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Sometimes Bigen comes out darker than color swatch/samples displayed at stores. Why?

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Sometimes Bigen comes out darker than color swatch/samples displayed at stores. Why?

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The hair swatches show the coloring result when Bigen is applied to 100% gray hair. Bigen tends to come out darker when applying to black hair because it has no lifting action. We recommend that you select 1 or 2 levels lighter than your original, natural color.

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