I have been using this product for 16 1/2 years. When your a natural brunette and want to go blonde, this is the best product for you.. no matter how dark your hair is, you'll love your results every time. I'm a mixed culture of Cherokee, Afro-American, and German. The special conditionated bleach is safe and never damages your hair. Absolutely love this product and would recommend to women of all cultural heritage and backgrounds. God bless.

Been using this product for years and will not stop

I love this hair coloring cuz they always have beautiful shades the African American coloring last longer on the gray I have and I'm native American so my hair is coarse this coloring lasts and I love the colors I get complimented on all the time thank you so much

Will purchase again.

This product works well, and does exactly what it's supposed to do. Hence, the reason for my 5 star rating. I really wish I could keep using it, but unfortunately for me, something in it causes me to have shortness of breath, light headedness, and anxiety. I felt it with the 1st usage, but thought it may have been something else making me feel that way. It was confirmed with the 2nd usage, which I did outdoors to maximize good ventilation. I start to experience a bad reaction to it about 10 minutes after application. I'm not sure if it's the fumes of the chemicals, or actual contact with my skin that causes me to experience these symptoms, but the symptoms are too overwhelming for me to repeat usage. So, if you have no such issues, then disregard this warning, because it's a great product. However, if you feel yourself starting to feel as I descibed after application, then don't assume you are delusional, and take into consideration that you may be having a bad reaction to the chemicals, as I did. If you're like me, then just rinse and wash it out quickly, ensure that you are no longer in range of the fumes, and you should start to feel normal again about 30 to 45 minutes later. Good luck!