What happened to this formula? I've been using it for years as it's the only permanent purple dye that actually looks purple. I had a stockpile at home as I buy multiple boxes whenever it's on sale. Now that my stock is done I've picked up a new box and am so disappointed. After 2 weeks, only 4 washes with colour safe shampoo, it's completely faded to a copper pink. This dye used to stay a bold purple easily 10 weeks for me. I can only assume it's because the new formula is fully vegan and it now acts like a semi permanent dye. Vegan dyes do not last. If I wanted to have to constantly dye my hair I'd buy semi permanent. You've lost a loyal customer.

This seems a really nice product and not too harsh on the hair. It dyes and blends well, and completely dyes the grey and white. I find it dyes a lot darker than dark blonde though. Initially it comes out as a mid to dark brown on the white/grey hair, but it does fade as the weeks go on. Love that it's cruelty free!

I used the hair dye on my brown hair. I left it a little bit longer then it said but not by much and my hair was black with a slight hint of a green. Later I washed with shampoo and my hair turned dark dark green, not blue so I'm not very happy with the results.

Hard on the end where the top is, can't get cream out. Had to cut other end, put in the bottle and it was so thick that it would get stuck in bottle nozzle. Applied pressure, squirted all over the place. Something is wrong , this is the second time this has happened. Thought first time was a fluke.

Applied to natural silver with some darker areas hair to make the hair more even silver. Turned hair purple silver. Not happy. Would like a refund or rebate coupon. TY.

I've been using this dye for years and it always comes out a gorgeous deep purple that lasts easily 2 months before needing a touch up. The new formula however is awful! It fades to pink after 5 washes and requires constant touchups. I'm so disappointed. Deciding to make this dye vegan absolutely destroyed the colour and longevity.

I've bought this one multiple times and have always loved it . Now that you changed the box I think you tweaked the ingredients because my hair isn't a beautiful raspberry colour anymore , it's more orange … BRING BACK THE ORIGINAL !!

Had to cut bottom on developing creme, very thick and clumps. Mixed everything including oil. Shook well over and over, would not come out of the bottle, cut the top to make it bigger. Some came out only to get stuck with climbs. Never had this problem before Code is 7010344716

I bought this color (box was sealed all products inside were labeled correctly) and nothing seemed out out of the ordinary as I was applying. Once I started rinsing a lot of blue was coming out. once dried inside my color looked okay but had a weird undertone I went into the sun light my hair is very very blue and I'm extremely upset. I use this brand all the time just not the OLIA version. I don't know what to do from here to get that blue out of hair its not at all what was advertised. I do not have the money to get it out professionally and am not knowledgeable enough to color correct. I'm devastated

used to love the red now its so dark it just washed you out