I have always dyed my hair brown and I wanted to go to red - this is absolutely brilliant as it lifts off the dark shade whilst it dyes red. This is great if you have dark hair and don't want to lighten it before dying it red.

Tried other hair colours but this one is great. It lifts my very dark brown hair colour to a rich red. Amazing

My naturally dark brown hair was highlighted blonde, fully dyed medium brown to hide the blonde (didn't work) and dip dyed with the Ultra Violet version of this. It was a mess. I decided on a darkish red.. this is perfect. It's subtle indoors but fiery...