Smooth, creamy colour. I have thick, coarse, curly hair with about 20% greys. I ordered an extra developer as a pre-treatment for grey hair and extra colour but ended up only using one tube of colour. The dye, despite being rich and thick, covered all my hair and then some ( I usually have to use 2 tubes of Supermarket Dye) I received a full kit, cape, gloves, barrier oil and remover and opted for Deep Mahogany Brown as my natural hair colour is black. The end product is beautiful and is not flat, neither is it too dark. My hair came out soft with a beautiful sheen of plum. Will definitely continue to use.