I trialed this product in the Soft Black shade (slightly darker than my natural hair colour). I dye my hair mainly to cover up greys (or as I like to call 'very very light blonde' hairs) and to make my hair more vibrant and shiny.
Since the hair dye is ammonia free there was no harsh smell, but a nice floral scent instead. This was a big plus for me. The dye was also easy to use, and very gentle (no burning or itching). The colour was perfect and it also made my hair look really healthy and covered up all the grey. A bonus was the gloves - much smaller (and therefore easier to use) than other brands.
However, I wasn't a fan of the bottle - it was very hard to hold (especially once I had dye on my gloves) and I even dropped it at one stage (luckily onto a towel on the floor). It was also very runny and dripped quite a bit. It also took a lot of rinsing to get all the product out (water is run clear), but I didn't have any brown marks on my towel afterwards.
I feel like the colour has faded quicker than ammonia based dyes, but I guess that is the cost of not using harsh chemicals.
So I received my colour today and was so excited I used it straight away :)
Firstly, when I opened the box, I thought the packaging was very stylish. It's a lot better looking than other brands out there. I liked it a lot. The second thing I noticed while mixing the product was that it didn't have that foul chemical smell. It was a pleasant floral smell. So I wasnt getting gas out while applying the product to my hair. That is a huge thing for me. It actually made the whole experience of colouring my hair enjoyable. It's normally something I hate to do! While the colour was developing, the dye got really dark which gave me high hopes for the end result. I normally just colour my hair dark brown (I haven't in almost a year because I wanted to give my hair a break) so thought I would switch it up and try something different. However, once I washed it out after the 30mins and let it dry naturally, I was quite disappointed in the colour. It wasn't the intense vibrant violet I was expecting. It's a nice dark colour, and you can see the violet in the light, just not what I was expecting. However, I do have longish hair and maybe if I use two boxes instead of trying to portion one box for all my hair, it would if been different. I'm going to try that next time with the same colour to see if it makes a different. The product is good though, and will definitely be using it again :)
Tips: If you have long hair, definitely use two boxes. It sucks having to try and ration out one box on long hair and also apply something along your hair line to stop it from staining your skin, just make sure you don't get any on your hair :)