Feria Multi-Faceted Shimmering Permanent Hair Color, B61 Downtown Brown (Hi-Lift Cool Brown), 1 Hair Dye Kit

I called the L'Oréal hotline, excellent hair customer service. I thought the wrong color was in the bottle as my hair is darker than before. The agent was excellent. It will darken gray hair and my gray is now dark brown. She also said it will darken any previously lightened hair color. Sure enough, fine print on the box says “extreme lightening for darker hair. Lifts to 3 levels.” The box also says in super fine print “not recommended on predominantly gray or heavily highlighted hair.” This was not on the Amazon description. She recommended not lightening my hair with other products for 4 weeks. She recommended washing with Head & Shoulders several times. However, it might only lift from my white/grey hair and not the previously lightened hair.

Unfortunately this hair dye Doesn't cover white hairs. It's only does on darker hairs but not on white hairs.

I purchased this hair color because I liked the cool brown shade shown on the box. Unfortunately, I had a significant reaction while using it. Shortly after applying the product, my scalp began burning intensely and became visibly red, so I had to rinse the product out before the recommended processing time was complete. Because I had to remove it early, the color did not turn out as expected. I've colored my hair before without this type of reaction, so this was particularly concerning. I will not be using this product again and plan to discuss the reaction with my allergist. My experience was not positive, particularly because of the intense scalp reaction. Nest morning: I continued to have to have discomfort and had to put an ice pack on my head. This morning, my hair is gray and purple and I am still having head pain. Already spoke to my allergist and will now have to pay a stylist to help fix my hair when my scalp is ready.

This is my go-to when I want a little change. It leaves my hair soft and pretty. I love it for my hair.

Getting a cool-toned brown on naturally dark hair without going to a salon is genuinely tricky, and B61 is one of the few drugstore options that's formulated specifically for that. The hi-lift formula is designed to lift up to 3 levels while depositing color simultaneously, which is how you get that dimensional, multitonal result rather than a flat single-process look. The "downtown brown" shade reads as a cool, ashy medium-to-light brown — the kind of color that photographs well and doesn't pull orange or brassy in natural light. The included conditioner with Bonding Care Complex is a practical addition rather than a token afterthought — hi-lift color is more processing than a standard dye, so having something that addresses that immediately post-color matters. The vegan formula is a plus, and the "all hair types" label is accurate in the sense that it works across textures, though starting condition and natural depth will affect how the lift reads. Following the timing instructions carefully makes a real difference with this one. For the shimmer and highlight effect to show properly, some natural variation in your base color helps — it's designed to catch light across multiple tones rather than cover everything uniformly. Great value for a salon-style result at home, especially for anyone maintaining a cool brown between professional appointments.

NOT for covering grey. I know it says that, but I thought that the color would hide the grey a little. Unfortunately, the color was not what the picture showed. It barely changed the color of my hair. I went from a medium reddish brown to a normal brown (may 1/2 shade lighter) that looks coppery in the light. It’s not bad but not what I expected, and now I’ll have to wear root cover up for 4 weeks until I can color it again.

Purchase often, great color, one box medium length hair, covers gray hair.

I’ve used this product many times with pretty good results but this particular box was likely old. No lightening effect at all. Wasted time and effort.very disappointing. The only thing good is it didn’t damage or dry out my hair and the conditioner smoothed and softened my hair.