There are so many different Hair dyes out there that sometimes it's hard to know which one really is the best. I've been a licensed Cosmetologist for 4 years and Wella is my go to for almost every color. The permanent color line is amazing to say the least. I do a lot of older clients and wella seems to be the only color to completely cover greys with just 1 application. The reds are extremely vibrant and not only that, but because they are permanents, they last so much longer than pervana or any brand you'd find at your local Sally's. They're colors are truly the colors the box says it is. This product is perfect for professionals as well as novice hair colorists or just for anyone looking to experiment with colors without damaging their hair.