I routinely color my hair and I actually wasn't impressed with the new Schwarzkopf Ultime Divine Brunettes Line of hair color. My hair is naturally brown so I was looking forward to trying the #4.1 in Rich Brown. It was easy to apply but I ended up rinsing the color out 10 minutes early because my hair was turning black , definitely not a rich brown. It also took a lot longer to do the rinse after the application than any other hair color that I normally have used. My hair is now unfortunately a black color , thankfully is will slowly loose it's new color. Not my favourite brand , will not be purchasing again .