It's a direct dye, non depositing and the most highly concentrated dye I've seen, it's like fabric dye it's so strong. I don't use the bleach...This stains my natural grey hair exactly the way I want, but will run for many washes, until I have a full inch of root growth. My mid-back length hair will still have a nice purplish tint nearly a year later. I do a refresh of the whole head once a year, otherwise I just do the roots. This shade is a combination of acid red 52 and acid blue 1. After wash 1, I find my hair is nearly black, but after 2-3 washes the vibrancy comes out and it is intense. As I said this stuff is highly concentrated and it runs ... if you put your hand in your hair the first few weeks you will have purple under your nails. Loose hairs that get wet on the counters, floors, shower etc will leave purple behind. It you are looking for an easy product this isn't it. It washes off my white pillowcases. I wish shoppers would bring this back in stock in store.

My first time using this product and I loved how easy it was and how vibrant the color came out!