Review (3/5): I wouldn't go by their color chart.
Update:
Ended up lighting my hair again and trying again to see if that would improve how well it showed up.
The purple did show up a lot better this time. I think the weirdest thing about this color is the closer to the roots it was the more pink in color it was. (The difference was a lot more noticable in person.)
I've had it in my hair about a month now and it's still hanging on. The blurred face picture is how it faded in that time.
I prefer INH's non-care bears hair color, feel it gives you the result you expect, this one you really need white hair for best results, because even light blonde gets you more of a pinkish purple.
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Review before
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My natural hair is close to the 'Caramel' on their color chart, and this really didn't show up at all for me when I tested it that way.
So I did go and bleach my hair, my blonde is now the color of 'Champagne Blonde' via the color chart (It looks darker in the photo I took of it for some reason.) But it's showing up more like the color they say it should look like for Caramel hair.
It...really just feels like it's tinting my hair vs really coloring it?
In my image you'll maybe see Purple-Pink-Blonde stripes on the pulled down section hopefully.
The pink stripe in the center is the purple hair dye after 5 days of putting it on my hair. (I never rinsed it after putting it on, and I've only brushed water through my hair once.)
I did also test this on my dog, I looked at the ingredients and compared them to Arctic fox which was a brand known to be safe on dogs, looked to be the same exact ingredients, so I tried it out assuming it should be relatively safe. (But I didn't let it touch her skin just in case.)
It showed up quite well on her white fur and lasted about 3 weeks?
So that made me feel like your hair really needs to be pretty light for it to really show in a way that's noticably purple I feel?
I'm not sure I like the look of the color on my test area enough to dye my whole hair with it, but wonder if it'd look better that way then just in a test area.