Used in hair dye formulations as a coupler to produce a range of permanent hair colors. It reacts with primary intermediates like p-phenylenediamine in oxidative dyes to form larger colored molecules that remain in the hair after rinsing. Its structure allows for fine-tuning of shades, particularly contributing to warm brown and auburn tones. The presence of the dimethylamino group enhances color intensity and stability, while the isopropyl and methyl groups influence solubility and compatibility with other dye components. Commonly found in commercial oxidative hair coloring products, including creams, gels, and liquids.