Four Reasons Original Takeaway Color - Black Velvet - 1.0 Black - Demi-Permanent Hair Color - Ammonia-Free and Fragrance-Free Hair Dye - 100% Vegan & Cruelty Free

After using bleach for highlights for years, which fried my hair, I had to do something different. A salon suggested using a demi permanent color, but every time the salon stylist used their demi color, my hair looked reddish or 'warm' at the roots, which I hated. I was frustrated and found this demi permanent color on Amazon. I had never tried to dye my hair myself and was nervous to try it, but am so glad I did. I LOVE the color. I get so many compliments on the color. It is cool & ashy, but not gray looking. Because it is vegan, there is almost no smell. It's easy to apply. If you have long thick hair, you might need to use two packages to cover everything. For best results, wash your hair with no conditioner + APPLY TO COMPLETELY DRY HAIR, not towel dried hair, but totally dry hair to get the full effect of this color & the richest color. This demi permanent color also provides great gray coverage. I probably apply it once a month & because it washes out in about 4 weeks. Since it washes out, you need to apply it to all of your hair, not just your roots. I highly recommend this product.

Due to extreme chemical sensitivity, we are limited on what hair dye we can purchase. The smell of this is minimal. I still wear my chemical mask when putting it on my teenager. If the weather is good, I do it all out in the garage just to keep any type of smell out of the house. But if you use it in the bathroom with the fan running, it doesn’t take hardly any time at all for any smell from the chemicals to dissipate.It will fade within 3 to 14 days depending on how often you shampoo your hair. We have purchased this at least seven or eight times. Very happy that this type of product exists. I wish there were more cute colors to choose from.

Marmalade: Don't Panic! It only looks brown immediately after dying, while it's still wet. It's pretty dark at first, but becomes more copper after drying, and washes more copper after a shower or 2. I wish it lightened hair about 1 shade, and made it just slightly more orange, BUT it does look natural, and I like it a lot! Truly Fragrance Free! The selling point! The smell of the ingredients aren't overwhelming, and there's no fragrances \ perfumes!

Had no conditioner dried my hair out so bad had to get professional conditioning to restore

Dark, funky color on my hair. Don't go by the photo that is included in the product description, go by the color shown on the box front, but darker. My hair is now the color of packaged turkey gravy, so I'll be washing it multiple times a day to try to get it out, and I'll be looking for a different product to achieve that light ash blonde I was hoping for. The only reason I'm giving it two stars instead of 1 is that it is a nice, thick cream that applies easily, the price and the fact that there was absolutely no smell and it's supposed to be a more natural product.

I used Cafe Macchiato in cool. My hair is cool toned and even has some purple undertones. I also have some greys. The color is fine. It could be more cool though. They needed to add a little purple to it to make is more cool. Also, they sent me an expired box:( for May 2023. I ordered it July of 2025. I didn’t realize the date until I had the product in my hair. It didn’t coat the greys well but made them instead look like golden highlights. It doesn’t stink. It’s not very conditioning but conditioner after rinsing it fixes that. I don’t think any company has yet to make a true cool-toned medium ash brown. I am starting to think it may just be impossible.

I was recommended this brand by my hairstylist and I will be ordering this again. I ordered it in color cappuccino for my pre lightened hair. It is very easy to use as long as you follow the instructions included. The box of dye came with two bottles: developer and color. It also included instructions and a pair of gloves. You can mix the color in the bottle that’s included or I decided to mix mine in my special bowl for hair dye (non metal) and use a brush to apply. You have to apply the color on clean towel dried hair, then let it develop on your hair for up to 30 minutes, depending on desired results. In my case, I wanted to go as dark as I could since i had to even out my color and so i kept it on for 30 minutes. I started out with level 9-10 blonde and it turned out to be level 5-6 brown, which i was happy with, knowing it is a demi-permanent hair color, so eventually it will wash out. It’s been a little over a week and it has washed out to level 7 ( i call it milk tea color) and I’m really happy how it looks. My hair looks shiny, healthy and most importantly like i just dyed it that caramel/milk tea color. Something for you to keep in mind is that I wash my hair every other day or every day, and I do not use color safe shampoo/conditioner or color depositing masks/conditioner to keep the color going. My goal was to achieve the wow effect from going from blonde to brown and have it slowly wash out to the point that i can get my blonde back if I decide to!

Perfect for people with fragrance allergy or just sensitive to hair dye. Good coverage and color lasted a long time. Also covered grey.

I am someone who has a severe allergy to scents. It has taken a very long time of searching high and low for a demi permanent hair color that is SCENT FREE. Four Reasons hair color is an amazing product. There is no scent to the hair color, and my scalp did not itch during the color process or after. I highly recommend this product!!