upset!

Absolutely gorgeous color! I do have very long hair and needed about 4 boxes which was typical for home box dye. It lasted about 3 months without fading, then started fading more quickly after that. I like the brand and will stick with it but I will change colors!

The color didn't do so much for my hair because it was already a similar color, but it made the color more vibrant putting this one on top of my already colored fair.

I personally didn't care for the color. It was more purple than I like normally, I like the reddish purple colors better. The smell was okay but I prefer the scent of Garnier.

I got this free to try in exchange for my review. Not going to lie, I bleached my hair before using this dye, so I still have some blonde where my hair didn't take the color. I thought it would be a more purplish color, but I was very pleased with it being red. It's a gorgeous shade. Easy to use, doesn't smell horrid like some red dyes I've used. My hair was left still feeling very soft. It's been a month since I colored it so I have washed my hair a few times. It does bleed with every wash, even with me using lukewarm water, colder than my body temp. But it's not a lot of bleeding and my hair is still very vibrant, just not as dark as it was. The conditioner smelled nice but it says up to 4 uses per tube of conditioner and I was only able to get 2. All in all, I'm very pleased with the product and would definitely consider purchasing other hues to try. I forgot to get a picture of the box.

That's what I was told when I walked into work after dying my hair. My hair is so shiny & silky after using the dye, it's almost like brand new hair. I would 10/10 recommend

This color is soo pretty! I was not sure what to expect with it as far as grey coverage but it did great! Smells just like any other hair dye. It did leave my hair feeling like straw right after but they all do. The conditioner that came in the b9x brought it right back to life.