How long does the colour last and what makes it fade faster or slower?

The direct pigments sit on the hair’s outer layer and wash out gradually, so you can expect the medium brown tone to stay visible for about 4 to 8 shampoos. Processing time matters: leaving the shampoo on longer during application deposits more pigment, which extends the wear. Hair porosity is the other big factor — porous or damaged strands grab and hold colour more tightly, so the shade may last beyond 8 washes, while low-porosity hair may shed it sooner. The built-in UV filter helps slow fading from sunlight, but frequent washing, hot water, and clarifying shampoos will accelerate the fade. If you want the colour to linger, wash less often, use lukewarm water, and choose a gentle, colour-safe shampoo between tint refreshes.