I have been using the Water Colour hair dye for several years now, as I am allergic to chemicals and perfumes that are found in commercial and even "herbal" based ones. Activated with hot water, it provides nice color and my hair stylist even commented that it is better for hair as she noticed a difference in the health and texture since using it. Being natural, it doesn't last as long as other permanent dyes, but it is much better for my hair and my health, so I pay the customs duty to have it sent from UK to Italy (oh I wish they were in Ireland EU instead! ;) But despite the cost, I find it worth it.