I actually have thick "oriental" hair that regular hair dye in my country actually damages badly that I would have to go to a professional to have my hair colored. But with Etude House's Bubble Hair Coloring... I actually can dye my hair without any major damage to my hair. I actually have been using this product for two years now... and using different colors according to the season. But since it's winter and colder now... I actually have it dyed khaki brown and it isn't EXACTLY like the color on the box but it actually slowly becomes that color over a few days. And the smell of the dye isn't even that irritating. It actually smells good and it's really easy to get an even color throughout all the hair on your head as well...