The colour is deposited by direct dyes that sit on the cuticle and outer hair shaft, so it gradually rinses away with each shampoo. Most people see noticeable tone for 4 to 8 washes, but the exact number depends on three main factors. First, hair porosity: more porous (often damaged or chemically treated) hair grabs more pigment initially but can also release it faster if the cuticle is very open. Second, starting colour: on medium-brown hair the coffee shade adds warmth and depth; on dark blonde it reads as a richer brown; on very light or bleached hair the result is significantly more intense and may last longer because there’s less natural pigment to compete with. Third, UV exposure: the formula includes a UV filter to slow sun-induced fading, but prolonged strong sunlight will still accelerate wash-out, especially for warm brown tones that tend to lose richness first. To extend the life of the tint, wash with lukewarm rather than hot water, use a sulphate-free shampoo for subsequent washes, and wear a hat or use a leave-in UV spray if you’re in strong sun for hours. Re-application is safe whenever the tone fades, since there’s no oxidative chemistry to build up.
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