I recently dyed my hair dark brown with this product and found it easy to mix and apply. It left my hair darker than expected (it's now almost black) but that often happens with hair dye - and is especially good since I was going from auburn coloured hair, which I had dyed with their Amber colour.
I've found it lasts longer than it says it will, as I was dying my hair to cover up my previous colour. I've also found that it leaves my hair soft and fine, unlike other hair dyes I have used.
Im a fan of this product for two reasons- firstly its Amonia Free, one less chemical I need to worry about. Secondly, its a semi permanent that fades, rather then washes out. So I dont need to worry about colour runs on my linen. Ive used three colours from the range, Dark brown, Medium brown and Iced chocolate. Dark brown results in a very dark colour. Medium brown is the one I use often as its results are more natural on me. Successfully used it on my ombre'd hair also.
Tips: I found it excellent to change the colour of my ombre'd hair. I used a lighter shade, Iced Chocolate, to what I normally use. Loved the result!