You may be wondering if the color results are permanent, since this product is a shampoo. The answer to this well thought out question is VERY permanent. Indeed, although this product is a shampoo, it is actually both a shampoo and a hair dye. So, in essence, you can color your hair while taking a bath. The coloring effect is also long-lasting , meaning it won't wash out the next time your hair comes into contact with water.