I absolutely love this hair dye. This is a permanent gloss dye which makes your hair appear extra shiny, healthy, and minimizes the appearance of damage. I am absolutely obsessed with this product. I love Ion as a whole and they have yet to dissapoint me. If you want a black hair dye that will look natural and not plastic, I highly recommend this. Blue-black is actually one of the most natural looking black dyes that you can apply. The blue in this dye is not very noticeable and is also not overwhelming in the least. It leaves hair with the most subtle hint of blue in certain lighting, and otherwise appears black. If this is being applied over a darker base you have nothing to worry about with you hair appearing blue.