I've been looking at buying this for months and I am so glad I finally did! My hair began as a dyed warm medium brown with natural dark brown roots and with this I was able to match my root color almost perfectly. It has only been a few hours since I dyed and dried my hair so I expect the color to fade a little in a few weeks, but right now it is a rich brown-black color with a dark brown shine, only slightly darker than my natural color. If my natural color was Selena Gomez, this hair color would be Kim Kardashian. I suggest using a bowl and brush to apply the color; it is so much easier, more precise, and has better results than using the bottle. Beware that this hair dye does have a strong odor which at first may seem pleasant but lingers in your hair long after you've rinsed it out; rinse well and consider shampooing to avoid smelling like chemicals all day. Also, don't wait too long to wipe up spills or this will seriously stain your skin for a day or two as well as permanently stain your bathroom. Bottom-line: Beautiful, shiny dark hair. Love this product.