Gradually lightens. Now 2 shades lighter (when using the Go Blonder system of shampoo, conditioner, and spray). For further information, visit www.johnfrieda.com or call 1-800-521-3189 (USA). Gentle formula with citrus and chamomile restores moisture and renews softness for a shimmery, sun-kissed blonde. Ammonia and peroxide-free. Made in USA.