colored my daughter's hair. Love the color. It stays on for a long time. But you have to keep it on for a good 45 min. Even when faded, the hair still remain that slight mahogany hew. My dauther is natural level 6-7.

Cute color, fairly pigmented. My hair lightened to a light yellow so with the blue on top is came to a nice teal tone. Definitely need a lot of product. I use about 3/4 of a tub on short hair, but felt I needed to saturate it better/use more product.
It did NOT come out all the way after bleaching- only got to a light blue color. (The pick tones I have tried from manic panic get removed nicely with no residual color)

First: UPDATED REVIEW YAAY!
I love this color. It's VERY pink.
Second: Forgive me for my CAPS, I just want to make sure I share everything I learn with people who were beginners/wanting to try like me, but not professional hair stylists.

My natural hair color is a medium-to-light brown. In order for this color to even remotely show up in your hair without bleaching it--you're going to HAVE to have naturally very, very light blond hair. Think platinum blond. Super light-ash blond.

Things to note before even buying this hair color:
--EVERYONE has different hair types. Everyone. Some people have hair that just soak up color fantastically and suffer little damage for it. Some people have really hard to dye hair. Some people have a mix of both. Some people's hair is so delicate you can't look at it sideways without it breaking. BEFORE you travel into the world of crazy hair colors: KNOW WHAT TYPE OF HAIR YOU HAVE. *ESPECIALLY* if you are not a hair professional/self coloring.

--If you just want a fun tint to your hair, skip the next note I'm making...

--If you want this to be OMG PINK!!11! and you have hair that is not naturally white/plat blond/very light ash blond, you're going to have to bleach. Either your whole head or the ends for dip dying or strips or whatever you want.

--Bleaching on sensitive/fussy hair types can be EXTREMELY DAMAGING. Be careful when self bleaching if you are not a professional/experienced.

--To get the best results that last longest YOU MUST LEAVE THIS IN FOR MORE THAN 4 HOURS. OVERNIGHT AND LONGER IS BEST AND REMEMBER:
IT IS A VEGETABLE DYE. IT WILL NOT DAMAGE YOUR HAIR LIKE CONVENTION DYES/BLEACH.
USE HEAT TO HELP SET COLOR
USE A BRUSH TO APPLY. START AT TIPS OF HAIR AND COAT TIPS THICKER THAN YOU WOULD ROOTS. WHY? YOUR SCALP IS HOT, BABY. HEAT HELPS SET THE COLOR. IF YOU HAVE A REALLY HAWT SCALP, THE COLOR AT YOUR ROOTS WILL BE BRIGHTER THAN AT THE ENDS.
DO NOT RUSH. DO NOT SKIP SECTIONING HAIR AND APPLYING IT BIT BY BIT. DO NOT BE IN A HURRY IF YOU WANT GOOD COLOR.
WASH YOUR HAIR IN THE COLDEST WATER YOU CAN STAND
DO NOT USE SHAMPOOS WITH SULFATES AS IT WILL STRIP THE COLOR FASTER
WASH SPARINGLY, INVEST IN A DRY SHAMPOO. THE LESS YOU WASH, THE LONGER IT WILL LAST
SAVE A TINY PALM FULL SIZE OF THE COLOR AND ADD IT TO YOUR CONDITIONER. CONDITION HAIR NORMALLY BUT LET CONDITIONER SIT IN LONGER THAN USUAL. WILL HELP THE LONGEVITY OF YOUR DYE.

Sorry for all the caps! I just want to make sure I can catch some of the beginners who were like me, before, and didn't know these things before starting working on their hair!

And now!

The Positives:
Beautiful color. It will be very bright the a) longer you leave it in and b) the lighter your hair is and c) the more absorbent/reactive your hair is to dye.

It's easy to pastel-ize this without expensive add ins. You can make it a very light, light rose by only letting this sit 1-4 hours (again, depends on your hair. But if you leave it in shorter = lighter hair color. Use a small quarter size touch of conditioner and mix it in with the color to help make it much lighter.

I left this in for 10+ hours after bleaching my hair. It did not harm my hair at all.

Cons:
As a medium/light brown haired girl, I HAD to bleach my hair for this to work. I used their 40 bleach kit in hopes of getting super light hair. I DID get super blond hair!....At my roots. My ends were brassy/yellow and I did not use a toner and thus, it was my OWN fault that the ends of my hair were barely pink while my roots where OMFGPINK!! When I re-bleach and re-dye my hair, I will apply this new lesson-learned by focusing the bleach (and eventually after bleach the dye), more thickly on my ends and thinner/less on roots.

It gets everywhere. Eeeeeeeeeeverywhere. Put newspaper down on the floor, cover your bath tub/sinks/surfaces, wear clothes you don't care about.

If you are impatient, in a rush, sloppy with applying it, do not section your hair and apply it correctly: you're gonna have a bad time. It's a very particular kind of dye that works best with people who either know what they are doing or are willing to put the time and effort to apply it correctly. (Or, if you are a professional.)

If you use shampoos with sulfates, warm water, shampoo daily/every two days/three days etc, the dye and the color will fade super, super quick. Invest in a good dry shampoo and gird your loins for cold-as-you-can-stand shampooing to keep it looking fresh.

TL:DR: Buy IT yes! Good color, yes! However, vegetable dyes/crazy color dyes take a LOT of work to dye properly and maintain. If you want to just slop it on and expect to have nice, brilliant hair for months without being careful about this: don't believe anyone who tells you having bright pink/green/red/yellow/purple/what-have-you unnatural hair color is EASY to maintain. It's not.

This review will give info on how to convert Ultra Violet into toner for platinum hair. For that part skip to the using as a toner section. If you don't care about that and just want to know about how the dye performs on its own, here is a general review:

It's definitely a 10/10 for effectiveness, but there are some things you should know before using it.

1: It stains. Oh lord does it stain. It stains your hair, it stains your skin, it stains your tub, it stains your soul.

Definitely wear gloves and do NOT let it sit on any surfaces or skin. If you wipe it off of your sink/tub/tile, skin etc immediately you can likely catch it before it leaves a stain. If it does stain, bleach (even hair bleach) works well on white porcelain/tile surface, so don't panic.

2. Semi-permanent can be misleading. If you're using this color undiluted on bleached hair expect it to stick around for a while. On virgin hair it should fade more quickly, depending on hair porosity, but in either event, be prepared for unexpected color duration.

3. Get more than you think you'll need. 1 tub might be enough if your hair is bobbed or shorter, but with shoulder length hair, I didn't have quite enough product. Get 1 tub per 6-8" of hair length, and round up the quantity.

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USING AS A TONER:

I originally purchased a tub of virgin snow toner and it wasn't enough for my shoulder length hair, and at the time my hair wasn't bleached quite enough for the violet-based toner to make much of a dent in the brassiness. Oops, that's my bad.

Since then, I realized I couldn't really justify getting 2 more tubs per month to tone and touch up roots after bleaching.

When you tone blonde hair to be platinum or "white", it is technically a very pale grey.

Basic color theory states that opposite colors on the color wheel will mix to create grey. Or "cancel each other out" So when toning blonde hair, that's what you're actually trying to do. Blue cancels out orange, and violet cancels out yellow. Most purple shampoos and even permanent toners like wella t18 use a blend of violet with a tiny hint of blue to cancel out brassiness, since blonde hair, even level 10, isn't completely uniform in tone to begin with, especially with regrowth, banding, and ombre/balayage being common.

So with that in mind, to tone blonde hair to platinum you can simply mix a lot of $2-$5 conditioner with a tiny bit of true violet** hair color and you'll have an easy, effective and most importantly CHEAP* toner.

You can also mix it into your favorite shampoo to create a purple shampoo, though this uses more product.

Just be careful not to mix too much color into your conditioner, or else you'll end up with lavender hair! I find that if I use white conditioner and mix it to resemble Pantone color 7445c, it tones my lvl 10 bleach blonde to a nice neutral platinum :) If my hair happens to have a bit of orange in there I'll add a drop of shocking blue manic panic to help cancel that out as well.

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**True violet means a very cool toned purple; a warmer toned purple like a plum or burgundy shades will leave your hair pinkish instead of neutral/grey in theory. Manic Panic's Ultra Violet is a cool toned purple.

*Since the average platinum blonde has to fully tone their hair once a month (and ideally touch up roots that frequently as well), this becomes a huge savings over time, with one tub of ultra violet lasting for months. For me, as someone with shoulder length hair, that is the difference between spending $3-6 a month and spending $18-28 (manic panic varies between $9 and $14 per tub depending on when you buy) on toner.

I am a seasoned Manic Panic aficionado, having used it since my emo phase (it's not a phase, Mom!). After a bad breakup, I did the only reasonable thing I could think of: bleached my bangs. Unhappy with the results (a coppery blonde), I decided to try a color I never went for in my emo phase: green.

Woah! I have never in my life gotten so many compliments. I used Green Envy, which is a cool blue tone. It highlights my curls and frames my face nicely (I have brown, leaning on green eyes with neutral undertones in my skin). The color is impressively long-lasting and I only have to recolor my hair every other month or so (I wash with shampoo about 2x a week). As it fades, it loses its cool tones and turns a more yellow-ish green.

I rate it 4 stars because the color does settle in the bottle, and if you don't mix it prior to redying, you will end up with a very dark green/purple-y color.