5 easy minutes. Penetrates coarse hair. Contains multiple applications. The worlds No. 1 mens haircolor. Easy Brush In: Specially designed brush makes application simple. Gray is gone in 5 minutes. Formulated for Facial Hair: Penetrates coarse, resistant facial hair. No-drip thick gel conditions and softens as it colors. Keeps Your Facial Hair Looking Its Best: Perfectly matches your natural hair color and Just For Men Shampoo-In Haircolor shades too. Gray target technology. Made in USA.