I had never EVER coloured my hair so by age 36, I was very apprehensive about starting. I'd watch my friend's horror stories using home colour during the late 90's and early 2000's and was just so against the entire process. When I finally started to have grey's come in, my confidence took a wee hit. As a natural redhead, my hair colour was a firm part of my identity and so I knew I needed something natural that I could easily maintain myself, didn't cost the earth and didn't look like bottled ginger. I found The Shade by word of mouth. The colourist I spoke with put me at ease and they sent me everything I needed to successfully colour my hair myself. With zero experience under my belt, I now have my natural young me hair colour back with no damage and no horror story. I loved the entire experience from website, and questionnaire to support to end colour result. 12/10 keep doing your thing guys! I'll be a lifetime customer.