Used this before in the past with great success (on dark plum colored hair too). This time, I’m so beyond disappointed with the outcome!! My daughters hair was a light burgundy prior to using it. Mine is in the photos. It changed her hair a decent amount but really didn’t do anything to mine. Despite the fact that I started at the ends and applied my way up. My hair was SATURATED with the bleach and didn’t apply any to my roots as suggested in the instructions. Left it in for the full 45 minutes. Only thing it did was turn some of my roots blonde. This was a waste of 30+ dollars for my hair and the $10+ for hers. Last time my hair was 4x darker and it turned it all a bright blonde. Either save your money or spend it on a different product!!