I was looking into various eyebrow dyes/bleaches and ended up buying this product after being drawn in by The Burn's ads! Other products had too much quantity, so I felt like I wasted a lot, but this one has just the right amount, which I liked! The color definitely faded well, and I really love it!! I hope they release a version that fades with a softer tone next time! I left it on for about 30 minutes, and the color faded really clearly, which was great! My eyebrow area did sting a bit, but I think that's unavoidable given the nature of the product. It wasn’t super painful, just redness and a burning sensation around the area as you can see in the photos! I used the leftover amount to apply one more time and left it on for about 5 more minutes, and the color faded even better, so I’m very satisfied.