I have posted separately on Naturally Curly about my Inoa experience and suggest you read my story there. Bottom line is there is a lot of Inoa chatter on the web about bad color, too dark color, no grey coverage, fadage, and, most worrying, bad allergic reactions. All of the above happened to me. Also, do not believe the hype: MEA, which is used in Inoa instead of ammonia, has been around for 80 years. It is not new. Other hair color lines have tried it and dropped it because, quite simply, it does not work well, damages hair, and causes reactions with some people's skin.