This week, the Splat Midnight hair-color collection launched exclusively at Target, and it's making me question a decision I made several years ago.

Let me back up. Freshman year of high school, I dyed a one-inch section of my brown hair fire-engine red. (That's all I wanted to sacrifice to bleach—just one inch.) For that small amount of hair, the process seemingly took forever. Between having my hair bleached twice to lift my natural color and sitting with the red dye on my hair, I vowed to never color my hair again. (Unless metallic hair-color genius Guy Tang would do me the honor.)

The Splat collection, however, uses what the company refers to as "direct dyes," which allow brunettes to color their hair a bold hue—without bleaching first. Yes, it's time to celebrate. My fellow brown-haired beauties can now choose from Amethyst (a deep violet), Ruby (a black cherry red), and Indigo (a navy blue) without worrying about the long, arduous—and damaging—process of bleaching. Blondes can use the vegan dye, too. But the lighter your hair is, the brighter the dye will look, so fair-haired femmes may want to think twice before going Splat.

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Typically, hydrogen peroxide is needed to oxidize the hair color, i.e. lift the base of the original strand color. However, the new Splat dyes pack strands with finely-milled micro-pigments (not unlike your favorite highlighter), which attach to the hair for high-impact color, says Helen Crutchfield-Christoni, the vice president of marketing for Developlus, the company who manufactures the dyes. In turn, these micro-pigments leave hair damage-free—and best of all, take just 45 minutes of your day to transform your hair into the violet, red, or navy color of your dreams for up to eight weeks. The Splat Midnight hair-color collection is available now at Target stores or at target.com for $8.99.

BRB, giving up on all my principles and going for bold.

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