I color my hair regularly, it is usually a medium reddish brown. A few months ago I decided to dye my hair a more natural brown. I usually use Loreal, but I thought I'd give Luminista a try because of it is ammonia-free. I used number 115 Natural Brown. The product smelled great, and was easy to use. My hair usually feels pretty dry after coloring, but it felt very soft after using Luminista. The color looked really good for about 3 washes but after that it faded very quickly. I know that hair color always fades over time, but this was much faster than I have experienced with other brands. I thought I'd give Lumisita another try when it was time to color again. I used the same color I had previously used. Once again the color looked great for a few days, but faded very quickly. If you are looking for a hair color that is not as damaging, and don't mind the fade factor, I would recommend Luminista.