I've been dying my hair a long time, both privately and as a hair model and this is the only reasonably priced dye that genuinely comes out the color you want and doesn't leave your hair damaged for it. I absolutely love this stuff and use it all the time.
I have very dark hair and even after bleaching, it doesn't leave my hair feeling dry or damaged. It can be messy but if you have the proper tools you can avoid dying anything but your hair.

Great saturation and long lasting! I love this color, stays in way longer then any of the other colors/brands I've used at the same time.

It makes my hair so nice. The color doesn't stay as well as Artic Fox. But it does condition well, and I've noticed that it holds better when you leave it in for an hour, and if you can apply heat to it.

I bought Neon Purple instead of Pure Purple, and I wish I'd picked the other option because this one is much more red based, whereas the other is blue based. It results in a different color than I desired. That being said, this is my favorite dye brand ever. It stays put very well and doesn't bleed very much in my experience. I waited 2 months to redye my hair after using it last time because it just didn't really need it until that point. Much better staying power than my old dyes, manic panic which lasts about a week and ion brilliance which lasts about 2 weeks tops. Idk how they make this dye so magically good, but I love it. My hair only has streaks that are prelightened, but Neon Purple added a reddish purple tint to my brown hair as well, which I'm not entirely crazy about. Pure Purple mostly leaves the brown parts alone. NOTE: NEON PURPLE STAINS BATHTUBS. Nothing else except for white shirts though. You're gonna need some bleach!

I really really liked this! Smells good, didn't stain, lasted longer than I thought it would. I have dark hair with blond highlights. I wanted to try to turn the highlights pink. VERY happy with the results! This picture is after a few washes.