I really liked this dye. I have medium chocolate brown hair and due to heat styling regularly and using bleach (ombre, past highlights) my hair was several shades of brown. I went out and purchased Medium Warm Brown (4W) hoping to keep the same depth of color, but make my hair one solid color.

I first used Ion Color Corrector to lift any color buildup from my hair, blow dried and then used Ion Pre-Color Treatment all over my hair to even the porosity of my hair for even color (mainly so I won't get light roots and dark ends). I used a Tangle Teezer to evenly coat my hair.

Then I applied the dye as directed with 10 volume developer. I left it in for 25 minutes (which could have been too long, but by the 20 minute mark my roots didn't look dark enough - since they were super light from the color corrector).

Well, I ended up with fabulous, even color.. but the only thing wrong is that my hair is JET BLACK. Much more like a level 2. Way darker than what I wanted.

Most reviews say to pick a shade that is two shades lighter than what you want. Make sure to do that. I will repurchase this brand of hair dye, but I will for sure go two shades lighter for medium-dark brown.

Also, this dye stains the skin worse than any other dye I have used. Make sure to use vaseline around your hairline.

So many well written, detailed and positive reviews here I won't go on. Believe the good reviews. This stuff lasts! After 2+ weeks using #3RVR burgundy brown it's STILL shiny and coloured. I had these light ends from using drugstore permanents and nothing would blend it. My hair dresser did a great job blending it with a semi I think but for $100 and having it wash out in under two weeks, it wasn't worth it. This demi though is amazing! :o I'm so shocked. For $3 on sale plus developer, the colour is complex and gorgeous. I'm so impressed. I used it 1:1 because my hair doesn't take colour well and it did end up quite dark and saturated but I adore it. I would recommend this to anyone!

I used the color 9NG on really light golden hair and my roots turned GRAY?! but my length was a decent color, still not close to swatch color. Will not be repurchasing.....Be Careful if you have really blonde hair....Use Porosity filler beforehand

I've had the weirdest coloring experience with this product. I have an e-mail in to Ion right now but I figured I'd write my review here while I am waiting for an answer. I am naturally a level 5 mousy brown brunette. I am no stranger to red hair dyes, both demipermanent and permanent - I've been doing my own color for 20 something years! My hair was its virgin color before I started. I wanted a subtle red and not crazy red so I went with 6R. I used 10 volume developer 1:2 ratio (color:developer) for 40 minutes - no heat. When I rinsed it out and got out of the shower I was shocked to see that my color was absolutely the same! I thought it didn't take. So I dried it and went out (I had plans) and looked in my car mirror and realized that when I'm outside under bright sunlight - my hair is bright red!! But under fluorescent/incadescent light - it's still my natural brown! SO weird!! I want it red all the time! So I e-mailed Ion and I hope they can give me some suggestions. Maybe I should use 20 volume peroxide? Maybe I should use it with a 1:1 ratio? I will update my review when I hear back from Ion. I do like the product - it smelled nice, rinsed out really well and made my hair shiny! I just want it to work.

This review is for shades 8N and 7N. I want to start by saying that if it weren't for the reviews here on MUA, I wouldn't have taken the plunge and colored my own hair. I am so glad I did! I am like many reviewers, natural color is around the 6N swatch- dishwater blonde or light brown- mousy. I was a heavily highlighted blond for years, then a couple of years ago I went brunette. I loved the rich shiny chocolate color, but when my roots grow out, they are noticeable. I was spending $$$ on keeping that brunette, because my color would also fade quite a bit. The last 2 times I got professionally color treated (single process, demi) I was disappointed that no one could achieve the color I wanted- rich but medium brown- just a richer and slightly darker version of my natural color. I also have about 5-10% silver now. So after reading a lot of blogs, I bought Ion Demi in 8N&7N with volume 10 developer. I was very nervous that I would mess up my hair because after all, the professionals couldn't even get it right! On dry, clean hair, I used 1 oz of 8N, 1 oz of 7N and 2 oz of developer, started at the roots (it had been 4 months since my last color at the salon) and then immediately applied through the rest. My hair is fine, and it soaked up all the product, so next time I will make more (length=midback). I let it sit for 40 minutes- no stinging at all. Nice fragrance. I shampooed with Ion sulfate free shampoo, then conditioned with a packet of after color conditioner (also Ion) that I got at Sally's checkout counter. The Result: Perfect! Very shiny, no staining anywhere, the perfect medium rich brown! I noticed in the sun that I saw copper highlights- but that's my hair- tends to pull reddish-orange. I don't mind them- I love the color! In indoor light, there is no sign of the coppery highlights. Next time if I change anything else, I would go for 7N- I was afraid it would be too dark. Demi color is the bomb! Don't waste anymore of your $ at the salon- or save it for a great haircut! continued >>

This is an amazing demi-permanent hair color. I will be using this again and again. I went through selecting 4 different demi-permanents from ION to correct my copper red hair that I wanted, I was progressing from being a platinum blonde for the past couple years. The copper was just impossible to keep, so I picked out 3 red bases from Ion, but I settled on 5N Light Natural Brown... Which I will let you know 5N is not Light Natural Brown, it's more of a Chocolate Brown. 5N is a chocolate brown if you've ever seen 5N before. I think the names are misleading. But anyways, I left the hair color on my roots for 15 minutes the first time initially and my ends for 5. Yes my hair looked black, and I did freak out but the color came out a stunning chocolate brown, unfortunately my roots still red/brown. I did a second process about two hours later just on my roots and left it on for about 10 minutes and it evened out my hair perfectly.

My pros: makes hair unbelievably shiny, brush-able, soft, and smells wonderful.

My cons: if anything they need to edit the names they use for their products.

Before I used this product my hair was dry as the Sahara, and I wanted to cry every time I brushed it. The color is great and for an ammonia free non damaging product it is a win. My hair looks like it has soft caramel blonde and red highlights put through. I will definitely be using this product for awhile. It is even holding my curls better. HG for sure.

I'm an at-home double process blonde (hubby does the back of my hair), and I had originally tried the Ion Demi in 10N (lightest natural blonde) to tone. I watched carefully as is necessary when toning pre-lightened hair, and ended up rinsing after 8 minutes. Recommended processing time for toning is 10-15 minutes. The color was a little too dark for my taste. After some research, I decided to try using this again but diluted it with the clear shine. The color came out perfect! Got rid of the leftover yellow from bleaching, gave me a beautiful natural looking shade of blonde I was looking for...not ashy but not too golden and certainly not brassy at all. I will use this as my toner from now on. My hair is also in superb condition. And this time I left the color on my roots for 5 minutes, pulled it through the rest of my hair for another 5 minutes and rinsed. Perfectly even color after also using the Ion pre-treatment spray. I highly recommend this. The only reason I didn't give it the full 5 lipsticks is because the color comes out much darker than their swatches indicate so I feel they need to be mixed with the clear shine to become more true to the swatch. Otherwise an excellent color!

I absolutely love this demi. Ok first off, in regards to some other reviews, yes you have to buy the developer separately. This is not a box dye kit, you should have at least a little experience or have done some research before attempting to use professional color that doesn't come with instructions of any sort (well this has some, but not extensive ones, just color to developer ratios and processing times). Now, because this is a demi, it will have the tendency to run dark. Oddly enough on me it is completely true to color (I've used the medium blonde shades, which on me have always come out medium blonde, not even dark blonde) but always do a strand test first because it will be a pain to remove if you get it wrong. I've also recently used redken shades EQ and in comparison, the redken leaves my hair more glossy, but this one lasts a lot longer, and is a lot cheaper, oh and much easier to get, so this is my choice. Adding to the cost-effectiveness, I can cover all of my long, thick hair with half a tube. Considering how inexpensive the developer is, the whole job can be done for around $2.50. Very natural, believable color too. Oh and unlike other hair dyes, this one actually smells great, like apples. Anyway, I highly recommend this, don't bother with drugstore demis or much more expensive professional salon ones, you've got all you need right here.

I have tried numerous types of demi haircolor, and this gives me salon quality results for a very, very reasonable price. It covers gray EXTREMELY well, and doesn't fade too fast if you mostly use sulfate free shampoos and/or conditioner washes. My one caution is that the shades run dark. I would recommend going 2 shades LIGHTER than you think you need, especially if your hair has been processed before. If you are covering a lot of gray, I recommend mixing your chosen shade with one of the "natural" shades to make up for missing pigment in the gray hairs. Use the recommended pre and post color treatments for even better results. I could NOT live without this brand of color. I ADORE IT!

This is the worst kit ever. I look at the instructions before I open the bottle and I says I have to use a creme. I do not want to go back to the store and spend more money on something I am only going to use once!!! I read some reviews and it said that the creme activates color! It would bbe nice to tell me that before I bought the product! It doesn't even say that on the packaging. You have to open the package up to see that directions... I am really mad and I will return the product and I will never buy the product again. Never will I recommend this product! It may work but unless you want to spend over 10 dollars with tax and two trips to the store, do not buy IT!!!!!