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Dark colors will fade BUT if you use a sulfate free shampoo (if you do a "natural" color like red, brown, black, blonde there's a John Frieda soap that protects against fading) the fading won't be as quick. I dye my hair quite a lot. If you bleach your ends, definitely leave conditioner on them in the shower (like 3-5 minutes before rinsing) after bleaching to keep your hair healthy.