I LOVE this product! I use it so I don't have to dye my hair every month to keep it red, and it definitely works. I feel like I just dyed my hair every time I use it. The reason I say to use cautiously is because it WILL make your hair fall out if you leave it in longer than 5 minutes. I made that mistake once wanting a deeper color tone and had a handful of hair fall out (but nothing too serious! don't let that deter you from buying this great product). I mix about a handful with a deep conditioner and my hair feels smooth, shiny, and has extra color that makes everyone ask me if I'm a natural redhead. Buy this if you're looking to get that natural redhead look!