I loved the color but it does not last long! After I tried it my hair was still soft and feeling conditioned. I would recommend it if you're looking for a color to last just a few days!

I have used ION for well over a decade and just purchased it and did not realize they changed the formula. You now need developer for this product which was one step I always liked not having to do. Sadly, I am going to look elsewhere for my hair color.

Ever since i discovered this brand of dye no matter what color i go to i always choose this brand! I love how long it lasts on my hair and how little damage it gives to my hair