True to box colour, non drying. I will definitely use this brand again. One of the very best things about this hair colour is the gloves. So many dyes come with horrible, tight, weak gloves, this brands gloves are great. The smell was also not bad. It wasn't that pleasant, not many blonde hair dyes are, but it wasn't an overwhelming scent. The dye rinses well, leaving hair soft, manageable, and pleasantly scented. The Wal-Mart cost was very inexpensive, and honestly, for this quality I would have expected to pay much more. Also know that there is a lot of dye in the bottle. I usually need three for my mid back, very thick hair, I only used two and had a bit left over.
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