My hair is naturally reddish brown, but I color it to be more vibrant red (and to cover grays). But every time I colored it, a week later it would already be losing its vibrance and becoming dull. So I decided to try a color safe shampoo and picked this one because of the price and good reviews. I love it! I colored my hair over a month ago and my red is still vibrant! I also love the smell and the conditioner that goes with it makes my hair so soft and easy to comb through!