Finally I bought a color of this brand that I actually wanted to use, orange. Upon receiving it, I decided that the tub was bloody tiny for the price, so the pay off better be worth it. Luckily, it is.
I have 2 colors from this brand, a teal and an orange, but I've only opened the teal. I was surprised to see how jelly like the formula is, which is what made me extra skeptical in the first place. I dipped my brush in several times just to get a feel for it, and then I slapped in in my hair (brushed it calmly). I was pleased to note no harsh smell, I thought it was rather pleasant myself.
Leaving it to sit for several hours is preferable for me, but I've had excellent results just mixing it with conditioner and using it in the shower as an orange "shampoo" if you will (because its conditioner... not shampoo...). I just used that in place of my regular conditioner, and it brightened the whole color right back up.
I have shampooed my hair more than I usually would, yet it's still holding up. It has faded in some places, but I also have a feeling that's where I placed a different brand of orange so I can't be entirely sure. But it's doing well. With or without my touch ups. So it's fair to say that I shouldn't judge dye by their textures. I really enjoyed using this dye, and I'll be buying more in future.