Clairol Professional Beautiful Collection is a moisturizing, semi-permanent hair color that provides rich, natural-looking color and increased shine without ammonia or peroxide. Enriched with ingredients like Aloe Vera, Jojoba Oil, and Vitamin E, it acts as a deep conditioner, is gentle on all hair types (including chemically treated hair), and lasts for up to 8 shampoos. The color is applied to shampooed, towel-dried hair, processed for about 25 minutes, and then rinsed thoroughly with cool water.