I love this brand and this product. I dye my hair and have done so for many years. This is the best brand by far I have ever used. I buy both the color and the toner in the "ion" brand and never had any issues with it. I buy them at Sally Beauty Supply Store ..which is also a wonderful place to shop..full of professional/experienced people who are always ready to help you with questions about products and how to's. The "ion"developers definitely help to rehydrate my hair after the dying process and leave it so soft and smooth without any leftover residue. There is no way I would ever consider changing to any other brand..I highly recommend this product.