I recommenced dyeing my hair this year at 65 - after going grey at 56. I started using products that reflected what was important to me - no nasties in their products - not tested on animals and a great range of colours. All the colours that I initially tried from other companies produced very flat colours that dried my hair so much that it felt like straw. And then recently I was very lucky to find ‘The Shade’ and their products have given me great colour - and colours I can mix and match - and they are an ethical company with no nasties in their products across their whole range. I also love that you can purchase permanent colours with different volumes of developer with the 27 volume developer catering to more resistant grey hair - such as mine! And their customer service is fantastic! My whole experience of The Shade as a company and with their range of products is as close to a salon as possible with so many variations of colour and care available to you. The Shade is nothing like my usual experience of buying a box of colour tint in a shop or online - I am loving my new hair colour and the condition of my hair.