Ion Intensive Shine 4G Medium Golden Brown Demi Permanent Creme Hair Color 4G Medium Golden Brown

This pigment is way too strong. After bleaching for another hour, it's still black.

I admit I am not experienced in self coloring but I was going by my current hair color as well as swatches, etc. This came out virtually black on my hair. It is very shiny, feels healthy, etc but it is VERY, VERY dark. I would suggest if you are a medium brown naturally, using a level 5 or even considering a level 6. I chose a level 4 - big mistake. Good product but takes very deeply.

You always get the same color no matter what color I use !! That is the picture is medium blond !! Look at it it’s Black!! Like all of them!!!

I have naturally very dark brown hair with red undertones. My hair is also naturally curly (between a 3A and 3B curl pattern...see naturally curly dot com for information on curl patterns). I've been coloring my hair for a little over a year now due to the grays moving in fast and furious. My stylist uses a demi-permanet color because it's more gentle on curly hair than permanent. I love my salon color, but the price is too much to keep up with outside of special events. Enter Ion. I chose this brand because of their reviews and also because it seems to be popular with curly haired women. I was not disappointed. Although my first adventure in home coloring made me very nervous, this brand and its very professional website made the process easy. This will definitely be my go-to color in between professional colorings. Some tips: Do heed the warnings that your color will be darker than the picture. I chose to mix Medium Golden Brown with Dark Warm Brown, and it is indeed quite dark. After a few washes it looks more settled. It's shiney, very soft and my grays are 100% covered. Cleanup was also very easy. If this is your first home coloring attempt, take a look at their website (and youtube some how-to videos). Have fun with it! If it all goes wrong, it washes out in about a month.

As a previous reviewer stated, the color described on the box (and viewed at the store) are definitely not medium golden brown. I have never colored my hair before (except for highlights once every 1-2 years). I decided to go a bit darker in January and chose this. WOW! Was VERY dark (for reference, I have medium brown hair that easily lightens in the sun). I showed up at a New Years Eve party and everyone did a double take (and laughed when I told them the color description on the box). Thankfully, I really liked it but I can imagine someone else being very unhappy. It's 5 months later and I'm ready to do it again! A fortunate oops...!

I bought Medium Gloden Brown from the Sally store and it was way darker than the sample. It's basically almost black. Luckily, my hair is normally dark and I was just trying to cover bad highlights. I will wait to see how long this will last. I won't be retouching with this brand. My hair is healthy and it still feels a little dry. It feels softer with other brands.