ARCTIC FOX Vegan and Cruelty Free Semi Permanent Hair Color Dye (8 Fl Oz PURPLE AF) 100% cruelty-free and vegan, and always will be. We donate 15% of profits to help prevent animal cruelty and promote animal welfare. It can depend on a few factors such as the color you are using, the level of your hair, and your personal hair care regimen, but on average the color typically lasts between 4-8 weeks on bleached hair and about 2-6 weeks on unbleached hair. No unicorns, fairies, mermaids or other creatures were harmed in the making of Arctic Fox. An opened bottle of Arctic Fox Hair Color is good in the bottle for up to 12 months after opening. We don't want to rain on anyone's parade, but Purple AF is one of our faves. Formally known as Purple Rain, this deep, true purple is a versatile color that works well on a variety of base colors from platinum to light brown, giving deep tints of color to darker hair and showing vibrantly on lightened hair. It even works well to cover up other faded colors effectively AFProTip: Purple AF pairs well with tons of other AF shades; try mixing it with some Wrath for a burgundy, or Poseidon for a deep indigo. Made only from vegan ingredients with no animal by-products. No harmful chemicals in Arctic Fox hair dye that damage the hair like chemical based hair colors. Arctic Fox hair dyes are gentle for frequent use and actually conditions your hair as it restores vibrancy. Long lasting Colors, Smears Less, Sweet Scent, No Peroxide, No Ammonia, No Ethyl Alcohol, No PPD.