I chose dark blonde 700 as it seemed close to my natural colour before the greys. My hair is long, fine, slight thinning, dark blonde peppered greys, naturally a decent colour and previously uncoloured. I spotted more greys coming through and my hair colour was starting to make me look old. I dont feel old! Casting was easy to apply and not too messy (the bathroom didnt look like a crime scene afterwards), the colour after the initial application was darker than expected (but not awful and people said they liked it), after a couple of washes the colour settled down into a dark golden blonde and the greys are covered and my natural blends show through, so it doesnt look home-done. It makes my hair look fuller, condition is unchanged. Pleased with the results, its affordable and manageable to maintain regrowth, and the product is readily available.

Casting 1010 permanently lightens hair. I've used 1010 on and off for maybe 15 years. My natural hair is mousey dark blonde. 1010 lightens it to bright golden blonde and tones with the semi permanent colour. When the colour/toner has faded, I'm left with dark roots with a harsh root line. 1010 is NOT semi permanent: the lightening is permanent, the toning is semi-perm.

If I could give this product negative stars I would. I do not recommend this product to absolutely anyone and I tell anyone that will listen how bad of a product it is. This doesn't wash out it will stain all your towels. Horrible product.

I was using it for years and my hair texture was totally different than with new formula. It was soft and shiny and now its the opposite. The conditioner was also much better. After years of usage I am looking for a change

I bought the dark blonde colour and used it on light blonde hair the result was brown I was devastated all my hair was an awful light brown

I prefer old ebony black as well was more natural 😞

This dye/gloss did not give me the results I was looking for… It turned my hair practically black, it is way darker then the packaging says and If you do get it get a shade lighter because this is not true to packaging.

It was easy to apply and left my hair with a lovely glossy finish and a fresh-looking colour. The formula feels gentle on my hair and helps leave it looking soft, shiny, and healthy. A great option for adding colour and enhancing your natural shade.

I thought I would try this shade, 353, chocolate brown. I usually use goji brown, but fancied something a little lighter. It is easy enough to apply, and wash out, but the colour is NOT chocolate at all. It is a very light brown, with purple undertones! Think I will stick to my usual colour next time.

new formula with 10% Glycolic Gloss Complex for glossy, intensely conditioned & low-commitment colourEnjoy up to 3x more gloss, up to 4x silkier and visibly healthier hair for up to 32 shampoosFollow packet instructions and do a patch test 48 hours before use, Mix color and developer wearing gloves, Apply mixture and leave on as directed, Condition and rinseAmmonia-free conditioning colour for gentle, vibrant results