The dye took about 20 minutes to take to my hair. It took really well but I think it's probably because my hair was practically white at the time. Any colour darker than blonde wouldn't be able to dye their hair with this specific dye. It came out a bright light purple which is just what I wanted.
The hair dye obviously isn't permanent and states it will last about 6-12 weeks. For me, this was not the case. As much as I loved the colour, sadly it faded after 5 washes. I literally had the colour on my head for just over a week before it turned to a dim grey colour - never a good look. Looking back on it now I wish I'd just topped up the colour again because it really was lovely, just a bit of a pain in the ass to keep up with.