WARNING! Do not put the product on for the full 25 mins unless you want very, very dark hair that looks black in low lighting with brown undertones in good lighting. I left the dye in for 10 mins and wound up with a deep, rich brown. I love it! My hair is usually not shiny or healthy looking and looks great since I dyed it, and I've already washed and conditioned it once. I would have given it 5 stars if the color name wasn't misleading, but it is. My profile pic is me after dying my hair, and leaving it in for 10 mins. Can you imagine what it would have looked like after 25 mins? It would have been brown/black.