Sorry im late to answer, i dont check this site often, but i thought id answer incase anyone else wants to know. I now have used 3 of their dyes and i have to say it is my fav brand so far. It stays in your hair for a very very long time. I did not bleach my roots for four months and let it grow out without re dyeing and the colour was still in my hair, however. Everyone hair is different and some people may have a shorter time of it staying in also depending on how often you wash your hair. After 4 months of washing every fourth night it was just a different hue of purple. If you want to change colour fast then maybe try another brand that washes out quickly.