LONG LASTING COLOR - With minimal damage to your hair, Bigen's colorants maintain stability and last longer. Harsh dyes that damage your hair won't hold color as effectively because they open your cuticles excessively to accept the colorants, and they may not properly close after coloring. When this occurs, the colorants easily fade out. BIGEN IS THE PIONEER OF POWDER HAIR COLOR - For the past half-century, Bigen has innovated and inspired the hair coloring industry worldwide. They've been in the U.S. market for more than four decades. THE TRUSTED CHOICE WORLDWIDE - Regardless of region, ethnicity, hair types, styles and conditions, Bigen is the trusted choice in more than 70 countries. The secret to Bigen's success? Consistent superior quality.