Ion Intensive Shine 4VV Plum Demi Permanent Creme Hair Color 4VV Plum

This has been the best hair color I've ever used. It looks very natural and multi-tonal and is very easy to use. It processes very quickly, and the suggested time to leave it on is 10-40 minutes, so I keep an eye on my hair and don't leave it on too long. I usually rinse it out after about 15 minutes or so, and it's perfect for me. (I think the reviewers who say it's too dark are leaving it on too long. Or maybe they are using the wrong developer. I use the #10 developer.) I'm very sensitive to smells and chemicals, and this hair color doesn't bother me in either of those ways at all. My hair doesn't seem in any way damaged from using it, either. Love it.

I keep my hair long (35"+), and thus have to be very gentle with it.I used boxed permanent before switching to Ion Demi about 3 years ago, and in the last year my hair has mostly returned to its virgin state of health (natural curling at the ends, bounce, you know what it is) and I couldn't be happier with this dye.Keeping an air of natural, casual beauty is very important to me, so this is great as you can literally color or touch-up whenever you want without worrying about damage. It's ridiculously easy to whip some up and slap it on your roots before a shower (remember to forgo the conditioner and styling products for at least 24 hours prior), and wake up looking flawless, every single day.I mix Dark Natural Brown and Blue Black 1:1 to get a super deep but not artificial looking black.That's another thing I love about this - you can mix and match to make your ideal color.While it's best to test your concoction on a piece of hair first, it's not the end of the world if you dump it on your entire head - because it'll wash out in a month.I wash my hair once a week, so it lasts at least 3 months - sans root touch ups.But when making the switch from drugstore box dye to a more DIY, it's important to gain at least a small understanding of the chemical reaction you're creating.The most important thing being not accidentally turning demi permanent into permanent with too high volume developer.I see Amazon is recommending 20 volume developer with this and that is NOT what should be used with demi.That's because demi pretty much just sticks to the surface of your hair, and so it's formulated with a lot of pigment to create the same rich color as permanent would.Permanent is meant to be inserted into your strands (much like a tattoo) without losing much pigment.And what makes the difference between semi, demi, or permanent is the volume of your developer.The higher the volume, the more the "scales" on your strands are lifted, the more pigment deposited into the strand.So once you go above 10 with a demi, you've turned it into permanent - a much darker than desired permanent.AND you're stuck with it.5 to 10 volume, or a demi developer, is what should be used with this dye.Once you get your colors and your ratios right (there are directions in the box for help on how to do this), there won't be much reason to ever go back.Happy Slaying, Sisters

My hair prior to this black was a blue green color. The black lasted about a month, but it has recently started to fade pretty bad. You can see that my roots and the tips of my hair are my natural black hair color and the middle of my hair shaft is now light brown. I was expecting some of the blue green underneath to show through as it fades but unfortunately not. If you have a lot of hair I'd suggest getting 2 bottles at a time. 10v developer I used was also by ion and seemed to do no damage over already processed hair, but I suggest doing a test strand just to be safe. I'm generally pleased with the black dye and and will probably continue to use it when I want to take a break from beach and start my hot root look over again / touch up the faded black. I do however wish it stayed longer

I started with a grown out balayage. I wanted to dye it close to my natural color. I wasn’t sure exactly what color to choose. I picked 5N. And I read reviews saying that it was darker than expected. In my head my natural color is medium brown. This box said light brown. I only ended up needed one tube on my hair. I mixed a 1:1 ratio. The directions said I could either do 1:1 or 1:2. I still think it looks good for at home. I have fine hair but I’ve been told I have a lot of it. The picture is after washing 2-3 times.

i had been trying to color remove and bleach out this pink stain in my hair for SO LONG and i was so worried that this grey wouldn't be dark enough to cover the pink tones BUT IT DID!!!!!!!!!!!!!!it has been a few weeks since i first dyed my hair grey and it has faded to a warm toned platinum

I have been using this product since before the pandemic. But with the pandemic and the after math I may not be able to find this locally like I once did. So I resort to paying twice the amount than I do in Alaska. So to prevent paying twice as much I stock up when I can. My hair used two boxes because of the length. The main reason I do not use permanent dye is because it does leave a harsh line & the ends tend to be darker. With the semi permanent it washes out (I wash once a week), doesn't leave a harsh line, plus my daughter is smudging my roots so that eventually I won't need to dye my hair black. I love white hair too. I am just going to buy rainbow color extensions. I am buying white extensions now to put white extensions intermixed with my black extensions.

The packaging was half opened up and the leaflet with directions and warnings was missing. The outside of the box has no directions and instructs you to follow directions inside the box but there was no info. Not sure what type of developer I need for this or how long to apply it for etc. super disappointed.

I stopped coloring my hair in the pandemic and let my natural color grow out. I have colored my hair for 30+ years and honestly didn't remember what my natural color was! Turns out I have great hair. This gives me that improved texture provided by hair color and I don't have to worry about roots. My only complaint about this is that it comes from Sally's and I have to pay shipping. It isn't really a complaint, because if I weren't so lazy, I could go buy it in person...