I have medium brown hair and I think this worked really well. My hair didn’t get platinum as pictured, but I wasn’t really expecting it to. It did lighten up quite a lot, but it does have yellow and orange tones to it. I was super impressed because there was literally no smell at all, so it’s great if you are sensitive to the harsh smell of traditional boxed hair dye. My hair did feel dry when I was washing it out, but after using the conditioner packet that came with it my hair felt moisturized.