I bought this brand because its supposed to be cruelty free, and it claims to be anti aging to hair. But its 100% worse than box dye. First off this permanent dye isn't even strong enough to cover semi permanent dye, something box dye has easily done for me. So now half of my hair is one color and the other half something else. Sally's never has the colors I'm looking for in stock but the employee talked me to trying a different color and formula than what I originally came in for. Big mistake all around. Now I have to spend another $10 elsewhere to fix the mistake. Also the color I got was strawberry blonde, but it looks like boring brown. No hint of a pretty red. And lastly this stuff made my hair feel so damaged. Way worse than box dye. My hair felt like straw afterwards. I won't buy this again and would not recommend.