The colour is deep black, not darkest brown. I thought someone mistakenly put the wrong colour in the box until I read the reviews. This hair colour is costing me more money to undo the unwanted colour.... not to mention my time! Don't buy it unless...

Awful hair colour. Normally I go for a dark brown on the nice and easy range because they are more or less the same. This made my hair matte black. I look like I am wearing a cheap Halloween wig! So upset it looks awful.

to start my hair was light brown to almost golden on the ends. It previously had a casting creme semi on it which was all but completely washed out but never the less I applied this dye as if I was touching up the roots as opposed to all over at once....

(used over previously dyed dark brown hair with some grey) The product is easy enough to use and gives a nice shiny finish and decent coverage for my minimal grey. However it initially produces an almost blue-black shade which was rather shocking first...

I love how shiny this dye makes your hair, but unfortunately this has turned my hair pure black!! Very disappointing as it will be difficult to get back from black hair now. Comes with a great conditioner and does not leave your scalp itchy.