During the pandemic, my natural hair came in soft. The dyed hair from this company was crisp and dried to the point it was like straw. I never color anything but my roots so it wasn't because all my hair is always colored. I've also had trouble with this product covering my gray. Customer Service just told me to keep in on longer during the dying process. Never worked. I switched to Olia by Garnier. The gray is MUCH MUCH better, the colored hair is SOFT, not crispy. The only thing this company got right was the color. That's it. I just canceled my subscription.