I have been using hair colors for past 10 years and have tried almost all brands available in the market, but all gave worse side effects like hair fall, bad hair texture, scalp itching etc. I was a bit skeptical about The Wellness Shop organic hair colors, but thought of giving it a try and i was blown away by the results. The color stays on for a good 15 days for me, wearing off towards the end. My hairfall problem has improved, hair quality is so good, and no more scalp itching. Overall it is coloring my hair without any side effects that the chemical colors used to give. I am not switching to any other brands hereafter...i love it so much.