I've been using Gentle Hair Dye for about 10 years now. I started using Palest Soft Gold Blonde to a) Cover greys but not my slightly darker base colour (effectively gives me golden highlights) b) reduce the amount of time spent at the hairdressers having highlights and base tint c) to improve the condition of my hair as salon colouring was destroying my hair leaving it brittle d) to save money - lots! It has always worked fantastically. It's an amazing product and I absolutely love it. In the 10 years I've been using it, I've gone much greyer, only no-one (including me!) sees the grey because I regularly colour with this so I've just gone gradually blonder - but still my base colour is darker than the Palest Soft Gold Blonde, so it still looks multi-tonal / highlighted. It's so convenient, the products so harmless, the service so excellent - that I cannot imagine what I'd do without it! I'm just writing this having used my last packet (I buy three at a time to save on postage) and reordering.