Yes it absolutely is. Though is only as good as the person who applies it of course...We got excellent local Aveda salon, guy trains other colourists, however can't get appointment unless you book months in advance so started going elsewhere.
I've had so much colour put on my hair over recent years I've forgotten what colour I am naturally (well almost ), and Aveda was the absolute best - natural looking & long lasting. However, am currently sporting rather lovely Vidal Sassoon colour so shall see how it lasts.