The dark brown did not look brown even slightly, it was a jet black. I would recommend going 2 shades lighter than you expect it to look as this is terrible. Nothing about my hair even slightly looks brown even after washing with clarifying shampoo multiple times. Terrible hair dye don't recommend at all

I drenched my hair with this dye and got virtually no color result. And then it faded quickly into a coppery brown. On blond hair it gives beautiful color. But on my medium brown hair it really didn't do anything.

My hair turned out a warm medium brown.. very disappointed.I started with medium blonde.

I have previously dyed my hair using other brands with no issues. I naturally have brown hair and have never bleached it, have only ever dyed it a darker brown. I decided to pick this new brand up because google recommended it. Well, for whatever reason it didn't pop up the reviews for this product. Please, for the love of your hair, do not purchase any color products from this line. It dyed my hair jet black. No, not a dark brown, not even the darkest brown there is. Jet. Black. Shine a flashlight on it and you can't even see a hint of brown. I'm extremely frustrated, disappointed, and feel like my hair has been ruined. I look like an idiot thanks to Clairol. If I could give this product 0 stars I would. Everything about this product is deceptive, and I'm shocked this product is even on shelves still after reading everyone's reviews on here and realizing I most definitely wasn't the problem here. Not to mention how damaging and harsh it seems to have been on my hair. Clairol, you've ruined my hair- and it seems like plenty of others too.

It is not brown, it turned my hair black. I tried to fade it a bit with clarifying shampoo and it did not work. I had lightened hair to begin with but I did not expect black. I look ridiculous and now I feel like I can't leave the house.

I used the lighter brown hair color and my hair was strawberry blonde almost blonde my hair is black now and super desaturated, do not use this. I've talked to multiple people that have the same problem with this dye and it always comes out extremely dark even if it washed out over time it's completely unfixable until hopefully it washes out in a month or two. If I were to bleach it now my stylist said it would turn orange and damage the crap outta my hair because it went from blonde to black.

I bought this for the golden copper color. What I got was a Ronald mcdonald red. I already had a golden copper color on my hair but it was time to recolor and stores were out of what I usually buy....never again. I'll suffer until my usual comes in.even photo doesn't catch the color it turned out.

I love this color! I get a ton of compliments on it. Please don't ever get rid of it! It covers well, stays vibrant for a long time.

I have been using this color for quite a while and totally love the results, because it is not brassy. I need the cool "ash" background that is in this color, and I love this because it never shows any brassy or reddish tones.

I gave 3 stars instead of 4 or 5 because the color is darker than expected. I had lightened my hair with Clairol Blonde It Up! to a light-medium blonde shade that came out slightly reddish/strawberry blonde. My natural hair color at this point in my life is a fairly ugly gray-brown with white around my face. I wanted to counteract the reddish tones that resulted from the Blonde It Up! without darkening my color. Judging from the photos on the Natural Instincts box, I thought Medium Cool Blonde would be my correct shade. To my disappointment, it came out darker than indicated in the photos. On the plus side, Natural Instincts was easy to use, without any noticeable odor, and despite my amateur DIY application the color looks even. The reddish color is toned down as I'd hoped. My hair doesn't seem to be damaged. It also did a very good job of blending gray, as promised. I wish there was a Light Cool Blonde shade. I see only Light Blonde, and I'm thinking that might be too reddish or yellowish for me, but I don't know.