I would have given it 4*1/2 stars if there was an option. The color is amazing and looks completely natural. The entire process takes less than 1 min and there’s nothing to rinse off. The only improvement that I’d like to see is for it to last longer. I do need to reapply every 24 hrs. However they do sell two for a great price which I was unaware of. I called the company to tell them my thoughts on their product and the person I spoke to was friendly and knowledgeable. This is the first beard color that’s ever looked natural and not turned my beard purple. The application is idiot proof and sooooo quick. Hope they eventually sell in stores. Scott S-New Jersey