A rich purple, but fades to inky blue very quickly, as quick as after 1 wash. Even when mixed with a magenta the blue still comes through quickly. It has left and permanent ink blue stain to the bottom 2/3 of my hair that comes through from under other purples after a couple of washes.I've found that dull, inky blue impossible to remove, I've tried salt baths, Head And Shoulders, vitamin c tablets, very hot water, colour stripper... NOTHING has worked to remove that blue.I think the formula has been changed, because this didn't happen when I used to use it before.