This is my favorite brand of hair color and the only brand I purchase. I like that the odor is not overpowering like many hair color products. It covers my grays very well, it lasts a good amount of time. It is easy to mix and use. I really like that they have made the shampoo & conditioner gluten free. I was unable to use them before. And they added leave in conditioner. I have used all these products and love them. My hair looks healthy and you wouldn't even know I color my hair.